The Basics of CRO and Nurturing Your Leads Aubrey Beck | Conversion & ROI | | | As marketers, we spend a great deal of time and effort trying to get people to visit our website. It only makes sense that once we attract these visitors we would have also taken the time to devise the best ways to keep them on-site and offer content that is relevant to what they're seeking in an effort to get them to convert. Here are five basic steps to CRO with a bonus sixth step revolving around the new Google Analytics Content Experiments API. What Is CRO? Conversion rate... | Whose Neck Should You Choke When Digital Campaigns Underperform? Charlie Wang | ROI Marketing | | | In today's complex digital ecosystem, brand marketers are often working with a plethora of agencies. But when campaigns underperform, the different agencies are often quick to point the finger. Leaving the brand marketer unclear as to who is actually responsible for optimizing certain metrics. (i.e., necks to choke) Coming from a media agency, we're usually the "numbers people" compared to our creative and PR counterparts. Hence, the majority of the digital metrics fall directly... | Complex Sales and the Persona Creation Process Bryan Eisenberg | ROI Marketing | | | How do you define a complex sale? Is it a B2B purchase? Is it planning a family vacation for two adults and three kids ranging in age from four to 12? Can it be purchasing new pillows for your bed? How about when deciding on an enterprise testing and targeting solution? As marketers, we use the term frequently, but as I often find, people sort of know what it is when they see it, but don't really define it well. You'll often hear it described as selling into an enterprise where multiple... | 'All Models Are Wrong, but Some Are Useful' Neil Mason | Verifying Business Value | | | "All models are wrong, but some are useful." So said the statistician George Box. Clarifying what he meant, Box went on to say, "Remember that all models are wrong; the practical question is how wrong do they have to be to not be useful?" I think he had a point that's worth thinking about a bit. The increased use of data mining and predictive analytical techniques within organizations to reduce risk and improve decision-making means that managers will be exposed more and more to... | 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... | How to Think about Leveraging Mobile Video and TV on Your Media Plan For marketers to make the most of branding opportunities across mobile video and television, there are three factors to consider: audience focus, campaign metrics, and performance over the course of a campaign across both platforms. Paul Bremer | Video | Print version 4 Common Landing Page Mistakes If you are looking to enhance your landing page experience and your conversion volume, spend some time with the page to make sure that you do not fall into any one of the above categories. Leah Block | Media Planning | Print version On Non-Opener Email Resends: Don't Be a Horse Race, Be a Marathon! Pick your most important or compelling email campaigns to execute resends and maximize their results by adding urgency, changing some language, and mixing it up in any way you can. Tia Matsumoto | B2C Email Marketing | Print version Beach Reads for Business Five books that every business reader should look into on their next beach vacation. Chris Copeland | Strategies | Print version Leveraging Facebook for Performance - Time to Catch Up Three approaches to get more out of Facebook. Part one in a two-part series. Jermyn Toh | Social Integration | Print version Facebook Partners With OpenTable For Easy Social Dining/ Integrates TV Listings Dinner and a movie? Facebook adds two new features to its mobile pages to make eating and watching that much easier. Melanie White | Social Media | Print version Pillsbury Toaster Strudel Says Guten Morgen With Hans Strudel and #StrudelArt Shooting for morning motivation and fun, the fictional mascot expands the brand’s target to millennials and includes a new website and social profiles. Lisa Lacy | Strategies | Print version Hanes Asks Millennial Women to Mention Their Unmentionables The brand's Undercover Color campaign introduces women to a new range of underwear and shares information about color trends. Lisa Lacy | Strategies | Print version Content Curation Benefits and Best Practices Four industry leaders offer insight and advice to enable any brand to attempt curation mastery with greater confidence and skill. Paul Chaney | Social Media Smarts | Print version How to Build an Effective YouTube Plan in 6 Steps Define your audience, identify priority subjects, define your audience goals, design the campaigns/channels, define the goals and actions per channel/video, and broaden reach and understand demand. Benjamin Spiegel | Search Marketing | Print version |
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