If there’s one thing we don’t have a shortage of in the Internet age, it’s data. We can (and do) capture the most minute details about interactions with our digital content. Although this information has the potential of providing tremendous insight, it can be overwhelming. This is especially true if you are responsible for digital marketing at a small to medium sized business. There are lots of things you could measure, [...]
3 Steps to measuring Internet Marketing ROI: A Simple Approach
The saying goes, if you can’t measure it you can’t manage it. This is definitely true for Internet marketing. More and more organizations are investing in Internet-based marketing with the goal of growing their business. Yet, many of these companies are not monitoring their return on investment (ROI) for these activities. That is a mistake. How do you optimize if you don’t understand the impact of your efforts? Defining ROI [...]
Google Analytics: New and Improved with Multi-Channel Goodness
Unless you are especially lucky or have a super power that allows you to control the minds of others, you probably don’t sell every first time visitor to your site (If you do, we should talk.) Most modern marketing efforts almost always involve communicating with potential customers in multiple ways. Yet, the majority of tools only capture the last touch point that resulted in a sale. This is misleading and [...]
11 Ways to Avoid Email Marketing Disaster
Although B2B email marketing is a well-established marketing tactic, many businesses are still doing it wrong. Don’t be one of those companies. Email is an effective way to communicate with your leads and customers if used properly. Here are 11 things not to do if you want your company’s next email campaign to be a smashing success. And 11 take-aways on how to do it right. The Path to Disaster 1. Failing [...]
