5 Ways Mobile Marketing Can Help Retailers This Holiday Season Michael Della Penna | Community Management | | | The holiday shopping season will be here before you know it. Now is the time retailers need to think about all the ways mobile marketing can help them reach their goals. Here's five ways they can: Responsive design. With the growing number of emails being opened on a mobile device (surpassing 50 percent or more), optimizing email rendering to create a great customer experience is critical this holiday season. But why then have nearly a third of marketers surveyed at my company's... | Airbnb’s Hollywood & Vines Crowdsources Short Film Lisa Lacy | Social Media | | | For six days, travel rental site Airbnb solicited shots for Hollywood & Vines, a short film composed of Vine videos that it says is not a marketing campaign but rather an effort to get its community more involved. According to the brand, it is the first short film directed through Twitter and crowdsourced through Vines. The best shots will be selected and combined into a five-minute film that will air on the Sundance Channel on September 12 and on the Hollywood & Vines site on September... | Services Marketing in the Internet Age Mandar Marathe | Community Management | | | Back in 2007, I took an optional class in "Services Marketing" taught by Professor Leonard Berry at Texas A&M, Mays Business School. Before attending the MBA program, we (MBA students) received a copy of "Discovering the Soul of Service: The Nine Drivers of Sustainable Business Success." The book was an eye-opener to services marketing. Dr. Berry studied labor-intensive companies like Enterprise Rent-A-Car, baseball team Saint Paul Saints, and The Charles Schwab Corporation and made... | The Case for On-Domain Engagement Dave Evans | Social Media | | | As a universal motivator and measure of success, an increase in sales with all other things remaining equal is hard to beat. And if there is a basic model that describes the fundamental challenge facing marketers in building sales, it's the purchase funnel. From awareness to consideration to purchase, nearly any customer journey can be mapped onto this classic model. Start with awareness - the "entry" to the purchase funnel - and the methods for driving awareness. Advertising is... | Advantages of Social Media and Social Media Automation Christian Arno | Social Media | | | Take a look at how global brands market themselves online. From Samsung to AirAsia, one trend you'll notice is their use of social media. Small businesses with limited resources often doubt the benefits of social media as a marketing method. Unlike PPC campaigns, the return on investment can be hard to track. However, there are other gains that can provide a valuable boost both to traffic and a brand's reputation. Key Advantages of Social Media Marketing From the solo entrepreneur... | To Skip or Not to Skip: The Question of Pre-Roll Ads If we can deliver all of the information we want the consumer to see before an ad even begins, perhaps we needn't worry so much about the format. Tessa Wegert | Media Buying | Print version Getting People to Buy Less What if you use the analytics generally employed to get people to buy more, to get people to buy less, cutting the cost of processing the original sale and the return handling? Jim Sterne | Verifying Business Value | Print version Don't Let an Email Ruin Your Career (or Weekend) There's definitely a place for email in the workplace and in our personal affairs, but here are some clear situations where email is not a good option. Anna Papadopoulos | Strategies | Print version Yahoo Redesigns Sites to Make Way for More Stream Ads Yahoo has revealed a new look across seven of its most popular sites. The company-wide redesign effort also makes way for stream ads. Matt Kapko | Search Marketing | Print version Mercedes Taps Spotify to Seek Corporate Rockstars The German automaker has taken a personalized approach to engage prolific social media users that are likely to have engaged with many other brands' campaigns and gamification. Adaline Lau | Automotive | Print version How to Rock Your Customers' World: Interview With #SESSF Speaker Bryan Eisenberg Bryan Eisenberg shares some insights ahead of SES San Francisco on how to leverage big data, the secrets to great Google rankings, and a few must-have tools and apps. Victoria Edwards | Data-Driven Marketing | Print version Brands Adopting a Leadership Position on Do Not Track Technology Brands need to respect consumers' boundaries, and recognize that when it comes to creating a better user experience, less might actually be more. McNeal Maddox | Strategies | Print version 5 New AdWords Features Open Up New Data Insights and Optimization Potential Until recently, AdWords managers have not had deeper insights to draw from in making optimizations. Now we can learn more from the past data, search funnels, and even post-click visitor behavior. Lisa Raehsler | Paid Search | Print version No Death Knell for Newspapers Analytics drive transformation in media companies. Pelin Thorogood | Analyzing Customer Data | Print version Size and Specialization? As channels become more integrated and email is more central to CRM programs as a whole, the pure specialists cannot provide the breadth of capability that is required. Derek Harding | Email Marketing Optimization | Print version |
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