News & analysis on digital marketing & analytics
Here in Cleveland, we have a local pseudo-celebrity named Tim Misny, a personal injury lawyer whose slogan—“Tim Makes Them Pay!”—has gone viral. His bald head and flamboyant lifestyle have brought a sense of fun and humor to an otherwise dismal industry, even inspiring this parody rap video.
When it comes to online healthcare marketing, companies need to approach HIPAA compliance with significant care and due diligence—so they don’t have to be the ones paying at the end.… Read the rest
Online video has grown into a key element for the majority of Internet users. Today’s audience is looking for content that is not only informational, but also engaging. This reins true especially for the younger audience. A recent study, conducted by the National Research Center for College and University Admissions, found that 55% of prospective students have watched videos on a college’s website.
More than 85% of colleges and universities already have a presence on YouTube, which makes it that much more important to stay on top of the growing demand for online video.… Read the rest
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