Before any sort of execution, our marketing and strategy team created a near 30 page creative brief that was fueled by specific goals we wanted our new website to achieve, and backed up with persona-driven market research.
Harvard Business Review recently challenged the long-term value of influence in the context of the “iPhone affect” over time, citing the importance of an integrated marketing strategy that leverages peer-to-peer and traditional marketing campaigns...
An attendee asked about his keyword match type strategy for a new account. Understand your metrics, your margins, your costs, and base your return goals on strategy – not forecasts. Several pay-per-click marketing leaders gathered in Austin, Texas...
That's why PPC campaigns are often a more attractive marketing option to ecommerce businesses than organic SEO and content strategy. You can use the following approach to start boosting the content strategy for your ecommerce website.
If you put effort into planning your marketing and content strategy you will have a higher success rate and also continue to execute based on a strategy, versus reacting to what is wrong due to lack of organization.
Eric also suggests that marketers start thinking about channels as the output of the reporting instead of an input of your marketing strategy. If you missed the keynote I recommend you watch it online to learn ideas on how to integrate mobile into...
Dan Hurley is Director of Search Strategy at Terakeet Corporation, “One of our more successful campaigns leveraged the use of creating real, high-impact investigative journalism on one of our clients, a Connecticut plaintiff attorney specializing...
With SES New York just a few days away, these tips can help you best make use of content marketing strategies in line with your event strategy. Content Marketing: How to Earn Visibility & Links through Killer Content Strategy
This knowledge will fuel content, product development, and overall marketing strategy. Content marketing is fundamental to the success of any organization that wants to generate business online. After all, they are the ones who have the largest...
Dedicating a resource to performing well within a channel can be a highly effective strategy, especially when there are less stakeholders and red tape to get through. Having this balance also regulates cost and increases output, as the agency will...
Track, monitor and adapt your social/search strategy as search engine algorithms change how they value social signals– which is one thing we can count on with 100 percent certainty. My January Search Engine Watch post covered how Google Analytics...
In the SES London Day 3 keynote, Weintraub talked about methods to expand your social media strategy while focusing on immediately actionable paid and organic social tactics. Building the Anti-Fragile SEM Strategy #SESLON - State of Search
She ranked Marin highly for media support, reporting, and mobile management, but felt the company's business strategy wasn't as strong. To date, the company's clients manage more than $4 billion in annual marketing spend, with customers including...
In 2013, taking a page-based approach (as opposed to just a keyword driven approach) is going to be an important factor in your SEO strategy. Having a 360-degree analysis of all factors affecting rank of a page for all targeted keywords and then...
There’s no reasonable argument against the fact that all your marketing efforts should be integrated into one single, agile, engaging strategy. Your social strategy should impact all your marketing channels and campaigns.
What’s needed now is to make search and keywords a foundational part of an integrated content marketing strategy. Some of the best thought leadership and strategy firms have been using this approach successfully for years – they come up with a new...
Autoresponder Strategy Broadcast Strategy Since the goal of a broadcast strategy is to develop a relationship over time rather than push for an immediate decision, you ask yourself a different question:
Short-term tactics are being replaced by long-term strategy with content driving the integrated marketing agenda. The ‘Bing it on challenge’ signified a sharper and more aggressive strategy whilst Google’s new paid for shopping results came under...
As I said in my last post, it doesn't matter what you call your online strategy - and buzzword or not, that's not what's important - but there's a lot about agile marketing as a concept that makes perfect sense.
A strategy of going with one business line or category, selected by country and its potential ROI or other performance story. The definition of integrated marketing continues to evolve beyond simple channels – toward device, geography, and...
