Digital Marketing Online advertising

Online advertising, also called online marketing or Internet advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser..

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Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.

– Steuart Henderson Britt, US author


5 Myths About Sales and Marketing Alignment Debunked

sales and marketing alignment myths debunked

Author: Stacey Thornberry

When it comes to sales and marketing, there are plenty of misconceptions due to lack of understanding and collaboration. To strengthen marketing and sales relationships so both teams can more effectively and efficiently work together to drive revenue, we consistently need to squash any negative myths in the universe that exist. Here are five sales and marketing alignment myths that you should stop believing right now.

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How to Protect Your Company’s Reputation on Social Media

protect your social media reputation

Author: Sapir Segal

Every company that engages in social media marketing needs to uphold a strong and credible reputation while looking for ways to continuously improve it. Controversial posts, account hacks, and inadvertent mistakes are all examples of threats that could harm your brand's reputation. Luckily for marketers, many of these troubling factors are avoidable or correctable. Here are three common mistakes that plague social media marketers and the best ways to avoid them.

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The Next Generation of Influencer Marketing

influencer marketing

Author: Ellen Gomes

As influencer marketing becomes more commonplace amongst marketers, its evolution is something that marketers looking to innovate must track, understand, and keep up with. The latest report, Influencer 2.0: The Future of Influencer Marketing, from TopRank Marketing, Traackr, and Altimeter Group reveals the ways that influencer marketing is evolving, possibly into a field called influencer relations. Here are the four top takeaways.

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5 Ways to Find Marketing Inspiration in Your Daily Life

find marketing inspiration

Author: Mike Madden

We’ve all been there before. Some call it writer’s block, others might call it having an ‘off’ day. How can a marketer expect to be creative all the time? Athletes have bad days, so why can’t we? The truth is that we are inundated by thousands of marketing messages every single day and it’s up to us, the marketers, to draw inspiration from our peers. When I’m having a ‘stuff my face with cake instead of write marketing emails’ kind of day, these are my usual sources of marketing inspiration.

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Virtual Reality Is Now a Marketing Reality [Gifographic]

virtual reality in marketing

Author: Elaine Ip

Once an out-of-reach technology, virtual reality is now an out-of-the-box technology—accessible by consumers and brands alike. From Oculus Rift to smartphone-powered headsets, anyone can immerse themselves and others into a virtual world. Marketers, from both B2B and B2C brands, stand to make huge gains with VR campaigns. Check out this gifographic to discover how you can leverage VR in your marketing.

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4 Delicious Recipes to Sweeten up Your Marketing

4 marketing recipes

Author: Lisa Marcyes

Just like in baking, a marketing strategy includes several components that require expert measurement and precise mixing to produce the results you’re looking for. To that end, I thought it would be fun to pull together four Valentine's Day marketing recipes to contribute to your overall marketing success! And for those who delight in a sweet treat at the end of the day, I’ve also included four of my favorite recipes I hope you’ll enjoy.

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4 Value Selling Tools to Move Leads Down the Funnel

increase revenue with value selling tools

Author: David Svigel

It's up to marketing to create and guide the conversation throughout the customer lifecycle. Thankfully, you can prepare for this by leveraging tools that sell value, rather than features, to increase lead quality and sales velocity. In this blog, I'll explain how you can use value selling tools in conjunction with your marketing platform to enhance the buyer’s journey and ultimately grow your revenue.

The post 4 Value Selling Tools to Move Leads Down the Funnel appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

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11 Tips for Starting a New Sales Role

tips for starting in b2b sales

Author: Chris Gillespie

So you have a new sales job. You feel giddy with excitement at what the future holds, and you can hear the cowbell clanging as other account executives ring in their deals. But once you create your new Outlook signature and open a fresh spreadsheet, people begin joking "When’s that first deal coming in?" It’s then that you realize the pressure is most certifiably on. Having been through this many times myself, I'll share my top 11 tips for ramping quickly in a new sales role.

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5 Steps to Market to a New Vertical

marketing to verticals

Author: Vyoma Kapur

Marketing to a new vertical is no easy feat. It takes time, resources, and dedication. But all the hard work and investment pay off as you go from being relatively unknown in a segment to the best-in-class solution. Let’s look at five key steps to penetrate a new industry.

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How to Run a Successful Webinar from Beginning to End

running successful webinars

Author: Mary Kate Francis

Webinar programs are important in any marketing mix for several reasons. They provide a convenient forum for your company to establish itself as a thought leader in your space and help develop your brand voice. But more than that, webinars can be significant (and inexpensive) revenue drivers for your business. Here are five steps for running a smooth webinar, from conception to measurement.

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#Pubcon #SFIMA Insider’s Guide: Joe Laratro Tells All

Fort-Lauderdale-lights-reflection-waterYou know what February in Minnesota calls for? A brief respite somewhere warm. With the Pubcon SFIMA Summit coming up in two weeks in sunny Fort Lauderdale, Fla., we’ll get our Vitamin D recharge along with some hard-core marketing training to boot. We. Cannot. Wait. This year, Aimclear’s pulling double duty, with a workshop during […]

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Run Predictive & Branding Social Campaigns When Search CPC is TOO DAMN HIGH | Psychographic Targeting Hot House

Emergency home services such as plumbing and appliance repair are the bread and butter of search PPC for one obvious reason: intent. When faced with a burst pipe gushing near-freezing water, most of us aren’t hopping on Facebook for help. Nope, it’s straight to Google with a “plumber [city]” style search. As a service provider, […]

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How to Build a Social Media Dream Team

structuring your social media team

Author: Ellen Gomes

Social media is probably one of the most instantaneous ways that you can represent your brand—from voice, to promise, to personality—but let's get real, with that capability comes a ton of responsibility. Social media, like many roles that manage customer- and public-facing properties, can sometimes get input and scrutiny from across the organization. This blog will look at three essentials of a social media dream team, from the team members you may want to hire to processes you should put in place.

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4 Secret Weapons for Sales Enablement

content for sales enablement

Author: Chris Gillespie

There are nearly 17 million Google search results for “marketing and sales alignment”–too many in my mind, given that they all sound pretty much the same. Most of them beseech marketers and salespeople to “just get along,” but while they advertise “shockingly simple secrets,” most of them are troublingly vague. But this one is different. Today, I’ll share how marketers can achieve alignment by simply enabling sales to close more deals. Here are four assets you can create to enable sales to close more deals.

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How to Leverage Intent Data to Drive More Revenue

how to use intent data

Author: Travis Kaufman

As key drivers of the revenue team, marketing and sales are constantly looking for the next innovative method to get a competitive edge—particularly in generating revenue for the business. One method that continues to pique interest is intent data. In this blog, I'll walk you through what intent data is, how to use it to drive revenue, and how to evaluate a vendor.

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Welcome to Marketing In The Engagement Economy

engagement-economy

Author: Steve Lucas

You’ve heard it a thousand times: digital transformation has shifted the way companies do business. As a part of this shift, buyer expectations have changed. As a marketer, there are dozens of ways to reach your customer, but the trick is finding out how, when, and why they want to be engaged. Now, a thoughtful, personal, seamless, experience is what customers crave.

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3 Steps to Reduce Churn and Increase Revenue

reducing churn with customer marketing

Author: Rick Siegfried

As frustrating as a high churn rate can be, there are ways that you can you improve customer retention, all the while identifying post-sale opportunities. More than salvaging customers who might be on the brink of leaving, customer marketing maximizes the opportunities you already have. Here are three steps to getting your customer marketing campaigns up and running.

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Where Are You on the Marketing Maturity Curve? [Report]

marketing benchmark report

Author: Adrienne Whitten

As our CMO, Chandar Pattabhiram says: “The future of marketing relies on our ability to engage with people in a personal and authentic way.” But, the question is–how exactly are marketers doing this today? So, we asked them, and we are proud to offer you the first of what will be an annual survey to give you marketing benchmarks from some of the best marketers in the world. Download the report to learn about marketing organizations, technology, strategy, channels, metrics, and more.

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3 Ways to Make Controversial Content Work for Your Brand

how to make controversial content work

Author: Andrea Lehr

Most brands avoid controversy like the plague, in large part because on the surface it does seem ill-advised. However, there are some who choose to stir the pot because they know something others might not fully understand yet. Controversy attracts attention because it triggers an emotional response, which is essential in generating massive engagement. In this post, I’ll introduce three ways you can approach controversial content and how to determine which one is right for your brand.

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3 Account-Based Marketing Mistakes You Can’t Afford to Make

account-based marketing mistakes

Author: Joe Paone and Vyoma Kapur

Account-based marketing is gaining in popularity in large part due to its high potential for improving return on investment (ROI). But how do you ensure your strategy is headed in the right direction? Whether you’re an early adopter of ABM or just venturing into it, there are many mistakes that you could be making that will limit the effectiveness of your strategy. Let’s jump right in and take a look at three big mistakes account-based marketers make and how to avoid them.

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4 Ways Demand Generation Marketing Is Like Football

marketing is like football

Author: Randy Frisch

They say the toughest position on a football field is the quarterback. You’ve got hundreds of plays to learn and optimize. You get hit with a blow when you least expect it and need to dash to an opening that presents itself. Your team counts on your strategies to win the game and you take the blame for losses. With Super Bowl 51 just around the corner, I decided to have some fun and draw some parallels between football and marketing. Feel free to drop yourself into the quarterback slot here and see if you can relate.

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Strike Gold with PPC Ad Extensions: Defining & Mining Your Strategy

When properly executed, ad extensions can add value both aesthetically and in terms of performance. They increase coveted SERP real estate, but more importantly, present PPC practitioners with greater opportunity to educate and connect consumers to a brand or service. Despite their worth, extensions are often overlooked or misaligned to KPIs. Read on for our […]

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How to Drive Considered Purchases in Consumer Marketing

b2c considered purchases

Author: Patrick Groover

Today, marketing revolves heavily around influencing the consideration stage. However, your ability to be top-of-mind all throughout the buyer's journey can be the difference between making or losing a sale. In this blog, I'll cover five features of a sophisticated engagement platform that allow you to differentiate your brand and keep it top-of-mind, while properly supporting the downstream conversion of purchases.

The post How to Drive Considered Purchases in Consumer Marketing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

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Hey PDX Marketers! Announcing Aimclear® Social PPC & Psychographic Full-Day Intensive

Aimclear has had a long and beautiful relationship with Portland, Oregon, and SEMpdx. Beginning with SearchFest 2008 held at the Portland Zoo, our AC team has taken part in every SearchFest since and then some. NOW, SearchFest is “Engage.” As part of the festivities, AC is offering Portland marketers our storied Social PPC & Psychographic Display Full-Day Intensive Workshop the […]

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Does Google Hate SEO? This Ominous Data Is All You Need To Know

There’s been a lot of hubbub over the years as to whether Google respects SEO, AKA search engine optimization. Whilst researching keywords and advertisers using SpyFu, we discovered Google’s internal PPC spend paces at millions per year, buying SEO themed keywords…peddling AdWords PPC. Ouch! Google markets AdWords to a disturbing set of SEO-related keywords, including “SEO Minnesota,”  “Top SEO […]

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The Occupational Psychographics of LinkedIn Psychographic Professionals

Psychographic variables are attributes connecting users’ interests, affinities, proclivities, politics, biases, religion, peccadilloes, sexuality, financial status, purchase intent, education, freaky stuff, car ownership, house size and thousands of other common (plus off-the-beaten-path) layers. Some intellectuals also refer to them as IAO (interests, activities and opinions) variables. Occupational psychographics profile a user’s workplace, employers, job description and other variables. […]

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Instagram Rolls Out Hands-Free Video Feature & YouTube Pairs Brands with Creators for Episodic Magic | Social Marketing Cluster Facts

Instagram takes a hands-on approach to photos, Twitter lands a 360 and YouTube pairs brands with creators for episodic videos. Want more? Watch Social Marketing Cluster Facts! Transcript: Between the Christmas dinner coma and the New Year’s Eve bash, Twitter introduced live 360. When you see the LIVE 360 badge on Twitter or Periscope you […]

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Banish Meeting & Email Bloat via Prioritized SLAs! Aimclear® Agile Marketing Digest

Welcome to the inaugural edition of Aimclear® Agile Marketing Digest. Each AAMD edition will share actionable cornerstones of Aimclear agile marketing SLAs (service level agreements), which can dramatically reduce classic marketing bottlenecks. 2016 was an extraordinary (if not tectonic) year in the marketing agency world. Players not keeping pace with change were squeezed out. Our Aimclear team was smart, prescient, ready to BE the […]

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The Ultimate Travel Marketing Psychographic Targeting Toolkit

Travel-marketing-psychographic-targetingOf all marketing spaces, the travel and hospitality vertical has some of the richest data at scale. The reasons are obvious. Many humans are nomadic in nature, a phenomenon dramatically perpetuated by global, easy, low cost, high tech and accessible transportation and lodging. An exciting feature of growing data sets is easy accessibility to psychographic […]

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