Measurement

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• B2B Brands Score With Online Marketing
  Only one-half (50%) of B2B marketers formally measure the return of their online marketing investments, but those who do say online is more effective than traditional marketing channels, according to ...
  B2B Marketing, Measurement, Online Marketing, Research Summaries
• 12 B2B Content-Marketing Practices to Ensure SuccessRoy Young
  Although content marketing spans across industries and company sizes, B2B marketers recognize the need to improve the effectiveness of their efforts, according to new MarketingProfs research of B2B marketers. Our ...
  B2B Marketing, Collaboration, Content, Content Marketing, Customer Engagement, Marketing Tips, Measurement, Targeting
• Make the Case for Social Media Campaigns With Metrics the C-Suite Respects
  Earlier this year, McDonald's ran a Foursquare Day promotion that encouraged check-ins with the chance to win $5 and $10 gift cards. At first, the campaign's trivial outlay of $1,000 ...
  Marketing Analytics, Measurement, Metrics, Social Media
• How to Avoid the Great Social Media Crash of 2011Jamie Turner
  Warning: Social media may be heading for a big crash in 2011, and it could happen because businesses don't know how to measure the ROI of their social media campaigns. ...
  Branding, Customer Retention, Direct Marketing, E-Commerce, Marketing Tips, Measurement, ROI, Social Media
• How to Implement a Winning Social-Media Function in Your OrganizationAmita Paul
  As social media becomes a strategic communication and marketing channel, the way you manage it must itself become more strategic. This article lays out the four phases of implementing a ...
  Content, Creativity, Marketing Strategy, Measurement, Social Media
• Five Reasons Why App-vertising Is Right for Your BusinessAdam Boyden
  Simply put, "app-vertising" is the use of applications to deliver branding, messages, content, or functionality to reach target audiences. And if you're looking for a tool that offers affordability, ease ...
  Advertising, Branding, Marketing Tips, Measurement, Smartphones
• Four Ways to Gather Intel via Twitter
  "[T]here's more to Twitter than amassing followers and broadcasting your latest news," writes Ryan Holmes at MarketingProfs. "The real-time conversations that fill the Twitterverse offer an abundance of market insight ...
  Brand Ambassadors, Keywords, Marketing Analytics, Measurement, Twitter
• How to Track Clicks in Your Email-Newsletter CampaignsAndy Shore
  The success of your email-marketing campaigns cannot be determined without proper focus on what reports are telling you, and reporting on click-throughs is a critical way of determining how engaged ...
  Copywriting, Email Campaigns, Landing Pages, Marketing Tips, Measurement, Newsletters
• How to Avoid Online Advertising's $1 Billion MistakeRussell Glass
  Although most online campaigns seek to drive conversion-based goals, many still use the click or CTR as the primary metric—mainly because it has been traditionally used to measure success and ...
  Advertising, B2B Marketing, Marketing Tips, Measurement, Metrics, PPC Campaigns
• 14 Ways to Improve Conversion Rates of Online FormsJo Roberts, Anne Yastremski
  Online Web forms that capture customer data in exchange for content—or another kind of information or service—are often the first point of contact customers have with your business. So, why ...
  Copywriting, Customer Engagement, Lead Nurturing, Marketing Tips, Measurement, Website Design, Writing
• Sales and Social Media—Measuring the ROIJoan Curtis, Barb Giamanco
  Although the ability to measure tangible results when using social media is still evolving, companies are realizing substantial savings from their social-media initiatives.
  Case Studies, Content Marketing, Lead Generation, Measurement, ROI, Sales, Social Media
• Three Critical Steps for Securing Your Marketing BudgetLaura Patterson
  Now that fall is here, you are likely tackling your marketing plan and budget. The pressure for marketing organizations to justify their spending, prove their programs' contribution to the organization, ...
  Collaboration, Marketing Budgets, Measurement, Metrics, Recession
• Top 10 Ways to Make Twitter Your Brand's Best FriendRyan Holmes
  There's more to Twitter than amassing followers and broadcasting your latest news. Properly engaging in the right discussions can earn customer goodwill and brand awareness. The real-time conversations that fill ...
  Branding, Collaboration, Community, Google, Keywords, Marketing Tips, Measurement, Targeting, Twitter
• Fatal Mistakes in Questionnaire Design: Leading and Misleading QuestionsCarey V. Azzara
  Leading and misleading questions always yield questionable data, based on which you are highly likely to report findings that can misguide stakeholders. Moreover, decisions they make based on such data ...
  Measurement, Surveys, Writing
• Six Reasons Print Belongs in Your Media Mix (or Why Digital Popularity Brings Print Opportunity)Gordon Plutsky
  Just because marketers are jumping on the interactive-marketing bandwagon doesn't mean things on the interactive side are all rosy. The decreasing numbers for print don't necessarily mean a particularly high ...
  Advertising, Digital Marketing, Email Marketing, Interactive Marketing, Marketing Tips, Measurement, ROI, Writing
• Three Ways to Tell a Compelling Story With Your Numbers
  "Numbers are the universal language of business," writes Bill Taylor at the Harvard Business Review. "We use them to … win approval for product introductions, to make the case for ...
  Creativity, Marketing Analytics, Measurement
• Marketing's Missing LinkLaura Patterson
  Perhaps because the difficult economic climate has forced marketers into a more tactical mode, with leaner teams trying to execute more with less, marketing strategy has taken a back seat. ...
  Marketing Plans, Marketing Smarter, Marketing Strategy, Measurement
• Marketing Dashboards: Great Investment or Huge Expense?Mitchell Goozé
  Marketing dashboards are all the rage. Perhaps because every other management function has a dashboard, VPs of marketing feel they need to have one, too. Or maybe because dashboards ...
  Collaboration, Marketing Dashboards, Marketing Smarter, Marketing Tips, Measurement
• How to Demonstrate and Deliver Lead-Nurturing ROIJim Lenskold
  Lead nurturing has high potential value when your acquisition programs have generated responses from interested prospects, but those prospects are not yet ready to buy. The 2010 Lead Generation Marketing ...
  Lead Nurturing, Marketing Tips, Measurement, Metrics, ROI
• Two Survey Questionnaire Flaws to Avoid: Scary Matrix Questions and Unbalanced ScalesCarey V. Azzara
  Poorly designed questions and scaling problems can derail your research efforts faster than you can say "the cat in the hat"! To help you avoid a few of the ...
  Market Research, Marketing Tips, Measurement, Survey Data, Surveys