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... |
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.... |
The #TwitterRevolution: The Pain and the Glory
The new CNBC documentary looks at the seven-year rise of the service based around messages no longer than 140 characters.
Mary Lisbeth D'Amico | Social Media | Print version What Advertisers Need to Know About Facebook's New News Feed
How Facebook's new concept, story bumping, can help marketers reach consumers.
Gary Stein | Strategies | Print version Post-Facebook Earnings: 3 Critical Investment Opportunities for Brands
There's never been a more important time to invest in the mobile consumer and study the mobile consumer's journey, both on Facebook and throughout a brand's entire digital experience.
Roger Katz | Social Media Smarts | Print version Marketers Take Note: Google Searches Show That '90s-Era Styles Are Back
Love the '90s? They're back, baby! Searches for many of the popular styles of 1990s are up significantly this year, and some marketers are already embracing these fly fashions through their PPC campaigns to increase revenue. Cha-ching!
Lisa Raehsler | Search Marketing | Print version AOL Targets Programmatic Video Advertising With Adap.tv Acquisition
AOL is making a fresh $405 million bet on programmatic video advertising by acquiring Adap.tv.
Matt Kapko | Video | Print version Need a Break? Try Our Inflatable Dolls and Lunch Combos, Says Applebee's
The casual dining chain has produced six Industrial Strength Lunch Decoys - which can be purchased on Amazon.com – as a means to market its Lunch Combos menu to work-weary Americans.
Lisa Lacy | Strategies | Print version Insider Tips for the Perfect Headline: Email, Mobile, or Social
Don't forget: as digital marketers, we have the onus to always keep a fresh set of headlines even if we are reusing old content.
Sundeep Kapur | Social Integration | Print version Size or Specialization?
What the Publicis Omnicom merger means for email marketers.
Simms Jenkins | Email Marketing Best Practices | Print version Lessons From Shark Week
The Discovery Channel's pop culture phenomenon churns up marketing opportunities for brands.
Tessa Wegert | Media Buying | Print version Push vs. SMS
While both push and SMS deliver short-format content for mobile phones, there are significant differences in user experience, purpose, and strategy. So which should you use?
Melinda Krueger | Mobile | Print version |
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