People who know how to do offline marketing are often mystified by how to get started with search marketing. They know how to think about their market segments in terms of demographics, so they know which magazines to buy ads in and which industry trade shows to attend. But search seems somehow different, because there are no demographics to latch on to. When I talk to them, things often become clearer when I explain that search keywords are their search market segments.
Campaign Success Requires The Willingness to Rethink Your Marketing
Here are several excerpts from an excellent article, Not your typical marketing campaign: the next wave of technology-driven marketing:
In a world overrun with marketing messages, the next wave of marketing technology will cut through the clutter, building automated marketing campaigns that address customers’ wants and needs individually. The result: greater customer intimacy, improved loyalty, and higher revenues.
Moving quickly will gain real competitive advantage for organizations that start planning for the future, according to a new report by Booz & Company.
Jim Berkowitz January 12th, 2010
Deciding Which Enterprise Marketing Platform To Adopt
Here are several excerpts from an article by Kris Tufto, President and CEO of Marketing Bridge, Tips for Selecting the Right Enterprise Marketing Platform. Be sure to check out the complete source article for much more on this topic.
The urgency to meet the timely needs of a company’s sales reps, resellers, franchises, and others revenue producers is even more pronounced now in a down economy:
Jim Berkowitz December 22nd, 2009
Adding Mobile App Marketing To Your Enterprise Arsenal
Mobile phones are rapidly emulating the capabilities of desktop and notebook PCs, serving as one of the three screens of the Golden Triangle that captures a bulk of our attention and interaction.
As the social web evolves, attention is shifting away from destinations and migrating towards packaging and engendering micro experiences. These self-contained environments are delivered directly to individuals where their attention is focused, catering to their appetite for consumption. Whereas Websites served this function from the 90s until recently, it was the interactive, immersive banners that resided on Web pages, improving over time, from Web 1.0 to 2.0, that would set the stage for encapsulated activities delivered through an undercurrent of marketing and messages. These rich multimedia applets evolved along with the rise of the most formidable trends online today:
Brian Solis December 8th, 2009
Marketing Bloggers Provide Content And Usability For Your Enterprise
Absence makes the heart grow fonder and we know online marketers already like the BIGLIST of online marketing blogs reviews. This new update that is decidedly focused on search engine optimization should start your week off right.
Lee Odden December 1st, 2009
Creating Successful Marketing Materials
Do you ever have to write your own marketing materials (brochures, Websites, bios, ads etc.)? How about emails to potential clients? Or sales letters?
How does it go?
Do you dread it, or is it fun and easy?
Stacy Karacostas November 20th, 2009
Adding More Interest In Your Marketing Strategies
PPC or Pay Per Click campaigns are a sure fire way of attracting traffic to your website almost instantaneously without the rigors of an SEO campaign that is required to bring your site on top of the SERPs. The most important thing to be aware of when it comes to a PPC campaign is understanding the rules to play the Adwords game.
Google’s policy of serving relevant ads in response to user queries coupled with complex factors like quality score can make Adwords a minefield for a novice or intermediate level practitioner so much so that a lot of money is coughed up to elicit a poor ROI (Return on Investment) or not the best bang for your buck in layman terms.
Ravi Venkatesan November 10th, 2009
Factors That Can Contribute To Lower PPC Branded Sales
PPC driven year-over-year branded sales are down – so the first natural recourse is to find someone to blame. Logical deduction would have it that it is the fault of whoever is managing the PPC campaign, because surely, if the PPC campaign was driving strong branded sales last year, well then, what has changed this year to lower those sales figures? Surely, it should just be identified and fixed.
This is, unfortunately, not quite that simple. It is difficult to exert a great measure of control over branded sales online – certainly, a branded PPC campaign can facilitate branded sales but it cannot be managed in the way that the competitive landscape is managed within non-branded terms.
Whether people are actually searching under a branded term is a function of the strength of the brand, word-of-mouth and offline brand building marketing efforts designed to drive branded online traffic. The branded PPC campaign may have been built, but certainly it does not mean they will come and it is not the role of the branded terms online to make them come.
Marta Turek October 26th, 2009
You Need A Social Media Gameplan For Success
With blogs, forums, social networks having an open architecture to almost anyone being able to join them and start marketing right off the bat, does it mean that Joe Schmoe can be as effective as the most savvy social marketers out there? Maybe not.
Andrew Wee October 13th, 2009
Preparing For The 2009 MIMA Summit
In just under a week the annual Minnesota Interactive Marketing Association Summit will be held downtown Minneapolis at the Hilton. With keynotes from Seth Godin and Jackie Huba as well as a collection of local and national subject matter experts ranging from Greg Swan of Weber Shandwick to Scott Monty of Ford, it should be a veritable vortex of interactive velocity. I apologize, that alliteration was so bad.
Anyway, TopRank has been asked to participate in the “Migrate” themed event on the topic of search engine optimization and social media convergence.
Lee Odden September 29th, 2009