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Managing Your Digital Ad Dollars As More Consumers Move Online: 5 Questions With Eyeview’s CEO

5-Questions-ML Eight days later, and most of us have recovered from our Super Bowl ad hangovers, but what's a brand to do now that the biggest night in television advertising has come and gone? According to Eyeview CEO Oren Harnevo, brands that can afford both television and digital advertising should be leveraging their digital ad dollars to drive revenue. "Television is a great tool for reach and awareness, but very un-targeted. The message has to be generic," says Harnevo. "The huge advantage with digital is that you know who's watching. You can speak directly to your consumers." Launched in 2 [...]


Survey: 80% Of Marketers More Optimistic This Year With 62% Increasing Data Budgets

Infogroup Targeting Solutions logo 2014 Marketers are upbeat this year, with 80 percent of the respondents for an Infogroup Targeting Solutions (ITS) survey claiming to be more optimistic about their organization's marketing efforts than they were last year. Conducted during last October's Direct Marketing Association Annual Conference, the survey discovered 62 percent of the 370 marketers polled expected data-related expenditures to increase this year, with 39 percent already witnessing a positive return on data investments. ITS's survey focused on data and analytics issues, covering topics like budgets, expected ROI and 2014 pr [...]


Infographic: Do-It-Yourself Tactics For Small Business Marketing

Run a small business? Chances are, you're not just the boss. You're also the chief marketing officer. It's tough being both the CEO and CMO, but you're not alone. How are you planning to spend your limited time on digital marketing? If you're like your peers, on email marketing, hoping for word-of-mouth and social media. The folks at email marketing company AWeber surveyed 1,500 small business owners to understand how they'll do online marketing this year. The results found email marketing a leading tactic, perhaps skewed by the businesses that already know AWeber. Still, email marketing [...]


Don’t Give Up On Past Customers, Re-Engage Them With These Tips

customer engagement Let's face the facts: customer lifecycle marketing is hard. Traditionally, the acquisition stage of the customer funnel kept marketers busy, but it appears the tides are turning -- the majority of marketers interviewed in a recent 2014 State of Marketing survey said retention and re-engagement are now a key focus. So, how can we re-engage our past customers? There are a number of authentic and mutually beneficial ways to reach out and reconnect with those customers that have departed -- cancelled their product subscription, uninstalled your app, etc. Let's jump into some of the more pop [...]


Digital Audit: What To Keep, What To Discard & What To Change For 2014

Maximize Return on Your Investment Arrow Matrix It's never been easy to keep up with business and marketing trends. Conflicting information abounds online, and new digital tools arrive so frequently that many marketers find themselves operating in a tangled web of programs and strategies. Not all of these tools deliver -- but knowing what to leave behind in 2013 and what to create or continue in 2014 can be daunting. Let's face it, you can find a self-professed expert to pronounce almost any trend dead or effective. For this reason, a lot of people go for the easy answers. But the intersection of new technologies and consumer preferences [...]


How To Be The #1 Trending Hashtag On Twitter: Lessons From Nat Geo’s #KillingKennedy Campaign

nat-geo-twitter-featured The National Geographic Channel regularly uses both organic and paid campaigns to engage audiences on Twitter. For its film, Killing Kennedy, timed to premier the week before the 50th anniversary of the assassination of JFK, Nat Geo wanted to make a big impact on Twitter to build excitement and drive viewership. Armed with Twitter-savvy celebrities and a wealth of visual assets, the team employed Twitter TV ad targeting for the first time to reach beyond its follower base of just over 520 thousand followers. Nat Geo and its agency Mediahub/Mullen encouraged the cast -- including stars Ro [...]


Are Prospective Car Buyers Your Digital Goldmine? New IAB Study Points To Broader Appeal Beyond Dealers

rasperreh_flickr_bullseye Young, ethnically diverse, high earners who are more digitally savvy and responsive to online advertising than the general population? Sounds like a digital marketer's dream audience target. New research from the IAB and Prosper Insight on Auto Intenders -- adults ages 18+ who are planning to buy or lease a car or truck within the next 6 months -- is clearly aimed at auto manufacturers and dealers, yet this consumer segment could have broader appeal to a range of consumer marketers. For example, nearly all auto intenders (96 percent) research products online before purchasing, and they a [...]


State Of Marketing Report: Conversions, Brand Awareness & Behavior-Based Data Top Priorities In 2014

2014-business-featured ExactTarget's newly published 2014 State of Marketing Report claims 98 percent of marketers plan to increase their budgets in the new year, with a focus on driving increased conversion rates, raising brand awareness and leveraging more behavior-based data. Of the more than 2,500 marketers surveyed, 61 percent planned to increase spending on data and analytics, 60 percent on marketing automation, 58 percent on email marketing, 57 percent on social media marketing and 57 percent on content management. The survey covered a number of marketing themes, from challenges and success metrics to e [...]


Google’s Share Of Social Logins Hits Highest Level In Q4 Since 2010

Janrain-Social-Login-Preferences-Q4-2013 Google continues to be an increasingly popular choice when it comes to social logins, and Q4 of 2013 was its best single quarter since 2010, according to the latest report from Janrain. Google hit 35 percent of all social logins in the quarter, its highest level since being at 38 percent in Q4 of 2010. Facebook remains the most popular option with 45 percent of all social logins last quarter. Janrain credits Google's push to merge many of its properties into Google+: With the continued emergence of Google+, and the company’s push to unify each of its services (Gmail, Google+, YouT [...]


Today’s Methods Help Us More Aggressively Compete

shutterstock_114257098 It used to be that one of your primary means of competing as a brand was raising the spend and buying more impressions than your competitors -- and doing it creatively, in order to stir up more laughter and tears than the other guy. Your budget and creative wherewithal were your arsenal. We carried that approach over from traditional marketing. Even fairly recently, a marketer or agency might tell you that the top focus of the media lead was to build and optimize the right plan for achieving desired reach. "Reach" was the mandate. The audience piece was somewhat left to happy accident, as w [...]


10 New Year’s Resolutions For Marketers

resolutions-newyear-featured It's the Eve of a New Year. Aside from the celebrations, it's a fine time to spend a few minutes contemplating goals for the New Year ahead. For us marketers, perhaps the single biggest perennial challenge we face (aside from getting a little more exercise) is keeping up with the phenomenal pace of change in our profession. We must continuously stoke our curiosity and be willing, even eager, to experiment with new ideas. So I humbly offer ten suggestions for things to do in the New Year to renew your perspective and skill set in the evergreen field of modern marketing: 1. Follow A N [...]


Ten Bold Predictions For Affiliate Marketing in 2014

future-predictions-vision-featured When it comes to affiliate marketing, 2013 was quite an interesting year. Some of the biggest milestones included a record-breaking e-commerce holiday season, double-digit network growth, and the closing of the Google Affiliate Network. And let's not forget about "Cookiegate," which was sparked when Mozilla announced plans for its Firefox browser to block certain cookies. As we look back on 2013, we can’t help but make educated guesses on what the next year will bring. While nobody can predict the future, a closer look at some of the more recent industry shifts and trends are a good indic [...]


Influencer Marketing: How Google Will Change The Game

Influencers_Altimeter I hear a lot of buzz about influencer marketing -- how it has evolved, how it comes in different flavors and how brands are using it -- but I never hear anyone talk about Google’s plans to change it... dramatically! An Emerging Channel When brands first began to capitalize on the power of influencer marketing, they tried to do so with casual and subtle efforts that often included complimentary products or other perks. Moreover, they usually kept their efforts "under the radar." Traditional blogger outreach programs are a good example of this, where brands would give product samples to blog [...]


Maximizing Marketing Data: Turning Immediacy Into Impact

social media databases Businesses today are infusing their brand presence into every corner of the media and marketing landscapes. As digital channels continue to multiply, customers have spread across all of them, creating the need to converge social media, microsites, display ads and other assets into one seamless brand perception. At first, it might seem like this has placed a burdensome demand on marketers: to create persistent marketing programs that sync up across all channels to reach leads and customers wherever they are. Disconnected programs just aren't effective in our fast-moving world. To achieve [...]


8 Often-Overlooked Opportunities To Authentically Thank Your Customers

Thank You First impressions are important. We all know that. Marketers spend a great deal of time on improving that first impression. They build beautiful websites, gorgeous campaigns, and pick their words specifically to capture interest that very first time a consumer finds them. But what about after they convert? Are you spending as much time improving your "thank you"? Today's consumer expects to be delighted at every step of the customer journey, including -- perhaps especially -- once they have committed to you in some way (transaction, registration, comment, share, etc.). That is a moment at wh [...]


Keeping The Holiday Drill In Check: How To Plan Rather Than React

holidays-christmas-featured It's that time of year. Once again, we are awash in holiday projections -- and with those projections come seasonally specific recommendations for marketers. This includes everything from capitalizing on mobile's first true holiday to investing more in programmatic as that trend ramp steepens into 2014. Assuming you are more dexterous than you were this time last year (which most of us are), the seasonal imperative suggests you raise the bar on testing offers and calls-to-action. But, rather than enter into a seasonal frenzy which you may or may not be able to sustain, or which may not h [...]


Destroy Stress, Enhance Zen – 13 Tips To Thrive Mentally In Marketing

Have a Rockstar Marketing Mentality I know this article is a little outside the Marketing Land wheelhouse (I was actually told that by one of the amazing editors here, and I agree), but I felt like these were tips any marketing professional could appreciate. So for this article, let's take a step back and focus on strategies for creating a winning mental state in the world of marketing. When you work in a fast-paced work agency or in-house marketing environment, or really any line of work where you are pushing the envelope, stress is something that inevitably pops up -- especially at this high-pressure time of year. I supp [...]


Real Time Marketing: How Brands Can Prepare And Succeed

Big Data Oreo. Starbucks. American Express. Dell. These are brands that come to mind when the topic of real-time marketing (RTM) arises -- as it does with increasing frequency these days. Real-time is gaining traction for all kinds of reasons. A recent study by GolinHarris demonstrates real-time can raise literally all desirable marketing metrics. Eighty-three percent of marketers say they plan to begin to use, or to increase their use of, real-time data in marketing campaigns this year, according to Infogroup Targeting Solutions and Yesmail Interactive (pdf). The movement toward RTM is undeniabl [...]


Why It’s Critical To Connect Your Offline & Online Marketing

Branding All of the buzz about digital marketing has left an old, familiar and still viable marketing medium in the dust: offline programs. The marketing divide between online and offline spheres can be so epic, in fact, that it's not uncommon inside companies to see separate print, Web and social marketing teams using different strategies and launching campaigns that are in no way connected. But those silos only exist inside marketing departments. The customer's mind perceives one continuous brand. We live in a world where customers casually cross multiple marketing channels throughout the course o [...]


How To Keep Leads From Getting Stuck In The Middle Of The Sales Funnel

lead generation Did you know that a whopping 79 percent of leads never convert? 79 percent! That is 4/5ths of your potential revenue down the drain. All that money and effort spent generating those leads? Also down the drain. That should be a wakeup call: the industry at large needs to reexamine how it approaches lead generation to reduce that waste and boost actual conversions. As most marketers know, generating leads is relatively easy. Hundreds of quality leads can be drummed up with trade shows, search campaigns or content syndication. But then what? That 79 percent of non-converting leads often [...]


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