The recession has provided even more momentum to the ongoing shift to digital. Tech marketers are expected to increase their marketing budgets on average 3.7% in 2010, according to IDC. Significantly, spending on their digital programs is projected to climb 53% while traditional ad spending falls 43%.
In a recent post at The Point, Howard Sewell shares some insights on how to get more value from your digital spend: "Many of the opportunities for greatest return are not in new campaigns, but rather in improving the efficiency and effectiveness of existing programs and processes." Some of his suggestions:
1. Improve your blog. The centerpiece of your social media strategy, a blog should generate sales leads, improve SEO rankings and showcase your thought leadership (not your latest sales pitch). Make your blog at least as sharp as your website.
2. Make SEM work harder. Typically, cost per lead ranges from $50 to $100 for B2B marketers. If you're outside that range, your landing pages may need work. Make sure they are optimized for search and customized for different campaigns.
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