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These days it seems to me that you can’t read a marketing blog, attend a marketing conference, listen to a marketing podcast, without hearing someone drone on about the customer journey. Suddenly, we are led to believe, the customer journey is all that matters. Lead nurturing, for example, must now… Read More
Here’s a list of the things I love most about the email below from Allocadia, a Vancouver, BC-based developer of Marketing Performance Management (MPM) software: 1. The offer image. Yeah, that’s about it. Seriously though, that is one gorgeous white paper. It’s visually stunning, professional, colorful, even the title is… Read More
Selective and proactive use of match types (broad, phrase, exact) is a key technique in optimizing the performance of Google AdWords™ campaigns. Unfortunately, many less experienced advertisers tend to over-use the default setting, broad match, for their campaigns, based on the faulty logic that it will generate the highest volume… Read More
“Above the fold” is a term that originated in the heyday of print advertising and direct mail. Generally speaking, it’s a principle of advertising design that suggests that advertisers, in order to engage the reader and drive that individual to act, should present key selling information in a location within… Read More
Like any “build or buy” decision, whether or not a full-service agency makes sense for your company depends on a myriad of variables – notably budget, of course – but also how the scale of your objectives balances against the breadth of available in-house resources and expertise. Agencies aren’t for… Read More
The lack of an appropriate and complete tracking system is one of the most common errors, or omissions, that B2B marketers make in setting up a paid search program. It’s easy to see why. Google, for example, provides basic tracking services – impressions, clicks, cost per click – automatically and… Read More
One of the basic rules of good, direct marketing copywriting is that a call to action should always be specific. In other words, it’s always better to present the reader with a very precise, preferably tangible reason to respond. So, for example: “Click to download our free white paper” is… Read More