The New Evolution of Direct Response Is Social
Dilip Venkatachari | Analyzing Customer Data |       |  | Since the heyday of the infomercial, direct response (DR) campaigns have been a significant driver of revenue, and today, in the age of social media, they still play a major role in the pursuit of conversions. It has been proven that many verticals can achieve better results with social than display advertising, so it makes sense that leveraging social for DR campaigns can deliver results, sometimes even rivaling those of search. Social media and the wealth of data that comes with... |
Are You Suffering From OCT (Obsessive-Compulsive Testing)?
Tim Ash | Conversion & ROI | |  | Poor Ryan. He is a pay-per-click (PPC) professional who landed a big role managing paid search for a well-known brand. Being in charge of a large budget for PPC with serious performance goals tied to it was a sobering experience for him. He already knew there was more to conversion than just the paid search click, but never was it more apparent than now. Ryan quickly moved beyond driving traffic in order to increase the site's return on investment (ROI). He assembled a small team... |
Automate Dashboard Updates to Focus Your Time on Analysis
Adam Singer | Actionable Analysis | |  | Updating customized dashboards, spreadsheets, and reports manually is a time-consuming process. It's also one no one really enjoys doing. Sure, it's quicker to do it once, but over time automation will save you a lot of effort. Especially if you are an agency or have a lot of sites you want custom dashboards for. While it may come as a surprise to some of you who set up automation ages ago, I know many are still manually updating dashboards both on the agency and the brand side.... |
Multi-Channel Inventory and Customer Loyalty
Jack Aaronson | ROI Marketing | |  | For the last 13 years or so multi-channel user experience and loyalty has been the foundation of my company. Back in the day, it was both scary and revolutionary to tell companies that in-store pickup of web orders was a good idea. People were afraid that one channel would take away customers from another channel. My old columns on this topic, which I termed "Channibalism," seem almost quaint when read 10 years later. Of course, now we have lots of evidence to show that people want... |
What to Measure? Start at the Top
Jim Sterne | Verifying Business Value | |  | You can measure every online thing these days. But should you? Big data says yes: collect it all and decide what questions you wish to ask later. This bottom-up approach is fine if you have the technology and the resources. It's great for discovery and correlation hunting. But what it you just want your business to improve? Then you should start at the top. Metrics Priorities Begin With Philosophy Philosophically, the most important thing an organization can do is make customers... |
Apple and Android Fight for Hands of Smartphone Consumers
A new study by Nielsen looks into which operating system is winning the smartphone market.
Caitlin Rossman | Audience/Traffic | Print version Be a Content Powerhouse: 4 Steps to Ensuring Content Is a Strategic Asset
A strong content strategy goes deep into understanding users, their brand maturity level, and devices, transforming content from a production task to a marketing differentiator.
Andrea Fishman | Data-Driven Marketing | Print version The Top 10 Tried and True Ways to Waste Your Digital Budget
Since so many marketers seem intent on looking for ways to waste their budgets, here are some time-tested ways to reliably ensure that you are wasting your time and money.
Robin Neifield | Strategies | Print version 5 Tactics to Ignite Your Email List Growth
Identify where you acquire your most valuable, most engaged opt-ins, and brainstorm how you can get more of them.
Mike Hotz | Email Marketing Optimization | Print version Standing Out in the Crowd With Local Search
Consider these three ways to claim your local search result's real estate.
Scott Kellam | SEO | Print version Social Media Usage Amongst Older Generations Triples, According to Pew
The number of adults who use social networks is up to 72 percent in 2013, according to data from Pew Research Center.
Jessica Lee | Social Media | Print version Google Integrates Three Tools Into New Display Planner
Google AdWords has launched the new Google Display Planner, which is a combination of three long-time AdWords tools: the Contextual Targeting Tool, Placement Tool, and Google Ad Planner.
Jennifer Slegg | Search Marketing | Print version Citibank Optimizes Retargeting Campaign to Drive Credit Card Signups in Malaysia
Marketers in Malaysia are starting to integrate creative optimization into their remarketing campaigns to drive conversions.
Adaline Lau | Display Advertising | Print version American Eagle Launches Jumbled Denim Runway
American Eagle Outfitters has created a journey on a virtual map from New York to LA and is asking customers to "create history" by uploading videos for this "longest-ever denim runway."
Lisa Lacy | Strategies | Print version 5 Times It's Better to Be Silent on Social Media
In the end, a brand's social presence flourishes most when its cadence and content are driven by genuine interests and insights, not mandates or routines.
John Lee | Social Media Smarts | Print version |
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