B2B Marketing, Digital Media and Marketing Strategy
You slave over getting it started. You carefully tend to it as it grows and matures. Then you realize it isn’t big enough to feed you. What you harvest is great, but is isn’t enough to make a difference in your budget.
Yes, your garden. That corner of your yard dedicated to growing edibles. It has a lot in common with your corporate social media program. It is nurtured as it grows, everyone loves seeing results, but it just isn’t enough to drive your business.
What type of online marketing just pisses people off? In part one, I listed marketing activities that were effective on paper but upset people until they fought back, with technology and legislation. No marketer wants their targets’ ire aimed at their own marketing. Today many brands avoid pop-ups for just this reason.
So what are marketers doing today that lacks respect and upsets their audience? Where is the next revolt? Here are my top five marketing tactics that upset people, and predictions for what shape a revolt will take. [Read more…]
You know the line “you manage what you measure”. So do you consider what matters but is not measured? As digital marketers, we tend to measure the positives. Even negative measurements are rarely negative, they are just small positive measurements — low response rates or conversion rates.
Over the last 10 to 12 years, a number of online tactics have come and gone. A few of these delivered great results on paper, blinding marketers to the negative impacts that were not measured. Here are three activities which such negative impact that people fought back, outright disabling marketing tactics. [Read more…]
When planning an online advertising campaign, or reviewing results, the data can be overwhelming. It seems everything can be measured sixteen different ways. Other times, it seems nothing that matters is measured. Lots of data, but little to no actionable information.
When digital campaigns are not driving a single discrete activity, like an ecommerce transaction, selecting metrics requires care. We cannot measure the ultimate outcome (sales) with a long sales cycle and be agile marketers. It takes too long and there are not enough sales to provide meaningful insight into each element of a program. We have to select metrics that have sufficient volume and are available quickly as proxies for our long-term objective, sales and revenue.
The following framework is a useful starting place, [Read more…]