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2013 Online Marketing Predictions

Posted by Dinesh Boaz on January 7th, 2013 at 9:42 am

Every January there is a sense of excitement and anticipation about what the coming year will bring. In the case of the online advertising industry, a fast-moving and ever-changing industry, mobile, email, search and display will be the channels that I believe will see the most change in 2013.

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Posted in Email, Media Planning & Buying, Search, Targeting | No Comments »

Digital Marketing Strategies for the 2012 Holiday Season

Posted by Dinesh Boaz on October 3rd, 2012 at 7:31 am

As consumers of all ages and genders continue to stick to a tight holiday gift budget in 2012, nearly one third are turning towards online resources as early as September to start shopping and browsing for deals, bargains and hard-to-find gifts before November even arrives. Similarly, the majority of holiday shoppers aren’t closing their wallets once Christmas passes. Most are actually holding out for the post-holiday sales, extending the opportunity for retailers to acquire new customers and promote their brand. It’s therefore important for retailers to start creating an early and consistent presence in the digital marketplace in order to deliver personalized, targeted holiday messages to consumers during vital times throughout the holiday season.
Digital marketing is a great solution for retailers looking to target consumers throughout the holiday season. With multiple channels to choose from including email marketing, search marketing, affiliate marketing and mobile marketing, retailers should work with digital experts to determine the channels that will best meet their needs.
Based on consumer behavior in 2011, email marketing remains one of the most effective digital strategies for retailers. Chad White of Responsys stated that “To date in 2012, email marketing volume has already grown... Read more

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Posted in Email, Media Planning & Buying, Opinions, Search | 3 Comments »

Mobile Lead Generation, Still Evolving

Posted by Dinesh Boaz on July 27th, 2012 at 8:06 am

Earlier this week I had the pleasure of speaking on the Mobile Lead Gen panel at LeadsCon. The panel reminded me again of the excitement and potential of our industry as I spoke to a packed large ballroom at the Hilton along with other panelists from the industry, Akeel Haider from CUNet, Mark Roth from OfferMobi and our moderator David Rodnitzky from PPC Associates. We discussed how our clients are utilizing mobile for lead generation and some of the trends and approaches we see as effective.
One of the biggest takeaways from the session was that mobile is still evolving and it’s important that clients are assessing their individual needs and goals for an effective mobile marketing campaign. While clients may have certain ways of making email, search and display work for them, mobile is a very unique channel in its own right. Any marketer taking on mobile advertising needs to setup unique creative, emphasize the value proposition and call to action and keep the lead form very straight forward in order to encourage a conversion. We also discussed the importance of targeting with mobile in order to maintain a base of high quality leads. ... Read more

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Posted in Emerging Platforms, Opinions, Targeting | 2 Comments »

Creating an Effective Lead Generation Program

Posted by Dinesh Boaz on April 17th, 2012 at 9:17 am

Online lead generation, an effective and growing digital marketing solution for brand advertisers, has seen some recent media coverage with the acquisition of the preeminent lead generation conference, LeadsCon to Access Intelligence last week.  With online lead generation registering an impressive 20% growth rate in 2011 and continuing to grow in 2012 according to an IAB/PwC study, lead generation is a great way for brand advertisers to acquire new customers or build a database.
Successful across multiple verticals including consumer services, financial, retail, insurance and automotive, lead generation is a win-win for both the buyer and seller since the consumer is requesting information on a product that they are interested in and the brand is pitching their product to somebody who is already interested and has granted permission to the company to send them more information.
Since lead generation is a cost effective medium to acquire new potential customers, following are eight steps to creating a successful lead generation program:
Step #1- Establish a comprehensive plan that ties in sales and marketing goals and then establish goals for the lead generation campaign. While lead price should be a factor in measuring success, it should not be the sole metric but rather there should... Read more

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Posted in Media Planning & Buying, Opinions, Targeting | 2 Comments »