Online Marketing

  • MZ Weekly CMO News Round-Up: 10/17/14

    Female CMOs: What challenges do companies face? When polled on the problems B2B organizations encounter, 16 women from various industries answered this question, and each provided distinct answers that help paint a picture of the future of business. Their responses ranged from simplicity to emotional connection. But overall, discipline and personalization are the most difficult strategies to solidify and to maintain. Data pours into any B2B company, and it’s up to employees to filter this information and apply it appropriately. This task, though seemingly simple, becomes most important when building a brand and remaining consistent across markets. Making your brand accessible and understandable amongst all of your customers is certainly problematic, especially once you remember that you have to somehow add a personal touch. Although the solutions to these issues aren’t easily articulated, paying attention to them allows your company to devote additional resources and focus to these complicated areas of business relations. Events: DMA 2014 is fast approaching! The global data-driven marketers event is sponsored by Adobe, and it offers a fantastic networking opportunity for every CMO. There are already over 200 exhibitors signed up for the event, and registration is still open. The event will be held from…

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  • Is Your B2B Content Marketing Strategy Doomed?

    A lot of B2B content marketing strategies tend to fail, and mostly because it can be tough to write about obscure niches. When catering to such niches, some find themselves stuck in a rut and suffering from perpetual boredom. But it doesn’t necessarily have to be that way. Instead, some marketing consultancies are leading the industry with constant innovations. Hence many companies are choosing to outsource their online marketing needs, a trend which has rapidly grown over the past few years. Here, we have compiled a few reasons your B2B marketing strategy might be doomed to fail, wasting limited financial resources and manpower: Unclear Reasons for Online Marketing Over the years, we have worked alongside numerous different B2B companies. For any initiative to be successful and have an impact, including an online marketing initiative, the content has to be relatable to the core operation of the business, which should be relayed throughout the overall strategy. But before attempting to create the perfect content marketing strategy, the marketer needs to understand the company’s reasons for taking on the initiative in the first place. Unlike traditional marketing, online marketing is quite dynamic in nature and can be pretty fluid in achieving its…

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  • The Content Marketing Powerhouse You’ve Probably Never Considered

    Recent research in the field of online marketing suggests that adopting a structured and centralized methodology for content marketing exponentially increases the efficiency of the process. For example, instead of simply having a blog section on the main website of a business, creating an entire resource center for all of the business’s content – blogs, whitepapers, ebooks, articles, etc. – streamlines the effort. This creates a healthy mechanism for your website’s returning and potential readers to have easy access to all new and old content – and prevents older content from seeming old or outdated. The research was specifically focused on content marketing for B2B businesses, but of course, creating a resource center is not restricted to just B2B brands. Centralized resource centers can be equally useful for retail businesses involved in B2C content marketing. B&H and Crutchfield Electronics and Video are two successful examples of content driven retailers. These companies took advantage of e-commerce in its adoption phase and surpassed competing retailers of electronics and video. For example, Blockbuster, a video retailer and once a Fortune 500 Company, lost significant revenue and went bankrupt after the advent of e-commerce, because they failed to stay relevant within the changing dynamics…

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  • 8 Ways To Ruin Your Branded Content

    Brand content is among the most useful online marketing tools. A recent study by Online Publishers Association revealed that “web sites featuring branded content outscored internet industry norms 41 out of 43 times across a wide range of advertising metrics.” But branded content is a two-edged sword: do it poorly and you’re almost worse off than having no content at all. Here are some of the most common traps the unwary marketer can succumb to. Don’t listen. The modern consumer wants dialogue with business, so relaying on outdated advertising that only talks about the company and products in hyper-glowing terms is a safe bet to alienate consumers. Hard sales tactics couched in the language of self-flattery is marketing suicide to an age jaded and skeptical of marketing claims. Listening to customers’ concerns gives you the means to gather data and make informed decisions with accuracy and speed that marketers of a generation ago could only dream about. Write primarily for SEO. You’ll never fool anyone. Focusing on keyword density is not going to be the portal to quality content. Instead focus on developing an authentic voice to share useful information about your products and services. Consumers use internet searches and…

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  • MZ Weekly CMO News Round-Up: NBA and GSMI

    Female CMOs: Women CMOs have been making significant progress lately. Although they only make up 19% of all CMOs, women have started making impacts in male dominated industries. For example, over the summer, the NBA hired Pamela El as their CMO. Despite including the WNBA, the NBA, as an organization, doesn’t always have the best standing with women. It seems that the league might be trying to remedy these wrongs with El’s hiring. Not that she doesn’t deserve it; she most certainly does. El served as the VP of financial brand marketing for Nationwide Insurance prior to landing her spot at the NBA. She likely had a hand in that catchy jingle that pops into one’s head after simply reading “Nationwide Insurance.” Stay focused on marketing moves that the NBA makes in the future, as they are in good hands with Pamela El. Events: From October 21 to October 23, GSMI will be hosting its Digital Marketing Strategies Summit at The Westin in San Diego, CA. The event is a great opportunity to learn more about digital optimization in marketing and fostering your company’s character online. Registration is still open on the Summit’s website. Marketing Tip: Marketing personalization has become…

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  • The Story of a Start-Up

    Let me tell you a story about a start-up. It begins in 2008, with a graduate student working towards her Masters degree at the University of Texas at Austin. Fascinated by the new phenomenon that was Twitter, she wrote her thesis about the microblogging site, delving deep into the brave new world of social media marketing. One year later, Shama Hyder had founded her own online marketing agency – The Marketing Zen Group. From its humble beginnings as a grad student’s shoestring start-up, it has grown by leaps and bounds each year, so that now, it boasts an international team of digital marketing experts, and a clientele that has included impressive names such as Haggar Men’s Clothing, the YMCA, and KD College. Not only did this start-up continue to grow by 400% on average each year – it was also regularly recognized with national and international awards for its innovative work and its success. And those awards continue to come. Today we are proud to announce that this year, we’ve been selected for inclusion in the 2014 Empact Showcase. This is the third year in a row that Shama and Marketing Zen have won this prestigious award, which showcases the…

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  • 9 Trends In Social Media Every CMO Should Watch

    As digital business continues to evolve, the relationship between business and consumer is experiencing a radical change. Modern communication has blown away the barriers of what were once relatively static advertising media. The modern consumer is not just a passive recipient of marketing messages, but an active participant in a conversation with brands. As 2014 begins to wane, the trends in online marketing are clear. Here’s a look at the biggest happenings in the digital marketplace. From Fad To Necessity For those digital stragglers, the reality is clear: social media is no longer an option. It’s a marketing necessity. Love it, hate it, it’s a force to be reckoned with. The trend continues to gather momentum. 92%[1] of business owners claim that social media is important to their enterprise, an increase from last year’s 86%. Social media and inbound marketing in general are taking more budget space from other, traditional advertising endeavors. But side by side with the ubiquity of social media marketing there exists the specter of ROI. Data flood, analysis, and aligning social media campaigns to larger business goals remain the bugbears of this still-emergent marketing medium. Mobile Moves In Almost 40% of time spent on the internet…

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  • How To Use Mobile in Your Online Marketing Strategy

    Mobile devices have the capability to drive phenomenal growth in most businesses. They are portable, personal, and possess a strong impact. Marketing analysts have projected mobile marketing to become one of the fastest growing features of online marketing, second only to social media. Since mobile devices have freed social media from the shackles of a desktop, the possibilities for interaction are unlimited. Social life, information, education, and even retailers can be reached on the move. Due to the proliferation of online interactivity, marketers can target people at any given moment and time. Many new apps have been rolled out in collaboration with the social networking giants, to target every segment of the online audience. Reaching your Customers Mobile marketing is a concept evolving at an incredible rate. It has become a major communications channel for reaching your existing and potential customers. Mobile phones have become the most direct and personal of all forms of media. Never has it been easier for the customers to reach their service providers and offer their feedback on services and products. Similarly, businesses can directly provide information on their new products and services. Create a Mobile Optimized Version of your Website Due to the mobile…

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  • MZ Weekly News Round-Up: Women CMOs

    After the surge of blogging energy that accompanied last week’s post, we decided to stick with the CMO Edition of the Roundup for this week. The insights provided by this take on the Roundup have given us a new perspective on marketing as a whole and on the female role within the industry. Female CMOs: Under Karen Quintos’s tutelage, Dell has become one of the frontrunners for marketing in a digital world beyond basic digital marketing. Quintos helped to build Dell’s social listening command center in 2010 and offered plenty of advice in her interview with CMO.com earlier this week. She indicated that Dell’s focus on customers has given them the marketing edge. Elaborating on this point, Quintos said, “At a time when marketing has become data-driven, businesses must create opportunities for a direct and personalized experience with customers. And it’s not about using the latest social transactional message.” Quintos also stressed the importance of the collaboration between a company’s IT department and marketing team. The synergy between these two groups assures accurate real-time data and develops reliable data analytics strategies. Considering Dell’s tremendous success over the past few years, Quintos’s advice should certainly be heeded. Events: Pubcon Las Vegas,…

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  • 5 Signs It’s Time to Rethink Your Online Marketing Strategy

    If you’re the CMO of one of the millions of companies that launched a spectacular online marketing strategy in the past, there is a good chance that you need to reinvent it. Times, needs and consumer trends change, and you need to ensure you’re at the top of your game to reap maximum rewards. Here are 5 signs that you’re not at the top and need to rethink your online marketing strategy. 1 – You Don’t Have a Mobile-Ready Website An improving telecommunications industry paved the way for millions of online businesses and unlimited e-opportunities. As the world came online, businesses structured their marketing strategy to ensure they catered to online users. With an increasing number of people switching to mobile devices, it’s essential to have a mobile-ready website. If you don’t have one already, you need to reinvent your online marketing strategy. With almost 3 billion smartphone users around the world, the lack of a mobile-ready website ensures that you miss your slice of a major market. With over 63% of those smartphone users preferring to go online with their smartphone as opposed to a desktop or laptop, a mobile-ready website is simply essential to access this market segment….

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  • Secrets of B2B Social Media Marketing

    Across the world of B2B commerce, the popularity of social media marketing has spread like wildfire. A report published by Content Marketing Institute shows that B2B marketers have started incorporating social media as an essential aspect for initiating interaction with new business accounts. LinkedIn, being a social media platform for professionals, topped the charts with a massive 90% of B2B marketing professionals distributing content on their website. Even though B2B marketing goals and objectives are consistent every year, it’s the buyer’s expectations from marketing programs that are changing. The increasing influence of consumerism on the B2B buyer is also contributing to the shifting attitude towards communications and marketing campaigns as business buyers. So with the changing expectations of the buyers, marketing requires a certain finesse which means that simply maintaining a presence on social media is not enough anymore. If raising awareness and increasing brand impression through social media is the main objective, then planning a content strategy is absolutely crucial to the strategy’s success. Here are a few social media aspects to keep in mind when planning out a B2B social media strategy: Brand Penetration Most B2B social media campaigns put their primary focus on increasing the number of…

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  • 5 Easy Ways to Improve your Marketing Department

    For any CMO, it’s vital that you continually enhance your marketing department when and where possible, ensuring that it operates as effectively and efficiently as possible. While your department handles the smaller details, you’re tasked with the big picture; details pertaining to the bottom line. Unfortunately, it’s not always wise to concentrate so much on the bigger picture that you lose sight of the smaller ones. At times, there are issues you can miss; issues that can dramatically reduce your marketing expenses once corrected. Here are 5 easy ways to improve your marketing department and reduce your marketing expenses at the same time. 1. Invest in a Responsive Website Medium-sized and large companies pride themselves on their high-impact websites. Moreover, they complement these websites with mobile variants as well. However, when they need to make changes to their websites, they usually have to make changes to each version; a relatively costly marketing expense. If you want a high-impact site that is cost-effective, simply switch to a responsive website. A responsive website uses a fluid grid to scale the elements on the page. As a result, the changes made to the template will echo to the other variants of the page,…

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