With its one-size-fits-all messages, “buckshot” marketing was often an effective approach in the bygone days of mass-media domination.
For decades, the lead generation and management process has been typified by a method you might call The Big Handoff. Once the Marketing function hands off qualified leads to Sales, there is often no end-to-end method for tracking a prospect through the decision journey to ensure that: 1) the prospect feels his/her needs are truly being met; and 2) the prospect is getting the most relevant information, at the right times, to inform and nurture the decision.
A key e-commerce element to develop is a corollary program of triggered transactional emails — a valuable ally for building overall audience engagement and ongoing customer relationships.
LinkedIn has been slowly and strategically transformed itself into a go-to platform for business news. You can leverage a mix of sponsored LinkedIn updates and external social platform retargeting to draw visitors to your posts.
One of the most dangerous marketing mindsets has always been: "Because that’s the way we’ve done things." This is particularly true for email marketing.
Ever since the practice of SEO began to attain a higher level of sophistication, it has been imperative for websites to maintain a critical mass of relevant content. As Google’s ranking signals continue to expand and evolve, the freshness of your content has become just as important.
During the formative years of SEO, the process of getting higher Google rankings was largely focused on tips and tricks of a technical nature. Over the years, however, Google analytics and ranking mechanisms have become increasingly sophisticated and discerning.
For some time now, the mail-merge mentality has defined how many marketers have thought about personalization. The fact is, this simplistic approach to personalization arose during the heyday of mass marketing — when the ability to effectively segment audiences was minimal to non-existent.
In our April 21 blog article entitled Why A Website Speed Audit Should Be On Your Front Burner, we provided a detailed look at the search engine ranking issues caused by slow webpage load times. At the time, these issues were not a concern for mobile sites. . .