Archive for Jason Tabeling

Keys to Meaningful Content Marketing

Posted by Jason Tabeling on October 9th, 2013 at 10:14 am

When I meet with clients, the topic I’m asked about most frequently is content marketing. The first reason is that brands understand the potential impact of social media and high-quality content on a marketing plan but typically have a hard time bringing all efforts into a unified approach that adds maximum value to their marketing efforts. The second reason is that device and platform fragmentation has caused a lot of CMOs to question their siloed strategies and look for a new way to organize and execute their marketing programs.
We recently evaluated four major retail brands—Staples, Dell, Walmart and Sears—to see how they are coordinating a content strategy and to tease out the implications. We uncovered two major themes: 1) Even leading brands haven’t fully integrated a content marketing strategy, and 2) there isn’t a one-size-fits-all approach to content marketing.
Not a single brand we reviewed scored above average overall. There were pockets of excellence and penetration, but on the whole, no brand scored well across all channels. The brands we evaluated were most active in paid media, most likely due to the ability to easily quantify the ROI of paid media channels. For the same reason, SEO and Social were the... Read more

Paid Search Dayparting for the Beginner, Intermediate, Advanced

Posted by Jason Tabeling on January 14th, 2013 at 12:13 pm

Special thank you to Dane Manning for his work in creating this post.
When marketers hear the term “Dayparting,” many think of the standard time frames established in radio and television programming for demographic advertising considerations.  Digital marketers know that dayparting in the online space operates very differently, and is an important budgeting and profit maximization tool for the smallest and largest of search marketing budgets.
As you may know, both of the major search engine marketing platforms (Google Adwords & Microsoft/Yahoo Adcenter) provide an advanced settings feature allowing you to automatically adjust your keyword bids based on the day of week and/or hour of day.  If you aren't taking advantage of this feature, then your ads are showing on all days and at all times (until budget is exhausted), but the reality is they probably don’t need to be.
This post is written to help search marketers, novice to expert, get started on an ad scheduling program that fits best with their business and target customer, and helps maximize digital marketing investment.
Beginner Level – Addressing the Limits of Your Business
Can your website fulfill orders on the weekend?  Do you receive a lot of call volume as a direct result of your web efforts?  If so,... Read more

The PAP Strategy to Black Friday Week Success

Posted by Jason Tabeling on December 18th, 2012 at 7:11 am

The retail holiday season is already in full swing. For many retailers the true indicator of how the season will go starts on Thanksgiving, and Black Friday results come in. The retail research firm ShopperTrak estimated that shoppers spent $11.2 billion at physical stores on Black Friday this year, which represented a 1.8% decline from Black Friday 2011. Still, 90%+ of our clients exceeded their projections for those critical days, which signals that the 2012 holiday season should be a strong one for many retailers. As I was reflecting on how we were able to influence results it really came down to 3 things; Preparation, Agility, and People; The PAP Strategy. These 3 key elements drove the success of the season, and I’m confident that no matter what the external factors are that these 3 factors drive the success or failure of any brand, or agencies during the season.

Digital Marketing Evolves the Definition of a "Customer"

Posted by Jason Tabeling on October 12th, 2012 at 1:17 pm

When sitting around the conference room talking about how your business treats its customers have you considered what the definition really means, and is it accurate? For most businesses you are referring to the consumers who have purchased a product you offer. That is a very common definition; however, what a customer really indicates is you have a relationship with that consumer. After a consumer makes a purchase you can now engage with them via cross-sell, and up sell programs given the information you have about their purchase history. This is really where the definition of a customer has shifted. Technology and digital media has allowed businesses to engage in a relationship with a consumer who has never made a purchase, or even visited your website.
The biggest evidence of this shift comes via the power of social media. Consumers are providing information about themselves, and indicating which brands they ‘like,’ or ‘follow’ via Twitter and Facebook. These new sets of consumers are opting into your brands communication stream. This is an opportunity to engage in a whole new way. The information shared here can demonstrate how your brand feels about protecting... Read more

Digital Marketing Trends: What’s Shaping the Industry, and How to Act

Posted by Jason Tabeling on May 4th, 2012 at 2:01 pm

Think for a second about the fact that the iPad celebrated its second anniversary on 1/27/12. Just two years ago the world had no experience with a functional tablet, and certainly didn’t understand how badly they wanted one.  Now the tablet has become the most quickly adopted technology of all time (Source: Bernstein Research, 10/10).
This is just one example of how the world of digital marketing has fragmented. Various new Web sites, applications and technologies have been infused into our everyday lifestyle. All of these platforms have created new places for consumers to share and consume information. For example, now a consumer can walk into a store and scan a bar code to find ratings, reviews, and the lowest price. A mom watching her favorite TV show can browse the Web from her tablet, and post her comments on that show using a tablet app like TweetDeck, which syndicates her posts across all her social media accounts, including Twitter, Facebook, and Google+.
Because of all these digital touch points and the availability of information at any time, consumers are behaving differently. In just the past year, consumers are using twice as many sources of information prior to making a purchasing decision... Read more