Posted by
Rob Rose on February 13th, 2012 at 4:41 pm
I’ve been talking a lot about context and content marketing lately – and especially as it pertains to mobile content marketing. In fact, I’m speaking on it at the Intelligent Content event in Palm Springs in two weeks.
So, if I were to ask you how many of the biggest corporations in the world have a dedicated mobile website, what would your answer be? With the explosive growth of mobile usage and the continual claims of 2011 and 2012 as the “year of mobile” you might guess that the percentage is relatively high. 50%? 60%? Well you’d be mistaken. I just ran into this interesting study done by Magus –a UK company focused on managing and analyzing web content quality and compliance. They recently analyzed the top 100 UK based companies listed on the London Stock Exchange. Their study - entitled “How mobile-ready is the FTSE 100?” - found that only 20% of these largest corporations currently provide any support at all for mobile devices. This matches well with a similar US based study done by PR Firm Burston Marsteller about a year ago. They found that only 38% of Fortune 50 companies had a mobile optimized web site.
And, most interesting... Read more
Posted in Emerging Platforms, Websites | No Comments »
As with buying any insurance policy, it is necessary to first look at the policy from an overarching point-of-view (i.e. buying a combo policy: auto, home owners/renters, life, etc.) before diving into details about individual coverage. The same principle can be applied within digital, as it is important to first inspect the entire digital marketing universe (website, fan page, email) at the macro level before discovering how they all fit together: this is the ultimate focus of this post for Policy #1.
It is key to look at the digital medium as a whole, but while doing so also explore the space through the mind of a consumer. Investigating how each touchpoint is used by consumers will identify the market activity strength for each touchpoint to then map touchpoint performance within four critical dimensions:
• Web equity: Which touchpoint is most trustworthy?
• Pre-purchase research: Which touchpoint is relied on for product research?
• Post-purchase support: Where do consumers go for customer service support?
• Relationship building: Which platform is best suited to maintain the interest in ongoing brand communications?
Only through this process does the role of each touchpoint become clear, taking into account how the consumer is interacting with and conceptualizing each one. From there,... Read more
Tags: digital best practices, Digital Media Touchpoints, Digital ROI, digital trends
Posted in Research, Social Media, Web Analytics, Websites | No Comments »
In the world of B2B management, there are numerous head scratching efforts going on as we peer ahead into 2012 and beyond. Primarily, it has to do with how to get from here to there. One of the issues faced by B2B companies with the high degree of uncertainty, global economic turbulence, and a rapidly changing buyer driven and social world is figuring out where the from here to there actually leads to.
Recent buyer and management interviews tell me a lot of head scratching continues to go on. Plenty of internal angst and debate is taking place on how to get from here to there, what is needed, what should be done, and what a lot of people think. The what to do aspects of internal planning usually center on strategy and tactical questions such as:
How do we grow revenues?
What can we do to generate more leads?
How do we expand business with existing customers?
What type of content will drive more traffic to our web site?
Should we get more active with social media?
Do we need to improve our product quality and offering?
Should we boost marketing and sales budgets?
Do we need to hire more people?
What should our pricing... Read more
Tags: buyer experience, buyer insight, buyer persona, buyer research, buyergraphics, buyerology, content marketing, marketing, qualitative research, socialmedia, Targeting, trends
Posted in Creative Best Practices, Emerging Platforms, Opinions, Search, Social Media, Targeting, Websites | No Comments »
Posted by
Arden Kaley on February 7th, 2012 at 10:23 am
I find that generally there are two types of blog posts about Google Analytics reporting: Analytics 101 and Analytics 401. But what about Analytics 201 or 301 – things that you can do out-of-the-box, with just a little extra effort to customize the data for your specific business needs?
Posted in Web Analytics, Websites | No Comments »
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