Digital Marketing Online advertising

Online advertising, also called online marketing or Internet advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser..

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Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.

– Steuart Henderson Britt, US author


How to enhance Pay-Per-Click Advertising?

PPCUse the following tips given by pay per click management to help with making sure your own AdWords pay-per-click work produces a good ROI.
Track Everything
Pay-per-click advertising enables you to see where every penny is certainly going, and it enables you to see how much you're spending and just how much revenue is usually coming in (through the use of conversion tracking), right down to what advertisements and keywords are usually producing the very best results.
It is very important monitor everything from the start. The biggest mistake companies make is bouncing in blind rather than diving into their information to find methods to improve the overall performance of the campaign. To become effective with PPC you have to analyze and change constantly.
Little changes as time passes make huge general improvements so when you start to work at lower CPCs by increasing your click on through rates and high quality scores right from the start it offers you with a good foundation to scale your PPC attempts.
Combine PPC With Natural Search Marketing
To make your web advertising more effective it is a good notion to combine ppc marketing with organic search engine marketing. When PPC and SEO is combined it can create a continuing business dominating the very best of Google serp's, both in the natural results along with the paid ads.
Whenever a consumer sees a brand includes a presence within both areas they're more probably to click through, as that brand is seen by them as influential and the leader. This also enables you to cover all areas, as some consumers would rather trust organic results even more (knowing that the positioning wasn't purchased) plus some tend to go through the paid serp's more. Cover just as much of the Google serp's real estate as you possibly can.
Check out the example below associated with a search performed with regard to "american show" and you may see that they will have a paid advertisement on top along, the very best listing, and the proper sidebar information - they totally dominate the serp's for their brand.
Optimize Your SQUEEZE PAGE
We assist several businesses, from small local companies to large corporations making use of their PPC marketing. Whenever we take on a fresh client under our expert pay-per-click management system we perform a total PPC audit and after optimizing the strategy we're able to fall the CPCs considerably by just improving the product quality scores.
Google's quality rating is a numeric worth between 1 and 10 that's assigned to each keyword inside the campaign. The product quality score rewards marketers that run top quality ad campaigns and immediate their traffic to related landing pages.
A basic breakdown of the product quality score could be explained as:
·Numeric value between 1 and 10 that shows the relevancy of one's keywords, ad duplicate, and the destination squeeze page. The bigger the score, the even more relevant the keyword (in accordance with Google)
You have to put a complete lot of focus on improving your quality rating for several reasons. A top quality score can lead to your advertisements being shown more often and having a lesser CPC. The following tops will help you enhance your quality score:
·It all starts together with your ad duplicate and you must make sure that it describes the merchandise or service you're advertising. This is a good practice to utilize your keyword in the advertisement copy and headline. Creating several advertisements and customizing each to utilize your focus on keywords can certainly help to improve the product quality score.
·Next you have to appearance at your squeeze page and ensure that the content relates to your ad duplicate and the merchandise or service being promoted. Write content that may engage an individual and maintain them on your own page and in addition gel well together with your ad duplicate to make a high quality score.
·Run a Search engines PageSpeed test to ensure that your squeeze page load period is suitable and there is not anything slowing your load period. A slow loading web page supplies the user with a negative experience and will bring about them leaving your squeeze page quickly.
·Dive into your Search engines Analytics and check out the bounce price. If your site includes a high bounce price then your guest isn't sticking around, and that means you will would like to improve the user experience to keep them on your squeeze page longer. The more time they stick to your page, the higher opportunity you have of transforming that guest. (see below for a good example of an awful bounce rate - this is a customer we simply did a whole PPC audit for - we discovered that their customers were landing on the website and instantly leaving)
Utilize Site Ad and Links Extensions
Using site links enable you to include many additional calls to actions in your ad duplicate. This really offers you a sensible way to test various calls to action to be able to attract an individual and obtain that click through.
As you level your PPC campaign every little improvement you help to make includes a greater impact on your current spend. Check out the example advertisements below to observe two really good types of site links used to appeal to clicks. Imagine the advertisements without those site hyperlinks and you may really observe how those additional phone calls to action supply the user with therefore many additional options to entice them. Just adding site links might help improve your click on through rate dramatically.

The Serious Takeaways from Sirius Decisions

The Serious Takeaways from Sirius Decisions

Author: Heidi Bullock

A little over two weeks after marketers gathered at the Marketing Nation Summit in Las Vegas, a new group of savvy marketers converged in Nashville, Tennessee for three days of informative sessions, networking, and, let’s be honest, great music. As you might expect, SiriusDecisions did not disappoint. The event was packed full with new frameworks—this year, there were 30+ new models—that covered product marketing, sales, content measurement, and just about everything else you can think of.
Here's a recap of some of the most talked about topics and key takeaways.

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Get Back on the Road After Sending the Wrong Email

Young couple stopping on country road and looking at the map for directions. Man and woman on a road trip in countryside on a summer day.

Author: Jessica Minasian

Over Memorial Day weekend, I took a road trip with my twin sister through Northern California. We prepared for everything we needed, but nothing could have prepared us for the fact that anything can happen on the road. Unforeseen incidents and mistakes happen in marketing as well, no matter how much you prepare. Here are three ways, written from the road, that you can craft an apology email to redeem yourself after sending the wrong email.

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3 Steps to Mobile App Personalization

3 Steps to Mobile App Personalization

Author: Polly Alluf

Mobile is growing at a significant pace as more and more of your buyers are using their mobile device to access information. While you can certainly put some of your previous experience in targeting, testing, and personalization to use, apps behave differently than other mediums, so you need to shift your digital marketing strategy to tackle them. Here are three things to keep in mind on your journey towards app personalization.

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How to Beat Dunbar’s Number with MarTech

Vector business conceptual background in flat style.  The hand of businessman holding magnet and attracts happy customers or clients of different age and race to the business.

Author: Krysia Hepatica

You might be familiar with Dunbar’s Number, but I bet you never realized how it affects your B2B marketing strategy. Robin Dunbar, a British anthropologist, discovered by accident that for humans, the magic number is 150 people. Luckily, Dunbar's Number can be beaten with help from the right marketing technology. Here are three key MarTech tools that can help you beat Dunbar's Number and stay meaningfully connected with all of your prospects and customers:

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3 Ways Marketing Automation Helps Higher Ed Marketers Succeed

Diversity Students Graduation Success Celebration Concept

Author: Vyoma Kapur

As the academic year wraps up and graduation caps are flung high into the air, it's easy to celebrate the accomplishment of students, teachers, and the organizations that educate them. But it's harder to take a step back and recognize that higher education institutions face challenges similar to those of marketers in other industries. Here are three trends shaping today’s world, specifically in higher education, and how you can address them with marketing automation.

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[Ebook] 5 Reasons Why Best of Breed Technology Fuels High-Growth

[Ebook] 5 Reasons Why Best of Breed Technology Fuels High-Growth

Author: Hally Pinaud

If you work for a high tech company, you might be a fan of the HBO show Silicon Valley. The jokes are spot-on in this moment when it seems like everyone’s trying to live up to the old Facebook motto: “Move fast and break things.” While each high-growth company’s secret sauce varies, one big factor is learning from those successes. Companies that succeed can measure what causes the growth, forecast accurately, and project forward to make decisions accordingly. So why is best of breed marketing automation core to growth? Consider how marketing automation enables the following five things for a high-growth company to fuel their success.

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CMO Spotlight: 3 Trends That Will Drive Digital Transformation

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Author: Charm Bianchini

Last week, I had the pleasure of attending the Argyle CMO Forum in San Francisco, which brought together marketing leaders from various industries to discuss new marketing strategies and best practices. One of the key topics of discussion? Digital transformation. In this digital age, successful organizations are keeping pace with technology changes and customer behavior. Let's take a look at three ways you can drive digital transformation across your organization.

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If Marketing Metrics Are Driving You Crazy, Read This

businessman destroying his computer

Author: Heidi Bullock

Does it feel like every day you see a new article on marketing metrics? Lately, there has been a lot of buzz around the RIGHT metrics to focus on. Today it's pipeline, yesterday it was MQLs, and last week it was customer acquisition cost (CAC). Here are a five things I've learned over the years about marketing metrics, and while they may not be the trendiest, they still hold true to this day.

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Guide Your Buyers Through the Customer Journey with Social Media

migrating canada geese in silhouette flying over lake at sunrise (XL)

Author: Lisa Marcyes

Marketers are seeing a tremendous shift in how buyers are researching and buying, particularly on social media platforms. 55% of B2B buyers do their research by using social networks, and 78% of people say that their buying decisions are influenced by a company's social media posts. Whether you're ready for it or not, social media is becoming the Wikipedia for your buyers, where they can find information about your brand from their peers. Let’s take a look at how you can engage with your buyers on social media throughout the customer journey.

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Aim at Anxiety to Sell Your Sh!t: Psychographic Targeting Hot House

Recent research has uncovered a potential holy grail of social psychographic targeting. An audience comprised of individuals, almost half of whom feel addicted to a social media channel. Three out of four audience members are using said channel longer than they intend to and one in four actually loses precious Zzz’s over it. AND there’s […]

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Why You Can’t Afford to Gamble with Your Marketing Strategy

Man loosing at the Casino

Author: Andrea Lechner-Becker

When you gamble with your marketing strategy, it’s like calling “hit” on 20 when the dealer is showing 16. You can barely even classify it as a gamble—it’s just stupid. Every move you make needs to be informed by the right data and insights, and you can do this using a marketing automation platform. It's a smart investment that's well worth its weight in gold, but to really reap the full benefits of it, you need to understand how to manage the inputs behind-the-scenes. So, steer clear of wild marketing gambles and let these insights help you start turning more prospects into loyal customers.

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Social Exclusion Targeting! How to Map Negative Search #PPC Keywords to Social Psychographics | Hot House

Negative keywords are BUTTER to search marketers’ bread. Excluding irrelevant and information-only queries from search campaigns helps performance marketers focus the audience and preserve precious PPC budgets, making keyword exclusions a highly valued targeting feature. Smart social marketers are using the same negative keyword logic from search and mapping to social campaign, however this tactic […]

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RIPPER Insights from Day 2 — #SMS2016 Search Marketing Summit

Day two of Search Marketing Summit in Sydney, Australia came after a night of cruising around Sydney Harbour. Conference attendees mingled with local and international speakers while sipping local brews and taking in all the spectacular displays that Vivid Festival had to offer. The second day was all about user experience, landing pages, and nurturing […]

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Salespeople Need More Ego, Not Less

Salespeople Need More Ego, Not Less

Author: Chris Gillespie

Salespeople need to be selling with more ego, not less. Ego is not about having a big personality or being pushy; ego is a person’s sense of self-esteem. You act far more kindly when you feel that you have value, and you're also more attuned to what others want. It makes you listen and engage in a way that's respectful and productive, and if you disagree, you do it politely. Learn what difference is between a salesperson with a low and high ego, and how you can boost your ego.

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5 Ways to Boost B2B Sales Through LinkedIn Social Selling

5 Ways to Boost B2B Sales Through LinkedIn Social Selling

Author: Russell Banzon

With lofty goals, every sales rep needs to utilize all the tools he or she has at their disposal to get to that closed won deal. While social media sometimes gets a bad rep among professionals due to the endless posts about difficult math problems and memes, when done right, it is one of the most effective and unused channels for sales teams. In this blog, I'll cover five strategies to use LinkedIn to drive significant revenue for your company.

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3 Steps to Bridge the Gap Between Online and Offline Channels

3 Steps to Bridge the Gap Between Online and Offline Channels

Author: Vyoma Kapur

Connecting online and offline experiences is not a new endeavor; many marketers understand the need for it. To influence the entire customer journey, it’s important to look at customer experience as a whole across channels, not in silos. In fact, 40% of online searches make a purchase after being influenced by an offline channel. Here are three steps to bridge the gap between online and offline marketing.

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Lessons from Financial Services: Cross-Sell to Your Customers Without Pushing Them Away

Cross-Sell to Your Customers Without Pushing Them Away

Author: Renata Bell

While a healthy customer base indicates that there is a clear need for your product or service, failing to build on your knowledge of these existing customers and capitalize on cross-sell opportunities can stunt your revenue growth. Successful brands are the ones who look past acquisition and focus on increasing the customer lifetime value by retaining their customers and continuing to sell to them. Read on for three critical factors to effectively cross-sell to your customers:

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Why Now Is the Time for Women in Tech

Why Now Is the Time for Women in Tech

Author: Alexandra Nation

Right now, there's a floodlight shining on women in the workplace, with topics ranging from gender dynamics in meetings to balancing professional and personal lives and career advancement. In this blog, I'm going to cover five reasons why there has never been a better time to be a woman in tech, and I want you to use this optimistic perspective to help you and your peers optimize your lives to reach your full potential.

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How to Keep Your Cool and Put Out Fires at Events

How to Keep Your Cool and Put Out Fires at Events

Author: Mary Kate Francis

Even if you aren’t an event marketer, if you’ve ever planned a vacation or thrown a party, you know that things will happen that are out of your control. A gypsy might steal your train ticket to Florence, tear it up, and throw it in the trash–still bitter. Or a friend of yours at the party might have had one too many drinks and decide to rip off your toilet seat. If you’ve ever experienced anything similar, then you have an idea of the sort of adaptability and resourcefulness that event marketers need. Here are four tips to help you best prepare, react, and adapt to the fires that may arise at events.

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3 Easy Tactics to Get Personal with Your Audience

3 Easy Tactics to Get Personal with Your Audience

Author: Renata Bell

It's amazing how we've gone from the from the transactional nature of shopping on the web to demanding a personalized experience. When you think about where we are in digital marketing today, there's no excuse to not offer your buyers personalized recommendations and conversations. Here are 3 easy ways that you can get personal with your buyers.

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SEO for B2B: 3 Reasons Why You Can’t Avoid It Anymore

SEO for B2B- 3 Reasons Why You Can’t Avoid It Anymore

Author: Nate Dame

Most B2B marketers know that SEO is valuable, but hesitate to tackle it because of time and budget constraints, or just plain not knowing where to start. But can you afford to skip SEO? SEO can make one of the biggest impacts on lead generation and can easily be one of the most cost-effective channels for new lead acquisition. Here are three reasons why B2B marketers need to get serious about SEO.

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3 Ways to Grow Your Business With User-Generated Content

3 Ways to Grow Your Business With User-Generated Content

Author: Joanna Alter

Buyers have grown wary of branded content due to its sheer ubiquity, and therefore easily tune it out. What they do respond to, however, is authentic content from your most valuable asset—your customers! User-generated content (UGC) is essentially any content related to your brand that is voluntarily produced by your customers. Here are three ways that you can use it to grow your business.

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7 Marketing Automation Predictions: A SiriusDecisions Roundup

Business man in suit with cityscape montage. The man is unrecognizable and you cannot see his face. He is superimposed onto a city skyline at sunset. He is holding a telescope looking into the city. Success, vison concept with copy space.

Author: Charm Bianchini

Last week at the 11th annual SiriusDecisions Summit, a key session stood out and created a lot of buzz among the crowd: Marketing Automation: What the Future Holds. Let’s take a look at SiriusDecisions’ seven predictions for the future of marketing automation. And no need to wait for these to come true; I’ve included tips on how you can start implementing them today!

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Content Marketing Conference: 9 Top Takeaways To Turn It Up (Sans Bullsh*t)

One theme rang true at this year’s Content Marketing Conference: Readers matter more than writers. Let’s face it. Content marketing can become — and often is — dull and self-righteous, focused solely on communicating to the world how wonderful a brand/product/service is (ugh). Yet when it comes down to it, nobody really cares how wonderful […]

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Facebook Beacons. What the *$!@? 8 Resources for Proximity-Based Marketing

It’s about the size of a good cookie. A white square, with pointed edges angled downward. It’s beautiful technology. It’ll sit on a table or hang on a wall, or even from the ceiling. What is it? It’s a Facebook Bluetooth beacon, and it’s a POWERFUL tool for a brick-and-mortar businesses that want to connect […]

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#GoogleSummit Ads & Analytics Innovations Keynote Recap: From Mobile-First To Snazzy Display

The Google Performance Summit revealed major changes for the coming months, including new text and display styles, mobile-first enhancements, look-a-like retargeting and beefed up analytics. Marketers are no longer asking if they should invest in mobile, but how they should invest. With over half of all searches happening on mobile, Google has been working with […]

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Search Marketing Summit 2016 — Ace Takeaways from Day One Down Under

SYDNEY, AUSTRALIA — Day One down undah’ is a wrap! With 16 speakers from all over the globe, the day was jam-packed with advanced PPC knowledge and leading-edge SEO insights. Recapping a handful of the internationally recognized speakers, there was one solid understanding: Users are King and Mobile is poised to be more powerful than […]

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Adwords Income Targeting: How Marketers CASH IN | Psychographic Hot House

While social channels may boast more expansive interest targeting capabilities, search is where business’ repeatedly double-down for the sweet spot of volume and, most importantly, intent. What other channel contains the verbatim ask of a user’s desire? When it comes to managing search campaigns, the challenge remains researching ways to reach the largest (and most […]

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[Ebook] Wake Up Your Sleepy Subscribers with Reactivation Campaigns

Wake Up Your Sleepy Subscribers with Reactivation Campaigns

Author: Mike Madden

You know that one friend that can sleep anywhere? On a cramped airplane, in the car, on a stool, on the floor, or even standing up? Once they knock out, it seems almost possible to wake them up. If I had to bet, it’s likely that there are some email subscribers in your database that are out cold just like your sleepy friend. Luckily, you can use reactivation campaigns to wake them up and get them to re-engage with you—ultimately improving your ROI.

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10 Secrets to Delivering a Great Product Demo

10 Secrets to Delivering a Great Product Demo

Author: Alexandra Nation

Ah, my first software demo–I remember it like it was yesterday. Somewhere out there is a shell-shocked prospect wondering why on earth they even took my call. Four years and hundreds of product demos later, I am a laser-focused Solutions Consultant. To help you bring your product to life and make it look easy, here are my top 10 secrets to delivering an amazing demo.

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Live From Marketing Nation Summit: Day 2 Keynote – Step Up, Shape Up, and Fight On

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Author: Elaine Ip

Day 2 of Marketing Nation Summit has been a whirlwind of amazing sessions and fantastic keynotes...the momentum is going strong. The highlight of the day was the inspiring keynotes from our very own CMO Sanjay Dholakia and an inspiring line-up of innovative marketers. Check out the top takeaways from today's keynote.

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Live From Marketing Nation Summit: Digital Transformation, Resilience, and Authenticity

Marketing Nation Summit Day 1

Author: Ellen Gomes

The energy and excitement is palpable at the Marketo Marketing Nation Summit. Marketers from across the globe are in Las Vegas, Nevada to join the brain power of 5,300 marketers and peers. Read on for some of the key takeaways from today.

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The Problem With Sales Enablement (and How to Fix It)

The Problem With Sales Enablement (and How to Fix It)

Author: Randy Frisch

Content can help your sales team build relationships, handle objections, target key accounts, and expedite the sales cycle. So, why is it that 90% of content goes unused by sales? The answer is simple: They can’t find it. Read on to learn how you can arm your sales team for success.

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Live From The Marketing Nation Summit Sessions: ABM, Content Marketing, Women In Tech and More

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Author: Ellen Gomes

Throughout The Marketing Nation Summit, we've not only had amazing, insightful, and inspiring keynote speakers, but speakers who rocked the smaller stages in our breakout sessions. Our coverage of the event wouldn't be complete without sharing some of the sessions that offered interesting insights and unique perspectives over the last couple days. Let's take a look at four sessions that had an impact on us and our audience.

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Personalization Makes Programmatic Advertising a Win-Win

Personalization Makes Programmatic Advertising a Win-Win

Author: Jeffrey Hirsch

Even in the face of smarter programmatic advertising algorithms and massive databases storing information on industries, businesses, consumers, and everything in between, ads still aren’t resonating with your audience–their use of ad blockers is clear evidence that something needs to change. Better ad performance calls for, quite simply, better ad creation and this is where personalization comes into play. Publishers and advertisers can take programmatic advertising a step further with personalization.

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3 Ways to Own a Meeting and Swing Momentum in Your Favor

3 Ways to Own a Meeting and Swing Momentum in Your Favor

Author: Jessica Minasian

Sometimes, you might be leading a meeting and quickly realize that things aren't going your way. In sports psychology, there is a term for this: a shift in momentum. Here are three ways you can use positive momentum to own a meeting and switch momentum in your favor.

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Do’s and Don’ts of Working with Technical Teammates

Do's and Don'ts of Working with Technical Teammates

Author: Janet Dulsky

With the emergence of new technologies, marketers now have to be able to look at data, understand it, and use it to make decisions about our marketing campaigns. Having had the opportunity to work with lots of these techy types over the years, I’ve developed my own personal list of do's and don’ts for working with them.

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[Infographic] Why Creating A Personal Online Experience Is Critical

Web personalization in action

Author: Ellen Gomes

The web is so ubiquitous in our lives—for both consumers and businesses—that it has become one of the single most important ways for brands to communicate with their buyers. And these buyers not only expect your website to be a resource, but they expect it to be personal, especially if you already have a relationship with them. With web personalization, you can deliver on these high expectations. Check out our infographic: One Size Does Not Fit All- Why Creating a Personal Online Experience for Your Visitors Is Critical.

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The Hospitality Marketing Psychographic Segmentation Toolkit | Hot House

The hospitality industry is a digital marketer’s loveliest dream and worst nightmare. With travel and weekend getaways and fine dining on a plethora of minds across this world, there are ample opportunities to truly connect with customers and speak to their wanderlust cravings. That said, navigating today’s data universe can be daunting for the uninitiated. […]

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Visual Content: Video & Picture Perfect Marketing [Infographic]

With so much noise in today’s social media landscape, it takes creativity and imagination to catch people’s attentions. What better way to stand out in the crowd than through enticing visuals in social media that rise above the rest. Aimclear Account Manager Rachel Malone-Olson and Avalaunch Media Founder Matt Siltala gave the Zenith Conference crowd […]

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AdWords Automated Rules! How-To-Guide For Optimizing Day-Of-Week Budgets

AdWords automated rules offer easy entry into the near-limitless world of PPC automation. All successful PPC automation, whether a complex script or a basic automated rule, share one understanding: Success in automation comes from data. In this post, we’ll walk you through one of the most basic automated rules: automating campaign budgets based on day […]

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6 LAME KPIs And How To Make Them Better + FREE KPI Cheat Sheet

Marketing is an investment. And as with any investment, your company needs to know whether it is paying off. As digital marketers, we are blessed with an abundance of data. Every click and action can be tracked through various tools and systems, giving us close to real-time visibility of campaign performance. It’s really quite amazing […]

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Social Psychographic Targeting Hot House | Where Does The Data Come From?

If knowledge is power, then Facebook, Twitter and LinkedIn are basically Power Rangers. These social media superheros mightily morph marketing minds with intuitive audience insights, hyper-focused targeting options and ever-evolving layers of data. How do they know so much about their vast network of users? By mastering declared, inferred and third-party data. When properly combined, […]

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[Ebook] Get Your Marketing Ready for the Summer

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Author: Vyoma Kapur

Summer may be a slow season for some marketers, but it doesn’t have to be. Let’s take a look at some prime summer marketing opportunities and how you can make the most of them.

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4 Ways to Make Your Video Content More Measurable

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Author: Sarah Quinn

Video marketing is a strategy that's dominating the internet right now, with 61% of businesses currently using video as a marketing tool. And yet, marketers are still struggling to quantify and measure the ROI of it. In this blog, I'll break down how marketers can make their video more measurable in each stage of the customer lifecycle (which I define as: Attract, Engage, Convert, and Delight).

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Why Marketing Automation is the Key to Sharing Strategic Insights with Sales

Why Marketing Automation is the Key to Sharing Strategic Insights with Sales

Author: Patrick Groover

As marketers, it's no longer enough to be building the best communication; it's vital that we deliver the highest quality prospects to the sales team and reduce the amount of time spent on unqualified inquiries. In this blog, I'll cover two trends that are driving this demand and how a strong marketing automation platform can help you meet it.

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3 Key Takeaways from Social Media Marketing World

3 Key Takeaways from Social Media Marketing World

Author: Lisa Marcyes

Last week, I was in sunny San Diego for Social Media Marketing World, where I had the opportunity to attend several amazing breakout sessions, hear from industry thought leaders, and meet incredible visionaries from the social media field. While all the sessions were packed with knowledge, here are three insightful takeaways that were echoed all throughout the conference.

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