To reach the customers you need to reach, you need more than a good product and fire in your gut. You need strategy. Creating an effective strategy requires research, planning, analysis, experience, and a thorough knowledge of the online industry - an expert perspective. That's what this column shares.
Sep 16, 2014 - Thinking broadly about sourcing your content, as well as taking a customer-focused approach, can drive performance. Comments
Sep 15, 2014 - Writing an effective and informative article about analytics can be tricky. Here are two things to keep in mind when crafting your next piece. Comments
Sep 15, 2014 - The introduction of the Apple Watch means marketers are going to have to start thinking small again. The size limitation of the watch means we must be open to a new wave of innovation - are you ready? Comments
Sep 12, 2014 - Even the best writers battle writer's block from time to time, and when you're writing about a niche subject, coming up with new ideas can be hard. Here are five tips for how to get the ideas flowing. Comments
Sep 12, 2014 - Low conversion rates are generally expected in online marketing campaigns these days. But the rise of wearables may change that - do you have a wearables marketing strategy in place? Comments
Sep 10, 2014 - Marketers constantly have to re-evaluate and improve their marketing strategies in today's fast-moving world. Here are some tips for assessing your own digital marketing program and maximizing its success. Comments
Sep 9, 2014 - Paul Hoskins, executive chairman and founder of Precedent, explains why organizations need to look to the power of "digital transformation" in order to succeed in today's digitally savvy world. Comments
Sep 9, 2014 - A study shows that marketing departments have lots of room to improve when it comes to employee engagement. Technology, and specifically marketing automation technology, can be the key to increasing your employee engagement rates. Comments
Sep 8, 2014 - The newly redesigned MSN provides marketers with an opportunity to work across a unified cross-platform Microsoft presence. How will you take advantage of the new features? Comments
Sep 8, 2014 - Agencies are always promising their clients innovation - but what does that really mean? And how can they truly achieve innovative results? Comments
Sep 8, 2014 - When planning a marketing event, it's important to clearly define its purpose and calculate the return on investment before you get started. Doing so will help all the other event decisions fall easily into place. Comments
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
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