Online Marketing

  • 8 Ways To Rethink Your Holiday Marketing Strategy

    The holiday season is the holy grail of sales. But achieving the sales figures your company needs can be harder than you think. Here are 8 ways to rethink your marketing strategy this year. Go Mobile If you don’t have this capability, now is the time to make the switch. Gone are the days when mobile devices were a luxury – they are ubiquitous. Add to the fact that as many as a third of all internet users are doing so from a mobile device, and you can see why not having mobile capability for your sight is like throwing money in the trash. Unify The last thing a customer wants is a slapdash experience. A positive user experience is the foundation for positive brand placement. Unifying all possible data streams in a single persona allows you to bring information from e-mail, customer relationship software, and transactions to bear in creating smooth, cohesive, pleasant experiences for your customers. Share Providing quality, sharable content with consumers isn’t just preaching to the choir. You’re establishing reliability and assuring potential consumers have the ability to shop your site. The content you share is among your most valuable online possessions – it is content…

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  • Online Marketing Tips From the Zen Master Herself

    Here’s an infographic based on our CEO’s recent presentation at UnleashWD. Special thanks to the folks at Craighton Berman Studio for the white board creation of Shama!  

  • 7 Marketing Mistakes that Make CMOs Look Dumb

    Critical Errors to Avoid to Stay Ahead of the Competition This blog post isn’t for you; it’s all about your competitor. You know who that is, that clueless guy across town or on the other side of Twitter. The CMO who thinks he knows it all while his online influence and marketing revenue dwindle. You don’t make these mistakes. You are smart, savvy, and sophisticated. Your marketing strategy, planning, and execution are flawless, all because you don’t make these seven key mistakes. What are those critical errors? Here’s the run-down of key online marketing mistakes you will be sure to avoid. 1. Stale website design. The internet is ever-evolving, and users expect the very best. You keep up with the latest trends in web design and usability to keep your brand current. Your website has been redesigned or freshened up in the last 12 months with a clean look, simple navigation, and a recognizable logo. You are mobile responsive and look great on phone, tablet, and laptop. No mistake here, because your site rocks. 2. No content strategy. Strategy is your middle name, and implementation is your game. You have done your research, and now you know what your customers…

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  • 7 Tips for Increasing Twitter Engagement

    If your brand is not on Twitter, you need to get on or get out. With 500 million Tweets being pushed each day between 271 million active users, this is a marketing tool you cannot afford to ignore. To increase your brand’s number of Twitter followers and your level of influence, you want your followers to be engaged and motivated to reTweet your work. Being clever and interesting certainly helps. But there are some basic tricks that you should have in your toolbox to be as reTweetable as possible. Let’s look at some key Twitter statistics. Know the Rules of Engagement A picture is worth a thousand words and your Tweets are only worth 140. Take advantage of the bonus 860 words your image will get you. How effective is an appropriate image to your reTweetability? Twitter published the following guidelines. A Photo URL will increase your RTs by 35% A Video URL will increase your RTs by 28% Quotes will increase your RTs by 19% Using Digits will increase your RTs by 17% Using Hashtags will increase your RTs by 16% Please, You, reTweet and Post to Twitter! Poor grammar aside, the 5 most reTweeted words ranked from first…

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  • Beware The Curse Of Zombie Marketing

    Even a marketer who is pure in heart and says his prayers by night, may become a ZOMBIE when the linkbait blooms and Google’s noose draws tight. In a dark corner of the digital marketplace dwells a terrible creature that hungers for the brains of the living. A relic of bygone days, the beast limps and drags its desiccated and decaying body slowly and painfully as it stalks its prey. A ghost story, you say? No, it’s zombie marketing. Picking Off The Stragglers Failure to understand the reality of the new world of digital business can spell catastrophic disaster for your enterprise. The radical shifts in the ways consumers interact with business have generated a host of new expectations that buyers bring to the purchasing act. If you’re a digital straggler, the time is coming when you face being shut out of vital avenues of growth. Given the competition for digital business, if you’re running slow, the wolves are gonna bring you down. You know, the non-vegetarian kind of wolves. Reanimating The Dead The most common type of zombie marketing focuses on websites and marketing practices that are simply outmoded. A website design that was cool way back in the…

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  • The One Email Marketing Metric You Didn’t Realize Mattered The Most

    While its social use is declining among younger professionals, email remains a power in business. 59% of B2B marketers believe email is the single most effective channel for generating revenue.[1] Creating engaging content for email campaigns is of course imperative. What is often neglected, however, is the vital topic of deliverability. Think Deliverability Is A Waste Of Time? Think Again. Because email marketing is permission based, it can be tempting to think that deliverability is nothing to be concerned about. After all, the permission has been granted, and the content is quality. No way you’ll ever be tagged as spam. So everything’s fine, right? On average, 82% of emails achieve inbox placement – but the remaining 18%? 13% simply disappears, while 5% gets labeled as spam. While that 82% placement rate seems sound on the surface, ignorance of how spam filters and other aspects of email communication affect campaigns can result in significantly lower placement. Reputation It used to be that the content of email was the primary means of indentifying spam. And it still is important, but what is increasingly tipping the balance is your reputation as a sender. This reputation isn’t static. It requires monitoring and careful planning…

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  • MZ Weekly CMO News Round-Up: 10/24/14

    CMO News: On Thursday, CMO.com published an interview with Kiip founder Brian Wong. Kiip, a mobile advertising app aimed at real connections rather than simple ad-blasts, hopes to redefine the marketing game. A brilliant student, Wong received his Bachelor of Commerce from the University of British Columbia at the mere age of 18. With this knowledge, he has reminded all marketers that, especially in the digital age, respecting the consumer goes a long way in establishing trust and guaranteeing repeat customers. By linking advertisements to mobile gaming activity, Wong has created an app that features achievement over objectiveness. By targeting the moments in which gamers reach a new level, Kiip, and marketers using it, capitalizes on the happiness that users receive once they attain a personal record. Individuals across all demographics engage in mobile gaming; so, this strategy does not root itself into the younger generation, either. Wong and Kiip are bringing the marketing game back to marketers in a new and exciting way. For more information on Kiip, check out their website. Events: Slamming together technology and marketing, Ad:Tech New York is right around the corner. Held from November 5 – 6 at the Javits Center in New York,…

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  • 4 Engaging B2C Content Marketing Ideas for the Holidays

    Yes, we know, it’s not even Thanksgiving yet…but just take a look at your local store displays, and you’d think it was Christmas already. Holiday marketing season 2014 is in full swing, and those who don’t take advantage of every last second of it will be left behind. Of course your B2C business will be running online holiday specials and promotions to persuade consumers to make that purchase now, but the thought of trying to come up with almost 2 months’ worth of engaging holiday marketing content to support those sales can be daunting, to say the least. Won’t readers eventually get sick of all the hype? Not if you come prepared with a content marketing strategy to keep them interested – and coming back for more. We’ve put together a list of 5 B2C content marketing ideas to get your creative juices flowing. Creating blog posts, infographics, and even longer-form content such as eBooks around these ideas will be just the thing to attract traffic to your site and convince them to buy this holiday season. 1. Gift Buying Guides: This is an idea with almost endless possibilities. Post lists of gift ideas to fit any theme, from gifts for…

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  • How To Create a Framework for Your Content Marketing Strategy

    Initiating a content marketing strategy requires extensive research and planning, all based on the position of your current content. If a CMO intends to initiate a content marketing plan from scratch, the planning might resemble a mission statement or a business case study. For businesses that already have a growing content base for their marketing initiative, it serves as a check point from which the content will evolve in compliance with the planning and the framework of the strategy. Furthermore, it should guide content development towards achieving broader business goals as more resources are invested. It is important to note that a content marketing strategy is considered to be a constant work in progress, growing, evolving, maturing, innovating, but always in line with the preplanned framework within which the strategy operates. Thus, this post is meant to address the planning and creation of a framework on which a solid content marketing plan is to operate. Mission Statement Before developing a content marketing strategy, it is imperative to understand your reasons for creating content. The objectives or intended impact of the plan must be understood and outlined. The best way to start the planning process is by creating a mission statement…

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  • What You Don’t Know About Negative SEO CAN Hurt You

    The aim of this blog post is to educate our readers concerning the buzz on negative SEO, starting from what exactly it is, and the kind of threat it poses, to how to protect their websites from potential malicious activities. Attempting to hurt a website’s ranking on Google’s search engine result pages is known as negative SEO. Currently, several different methods are available through which a site’s ranking can be hurt. Using spam links is the most common way to hurt a site’s ranking, though several other malicious techniques have been discovered. Does It Work? Google uses an algorithm called the PageRank, which ranks all websites based on their search engine results. On April 24th, Google released an update for their PageRank algorithm, called Google Penguin. The update was intended to mitigate black hat SEO techniques, which included artificially increasing the ranks through different link schemes. The update reduces the rankings of particular websites involved in violating the webmaster guidelines set by Google. With this information, we are certain that websites involved in manipulative acts can be subject to penalty. But if an unscrupulous third party creates artificial links, it can have a similar effect on the innocent site’s rankings. Google, however,…

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  • The CMO’s Guide to 8 Vital Online Marketing KPIs

    General knowledge about web analytics and key performance indicators for digital marketing have made leaps and bounds since the start of online marketing, when people were only measuring the “hits” on a website. Many tools have been developed, such as Omniture and Google Analytics, which significantly simplify the process of digital marketing reporting for marketing professionals. Nowadays everyone is expected to have some knowledge and understanding of the basic web KPIs, including conversion rates and customer engagement. Over the last few years content marketing has taken the forefront in digital marketing tactics. But most marketers are still lagging behind when it comes to the measurement of the impact and effectiveness of their content strategy. So the question remains how a marketer can better understand the effectiveness of digital marketing, aside from measuring downloads. Here we have a comprehensive and definitive guide to KPIs and how they are used to measure your marketing initiatives. Outreach Capacity Geographic Location Regardless of the circumstances and different variables, understanding the readership and their geographic location is important in understanding your audience. Based on that, budgets and resources allotments will be much more effective. Google Analytics provides in depth details of such geographic information on…

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