Archives for November 2013

Why Traffic Is Digital Marketing's Foundational Metric

If you take the retail marketing adage “location, location, location,” and translate it to digital, the result would be visit rate, or traffic. In the physical world, it’s possible to pay premium rent to get your product in front of lots of people, but on the web, garnering traffic is a bit more nuanced. TheContinue Reading

Why Traffic Is Digital Marketing's Foundational Metric

If you take the retail marketing adage “location, location, location,” and translate it to digital, the result would be visit rate, or traffic. In the physical world, it’s possible to pay premium rent to get your product in front of lots of people, but on the web, garnering traffic is a bit more nuanced. TheContinue Reading

Marketing Mix Modeling 101

Marketing executives from the world’s largest brands weigh in on marketing mix modeling (MMM). Marketing mix modeling (MMM) is a relatively new concept that combines a variety of marketing channels with large data sets of historical performance data. This combination helps channel marketers find the most efficient “mix” of channels and budgets to drive theContinue Reading

Marketing Case Study: Email Engagement and Segmentation

This entrepreneur’s company recently looked at their email marketing campaigns to learn the relationship between segmentation and engagement. Marketo’s email marketing research team recently looked at hundreds of email sends to examine the relationship between the amount of segmentation used and the level of engagement. In the chart below, the horizontal axis shows the sizeContinue Reading

How to Improve Your Mobile Marketing Strategy

A catchy Facebook ad has sucked you in yet again — you’re just a couple clicks away from owning another completely impractical pair of stilettos Except you’re on the go during this particular shopping spree; you’re navigating the site on your smartphone — and it just isn’t displaying correctly. Faced with the annoyance and inconvenienceContinue Reading

Mumford & Sons and the Worst Marketing Buzzword of 2013

Enough with the marketing jargon about authenticity. When the folk band Mumford & Sons recently announced it would go on indefinite hiatus, I couldn’t help but think about the marketing buzzword I love to hate: authenticity. Few bands see the kind of meteoric rise that Mumford & Sons saw in the early part of thisContinue Reading

Email Marketing: How to Write Subject Lines That Get Clicks

If you don’t grab customers with your subject line, you’ve lost them. Check out these pointers for crafting one that makes people click. Think you know email marketing backwards and forwards? Able to dash off a contact email or sales pitch without a second thought? Check that impulse, because you may get only a fractionContinue Reading

How Neuroscience Is Key to Successful Marketing Strategies

I’m fascinated with all the new information being published about the brain and how it is converging with the efforts of marketers to more effectively communicate with consumers. I’ve heard neuroscientists say that more has been learned about the brain in the past decade than in all of human history combined. Ponder this fact forContinue Reading

The Future of Marketing: 4 Things You Need to Know

Technology is utterly changing the way that companies spend money on marketing. I recently posted the 15 Greatest Marketing Innovations of All Time, so this is probably a good time for me to write about where marketing is headed. The four trends below are based on an unpublished chapter of “The End of Sales asContinue Reading

The One Thing Great Brands Do: Insights From a Branding Expert

Melanie Spring, founder of branding agency Sisarina, helps companies express their identities through branding. In this conversation, she explains how branding is evolving and who’s doing it right. Continue Reading