Tagged 'online marketing strategy'

Explaining the Marketing Funnel

Posted by Leslie Van Zee on November 21st, 2012 at 6:00 am

Although online display ads have traditionally been thought of as most useful in the first part of the marketing funnel, they have developed into a tool that can be used in every part of the funnel.
Understanding the Basic Funnel
The basic marketing funnel that has been around since the late 1800s and was introduced by Elias St. Elmo Lewis. It has been taught in universities for many years in its most basic from which is summarized in the acronym AIDA, which stands for Attention, Interest, Desire/Decision and Action. In this basic marketing funnel the traditional place for online display ads has been in the first phase, attention. But, as technology advances and marketers get more creative, display ads are being used to impact customers throughout the marketing funnel.
Many people have thought of online banner ads as somewhat of an online equivalent of a billboard. While offline billboards may get your attention, historically, they have been thought to do little more. Online display ads, however, can be much more compelling in a variety of ways including the addition of images, animation, audio or video. These dynamic elements can help get readers' attention and increase the effectiveness of your ads.
Good ad design can... Read more

3 UXD Factors Changing the Face of Strategic Planning

Posted by Daniel Flamberg on March 26th, 2012 at 2:26 pm

User experience design (UXD) is breaking out of its native digital niche becoming a critical element in marketing strategy. Understanding the full range of consumer experiences with a brand is a critical factor in building awareness, engagement and advocacy and in framing or evolving a value proposition that integrates and romances features and benefits in believable and sustaining ways.
UXD is changing how brands approach strategic planning and how they develop customer insights. Once thought of exclusively as a digital concept, UXD promises to stitch together what consumers say with what consumers actually or habitually do to create insights that will suggest how messages are framed and where messages are transmitted and received.
In applying  UXD principles to integrated marketing programs, consider these 3 key factors.
End-to-End Planning. It’s not just about the product or the transaction. People want to buy into brands not just buy stuff. You need a longitudinal perspective on the process. Anticipate and plan for information needs, feelings and functionalities at every step from the first glimmer of an idea in your prospect’s mind through the completion of a successful interaction and onto the next one. Every customer takes a journey to identify and interact with your brand. Map... Read more

Proper Online Marketing ROAS Attribution

Posted by Ben Wilkinson on August 19th, 2010 at 10:46 pm

Part of he problem with today’s social media ROI model is it doesn’t properly take into account how to properly attribute incremental traffic, conversion and sales.

How To Fail At Marketing – Lessons From NBC

Posted by Rob Rose on January 17th, 2010 at 12:00 am

Holy smokes folks - what the hell is happening to NBC?   This is the network my family grew up watching no matter what was on.   To this day, even though I can't stand it, I still have The Today Show on in the background over Good Morning America and whatever the heck the CBS show is called because my parents wouldn't have it any other way.
It's certainly no secret that cable and the internet have successfully segmented the broadcast television audience.  But realize just what's happened here.  From the first time that it was "Howdy Doody Time" screamed out in black and white - until Kristin shot JR in full color, the three broadcast networks accounted for 90% of all the prime-time television watched by Americans.  Basically, everybody watched, enjoyed, hated and talked about the same news and entertainment. And, nowhere was this more prevalent than NBC.  For almost 20 years in the 80's and 90's, this was the TV that we talked about.  It was "Must-See TV" with shows like Friends, Hill Street Blues, The Cosby Show, Cheers, L.A. Law, Frasier, Seinfeld, ER and on and on.
And of course, the gold standard of brand-loyal television programming excellence was The Tonight... Read more

"Auto-Tuned" Marketing – I Feel Your T-Pain

Posted by Rob Rose on September 6th, 2009 at 12:00 am

Did you see the trainwreck that was Heidi Montag at the 2009 Miss Universe Pageant?   Um, okay....yeah, me neither - but that's what YouTube is for right?  Mostly I'm just annoyed that she's now ruined one of my favorite Yaz Songs.  It would seem that anybody can be a pop star these days. Everywhere you turn, reality-stars, relatives of singers, models - just about anyone - is releasing new music.
You don't have to be able to sing in a live performance - lip synching technology takes care of that.  Really now, you don't even have to be able to sing at all.  The one thing that all these "pop-stars" have in common is a technology called "auto-tune".
If you haven't heard of Auto Tune, it's a computer technology that automatically "corrects" pitch for singers and instruments.  Originally meant to "slightly" correct live performances, it's recently been used much more heavily to by many pop and rap stars.   T-Pain and Kanye West are often the poster-artists for this - using Auto-Tune to the point of almost absurdity.  But make no mistake, once you hear it and identify it, you'll hear it in many performances.  And, if you really want to... Read more