Category: ROI

How to measure a multi-channel marketing strategy

How to measure a multi-channel marketing strategy

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Multi-channel marketing can be a great opportunity for your company’s success, but what’s the best way to measure its success across the different channels? It’s not enough nowadays to promote your brand in one channel if you want to maximise your brand’s exposure. Marketers know that a successful digital strategy involves a combined use of […]

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How to Set Content Marketing Goals Your CMO Will Love

How to Set Content Marketing Goals Your CMO Will Love

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What are your content marketing goals? As the director of content strategy for Contently, this is a question I ask marketers every week. There’s often a long pause on the conference line, followed by something like, “Well, we were hoping you’d tell us that.” While I can’t tell them what their goals should be off […]

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Make Sure Data Isn't Your Downfall

Make Sure Data Isn’t Your Downfall

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The internet was an amazing boon for poker in the early 2000s. Not only could you play high stakes games without going to a casino, but the technology was transformational. Traditionally, you rarely get to play more than 30 hands per hour in a casino game. Online, you can play twice as many hands per […]

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Informed delivery and the omnichannel future of the United States Post Office

Informed delivery and the omnichannel future of the United States Post Office

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When you think of ecommerce, what’s the first name that comes to mind? You probably immediately said “Amazon,” which is a good answer, but this is a trick question. The real biggest name in ecommerce is actually the United States Postal Service (USPS). Last year, American consumers spent more than $453 billion online shopping, a […]

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Six B2B content marketing predictions for 2018

Six B2B content marketing predictions for 2018

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As Professor Karl Schwab, Founder and Chairman of the World Economic Forum, wrote: “We are in the Fourth Industrial Revolution characterized by a range of new technologies that are fusing the physical, digital and biological worlds, impacting all disciplines, economies and industries, and even challenging ideas about what it means to be human.” To put […]

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6 changes in marketing measurement that will impact 2018

6 changes in marketing measurement that will impact 2018

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“One of the biggest pitfalls for performance measurement is to measure the ‘part’ with ignorance of the ‘whole,’” wrote Pearl Zhu, author of the Digital Master book series. Her quote perfectly reflects the growing realization of marketing measurement’s critical role. We see a requirement to evolve beyond attributing the value of a conversion to single […]

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How can I tell if my social media strategy is generating results?

How can I tell if my social media strategy is generating results?

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It’s common to wonder whether your social media strategy is really generating the results you had in mind. According to Mary Meeker’s 2017 Internet Trends Report, 61% of social media marketers consider measuring their social ROI to be their top challenge. What makes a social media strategy successful? Every goal can be measured by different […]

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How Huge Founder Aaron Shapiro Measures the ROI of Design

How Huge Founder Aaron Shapiro Measures the ROI of Design

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Six years ago, I launched a site to cover the intersection of advertising and technology in New York. One of my first profiles was on Huge—a small, red-hot Dumbo design agency that had worked on a mobile streaming app called HBO Go. This past summer, I caught up with Huge founder Aaron Shapiro, who has […]

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What Is a Content Audit and Why Do You Need One?

What Is a Content Audit and Why Do You Need One?

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Few activities in B2B marketing yield immediate results. Long sales cycles mean it can take months, if not years, for your work to positively affect business. Luckily, there is one exercise proven to help you out right away: a content audit. What is a content audit, exactly? It’s the process of tracking down and organizing […]

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The 4 Most Important Takeaways From CMI's B2B Content Marketing Study

The 4 Most Important Takeaways From CMI’s B2B Content Marketing Study

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Content marketing studies tend to be happy-go-lucky affairs. Companies are investing more money, executives are buying in, teams are more sophisticated, and so on. Every year since 2010, the Content Marketing Institute has put out one of those studies on the state of content marketing. CMI’s analysis of B2B content marketing is a prime example […]

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The Secret to Measuring the ROI of Brand Sentiment

The Secret to Measuring the ROI of Brand Sentiment

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If you’re a marketer with a pulse and a subscription to Ad Age, you’ve heard that great content is the key to building relationships with your target audience. But amidst all the top-of-funnel engagement metrics, lead attribution data, and fancy Powerpoints designed to convince our bosses to double our content marketing budgets, one question often […]

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Why do you need a content marketing platform?

Why do you need a content marketing platform?

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The rise of content marketing has elevated it to regal status amongst marketers with many hailing, ‘Content is King, Context is Queen’. Content marketing is a crucial part of building brand awareness, improves your visibility in search rankings, and connects with your customers. In addition, the Content Marketing Institute’s (CMI) latest B2B Content Marketing 2018 report, […]

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