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Marketing coach2u
Practical advice for the marketing manager or assistant
Curated by gillkelley
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Should Your Startup Go Freemium? | TechCrunch

Great article on the positives and negatives of Freemium.

For some, freemium is a business model that sacrifices revenues and forces startups to support freeloaders who will never become paying customers.

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Social Media Marketing Ranks As B2B Marketers’ Most Popular Tactic

Social Media Marketing Ranks As B2B Marketers’ Most Popular Tactic | Marketing coach2u | Scoop.it

Eighty-seven percent of business-to-business (B2B) marketers now spread their message through social media, according to a new report from the Content Marketing Institute (CMI).


CMI's 2013 B2B Content Marketing Benchmarks, Budgets and Trends research report found that social media marketing outpaced company-written articles to become the most commonly used tactic for B2B marketers.


The report says that LinkedIn is the most popular social media platform for B2Bs with an 83 percent adoption rate. That percentage is up from a 71 percent rate last year. Facebook and Twitter came in second to LinkedIn with a tied adoption score of 80 percent.


In all, CMI says that B2Bs are using more marketing tactics than ever before. Tactics range from social media all the way to in-person events. According to the report, all tactics saw a rise in company adoption except print advertising, which stayed consistent from last year with a 31 percent adoption rate.


"We applaud [B2B] marketers for doing more and trying new tactics, although we must say we are pretty sure that throwing content at a customer is not the answer," CMI said in its report. "But it's all part of the progress we are making as we evolve from marketing departments into what are starting to look like B2B publishing departments."


While social media has become a prime tactic for B2B content marketers, many B2Bs still wonder how effective the likes of Twitter and LinkedIn are. CMI reports that only 49 percent of B2B marketers think social media marketing is effective for their audience.


The marketers instead tended to lean toward the thinking that in-person events were the most effective way to spread their message. Sixty-four percent of B2B marketers said they thought in-person events were a very successful part of a marketing strategy.


Sixty percent of B2B marketers surveyed said they measure marketing effectiveness by web traffic statistics. Sales lead quality was another major barometer for effectiveness with 51 percent of marketers using it as a measuring stick.


Social media sharing is also becoming an important way to gauge marketing effectiveness. Forty-five percent of B2B marketers say they use social media-sharing statistics to find out if their marketing efforts were effective.


Another major trend in CMI's report was the growth of B2B content marketing budgets. CMI found that 33 percent of B2B marketing budgets were going to content marketing efforts. The mark represents an increase from last year's figure of 26 percent. B2B marketers surveyed also reported that they would be looking to expand their content marketing budgets next year.


With the increased budgets and new tactics being formed, B2B marketers say they are having a hard time creating enough content. Sixty-four percent of marketers surveyed said their biggest challenge is producing enough content for their marketing efforts.


Despite the increased demand for content, many B2B firms are dropping outsourced content creators from their budgets. According to CMI, 56 percent of B2Bs are creating content in-house only. The number marks a major increase from last year's statistic of only 38 percent in-house B2B marketers.


Via Digital SMBs, Marketing College
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In With the New: Digital Marketing Must-Haves

In With the New: Digital Marketing Must-Haves | Marketing coach2u | Scoop.it

Back to Basics!!

 

Although traditional marketing and advertising campaigns are still effective, many programs and companies are now relying on digital marketing tools and approaches to implement their marketing strategies. In the vast digital realm, it can sometimes be difficult to identify which program, tool, network or approach to leverage to meet your objective. Marketers sometimes feel that they have to do it all or risk losing out on an opportunity, but marketing is about finding the right strategy and the right approach to reaching brand objectives and this concept has even more weight when it comes to digital marketing.

 

So in the digital space, which must-have marketing tools do organizations need for a successful digital marketing strategy?

 

Web Analytic Tools
Analytic tools, like Google Analytics can provide valuable insight into the success of your digital marketing campaigns. From tracking the click-through rate (CTR) of a digital ad campaign to monitoring website traffic, using web analytic tools to keep track of your numbers helps you identify what works and what doesn’t. Compared to more traditional, non-measurable types of marketing, campaigns that have tracking ability can deliver better reporting structures that help marketers hone in on where to focus their efforts. In the world of web analytics, more integrated solutions are now being offered, such as Optify, Hubspot, Acton to name a few, allowing for an integrated approach to measuring the effectiveness of your digital initiatives. A word of caution here: Tracking and analytic tools doesn’t necessarily achieve more effective results! Strategy and creative still play the most significant role in achieving objectives.


Email Marketing
Email is still one of the most efficient and effective ways to engage your customers and prospects – if you use the tool in a creative or informative way. When it comes to attracting new clients and maintaining great relationships with exiting ones, email marketing campaigns can be very effective. Companies can take advantage of email campaign managers like Mailchimp and Campaign Monitor for their easy-to-use editing features and subscriber management tools to help them stay connected with customers and deliver campaigns like newsletters and promotional blasts. More recently, inbound marketing is more utilized as a term and a tactic. Rather than just pushing information out, the more effective strategies that push information out with an intent of initiating engagement onto your website, with the ability not only to track open and click through rates, but also to evaluate where potential customers go… and to capture their information.

 

Digital Advertising
Now more than ever people are spending more time online and on social media networks, either on their computers or their mobile devices. Digital advertising is a way for companies to reach more consumers and get measurable results. However, with the onslaught of so many digital ads, all with the new trinkets, bells and whistles, internet browsers are getting wary. Impressions still matter when assessing digital properties. The beauty of digital advertising still remains its targeting flexibility. With many digital spaces, as with Facebook ads, companies can target specific locations, interests(psychographics) and consumers with more precision than traditional advertising could ever offer. You can slice and dice niche markets to the minutia. Again, I have to say, the ability to achieve the performance you set is based on your strategy, creative and execution.


Social Media
This one is obvious – you can’t ignore the giant marketing prowess of social media. With a vast variety of tools and promotional possibilities, social media has emerged as arguably the most powerful marketing tool in today’s digital universe. From Facebook, to Twitter, LinkedIn and Pinterest, the social media giants offer companies a valuable and effective way to reach consumers on a more relatable, engaging and exclusive level – with the ability to track and measure all efforts.
Many companies are just starting to explore the digital marketing possibilities available to them and shifting from traditional to digital campaigns. I would add a word of caution here, to approach marketing as it always has been approached, integrating parts of all channels to make a better whole. It goes without saying that Digital Marketing is one area that cannot be ignored – digital is where the customers are and where the future of marketing is evolving and as marketers it’s important to own that space.

 

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Emma Nightingale's comment, September 24, 2013 10:09 PM
the one thing i found interesting about this article was that it highlighted that marketers often feel they need to use most channels of marketing in the digital realm to ensure they arent missing out. It further highlights that this isn't relevant as marketers need to choose one channel and use it well, its about finding the right strategy. I can completely understand why choosing a specific tool in the digital realm would be challenging as there are so many in todays advancing technological world.
gillkelley's comment, September 25, 2013 3:30 AM
Emma - you are so right - have a look at the latest article on here - Digital and the Magpie Syndrome - it shows the need for a strategic approach
kendall irvine's comment, September 25, 2013 8:52 PM
Over the past 5 years with the introduction of facebook and twitter to create the social media family there has been a huge development in digital media. Digital advertising is a way for companies to reach more consumers and get measurable results. People are also spending more time online and on social media networks, either on their computers or their mobile devices allowing access to digital marketing media anytime and anywhere. Any marketing stratergy through Kamals chosen article states that marketing is about finding the right type of communication strategy and the right approach to reaching brand objectives.
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Sainsbury's launches first in-store app | News | Marketing Week

Sainsbury's launches first in-store app | News | Marketing Week | Marketing coach2u | Scoop.it
Supermarket trials app that lets shoppers scan barcodes to shop and pay at the till using a QR code.
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[Presentation] The Future Of 'Smobile' -- Social Networking And Mobile

[Presentation] The Future Of 'Smobile' -- Social Networking And Mobile | Marketing coach2u | Scoop.it
Social goes mobile. And vice versa....

Via Alex Butler
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How I use Twitter, and you? | Web Strategy by Jeremiah Owyang | Social Media, Web Marketing

How I use Twitter, and you? | Web Strategy by Jeremiah Owyang | Social Media, Web Marketing | Marketing coach2u | Scoop.it

Social media guru Owyang tells us how he uses Twitter - are there some lessons here?

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Strategic Story and The Storytelling Leader

Strategic Story and The Storytelling Leader | Marketing coach2u | Scoop.it

"Because of my 10-years of involvement with Storytelling, I have had great opportunities to learn more about the engaging concepts of story, how to construct them, and how to deliver them."

 

The author, Jeff Brunson, is married to Becky Brunson who is the Program Administrator for the International Storytelling Center. Here he writes a delightful piece with gold nuggets at the end. His insights toward the bottom of his article are a perfect counterpoint to the article I just curated on how to persuade people to take action with your stories: http://www.scoop.it/t/just-story-it?q=examiner 

 

Jim's storytelling principles are at the heart of effective business storytelling:

The Story Is Told for Another The Story is Toid In Search of a Truth The Story is Told Because you Care for the Hearer

 

Now what would happen if our business storytelling, brand stories, and marketing stories not only moved people to action, but met these criteria also? 

 

Well, for one -- you'd avoid all those feelings of manipulation.

And second -- your storytelling would be truly great work

 

For me, these are the business storytelling principles to aspire to! Read both articles and learn the dance of balancing these principles with persuasion / influence.


Thank you Hans Heesterbeek and Gregg Morris for originally finding and sharing this article!

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


Via Gregg Morris, Hans Heesterbeek, Karen Dietz
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The 6 most important social media analytics

The 6 most important social media analytics | Marketing coach2u | Scoop.it

In order to promote your brand and build a vibrant online community, you have a branded Facebook page, Twitter page, YouTube channel, Pinterest profile, StumbleUpon, and blog. You post content and photos several days per week, use hashtags, make videos, and engage with followers. Now it's time to figure out if it's all working.

 

The world of analytics can be overwhelming, especially if it isn't your everyday wheelhouse. And, with all of the statistics available, it can be difficult to distill what is most important and useful. It can also be out of budget for many businesses to employ an expert or any of the robust reporting tools that are available.

 

There are a lot of elements of social media that many find vague when it comes to applying it to ROI. Some of this is simply because the inherent nature of social media is intuitive and reactive, and it is always going to be a challenge to quantify an organic success with an equation. It is tremendously difficult to predict what people will like, but, learning as we go with our fan base, there are insights that will give you a better idea of the type of fans you have and what appeals to them.

 

To get a handle on what's working within social initiatives, there are six metrics that will help you the most.

 

Here they are.

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B2B Buyer Persona: Understanding How to Think About B2B Buyers?

B2B Buyer Persona: Understanding How to Think About B2B Buyers? | Marketing coach2u | Scoop.it
This post explains the differences between B2B and B2C buyers and walks you through a model for identifying B2B buyer personas within your target segment.
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5 Strategies to Get More From Your Business Website | Social Media Today

5 Strategies to Get More From Your Business Website | Social Media Today | Marketing coach2u | Scoop.it

A company’s website is one of the biggest assets for any business. Make the most of yours!  5 useful tips from socialmediatoday

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10 brands with great Google+ pages

10 brands with great Google+ pages | Marketing coach2u | Scoop.it

Overcoming initial doubts about whether the world needed another social network, in just 15 months Google+ has grown from nothing to having more than 250m users. 10 great examples here for digital marketing students!

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Do apps work for B2B?| Official CIM magazine - The Marketer

Do apps work for B2B?| Official CIM magazine - The Marketer | Marketing coach2u | Scoop.it

Interesting article about the growth of apps in the B2B environment, supporting sales and marketing teams as well as channel partners

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Are social media engagement strategies condescending and crass?

Are social media engagement strategies condescending and crass? | Marketing coach2u | Scoop.it

In the rush for more Likes, Comments and Shares on Facebook, it's tempting to dumb down.   Another article for those worlking on their PMiM assignment on social media!


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David Jones's website gets a major upgrade, but there's room for improvement

David Jones's website gets a major upgrade, but there's room for improvement | Marketing coach2u | Scoop.it
Australian fashion retailer David Jones recently launched a new website as part of a wider effort to improve its digital offering.

 

Great analysis of a website from Econsultancy

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Rescooped by gillkelley from Just Story It! Biz Storytelling
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Consumers Hungry for Brand Stories

Consumers Hungry for Brand Stories | Marketing coach2u | Scoop.it

"An October 2012 survey by Edelman Berland and Adobe found that American consumers are looking for deeper brand engagement than banner ads and social media “like” buttons. 73% of the 1000 adults surveyed agreed with the statement, “Advertisements should tell a unique story, not just try to sell.”

 

Well, there can be no argument now about the case for business storytelling! At least as far as branding and marketing is concerned.

 

Enjoy the chart this research shows. I know I'll be using this in my work with clients!

 

Thanks to fellow curator Gregg Morris @greggvm and his Story and Narrative Scoop.it curation for finding this and sharing :)

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


Via Gregg Morris, Karen Dietz
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Jim Signorelli,Story-Lab's comment, October 31, 2012 1:04 PM
thanks Gregg, great find!
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How are brands using audience involvement to increase reach and engagement?

How are brands using audience involvement to increase reach and engagement? | Marketing coach2u | Scoop.it
Audience involvement is the process and act of actively involving your target audience in your communication mix, in order to increase their engagement with your message as well as advocacy to your brand.

 

Read about the 'power of social'

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Future of law: big brands and alternative business structures

Future of law: big brands and alternative business structures | Marketing coach2u | Scoop.it
Neil Rose: Household names such as AA, Saga, Direct Line and BT hoping to join Co-op in the legal sector...

Via CIM Academy
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Social Media Policy in the Workplace - Everything You Need To Know

Social Media Policy in the Workplace - Everything You Need To Know | Marketing coach2u | Scoop.it
A good social media policy can spell the difference between productivity and potential problems arising for your company, here's everything that busin...
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30 tips for promoting your blog content [infographic]

30 tips for promoting your blog content [infographic] | Marketing coach2u | Scoop.it
This infographic from Launch Grow Joy contains some useful tips on promoting your blog articles once you have published them.
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Social Media Explained (with the aid of a donut!) | Communities and Collaboration

Social Media Explained (with the aid of a donut!) | Communities and Collaboration | Marketing coach2u | Scoop.it

There's nothing else to say!

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How to Build a B2B Buyer Persona Framework | OpenView Blog

How to Build a B2B Buyer Persona Framework | OpenView Blog | Marketing coach2u | Scoop.it

This post explains how to use a perspective based model to develop a B2B buyer persona framework to help tie together your go to market strategy together. The final article in a series on B2B Buyer Personas - useful information.

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Making your ads viewable is only half the battle

Making your ads viewable is only half the battle | Marketing coach2u | Scoop.it
With online advertising in the throes of a full-fledged panic about ad viewability, marketers are turning to native advertising and branded content as digital Xanax to alleviate their stress.
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The Engagement Marketing Cycle

The Engagement Marketing Cycle | Marketing coach2u | Scoop.it

Engagement marketing refers to the marketing strategy of directly involving the customers in a relationship with the brand.

For small and medium businesses, engagement marketing is especially important, as so much of their business comes from repeat customers and word-of-mouth referrals.

 

Based on a new book from Gail Goodman, this Infographic explains why engagement marketing is important, and how social media tools can make it easier.

 

Download The Engagement Marketing Cycle. Chapter 1. http://bit.ly/RvGR37

Source. http://bit.ly/PW02RY


Via maxOz, Marketing College
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12 reasons behind Amazon's massive mobile success

12 reasons behind Amazon's massive mobile success | Marketing coach2u | Scoop.it
Along with eBay, Amazon was one of the first brands to see the early potential of mobile commerce and is now leading the way in terms of innovation and mobile sales.
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The Rise of eReading: Are Books Going to Become an Endangered Species? [Infographic]

The Rise of eReading: Are Books Going to Become an Endangered Species? [Infographic] | Marketing coach2u | Scoop.it

Nooks, Kindles, iPads…oh my! Whatever happened to paperback and hardbacks?! According to one source, people who own e-readers are reading more than they might otherwise, as reflected in rising e-book sales. As a result, e-reader sales continue to increase. Could e-books eventually make good old fashioned books obsolete? Probably not. One reason? For now, only 20% of e-reader owners say that the e-content they want is always available. But the number of people using e-readers is growing. Learn more about the habits of those who feel the need to e-read.

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Martin (Marty) Smith's comment, October 8, 2012 11:56 AM
Thanks for this excellent article William and great scoops. Marty