Marketing Strategy Posts from the Internet Marketing Blog

Creating Mobile Websites: Prepare Your Business for the Mobile Takeover

We’re on a bit of a mobile kick lately – my last post was about mobile marketing basics, and today we’re diving head first into mobile websites.Image borrowed from MashableWe will be covering different approaches to mobile website design, mobile site best practices, and what you can do to easily make your site mobile-optimized! Get ready to touch, tap, and swipe your way into the world of mobile web design!We'll be delving into:Mobile Website StatisticsMobile Website Design's Biggest Rule: Keep it SimpleApproach #1 to Mobile Site Design: Creating a .

Mobi DomainApproach #2 to Mobile Site Design: Responsive DesignChoosing Between .Mobi vs. Responsive DesignMobile Websites vs. AppsMobile Website Examples: Learn From the Top Mobile SitesMobile Website AdsMobile Website Tips & Best Pr... > Read more

August 28, 2013     |   Written by: Megan Marrs   |   Posted In: Marketing Strategy   |   Comments: 20

The Pareto Principle: A Primer for Marketers on the 80/20 Rule

This is Part 1 in a three-part series on the Pareto Principle by Perry Marshall, author of 80/20 Sales & Marketing and The Ultimate Guide to Google AdWords. Read Part 2 and Part 3.Many people have at least a passing familiarity with Vilfredo Pareto’s famous 80/20 discovery: Regardless of city or country, 20% of the people earned 80% of the income.

All sales people should know 20% of their customers write 80% of the purchase orders; software people know the final 20% of the software features consume 80% of the programming time.The Pareto Principle is true of almost everything in business that you can count: Which products sell and how well, which customers are buying, which employees steal pens and pencils, how many customers open support tickets. Number of emails, ... > Read more

August 21, 2013     |   Posted In: Marketing Strategy   |   Comments: 8

What is Mobile Marketing and Why Does it Matter? (So So Much!)

What is Mobile Marketing? I would tell you that mobile is the future of marketing, but really the era of mobile has already arrived. If you're not implementing some kind of mobile marketing strategy, you're already trailing behind! As you can see from the graph below, more users are spending larger amounts of time engaged with mobile devices than ever before.

We can expect this trend to continue even further in the future, so get ready!How Does Mobile Marketing Work?Mobile marketing consists of ads that appear on mobile smartphones, tablets, or other mobile devices. Mobile marketing ad formats, customization, and styles can vary, as many social media platforms, websites, and mobile apps offer their own unique and tailored mobile ad options.Why You Need a Mobile Marketing StrategyYour busin... > Read more

August 19, 2013     |   Written by: Megan Marrs   |   Posted In: Marketing Strategy   |   Comments: 14

What Makes 'Great Content' Great? 8 -Able Words for Greater Content

I know y’all are sick of hearing that “content is king.”“Content is king” is one of the major web marketing clichés of our time, right up there with “SEO is dead.”Following close behind, I think, is the recommendation to “create great content.” Want tons of Google traffic, hot leads, record sales? Don’t worry about SEO, conversion rate optimization, any of that, just create great content!But what does that really mean? What makes content great, and what exactly is “content” anyway?Here’s my definition: “Content” is really just information – really, simple as that! When you create content, you’re putting information on your site.

Some of it is intended to teach, some of it is intended to persuade, some of it is intended to entertain. And great content is i... > Read more

July 29, 2013     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 25

Register for My Upcoming Webinars with Moz and PPC Hero!

Hey Internet marketing maniacs, I’ve got a couple of new webinars coming up in the next week and would love for you to join us!Are You Spending Your PPC Budget Wisely?“Are You Spending Your PPC Budget Wisely?” will be a joint webinar, presented by Hanapin Marketing’s Carrie Albright and me. We’ll be sharing best practices and creative tips for PPC budget management, including:Reconciling  PPC budget with your overall marketing costsAdjusting your strategy for large or small accountsChoosing the right metrics to help define your spendIncorporating expenses like agency or staff overheadThis webinar will serve as a great refresher for spend planning, overall budgeting, and cost measurement, whether you’re planning your initial PPC budget or re-evaluating c... > Read more

July 24, 2013     |   Written by: Larry Kim   |   Posted In: Marketing Strategy   |   Comments: 0

Further Adventures in Inbound Marketing: HubSpot PPC Hub & Upcoming Moz Webinar

Recently, we did our best to put the lie to the myth that PPC is outbound marketing. There’s a persistent idea that cost is the determining factor that separates inbound and outbound marketing. But we believe that all marketing has costs – since no channel is free, what matters is ROI. So inbound marketing isn't free marketing, but rather is defined by context and intention.

Like organic content marketing, PPC ads are driven by context and user intent – in other words, the ads are only triggered when they’re relevant to what people are already searching for. And with increasingly more effective and blinged out ad types, PPC is more and more likely to meet a searcher’s needs just as well, if not better, than an organic result. (We believe that for commercial searches, PPC is better... > Read more

July 12, 2013     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 1

Modern Marketing: Automation's Evolution Brings More Opportunities to the Table

No search marketing campaign can guarantee a 100% purchase rate. Simply put, many visitors just aren't ready to buy... yet. Marketing automation technology and best practices close that gap, turning every website visitor into a lead to be loved and nurtured. As marketing best practices have evolved over the years, so has modern marketing automation.

Today, consumers make decisions on their own terms and expect marketing messages to be relevant both to their interests and where they are in the buying process. Delivering the wrong message at the wrong time is both annoying and a waste of $$.The marketing climate has been moving in this direction for many years. From the dawn of radio and television, consumer choice has increased and marketers have been forced to continually refine their... > Read more

July 06, 2013     |   Posted In: Marketing Strategy   |   Comments: 3

How Not to Market to Women: Fashion Isn't ALL Women Care About

Dear companies that market to women: Stop trying to sell me stuff that has nothing to do with fashion by fashion-washing your ads. I hate this marketing trend! Much in the way that toy companies think little girls will only be interested if it’s pink, brands that sell everything from house paint to yogurt have decided that the only way to market products to women is via association with makeup and clothes.

It’s sexist, it’s cynical, and it just doesn’t make sense.Here are a few of the more egregious examples of this marketing trend I’ve seen in the past year.The Fage Lipstick AdMmm, creamy luxury! What a great ad for lipstick!Wait, what? This is an ad for yogurt?We don’t even need to get into the irrationality of yogurt being marketed solely to women – my husband eats 10 time... > Read more

May 20, 2013     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 19

Brooks Brothers' Gatsby Collection & Other Advertising Tie-Ins That Totally Missed the Point

There aren’t too many benefits to being an English major type – extra zeroes on your paycheck sure ain’t one of them – but we take our kicks where we can get them, and being self-congratulating and superior when someone misinterprets something literary is one of them. So in this post, I’m going to shame some companies that totally missed the point when it came to using a book, poem or song in their advertising campaigns.

And as long as we’re clearing up misconceptions? “Wherefore art thou Romeo?” doesn’t mean “Where are you, Romeo,” it means “Why are you named Romeo?” Now you know.Brooks Brothers & The Great Gatsby: So MoneyWith Baz Luhrmann’s 3-D adaptation of The Great Gatsby opening this weekend, various Gatsby-themed advertising tie-ins are all over the p... > Read more

May 07, 2013     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 16

Review of Mention, a Great Alternative to Google Alerts for Brand Monitoring

Back in April 2012 I wrote about how Google Alerts had pretty much stopped working for me. Recently, they clearly tweaked something, because Google Alerts are working better, as Danny Sullivan noted at Search Engine Land recently. However, they’re definitely not back up to the level they were at when I first signed up for a Google Alert years ago.

Why not? Apparently, Google only sends you new alerts under these circumstances:Google Alerts only sends you email if new articles, webpages or blog posts make it into the top ten Google News results, the top twenty Google Web Search results or top ten Google Blog Search results for your query. If the top results remain the same for a while, you won't receive email on your topic.Perhaps this reduces the processing power they have to devote to G... > Read more

May 06, 2013     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 14
 
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