Online media are the most important place for your brand image to be established, defended and grown. This is where your offering comes face-to-face with your audience and where its responses can be measured, shaped and—if need be—countered in real time. This is where perceptions can be built, person by person.
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SEO: Five Inspirations for Content
from SEO Consult
The need to create constant fresh content for your site can be a real drain on scarce resources. Even when you source your content from your SEO company, as many businesses do, you may still need to brainstorm ideas and provide topics. Keeping a hand in your content’s formation is a smart idea, but it certainly takes up some valuable time. Like all things, there is the hard way to look for inspiration for your site's content. There is also the easy way. Here are five of the easiest paths to content inspiration. More
Design Your E-mails for the Five Stages of Viewing
from Snap!Retail
Research has shown that people tend to breakdown their e-mail into five levels of viewing. As readers go deeper into the process, your chances increase that they will read your entire message.
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Social Media for Retailers: Focus on Facebook
from Econsultancy
Everyone is talking about social media, and there are lots of opinions about how to do it right. So how do consumers actually interact with retailers via social media? How would they prefer to interact? What value are they seeking from their interactions with retailers via social media? As part of a study of nearly 10,000 visitors to the biggest e-retail Web sites in the United States, ForeSee Results wanted to use the methodology of the American Customer Satisfaction Index (ACSI) to examine these issues, because the ACSI is able to show how different elements of a shopper’s interactions with a company (including on social media) impact their purchase intent, loyalty, and recommendations. More
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3 New Ways to Measure the Social Web
from Mashable
When most people think of web analytics, they think about pageview tracking; basically, measuring which pages on a website are being viewed. Pageview tracking is a well-established technology, but it’s no longer meeting the needs of many of the most well-known companies in social media. Companies like Facebook (Facebook), Zynga, Slide, and RockYou are spending tons of resources building their own internal analytics tools. There's a reason for this: Social media is highly competitive, and the biggest advantage you can have is data. To improve and grow, these companies need to gather as much information as they can, and they need more than simple pageview tracking. More
Search and Display Advertising Synergies
from eMarketer
Part of the attraction of search advertising is that since it targets consumers toward the bottom of the purchase funnel, ads are served to users likely to convert. But display ads appear to a wider swath of consumers, pulling some into the purchase funnel and thus energizing search. Data from Eyeblaster on cross-channel search and display campaigns demonstrates the synergy of the two channels.
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The Importance of Page-one Visability
from iCrossing
A brand's position on search engine result pages (SERPs) is critical to driving site traffic. iCrossing analyzed natural search results for non-branded keywords for 10 clients and found that more than 95 percent of all site traffic from search engines comes from page-one results. The findings also validate the trend towards longer keyword search strings by users and that there are opportunities for marketers to improve their page-one rankings by optimizing for keywords that show up lower in the results. In order to compete for today's sophisticated online consumers, brands must have a deep understanding of how users arrive at their Web site, and the tools and know-how to optimize their site to stay in front of the consumer at every step of the purchase cycle. More
E-mail Marketing Metrics Improve in Q4
from MediakBuyerPlanner
North American e-mail marketers saw an increase in both open and click rates in Q4 2009 compared to the same period in 2008, according to Epsilon’s recently released Q4 2009 North America Email Trends and Benchmarks Report. In general, open rates remain strong at 22 percent, increasing 5.3 percent from Q4 2008. The average click rate was 5.9 percent, up slightly from 5.8 percent the previous year
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B2B Online Marketing Holds Strong Growth Potential
from MarketingVOX
B2B online marketing was worth $3 billion in 2009 and should grow at an annual compound rate of 12 percent to 2013, according to a new report from strategy consulting firm AMR International. Social media spending is forecast to rise the most dramatically during the next three years, with a 21 percent compound annual growth rate. More
