Marketing Strategy Posts from the Internet Marketing Blog

How the ‘Attention Web’ is Changing Content Marketing Metrics

Long gone are the days when clickthroughs and time-on-page were the most important content marketing metrics. Today, many publishers are changing their approach to shifts in audience behavior to focus on attention and engagement as the defining measurements of success.Although pageviews and unique visitors are still relatively valuable metrics to marketers, they don’t paint a complete picture of how people are interacting with your content.

In today’s post, we’re going to examine the trend of analyzing how visitors are engaging with your site, not just how many, and look at some examples of this shift and how you can start measuring audience attention.RELATED: 32 Free Content Marketing ToolsWhat is the Attention Web?Firstly, while the so-called “attention web” is a genuine shift i... > Read more

July 22, 2014     |   Written by: Dan Shewan   |   Posted In: Marketing Strategy   |   Comments: 8

Should Search Marketers Pay Attention to Growth Hacking?

By Sean Ellis, Founder and CEO of Qualaroo and GrowthHackers.comSearch marketing is the ultimate in mature channels, dominated by best-practice marketers who have honed their programs to the point of near-perfection. In particular, Google AdWords is ultra-competitive and there seem to be little to no low-hanging fruit, making it difficult to find positive ROI without a sizable marketing budget and a lot of SEM expertise.

Taken together, these factors combine to make search engine marketing one of the most crowded, competitive acquisition channels out there—and for good reason, because all that active commercial intent can lead to quick conversions.While it might not be readily apparent on the surface, growth hackers and search marketers share a lot of the same DNA. I should know. I coine... > Read more

July 21, 2014     |   Posted In: Marketing Strategy   |   Comments: 1

You Can’t Not Click: Weighing the Pros & Cons of Clickbait

Love it or hate it, clickbait has become yet another weapon in the content marketer’s arsenal. These days, it seems as though no site is above resorting to dastardly tricks to get you to click on their content, and these techniques have become so familiar, some experts have questioned whether clickbait has a future.

Image credit: SlateTable of ContentsWhat is Clickbait?The Benefits of ClickbaitThe Dark Side of ClickbaitWhat Is Clickbait?As its name implies, clickbait is content that is written specifically to attract as many clicks as possible. Just about any type of content can be considered clickbait. News stories, blog posts, interviews, infographics, videos – packaged in a certain way, you can make any web content clickbait. However, clickbait typically has several of the following ... > Read more

July 15, 2014     |   Written by: Dan Shewan   |   Posted In: Marketing Strategy   |   Comments: 5

23 Facts About Women and Advertising

Marketers spend most of their time trying to appeal to their target demographics, but when it comes to women, many of them are missing the mark. Given that women make up half the population and have a disproportionate amount of purchasing power, isn’t it in your best interest to try to understand them?  Here are 23 surprising facts you probably didn’t know about women and advertising.

Facepalm - because actions speak louder than words.Women account for 85% of consumer purchases (She-conomy)Despite this, 91% of women say advertisers don’t understand them (Ibid.)Women control 73% of U.S. household spending (Boston Consulting Group, 2009)Women account for 58% of U.S. ecommerce spend (Women’s Buying Behavior Index 2013)22% of women shop online at least once per day (Ogilvy & Ma... > Read more

July 10, 2014     |   Written by: Dan Shewan   |   Posted In: Marketing Strategy   |   Comments: 5

Native Advertising Examples: 5 of the Best (and Worst)

The chances are pretty good that, even though you may not have realized it, you’ve seen several examples of native advertising. These days, native advertising is everywhere – and it’s getting harder and harder to spot.There’s something not quite right about this cheeseburger…In today’s post, we’re going to look at what native advertising is, why it can be so controversial, and several native advertising examples that are really impressive – as well as a few that are downright terrible.

What is Native Advertising?Simply put, native advertising is paid content. Articles, infographics, videos, you name it – if a content producer can make it, corporations can buy it and publishing platforms can promote it.Now, you might be thinking, “How does a native advertisement differ fr... > Read more

July 07, 2014     |   Written by: Dan Shewan   |   Posted In: Marketing Strategy   |   Comments: 2

5 Ways to Wield More Word of Mouth Marketing Power

Word of mouth marketing (lovingly nicknamed WOMM) can make or break your biz. It can build you up and tear you down faster than an OC socialite. Do word of mouth marketing right and you’ll have (almost) no need of an ad budget; customers will share stories of your sublime service at dinner parties across the country, and that’s better than any billboard.

The popularity of sites like Yelp and Angie’s List, and even Health Grades for the medical industry, show how important the old Word o’ Mouth is. While anonymous online word of mouth is plentiful, savvy users are aware of how reviews can be manipulated and faked, which is why person to person WOM is still the most powerful form.The WOMM wombat shares it’s opinions with friendsWord of mouth marketing is, at its heart, using happy ... > Read more

June 26, 2014     |   Written by: Megan Marrs   |   Posted In: Marketing Strategy   |   Comments: 2

64 Creative Marketing Ideas to Boost Your Business

We’ve all hit it – that wall that seems to sap away all your magical creative marketing juices. Suddenly you feel like Peter Pan without his pixie dust.If you’ve never seen Run Fatboy Run, it’s a great movie!All you need is a bit of help to kick your marketing strategy back on track. And guess what? We’re dishin’ out 64 creative marketing ideas and inspirational tips to help you bust through that brick wall.

Let’s get started with…Social Media Marketing IdeasUrban Marketing IdeasContest Marketing IdeasMarketing Ideas for Contest PromotionContent Marketing IdeasSocial Media Marketing IdeasPush your handles – If you’re really looking to bump up those Twitter followers, you can’t be afraid to be a bit shameless. Speaking at a conference? Put your Twitter handle on the sl... > Read more

June 12, 2014     |   Written by: Megan Marrs   |   Posted In: Marketing Strategy   |   Comments: 7

No SEO, No Paid Search – So What the Heck IS eBay’s Search Strategy?

eBay along with researchers from the Universities of Berkeley and Chicago, have just released the final version of a study claiming that paid search ads have “no measurable benefit.” This is not really new news; we heard about the preliminary results last year, and pretty much everyone in search marketing had a good hearty laugh – because eBay has long been known for its embarrassingly crappy ad strategy.

The study is done now, and while it’s not completely terrible, it’s definitely misleading, as well as confusing in terms of what this says about eBay’s marketing strategy. In this post I’d like to go over a few points worth rebutting, especially when it comes to trying to apply these findings to the average Google advertiser out there.It’s Not the Channel, It’s How You Us... > Read more

June 05, 2014     |   Written by: Larry Kim   |   Posted In: Marketing Strategy   |   Comments: 7

Think You Can Throw Up Any Old Thank You Page? Think Again.

Hurrah! A visitor has come to your site and completed a conversion – whether it be a white paper download, a webinar signup, or a purchase order, you should be feeling pretty good.Don’t pat yourself on the back yet though – you need a thank you page, and it can’t just be any hodgepodge mess that’s thrown up by the nearest website lackey.

In order to get the most out of your coveted converted user, you need a stellar thank you page.What is a "thank you page"? Your website's thank you page is where users are taken after completing a desired conversion. Often a website thank you page features – big surprise – a “thank you” message in response to a visitor’s order/download. A great thank you page has more than just that though…Yes, You Need a Thank You Page!Why do you nee... > Read more

June 03, 2014     |   Written by: Megan Marrs   |   Posted In: Marketing Strategy   |   Comments: 6

The Happy Juice Principle: How to Create Marketing That Captures & Converts

How well do you know your audience? If your messaging just isn't connecting, resonating or converting to its full potential, you haven't yet tapped into that elusive marketing sweet spot. Marketers strive to provide the best possible experience to their audience, but reaching that pinnacle of customer connectedness doesn't happen by accident.

Small business guru and Google AdWords expert Perry Marshall joined us recently for a fun and information-packed webinar on what he calls “the Happy Juice Principle.” We often look to Perry for inspiration and copy strategy and were struck by his unique approach to content creation, lead capture and conversion. It all started with our team reading this post on Perry's blog – at first, we laughed (happy juice?!), but the underlying principle quick... > Read more

June 02, 2014     |   Written by: Amber Stevens   |   Posted In: Marketing Strategy   |   Comments: 7
 
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