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


3 Ways to Make Personalized Marketing a Practice, Not a Goal

marketing personalization best practices

Author: Guy Atzmon

To create, build, and grow these necessary and meaningful relationships, brands are segmenting their audiences and personalizing their content and campaigns. However, many often settle for a bare-minimum approach, adding a prospect’s first name to sales emails or segmenting customers based on sweeping demographic markers. In today’s increasingly personalized world, this approach is obvious at best. At worst, it doesn’t lend to a meaningful interaction with a prospect or customer. Read on for three best practices for a holistic personalized marketing strategy.

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Launching a Partner Program: Why, What, and How

starting a partner program

Author: Amy McCarthy

Throughout the many, many years of working in different aspects of channel management through value-added resellers (VARs), channel partners, or original equipment manufacturer (OEM) partners, I’ve learned firsthand how powerful partnerships can be. B2B organizations large and small partner with other companies to enhance their brand, extend their sales footprint, and grow their customer base.In this blog, I’ll share how you can launch a partner program for your organization—from defining objectives to structuring the program.

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How to Leverage Social Intent Data for Email Marketing

leveraging intent data to trigger emails

Author: Jingcong Zhao

In the past six months at Socedo, we’ve shifted our email marketing strategy from persona-driven campaigns to intent-driven campaigns. This shift has helped us dramatically increase our email performance and opportunity creation rates. In this blog post, I’ll explain why an intent-based email marketing strategy is effective and how you can create successful email campaigns from social intent data.

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Less, But Better: 4 Practical Ways to Create Enough Engaging Content

create better content, not more content

Author: Josh Ritchie

Maintaining high-quality production without a break is hard. And, if the quality of your content starts slipping to the point where it’s not engaging, it’s not worth it. Weaker content brings down the quality of your overall content efforts. Here are four ways to focus on creating engaging content and not just pumping out content to fill your editorial calendar.

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Public Service Announcement: Field Events Aren’t Dead

why you should invest in field events

Author: Stacey Thornberry

In this age of digital engagement, we’re bombarded with messages from a multitude of online sources. With all of this digital connection, sometimes we can end up lacking authentic, HUMAN connections. Now more than ever, people crave that in-person connection, so take advantage of this desire and let your prospects and customers know you genuinely care about spending quality time with them! Read on for four reasons why field events could be your new bread-and-butter.

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How to Orchestrate a Solid ABM Team [Gifographic]

Orchestrate Your ABM Team

Author: Ellen Gomes

If you were assembling an Oscar-worthy orchestra, how would you select your musicians to bring delightful music to your audience's ears? Believe it or not, marketers face similar challenges as they're assembling their account-based marketing team, combining unique roles into cross-functional teams that create beautifully orchestrated campaigns. Check out our new gifographic to learn how to assemble the right talent to create engaging ABM campaigns.

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You’re Invited to a Gathering of the Masters of the Marketing Universe

the #1 marketing conference in the industry

Author: Stacy Milman

It’s springtime, and hopefully, April showers have got you thinking about your blooming MarTech stack or a refresh of your marketing engagement strategy. Spring also brings the annual Marketing Nation Summit. Here are three tips to make the most out of your time learning from the most complete ecosystem of marketing solutions at Summit.

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10 Account-Based Marketing Sessions You Don’t Want to Miss at Summit

10 account-based marketing sessions to attend

Author: Anastasia Pavlova

Many marketers attend Summit to stay sharp on different areas of focus, new trends, and best practices. One particular topic of interest is account-based marketing (ABM), which has recently seen a revival as new digital technologies make it easier for companies of all sizes to scale their account-centric efforts. Here are 10 sessions on ABM strategies, frameworks, best practices, and results that you won’t want to miss at the Marketing Nation Summit this year.

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Tips & Tricks for Optimizing Your Emails

email optimization tips

Author: Mike Madden

I’ll admit it. Email marketing is scary. Not every email you send will be a winner. Luckily, with sound testing methodology and an exhaustive list of A/B testing ideas, you can learn how to better engage subscribers and send your email performance through the roof!

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Aimclear Integrated Marketing Workshop Roadshow, 2017 Edition

road-sign-serious-marketing-chops-aheadMissed Aimclear’s Social PPC & Psychographic Display workshop at Engage? Not to worry. There’s plenty of other chances to catch us around the country and even across the pond this year. Take a peek at our 2017 workshop schedule below, and join us for one (or more!) of our mind-expanding marketing masterclasses. #BankSocial — April […]

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How to Define the Scope and Vision of Your Engagement Platform Implementation

managing a successful marketing platform implementation

Author: Susan Sauter

Typically, when companies get started with a robust marketing solution, they are super excited and want to get up and running quickly–oftentimes with a goal of utilizing as many new features as possible. However, biting off more than you can chew can lead to frustration, confusion, and failure. If you’re in charge of spearheading your new marketing platform implementation, define the scope and vision first.

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30 Facebook Financial Targeting Segments to Master When Money’s on the Brain | Psychographic Hot House

brain-made-of-moneyFinancial attributes are a key part of the psychographic marketer’s targeting toolkit. Slicing an audience based on banking and spending habits helps zero in on the users you want to buy a product, and it weeds out people you likely don’t. If you’re selling high-end home entertainment systems or investment services for the ultra-wealthy, your […]

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3 Can’t-Miss Learnings at Marketing Nation Summit 2017

best marketing conference 2017

Author: Chandar Pattabhiram

In just one month, I’ll be taking the stage for my fourth Marketing Nation Summit and I couldn’t be more excited. What I love about Summit is that it gives all of you a chance to learn, share, and grow in the world’s most vibrant community in the world for engagement–The Marketing Nation. And while it will be the best party in town, my favorite part is that no matter what stage you are in your career, you will walk away with more knowledge that you arrived with. That said, here are three can’t-miss learnings that you can expect at Marketing Nation Summit 2017.

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5 SEO Tips for Videos: How Google Ranks Them & How to Optimize

video SEO tips

Author: Nate Dame

Videos are becoming increasingly important for B2B marketing. Companies with dedicated video marketing strategies generate more leads, earn more revenue, and enjoy better brand awareness than those engaging in all other forms of marketing. Here are five steps you should take to improve your search rankings so your videos stand out in search results.

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Introducing The Definitive Guide to Account-Based Marketing

introducing-the-definitive-guide-to-account-based-marketing

Author: Ellen Gomes

If you’ve been keeping up with digital marketing trends, then account-based marketing is most definitely on your radar. Rather than casting a wide net, catching anything and everything, account-based marketing focuses your efforts on targeting and engaging high-value companies that deliver more value. Learn how to create a winning ABM strategy in our new Definitive Guide to Account-Based Marketing.

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4 Content Promotion Strategies to Increase Engagement

content promotion tactics

Author: Alan Cassinelli

The bar has been raised and creating more content isn't enough. In order to get your content seen by your intended audience, you need to differentiate your brand and rise above the noise by offering value. Becoming more strategic in your content promotion requires a new approach that rethinks how you communicate with your audience. Here are four ways you can promote your content to increase engagement.

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How to Scale Your Marketing Strategy Without Sacrificing Engagement

scaling your marketing strategy

Author: Patrick Groover

Companies are always looking for a new edge to capture mindshare and differentiate their solution within the marketplace. As people continue to diffuse their communication preferences across a growing number of channels, the role of the marketer can feel more and more like mission impossible. To keep pace with the proliferation of new touchpoints, marketers need a scalable strategy for managing programs and tracking revenue that tips the balance of campaign cost vs. results in their favor.

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4 Big Mistakes You Might Be Making with Your Marketing Personas

creating buyer personas

Author: Hally Pinaud

Personas–when built and used correctly–are a very effective way to channel real empathy for your buyers. That empathy makes it easier to drive winning strategies across the customer lifecycle. They also happen to be one of the things I speak with our customers about most frequently–hence this blog post! So, whether you’re looking to create your first persona or double-check your approach, here are four things that can limit the impact of your personas.

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Marketing Lessons Learned from a Life of Swag Hoarding

marketing lessons from swag

Author: Caroline Ruggiero

It’s 10:24 p.m. on Friday night after a long week on the road talking about the Engagement Economy. Instead of relaxing, I am attempting to chalk paint V-Bot, the mascot of Marketo's LaunchPoint partner Vidyard, in time for my son’s 5th birthday party tomorrow morning. So how on earth did I get here? Well, I have been swayed by good swag, which has taught me several great marketing lessons that I'll share with you in this blog.

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Is Your Account-Based Marketing Program Putting the Cart Before the Horse?

revisit your ABM strategy

Author: Robert Pease

ABM follows on the heels of marketing automation, attribution, and other core themes that are becoming increasingly important as marketing becomes more data-driven. However, all too often, a cool new feature, rather than the program’s goals and objectives, leads the tools and technology decision, giving marketers anxiety. To ensure you're not putting the cart before the horse, revisit your account-based marketing strategy for these three essentials.

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What’s Ahead for Social Media: Live Video, Influencers, and Content

social media marketing lessons

Author: Lisa Marcyes

I look forward to it every year. The opportunity to travel to San Diego and attend Social Media Marketing World (SMMW). I get to attend thought-provoking sessions, learn from top leaders in social media, and meet tons of brilliant marketers. While every session was chock-full of knowledge, here are three takeaways that were echoed throughout the conference.

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Let’s Get Digital: Setting the Foundation for a Solid Digital Marketing Strategy

digital marketing tips

Author: Mike Tomita

Digital marketing can be difficult to navigate. What works for one business or audience might not work for another. Not to mention, what works today might not work tomorrow. However, there are a few foundational elements that you can implement that will allow you to determine what will work best for your business and pave the way for success in the future.

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The Intersection of Marketing and Politics: What Brands Can Learn | #Zenith2017 Preview

This piece is a preview of the Zenith Digital Marketing Conference session, “Politics of Dancing – What Brands Can Learn From the 2016 Election,” featuring former Duluth Mayor Don Ness and Two Harbors Mayor Chris Swanson.   The presidential election was…ugly. Yet the 2017 campaign cycle taught us something: It magnified the connection between marketing […]

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Mine LinkedIn Psychographic Data via Sales Navigator Easter Egg

LinkedIn Navigator Easter EggClassic Linked Premium Accounts have taken flack lately. Yep, LinkedIn gutted Premium accounts, moving out and enhancing advanced search, alerts, plus adding supple new features. The new-and-improved LinkedIn Premium is Sales Navigator. Cancel Premium. Run, don’t walk. Sign up for Sales Navigator. Sales Navigator is deeper than old Premium accounts, most notably in our ability […]

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Paid Search Marketing Automation: Embracing The Machine

zen-digital-robotThis post was originally published on PPC Hero. Catch Megan speaking at HeroConf Tuesday, April 18, at 2:15 p.m. These days, automation is synonymous with account optimization. eMarketer recently reported that two-thirds of senior marketers surveyed in Australia, the UK and the US have invested heavily in marketing technology over the past year. Top reasons for […]

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Summit or Bust: 5 Reasons You Can’t Miss Marketing Nation Summit

attend Marketing Nation Summit

Author: Rick Siegfried

Attending Marketing Nation Summit is almost a rite of passage. There really is only one industry event for anyone that's marketing in this transformational age. So, if you're curious whether the Marketing Nation Summit has something to offer you, here are the top five reasons you need to be in San Francisco on April 23rd-26th.

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Marketing and Artificial Intelligence: Make Your Job Robot-Proof

leveraging artificial intelligence in marketing

Author: Jacob Shama

Artificial intelligence (AI) is one of the newest technologies gaining widespread momentum today. By approaching AI with an open mind, marketers can lead emerging technologies in transforming the way business and society works. Here are four ways that marketing can stay ahead of the curve.

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How to Generate More Leads from Your Webinar Recordings

webinar lead gen

Author: Jon Spenceley

Webinar recordings offer a really great benefit that many marketers overlook: They extend the lifespan of your content for as long as you want to promote it. Webinars take planning, and you promote the heck out of them to build your live audience. Continue to do that with the recording! In this blog, I’ll explain how you can generate leads from your recorded webinars and make the most of every asset.

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Why It’s Time for SMBs to Implement ABM

ABM for SMBs

Author: Mary Kate Francis

In the past, ABM was a fairly tedious, manual, and sales-driven process. However, the introduction of new digital ABM technologies has removed the barrier that kept small and medium-sized businesses (SMBs) from employing the strategy, allowing organizations of all sizes to do ABM at scale. Read this blog to learn how ABM benefits SMBs and how they can get started in their ABM journey.

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3 Simple Presentation Techniques to Engage Your Audience

engaging presentation techniques

Author: Kyra Johanson

I recently had the opportunity to watch Jamie Gutfreund, Global CMO at Wunderman, present. Needless to say, she's incredible.
Afterward, I was lucky to be able to pull her aside and get the scoop. She attributes her mad skills to "Own the Room" training, which taught her how to lower filters and engage audiences of all sizes with simple techniques. I took the course and thought I'd share a few techniques that you can apply today!

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