Fifty years ago, Author and Ad Age writer Bob Stone gave a framework for direct marketing funnels: list, offer, creative. This series expands that list for the digital age, itemizing the elements every website now needs to act as a funnel and generate leads. This episode focuses on the dashboard component.
Here is the 7-step process described for building a marketing dashboard:
This episode looks at 2018’s Top Changes in Paid Search Marketing. We have three PPC Professionals who reviewed the long list of features that PPC platforms made in 2018 and cut it down to a handful that are having the largest impact on B2B companies. Hear what we think are the best and worst changes made this past year, and what advertisers should to in reaction to them.
Special thanks to two people who know their way around all the major PPC platforms, Pierre Levasseur and Olga Gladycheva, for joining as guest panelists in this episode. The updates covered include:
Google Analytics Audience Report
Bing Native Intent Ads
Responsive Search Ads
Smart bidding Display campaigns
Click to Message Email Forwarding
Bing’s new LinkedIn targeting abilities through Microsoft Audiences
Google Ads Removal of some Budget Limits
Custom Intent Audiences for Display/Retargeting
New Script GTAG.JS in Response to Browsers dropping cookies
Google Ads Suggested Ad copy
Smart display campaigns
Increased targeting of mobile traffic on display campaigns
This episode covers the way we work in digital. As the pace of work has sped up, we’re using more agile methods to plan our resources. As automation and artificial intelligence enter, we’re deciding how it gets used in our marketing stack. We are also figuring out how our organizational culture fits with this, so everyone can focus on a funnel that efficiently converts visitors into buyers.
This episode is about how digital has changed how we measure marketing. We’ll cover the explosion of data brought by the Internet. We’ll look at how to clean and filter data so only the right kind is used for analysis. We’ll talk about tools for analyzing and reporting data, for sharing data with core areas of our business, and also for insights we ourselves get out of it. Finally, we’ll see how more leads can be generated by analyzing how buyers respond to our content.
I’m going to recommend that you review your own KPIs. You can even benchmark them against some external KPI libraries out there. First time I learned these things existed, I was fascinated. There’s kpilibrary.com, free-kpi.com, smartkpis.com and others. These are all great places to get inspiration for choosing the KPIs that matter to your own organization.
One of the ways that digital has changed marketing is in how buyers converse with sellers. the experiences we deliver actually facilitate a conversation where they buyer talks him or herself into either buying or engaging with sales.
Imagine you’re not a marketer for your product, but rather the person who it’s intended for.
Get a keyboard or notepad out and write down all questions you’d need satisfied before you’d feel ready to buy the product. If nothing’s coming to mind, you can pretend to be someone who has bought from you. A client you personally know, so you can picture what they’d say.
Now, go to your website and other online properties, and check off each question that those sources answer. Do you have any unchecked questions when you’re done? Those are the gaps in the conversation.
Make a plan to turn this rough list into a set of content topics you’ll cover , to give buyers the kind of experience that leads to a sale.
This is the 2nd in a 5-part series on how digital marketing’s different. This episode covers four prevalent types of ad channels (Search Results, ads preceding or near content, Ads in a Feed, Content-as-an-ad) and their targeting options.
This is the first in a 5-part series on how digital marketing’s different. This episode examines how to do digital marketing well, we likely need to change our mindset and our skills.
“This instrument can teach, it can illuminate; yes, and even it can inspire. But it can do so only to the extent that humans are determined to use it to those ends.” These words belong to journalist Edward R. Murrow. Though he was describing television, it might as well apply to the primary medium of our digital age. The Marketing discipline in the Internet-era is wildly different than that of the TV-era. This episode asks how those of us in marketing have had to shift our thinking in this new era. What mindset and skills do we need to deal with digital?