Online Video Trumps TV In Engagement, Ad Shifts - 06/06/2013
why Online Video is gaining in power - "Although TV is considered a key "awareness" producer, 78% of respondents in Europe and 58% globally said they could achieve greater engagement and scale with online video."
Planned content designed to provide useful information across the sales cycle is effective and represents the price of admission for the most fundamental of digital marketing initiatives. B2B buyers pull themselves through 70% of the buying cycle before ever talking to a sales rep, so it’s important to gain early awareness and engagement.
Applying search and social media optimization best practices for content to become known as “the best answer” wherever prospects are looking or engaging online is where a lot of companies fall down. Therefore, doing so is a competitive advantage.
With strategic content marketing, it’s important that B2B marketers make sure SEO is more than just a checklist item. Include optimization of known demand keywords and topics as part of demand creation efforts through new content and digital assets, social media, advertising and PR. Extend the reach of earned, owned and paid media by including search optimization for those content types as well.
As we move into social media, the additional targeting options available within LinkedIn and Facebook can provide benefits that search marketing alone can't deliver, but there are tradeoffs, including losing the comforting keyword list you've used for targeting within search. Social media targeting is based on the person, her profile, and internal behavior (within the social network). Display ad retargeting and use of display advertising against behavioral cookie pools is another great supplement to PPC search for the B2B advertiser.
In order to be effective, social media marketers need to implement the same types of digital marketing tactics that ecommerce and search engine technologists have used for years. In this guide, The Mathematics of Social Marketing, you’ll:
Discover how to determine the number of social media contact views you need in order to convert contacts to customersLearn about back and front-end efficiencies that will help drive your business with social mediaFind out how to move beyond “launch and hope” to develop measurable strategies that will drive social media customers to take action 1 inSh
Woohoo, Android users can join the “cool kids club” as Twitter’s Vine app has finally come to Google’s operating system.
Vine for Android is slightly different than it is for the iPhone and has some features missing. These include support for smartphones' front-facing cameras, hashtags, search and sharing to Facebook. According to Twitter, it is working to make the two flavors have the same capabilities in upcoming updates.
Reaching a target audience rises as a B2B marketing challenge SUMMARY: Generating more leads still tops the list of B2B marketing challenges, but reaching a target audience is on the rise, according to a BtoB survey. E-mail, search engine optimization and content marketing were the most popular B2B tactics -- compared with e-mail, paid search and SEO on the B2C side -- and nearly half of B2B marketers cited social media marketing as the most difficult to execute, according to Ascend2 and Research Underwriters.
The latest report on paid search trends has been released, this one from Kenshoo. As with previous reports from RKG, The Search Agency, and IgnitionOne, the Kenshoo study notes that mobile devices are playing a strong role in the search advertising market. Separately, though, the report illustrates that on a global basis, paid search click volume (+21%) and click-through rates (+62%) each saw strong growth, with spending up 15%.
Internet marketing, organic traffic is web traffic that comes from listings that aren’t paid for. These listings can include guides, search engines like Google or Bing and directories. Typically, when you want to make money blogging, search engines are the best source of organic traffic. Below are 6 smart ways to drive organic traffic to your blog or website....
Simple, colorful, playful, Googly. Play with the grid in the upper left and see the difference between countries by switching on the lower right. I've included it here as a sales vehicle because it reinforces the fact that Google has free Trends and Analytics resources that help you get the most from paid search. Via @cwiggins.