Summary:
Each year, digital marketing offers innovation in existing channels, and creates opportunities in new areas. This makes it a difficult, but exciting time to be a marketer, as digital efforts allow you to track what works, and what doesn’t, in your campaigns.
Our final 2011 B2C article looks at four trends to watch in 2012. Mobile marketing tops the list, and online privacy is a growing concern for all digital marketers. Likewise, there are still new developments in PPC advertising, while optimizing local search is an area primed for growth. continue...
Summary:
Social media and blogs are two of the most popular channels in content marketing. But you have plenty of other tools at your disposal, including video. Sound too expensive? Think again.
See how a B2B software company used videos to boost site traffic and nurture leads on a slashed budget. We included tactics that the team used to turn its email marketing into its best promoter of videos. continue...
Summary:
As social media grows in popularity and effectiveness, some are predicting the demise of email marketing. But, why kill a channel with two billion regular users? Instead, leverage the influential effects you get from social media within email.
By enhancing your message using interactive technology, with direct and immediate customer feedback, your email campaigns can become a new social media variety. Interactivity lets you dynamically update emails with responses from your audience, or those who influence them. Learn six tactics to leverage interactive technology to add social reinforcement within your emails. continue...
Summary:
Email marketers who only consider their online impact might be missing part of the picture. Increasing offline sales, raising brand awareness, and other hard-to-measure benefits are often ignored for hard and fast conversion goals -- but not at Columbia Sportswear.
Check out how this apparel brand shifted its email program away from promotional emails and toward branded messages. See why the team took an "educational" approach instead of a hard sales push, and why Columbia designs its emails for mobile audiences. continue...
Summary:
One great part of content marketing is that your audience receives unfiltered information from your brand. Prospects don't have to read about you in a magazine or see your video in a newscast -- they connect with you directly.
Mobile apps are one way to provide a strong, direct connection. See how the NHL's Calgary Flames used a new app to provide a steady stream of content and build an audience of fans who want the latest game scores and videos instantly, wherever they are. continue...
Summary:
YouTube can do a lot more than host your videos. A well-designed strategy can drive direct sales and get more of your audience to interact -- if you create the content.
Check out the video strategy that's powering over 80% of this company's marketing and pulling in millions of YouTube viewers. Find out how its marketers turned viewers into customers right from their profile. continue...
Summary:
Changes in technology and communication are providing new ways for retailers and customers to interact, and three areas in particular -- social media, mobile technology and user-generated content on retailers' websites -- offer opportunities for retailers to take advantage of these changes.
We spoke with a marketer who is studying and implementing all three of these tools for retailers, and he shared four tactics to both help retailers understand these new patterns of consumer behavior and to drive sales. continue...
Summary:
This past year has been fairly challenging in the B2B marketing world, as many marketers were asked to generate higher-quality leads with increasingly limited resources.
To close 2010 we are giving you the first in a two-part series highlighting four areas of particular interest to B2B marketers in 2010. This week features lead nurturing and social media B2B. Next week we'll cover marketing automation and lead generation content. continue...
Summary:
This week we look back on one year of consumer-marketing newsletters to highlight three key trends from 2010 -- complete with 10 links to the year's best articles.
Take a look to find social marketing advice from Kodak, a Twitter contest that helped boost sales 150%, and a mobile-page test that cut bounces 22%. continue...
Summary:
Your market's movers and shakers -- and even some of your customers and partners -- are at trade shows looking to see what's next for your industry. The more buzz you can build at these events for your latest and greatest products -- the more likely you are to sell them.
See the tactics a crafting brand used to leverage an important trade show for an upcoming product launch. Two months after the show, the product sold out in a matter of hours. continue...
