If you ever wanted proof that multiple influences work on the buyer (in B2B or B2C) “Top Conversion Paths” in Google Analytics is helpful. It provides at least partial proof of digital marketing influences that finally convinced your prospect to place an E-Commerce order or sign up for your newsletter depending on how youContinue reading “Proof that multiple influences work on the buyer: Top Conversion Paths”
Author Archives: StratoServe
It’s not in Digital Advertising alone: the knowledge vs. data +execution dilemma
It's not in advertising (as Tim Williams says) or digital advertising alone, but with globalization organizations of all types need to re-look at their business models to deal with the Data+ Execution vs. Knowledge+ Strategy dilemma. Todays' organizations need to be great at the data+execution piece and call in that expert knowledge when required. Ideally,Continue reading “It’s not in Digital Advertising alone: the knowledge vs. data +execution dilemma”
AdWords Campaign Management should reflect your Marketing Strategy
Google AdWords Campaign Management should reflect your marketing strategy… sounds natural but because everyone gets so caught up in the mechanics of the AdWords platform they lose sight of marketing fundamentals. So this post is to clarify the structure of an AdWords campaign in terms of your marketing strategy: Which Product/Service? CMO's should have alreadyContinue reading “AdWords Campaign Management should reflect your Marketing Strategy”
CMO’s : Insist on access to your Google AdWords and Analytics accounts
CMO's (Chief Marketing Officers) must insist on access to your Google AdWords and Analytics accounts from your Digital Marketing Agency. Digital marketing agencies coming from the old media advertising world tend to offer monthly reports from the AdWords account. That's fine, but the marketing organization is missing out on a great deal of insight thatContinue reading “CMO’s : Insist on access to your Google AdWords and Analytics accounts”
How much should I spend on Google AdWords ? – the strategy answer
“How much should I spend on Google AdWords?” is a question that this blog gets asked and this post is an attempt at a strategy answer. For if you searched online , using Google, Yahoo or any other search engine, you will find a whole lot of guidance about how to go about setting your dailyContinue reading “How much should I spend on Google AdWords ? – the strategy answer”
How does a sales person identify the influential members of the buying center?
“How does a sales person identify the influential members of the buying center?” is an
important question that sales people constantly wrestle with. While “Buying Centers” have influencers, they may not be the most powerful i.e. influential and it is best to identify potential users of your product or service who will become your advocates because your offering is so appropriate. In other words, remember that those who are “influential” in organizations are so because they champion stuff that is right for the
organization!
Why “plugging away” with useful content is so important to digital marketing success
"Plugging away" or just routinely updating your organization's web presence with useful content is critical to digital marketing success. Because once created, digital content is forever! It does not matter whether it is your website that is being constantly updated, or blog posts are coming up, new YouTube, Instagram, Pinterest, Facebook, LinkedIn or Twitter contentContinue reading “Why “plugging away” with useful content is so important to digital marketing success”
Avoiding the Inventor’s bias in Concept Testing for New Products
Avoiding the Inventor’s bias in Concept Testing for New Products is really important. You are an inventor (or the NPD team in a large company) who has come up with a great product idea, clearly there is market need and the idea is pretty clear. You can easily start production, maybe a prototype locally and then large scale globally sourced production at low cost. But please pause and take a deep breath…..
The election of Pope Francis of Argentina signals globalization
The election of Pope Francis of Argentina ( earlier Cardinal Jorge Bergoglio) today signals globalization of the Catholic Church in several special ways. This despite the ancient smoke signals used to communicate the progress of the Pope's election. This is the very first time that a Pope is elected from outside Europe. Pope FrancisContinue reading “The election of Pope Francis of Argentina signals globalization”
Dow Jones index at record high today: when will US economy and jobs recover?
The Dow Jones industrial crossed 14,253.77 its highest ever point and back from the dismal depths of the recession on March 9, 2009 when it had touched 6,547. Investors and particularly large investors seem to be feeling upbeat about the stock market and things do seem cheery from a macro level. The optimism driving theContinue reading “Dow Jones index at record high today: when will US economy and jobs recover?”