Customer
references and case studies are still some of the best ways to
showcase your product or service. For many marketers, though,
securing approval for a formalized case study can be challenging,
and the process of writing and reviewing the content can be equally
arduous. However, thanks to Twitter, marketers now have a way to
put a new twist on the traditional customer case study—with equally
powerful results. Here are a few ways that Twitter offers marketers
a quick, easy, and effective...
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Brand
Safe. These two words have been the root cause of more lost hours
of sleep for me than I care to imagine. Branding is top of mind
for most companies today, and with good reason -- a great brand
is one that not only generates awareness, but also builds trust and
relationships prospects and customers. On the surface, achieving
brand safety seems so simple: find and display advertising to
the right business
demographics on brand-safe Web pages. Once you dig into it, you
quickly realize you’ve...
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I recently spoke to the NY Times about how political candidates can use targeted
online display advertising to precisely reach their
audiences—in this case, voters. While the article focuses on how
geo-targeting, online behavioral targeting, and even voting records
are being used to determine how many of today’s political ads are
being targeted, one of the biggest opportunities lies within the
ability to target voters not just as residents of a specific state
or by which websites they tend to...
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If you
market to business professionals, you’re no stranger to the
complexities of the buying cycle. In most cases, prospective buyers
don’t sign on the dotted line immediately—it’s a gradual process,
beginning with awareness and education, fueled along by solid
nurturing, and then stages of evaluation, proposals, and
negotiation, before the final purchase is made (if we’re
lucky).
When
the deals are signed and we’re patting ourselves on the back, it’s
tempting to say that a specific marketing...
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As marketers, we all know that there’s a
Holy Grail to doing our jobs well and getting results: Putting the
right message in front of the right audiences at the right time, as
they progress through our respective marketing funnels. Given
limited resources, budgets and time, this objective can often seem
a pie-in-the-sky notion. But, there’s an increasing pool of
available audience segmentation techniques, targeting data, and new
and maturing channels that we can all tap into in order to...
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As marketers, we now have the ability to impact the direction of
our respective businesses like never before. We’ve entered the age
of the revenue marketer where we strive to tie every marketing
dollar invested to revenue contribution -- and we look to test,
measure, and learn from everything we do. We also now have the
systems to help accomplish this and really shine in our
roles.
But, we may have a blind spot.
The immediate gratification of today’s leads may be causing us to
spend a...
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For online marketers who target business
professionals, the “click” is always just the beginning. Most B2B
sales cycles are long and require solid relationship building with
prospects. Email is a great tool to help with this sort of lead
nurturing, but it also relies on having accurate contact
information for a lead, and influencing the prospect or customer
takes place within the confines of the inbox. What’s more, if your
potential customers are on email only 8.3% of the time that...
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Once upon a time,
B2B publishers had it good. By providing valuable online content,
they were able to attract equally valuable eyeballs, which online
advertisers found impossible to resist. Placing an online ad with a
publication such as The New York Times, Forbes or The Wall Street
Journal was a no-brainer—in order to reach these discriminating
business audiences, B2B advertisers would pay the price.
Furthermore, there was value in even being associated with a brand
like The New York Times.
But...
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I don’t know how many B2B marketers I’ve spoken
to who have succumbed to “banner ad complacency.” This is the
attitude that display advertising is a necessary part of the
marketing mix, but somehow does not warrant the type of hard-nosed
scrutiny that other marketing channels receive, such as search and
email, when it comes to measuring the impact on the B2B sales
process. For some, the area of display advertising in B2B may seem
like a bit of a black box. Are clicks and click-through...
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I
don’t know how many B2B marketers I’ve spoken to who have succumbed
to “banner ad complacency.” This is the attitude that display
advertising is a necessary part of the marketing mix, but somehow
does not warrant the type of hard-nosed scrutiny that other
marketing channels receive, such as search and email, when it comes
to measuring the impact on the B2B sales process. For some, the
area of display advertising in B2B may seem like a bit of a black
box. Are clicks and click-through rates...
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Mass marketing has historically
been the purview of the “big guys”— large agencies and huge brands
with the budgets to afford glitzy Madison Avenue campaigns across
TV, radio, and print.Their
goal was simple: create a known brand so that potential customers
chose their products over the competition.
Fast forward to
today. Thanks to the Internet, smaller companies now have access to
the same mass marketing opportunities, reaching and exposing their
brands to broad audiences. In addition, the...
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Today I am excited to announce the launch of our
Premier Data Reseller Partner Program. Even more exciting is
that we’re working with the folks at interCLICK as the inaugural
member of the program and we’ve agreed to give them exclusive
access to the program benefits through the rest of
2009. Like Bizo, interCLICK
is making a name for itself as an industry leader in the
transparent use of audience targeting data and this partnership
gives interCLICK access to our entire store of bizographics...
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