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


7 SEO Metrics that Reflect Revenue Growth and Prove Value

There are an endless number of metrics that marketers—and SEOs, specifically—can track, but attempting to monitor all of those metrics would require a significant amount of effort that would likely yield a low ROI. Instead, choose specific metrics that illustrate how SEO is aiding department or organizational goals, and focus on how those metrics can lead to revenue-driving insights and growth.

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7 of the Best Email Marketing Campaigns of 2016

There are lots of “how to” resources out there, and lists of tips for email marketing—and many are great resources. But sometimes a little bit of organic inspiration is what you really need to get the creativity flowing. Here are seven of the best email marketing campaigns we saw in 2016.

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A 3-Step Data-Oriented Approach to Effective Influencer Marketing

Any brand engaging in influencer marketing campaigns would be doing itself an injustice by overlooking (or *gulp*, ignoring) the elemental role that audience data has in the influencer selection process. By leveraging it wisely, audience data can be your secret weapon to discovering and activating the right influencer for your organization and campaigns.

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Four Things Smart Marketers Do With Press Coverage

If you think the press coverage is a one-and-done type of deal, think again! There are lots of things that you can do with a press hit to make it go the extra mile for your brand. You can (and should) take all that free publicity and make it work for you. Here’s how:

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Unique Selling Propositions for SaaS: Stand Out or Go Home

What if your SaaS company’s website doesn’t bring enough leads? Or maybe it brings you the wrong audience? There’s one thing that may help you solve these problems (apart from having a solid marketing plan). A Unique Selling Proposition (USP).

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How To Get Started With Quora Ads

The truth is that even though there are so many different ways to advertise nowadays, it’s getting harder and harder to cut through the noise, no matter which platform you choose. In this blog, I'll make a case for why you should consider adding Quora to your marketing mix, and more specifically, try their advertising.

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3 Changes Marketers Need To Make To Be Successful 

It takes time for companies to shift and learn new technologies or techniques, while it only takes a consumer a split second to change their journey and process to purchase. So just as customers are changing their buying and researching habits, we need to as well! So as marketers, what’s the key to keeping up with our audience’s needs while growing revenue at an exponential rate? Here are three strategies:

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3 Mistakes Field Marketers Make (And, How to Avoid Them)

We all make mistakes. Really. Even perfectionists (aka the personality type that's typically drawn to the field marketing profession). But my motto is, "it’s not a mistake unless you DON’T learn from it" (and then do it again…). So, you’re welcome in advance. I'm going to help you learn from others’ mistakes so you don't have to make your own. Here are three of the biggest mistakes that field marketers make—taken from my own experience and friends/colleagues who have been honest enough to share.

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The Real Reason Employees Aren’t Sharing Your Content

The reason content marketing has been around for so long is that it works. But like any trend—technology or social—it also follows the typical S-curve of channel maturation—which means that it was most effective in its early days and has become less effective as more people jump on the bandwagon. That's not to say, "content is dead," but recognize that, as the environment has become saturated, for content marketing to be effective requires buy-in and distribution from multiple sources, including your in-house employees.

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What Can You Buy With A MQL?

We talk about MQLs (marketing qualified leads), tweets, impressions, and other marketing metrics but, let's be honest, you can’t buy a beer (or anything else) with any of those! In his session at Marketing Nation Summit, Matt Heinz established the notion of profit center marketing—let's explore what that means:

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Everything You Need to Know About AdTech & MarTech in 4 Sessions

AdTech & MarTech Presentations

Author: Marissa Lyman

This year Marketo has joined forces with AdWeek to create a content series entirely focused on one of marketing’s most exciting trends: the convergence of advertising technology and marketing technology.

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4 Steps to Create Awesome Interactive Content

make your content interactive

Author: Vanessa Porter

People demand a lot from marketers these days. Marketers aren’t just expected to generate more leads, they’re also being asked to create more engaging experiences that convert visitors every time. Fortunately, interactive content makes a marketer’s job just a little easier. Here are four easy steps to get started with interactive content.

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Live From The Marketing Nation Summit: Day 2 – Storytelling, Brand Evolution, and The Future of Marketing

marketing-nation-summit-day-2

Author: Ellen Gomes

It’s day two at Marketing Nation Summit and the pace of interesting content and conversations—from the keynote, to a bustling expo show floor, to fantastic breakout sessions—has not slowed down. The day kicked off with breakout sessions, progressed to an awesome keynote led by the Marketo CMO, Chandar Pattabhiram with a multitude of awesome guests […]

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Live from Marketing Nation Summit: The Engagement Economy, Buyer Empowerment, and Authenticity

summit-day-one

Author: Ellen Gomes

As 6500+ marketers descended on Moscone in San Francisco, it can only mean one thing. Marketing Nation Summit is here. As day one at the Marketing Nation Summit wraps, this post will cover highlights from the amazing keynotes and breakout sessions.

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4 Effective Google AdWords Tactics to Supercharge Your Lead Generation

4 ways to supercharge adwords

Author: Wesley Parker

Today AdWords is almost synonymous with digital advertising—most marketers are aware of or already using AdWords to target their audience with ads online. But because that can be a crowded space, how can you optimize your advertising over time? Generating more leads from Google AdWords can be tough once you reach a certain threshold. In […]

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Live From The Marketing Nation: Day 3 – ABM, Content Marketing, and Leadership

marketing-nation-summit-day-3

Author: Ellen Gomes

Usually, by the time you hit the last day of a conference, you can feel the energy dwindling, but that wasn’t the case for day three of Marketing Nation Summit.  Maybe it was the awesome party and Train concert the night before, but sessions were packed—both with people and awesome content. Here are some takeaways […]

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5 Insider Tips to Get a Demo That’s Actually Useful

5 tips to get an effective martech demo

Author: Omair Malik

During your evaluation, the product demo is your chance to understand how this new platform will change your life for the better. Rather than a generic recording, here are 5 tips on how to get the most out of your demo and the experts who’ll answer your questions and paint a clear picture of how you can lead your team to success.

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3 Reasons Why Marketers Are Getting Excited About AI

Marketing and AI

Author: Ari Soffer

No, it won't turn your brain into a supercomputer. Or, turn you into a bionic superhero à la Iron Man. Though on the plus side, it's unlikely to evolve into a race of cyborgs bent on destroying the human race or, steal our jobs for that matter. Artificial Intelligence (AI) in the realm of B2B marketing may not be as sexy (or terrifying) as some of the more commercial and (so far) fictional applications of AI—but, here are three reasons why it is exciting for marketers:

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3 Steps for Successful Email Marketing Campaigns in a “Post-Email” World

Modern Email Marketing

Author: Cassidy Milder

It’s been an interesting past few years for email marketing. From those who (loudly) declared email dead, to those who were ready to defend it with their dying breath, email has certainly opened up divisions between marketers. Still, the vast majority of us probably take a more reasoned position toward email campaigns: email isn’t dead, it’s just going to have to get smarter.

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4 Ways to Bridge the Gap Between Online and Offline Marketing

Bridge The Divide Between Offline & Online Channels

Author: Vyoma Kapur

Often, we think of marketing as being “online” and “offline” or “traditional”. But, with wearables, smart TVs and the internet of things, the line between the two is blurring. No longer can your marketing be divided into these separate entities, so bridging the gap in online and offline marketing is essential.

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Schadenfreude Competitive Marketing Strategies for Customer Appropriation

Aimclear-schadenfreude-marketing-strategies-devilish-manAmerican Internet outrage begins anew with every corporate (or government) slight, gaffe or alternative fact, seemingly never-ending like nested, thin-skinned Russian dolls. Most recently it’s unnaturally bloated and orange, cola-flavored and it’s United us all. After all… Amicus meus, inimicus inimici mei (“my friend, the enemy of my enemy”) via GIPHY While the population rages […]

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Content, Click Trails & Career Advice: The Kevin Mullett Interview | #Zenith2017 Preview

sunrise-in-duluthThe Zenith Digital Marketing Conference is here! Marketers of all stripes are taking over Duluth this Thursday, April 27. Excited? You should be. Between two kickass keynotes — Microsoft’s Christi Olson and iPullRank’s Michael King — is an array of nationally recognized speakers, regional powerhouses and local icons galore. Whether your flavor is search, social, […]

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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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