How to Show ROI of Content and Inbound Marketing to Your CEO Luke Summerfield | Publishing | | | One of the biggest objections I hear regarding adopting an inbound marketing strategy is the belief that you cannot easily prove the ROI of activities like blogging, social media, content creation, etc. For CEOs who are driven by hard numbers, this can make adopting an inbound marketing strategy quite difficult. The reality is that it is actually fairly easy to show the exact ROI of your inbound marketing activities and how each individual activity affects your bottom line. The... | What Wearable Technology Means to the Future of Marketing Cezary Pietrzak | Mobile | | | Since Google demoed its Glass API at SXSW in March, marketers have been abuzz about wearable technology. Small, wearable gadgets like glasses, watches, pedometers, fitness trackers, and sleeping monitors are appearing everywhere, leading some to call them the future of mobile. Given that most wearables have limited functionality, it may not be accurate to put them in the same ranks as smartphones and tablets. But the devices are inherently mobile as well as hands-free, which explains... | 50 Shades of Retargeting Parth Mukherjee | Display Advertising | | | In my first blog in this series, I explained the very basic concept of a successful retargeting campaign. AdExchanger's daily digest noted it quite precisely as a "marketer's POV." Following the Twitter feed for the term "retargeting" gives you a fair gist of what the world thinks of it. There are several who find it annoying and a stealthy follower of one's digital footprint. And then there are those who are amazed by it, for whom a contextual banner ad is more welcome than an arbitrarily... | How to Think About Leveraging Mobile Video and TV on Your Media Plan Paul Bremer | Video | | | Mobile video technology, infrastructure, and visual creative options are better than ever before, so it isn't surprising that mobile video is quickly becoming a preferred platform for brands. Today's marketers can leverage mobile video to hit their objectives for measurable brand engagement. As mobile metrics emerge, marketers are discovering new techniques to interact with consumers while reaping the rewards of great video creative traditionally reserved for television. The trick?... | 4 Common Landing Page Mistakes Leah Block | Media Planning | | | Landing pages are a fundamental part of most digital marketing efforts, especially direct response campaigns where the end goal is a specific action such as a lead or sale. Even the smallest of changes may have a significant impact on conversion volume, and ultimately, ROI. Sometimes the change is as simple as the positioning of the call-to-action button, but other times a more comprehensive change may be required. How do you know what changes should be made, though? There are so many... | What to Ask of Big Data to Inform Your Marketing Strategy With so much invested in big data analytics, small business owners and marketers are on the right track when they decide to use a targeted and intentional approach to analyzing their data. Adria Saracino | Data-Driven Marketing | Print version What's an Email Hash, Anyway? By next year everyone professionally engaged in interactive marketing is going to know about email hashes and why they're important. Dave Hendricks | Email Marketing Optimization | Print version Social Media in the Boardroom How to build a compelling business case to prove to upper management that you need to be present and leading positive conversations in social. Jasmine Sandler | Social Media | Print version StubHub Integrates Seat Maps and Tickets Into Dynamic ESPN Ad ESPN and its long-time advertising partner StubHub created a new interactive ad that could take some of the guesswork and research out of a ticket-buying process. Matt Kapko | Strategies | Print version Twitter Strings Datalogix to Offline Sales To help connect the dots between tweets and in-store purchases, Twitter turned to Datalogix, to test the impact of organic and promoted tweets for 35 brands. Matt Kapko | Analyzing Customer Data | Print version Baidu Trials Micro Purchase Tool Weigou on Chinese Valentine's Day China's search giant leverages its e-commerce site to get consumers to buy gifts for their lovers quickly and easily. Adaline Lau | Paid Search | Print version GE Hosts World's First Science Fair on Vine The #6SecondScience initiative calls on science and technology enthusiasts to "fit as much science as [they] can into 6 seconds." Lisa Lacy | Strategies | Print version The Basics of CRO and Nurturing Your Leads A look at the five basic steps to conversion rate optimization and a lesson on the new Google Analytics Content Experiments API. Aubrey Beck | Conversion & ROI | 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 |
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