The 2013 Yale Consumer Insights Conference over the weekend challenged thought boundaries for marketing and big data in quite an overwhelming way. Alternating between leading marketing practitioners and leading marketing academics- 25 speakers delivered their message in 20 minutes followed by 5 minutes of questions and answers. Since the format of the conference was in one roomContinue reading “Ten takeaways from 2013 Yale Consumer Insights Conference”
Category Archives: How Internet Affects Business
Does Internet Sales Tax really level the playing field between clicks and bricks?
Does Internet Sales Tax really level the playing field between clicks and bricks? The US Senate has passed the Internet Sales Tax law that will force online retailers to collect sales tax for the shipping destination state. Initial plans are to have Internet retailers with over $1 Million sales to collect the state sales taxContinue reading “Does Internet Sales Tax really level the playing field between clicks and bricks?”
Proof that multiple influences work on the buyer: Top Conversion Paths
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”
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”
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”
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?”
Avoiding Gatekeepers in the B2B Buying Center via Internet Search Marketing
The concept of Buying Center in B-to-B marketing involves reaching the different members of the Buying Center crossing the “gatekeeper” .
Have you ever called a “Decider” a CxO like the VP of Manufacturing if you are trying to sell equipment or called the CIO if you are trying to sell enterprise software? If you have, the Secretary ( Assistant or Admin in the US) would pick up the phone. And here is how the conversation would go: