News & analysis on digital marketing & analytics
You may have heard about the power of marketing automation to increase efficiency, but how, exactly, does this happen?
One way this happens, according to Selligent and Lenskold Group, is when a company’s marketing automation provides a single customer view—combining customer interactions, insights and resulting actions—it is more likely to report having a “highly effective and efficient marketing.”
Lenskold Group also reported (emphasis added):
“A relatively obvious but significant finding is that marketers, using integrated marketing automation, are far more capable of measuring and improving lead quality (47% of respondents versus 24% of those that don’t use marketing automation).”
Speaking of lead quality, another obvious sign of efficiency is the ratio of quality leads that marketing delivers to sales.… Read the rest
Early results are in from the Google AdWords Enhanced Campaign migration; Google’s revenue was up 18% year-on-year and soon we expect a hefty increase in advertisers’ cost-per-click (CPC) due to Google Enhanced Campaigns. Why’s this so important? Increased CPCs = Increased Costs = Lower Return on Ad Spend.
According to Matt Kapko, a freelance reporter for ClickZ, more than 1.5 million campaigns have already migrated over to Enhanced campaigns. Now, I am not sure how many total campaigns are active on Google AdWords, but based on Fathom’s current rate at which campaigns are being transitioned over to Enhanced (and from others participating in #PPCChat), I’d say that’s definitely not the majority.… Read the rest
As email marketers, we spend a lot of time worrying about our messages. Are we sending the right message, at the right time, to the right person? Is everything rendering properly? What’s the most eye-catching subject line? And are these darn things even making it into the inbox?
With so much focus on messaging, it’s easy to forget about the foundation of your email program—the quality of your email list. If your messages have been failing to produce the results you want, spend some time analyzing your list itself. … Read the rest
Paid advertising is becoming more and more advanced in terms of targeting capabilities, and this trend will continue to occur for the foreseeable future. How, you ask? One example includes Google’s Enhanced Campaigns, which allow users to bid higher or lower based on country, state, DMA, city, or even the zip code level, day of week, hour of day, and mobile devices (smartphones). Facebook advertising has allowed you to target specific demographics such as age, sex, marital status, education, and interests for several years now.… Read the rest
It can be a fine line to walk: The line between positive memorability and infamy. Every brand wants attention, to be known and associated with some clever or important idea. Hospitals are no different. However, given their highly public roles in communities (and the nature of their caretaker functions), community standards may understandably clash with edgy slogans.
Enter CaroMont Health and its recent rebranding campaign: Earlier this month, the former North Carolina-based Gaston Memorial Hospital changed its name to CaroMont Regional Medical Center.… Read the rest