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  • How to Achieve Relevance in Direct Digital Marketing: Have a Plan

    Article

    CONTENT TYPE: Article | TOPIC: None

    This final installment in a series of articles on achieving relevance in direct digital communications discusses the fifth vital key: developing and maintaining a plan. Achieving relevance requires you to define a step-by-step approach to overcoming each hurdle.

  • Most Teen Brand Word-of-Mouth Occurs Offline

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Despite the image of teens being obsessed with digital communications, only 13% of teen word-of-mouth (WOM) about brands takes place online—via texting/instant messaging (7%), social networking (3%), and email (3%)—according to a survey from Keller Fay Group.

  • Retailers Increasing Spending on Internet, Mobile Channels

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Most retailers say they are emerging from the recession better positioned for strong and sustainable revenue growth, with many planning to increase spending on Internet and mobile channels over the next 12 months, according to a survey from Forbes Insights. In addition, most retailers are planning to advertise more aggressively during the 2010 holiday shopping season.

  • Reaching Today's Digital-Savvy Chinese Consumers

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    CONTENT TYPE: Chart | TOPIC: None

    With a population of over 1.3 billion, not only does China have more Internet users than any other country, but 81.4% of Chinese consumers age 18-54 say surfing the Internet is a favorite way to spend free time, making it a top leisure activity in China, according to a survey from Prosper China.

  • Social-Media Publishers Eager for Paid Sponsorships

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Over one-half (56%) of social-media content publishers, including Twitter users and bloggers, say they have monetized their social-media activities via advertising, sponsorships, or affiliate programs, and another one-third (32.1%) say they'd like to do so, according to a survey from IZEA.

  • Social Media Use Growing Among Microbusinesses

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    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Nearly eight in 10 of the nation's smallest companies (79%) say marketing is a major success factor for their business and nearly one-half (46%) of such firms, or microbusinesses, say they are using some type of social media for marketing, according to a survey from Vistaprint.

  • Email Campaign Testimonials: How to Maximize Customer Praise

    Article

    CONTENT TYPE: Article | TOPIC: None

    Welcome to the power of the testimonial: A potent plug can make people as much as seven times more likely to buy or try than if they saw a paid advertisement. Email-based testimonials can be just as persuasive, but the key is to maximize their power. Here's how to do that...

  • Accelerate Your Referrals: Nine Steps to Success

    Article

    CONTENT TYPE: Article | TOPIC: None

    If you're like many professional service providers, you get a lot of business from referrals. You get them because you're an expert and you provide excellent service. Nevertheless, that's not enough. Several things need to happen first: In fact, the referral process parallels the buying process that prospects use to make purchase decisions.

  • Why 'Free' Text Messages Will Cement Mobile as a Critical Component of the Marketing Mix

    Article

    CONTENT TYPE: Article | TOPIC: None

    With short message service (SMS) reaching 5 billion mobile phones around the world, marketers can no longer ignore the significance of texting as a marketing channel. Some consumers, however, are hesitant to take advantage of those mobile marketing programs, in part because of the fees associated with branded messages. Enter free-to-the-end-user (FTEU) messaging.

  • Why Mobile Is Driving a New Approach to Data Management

    Article

    CONTENT TYPE: Article | TOPIC: None

    As the mobile channel continues its rise to prominence among marketers and consumers, the lines between the digital marketing and the physical marketing worlds have become blurred. If mobile is meant to connect the two worlds, a new approach to data management is crucial for marketing to remain effective and relevant.

  • B2B Marketers Using Social Media to Boost Search

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    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    As B2B marketers shift resources and marketing budgets to social media, many have begun to align their social-media efforts with search-engine marketing, using the social channel to drive search referrals and conversion rates among Web visitors, according to a study by BtoB Online and Business.com

  • Signs of Recovery in Industrial, Tech Marketing

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    CONTENT TYPE: Chart | TOPIC: None

    Despite dismal economic news overall, some business sectors are showing signs of improvement: Fully one-half of industrial-sector companies are expecting annual revenues in 2010 to be higher than they were in 2009, compared with the 24% of companies that reported the same a year earlier, according to a survey from GlobalSpec.

  • Google Leads in Explicit Core Search in August

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Google Sites led the US explicit core search* market in August 2010, accounting for 65.4% of total searches conducted during the month, down 0.4 percentage points from July, according to data from comScore qSearch.

  • B2B Marketers to Boost Spending on Social Media, Digital

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    B2B marketers continue to shift their marketing mix away from traditional marketing vehicles toward social media and digital channels: 67% plan to increase spending on social media over the next two to three years and 64% plan to increase spending on digital and online marketing over the same period, according to a study by Booz & Co.

  • Content Marketing Vital to B2B Marketers

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    CONTENT TYPE: Chart | TOPIC: None

    Content marketing is now a well-established, core marketing strategy in the B2B marketplace, with B2B marketers considering content integral to their marketing mix: fully 9 in 10 organizations say they market with content, according to a new study from MarketingProfs and Junta42.

  • Marketers to Double Spending on Digital Data by 2012

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    US marketers are expected to more than double their investments in online-derived data sources by 2012, allocating a projected $840 million to information about digital audiences, transactions, and clickstream behaviors, according to a study by the Winterberry Group.

  • Achieve Less Din, More Dialogue With Your Social-Media Presence

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    There's not merely buzz but outright din surrounding social media and how "everyone" is using it to win hearts and minds, and maybe even help grow business. But before you jump in, take pause to reframe your thinking about social media—away from the tactical, and toward the strategic. Doing so will ensure that instead of adding to the noise you're positioning your organization to win.

  • Three Ways to Find Negative Keywords

    Article

    CONTENT TYPE: Article | TOPIC: None

    Keyword discovery is a huge component of pay-per-click advertising. You need to find relevant keywords so you can create topical ad groups, text ads, and landing pages. But for truly cost-effective, high-ROI PPC campaigns, it's equally important to find negative keywords—those that aren't relevant to your offerings or customers—so you don't waste ad spend.

  • Content Marketing Has Been a Successful PR Strategy for Decades

    Article

    CONTENT TYPE: Article | TOPIC: None

    The highly effective strategy of creating informational content that's valuable to prospects and customers has been with us for decades. Demonstrating expertise, becoming an authority, providing "how-to" information, and speaking about subjects of interest or relevance to your market are a superb way of promoting or driving market engagement for B2C or B2B brands.

  • Five Reasons Why Social Media Is Right for Small Business

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    When it comes to social media, the one thing that small and midsize businesses want to know is this: Is it worth it? Yes, it is. Here are five quick reasons why.