Content Marketing Inst.
What if I told you the last three digital paid media campaigns that my company, lonelybrand, executed earned an average 31.92 percent conversion rate? (To be clear — we’re talking about the number of successful conversions divided by the total number of paid clicks.)
cmo.com
My father used to say, “If you live long enough, you see history repeat itself.” After 30-plus years as a B2B marketer, I can attest to the wisdom of his adage as it applies to lead-generation success. It has become clear that regardless of the vertical industry, product or service being marketed, decade, price point, or length of the sales cycle, the basic formula is the same. It’s what I call “the formula of the four multiples.”
eMedia Vitals
Automated ad exchanges featuring real-time bidding (RTB)have proven to be a viable option for selling remnant inventory.Recent research from Econsultancy and the Rubicon Project found that 44% of publishers sell their online display advertising via RTB exchanges, which has resulted in a 20% lift in remnant display ad revenue.
Separate research conducted by IDC for PubMatic projects RTB ad spend to reach $6.5 billion by 2015 in the U.S., France, Germany and the United Kingdom. RTB spending as a percentage of all online ad spend in the United States will rise from 10% this year to 27% by 2015.
ClickZ
A regularly published B2B email newsletter is a staple of most B2B digital marketing strategies. They are a cost-effective, if inefficient, way to nurture prospects and help maintain a relationship over a client’s lifetime.
Unlike a typical B2C email message with its strong, conversion-driven focus, the B2B newsletter usually serves multiple purposes, including:
Direct Marketing News
Contextual targeting. Behavioral targeting. Search retargeting. Targeting specific consumer sectors has become table stakes in combating banner blindness. However, email retargeting — a data-driven, lower-funnel approach that the industry experts call a no-brainer — seems to be far off marketers’ radars.
Direct Marketing News
More marketers plan to increase their spending on email marketing in 2012 than any other channel, according to a survey conducted by email service provider StrongMail, which will be officially released on Dec. 7. Of the 939 executives who participated in the survey, 60% said they expect to raise their email marketing budgets.
Content Marketing Inst.
Last year, the Content Marketing Institute (CMI) and MarketingProfs published a popular study on B2B content marketing and repeated the research survey this year to see how the field is changing.
Here is B2B Content Marketing: 2012 Budgets, Benchmarks and Trends.
It was no surprise to us that content marketing remains a top priority for marketers in 2012. Many of the statistics and results are consistent with what we saw last year:
MediaPost
David Edelman of research firm McKinsey & Company articulated what most marketers probably already know, whether they are admitting it to themselves or not: it’s time for the purchase-funnel paradigm to go into the trash bin of history along with those similarly shaped — although infinitely more annoying — South African horns of FIFA World Cup fame.
Speaking at the CMO Council in New York on Nov. 17, Edelman explained that McKinsey has come up with a new model, which it calls the Consumer Decision Journey (CDJ). The concept also offers the benefit of having a visual device that looks like something much closer to the hearts of New Yorkers: a bialy.
BtoB Daily News
New York—Even as b2b marketers puzzle over adding mobile programs to the marketing mix, b2b agency executives find that the topic is often misunderstood.
“If someone says they have a mobile strategy because they have a Facebook page or that people read their email on an iPhone, I’d say, ‘Well, not really,’ ” said Phil Johnson, CEO of PJA Advertising+Marketing, at The BtoB Forum: Mobile Marketing.
