Does your brand’s online marketing strategy give you night terrors? If so, you’re not alone. According to a recent report from Adobe, more than half of marketers claim they are losing sleep over their brand’s digital marketing strategy.
The research report, “Digital Distress: What Keeps Marketers Up at Night?” (PDF), shows that only 9 percent of respondents strongly agree with the statement, “I know our digital marketing is working.” On top of that, 66 percent of all marketers think their companies won’t succeed unless they have a successful digital marketing approach.
So what can marketers do to alleviate the stress caused by their online marketing campaigns? Here are three strategies we recommend: (more…)
The rise of mobile seemingly knows no bounds. Billions of dollars are being invested in infrastructure, database development, payment technologies and branding across every conceivable device. Brands often seem to be tripping over themselves to prove they have the coolest and fastest mobile-optimized sites.
And yet a number of leading advertisers complain that all of their mobile spending does not improve their most important marketing metric: sales.
Mobile certainly captures a lot of eyeballs, but its ability to produce a consumer action — leads, sales and downloads — is often lacking.
In an era of fleeting consumer attention, companies need to focus on what really matters in online advertising: customer acquisition. To do so, brands need to begin implementing lead generation into their mobile marketing campaigns. (more…)
Search is in a constant state of evolution. But that doesn’t mean the evolution is green. For search marketers on the paid (PPC) side of the spectrum, campaign spending can still be costly and satisfactory returns are often hard to quantify. But does it have to be so difficult? Not necessarily.
To get the most from your search campaign spending make sure you consider the benefits of calculating Quality Score. Quality Score measures relevance. It helps customers find sites relevant to their search and it enables advertisers to benefit from creating relevant ads.
Click-through rates (CTRs), as well as ad text and landing page relevancy, are key factors in calculating Quality Score. By generating a high-scoring ad (10 being the cream of the crop) you are essentially telling Google that your website is a relevancy star. How does relevancy stardom translate into lower paid search costs? Let’s briefly analyze the three key factors in determining Quality Score. (more…)
In the online advertising ecosystem, mobile has become the star. Developed nations are becoming mobile-first societies. Some people consider their smartphones as vital as the air they breathe. And brands are tripping over themselves to prove they have the coolest mobile-optimized site.
But one thing is conspicuously missing from this scenario: a mobile customer acquisition strategy.
For many companies, mobile marketing often stops at branding. They build a slick mobile site, position their brand in front of a wide swathe of consumers, and call it a day.
Mobile marketing campaigns that don’t produce a consumer action—leads, sales, downloads, etc.—are a pointless endeavor. In an era of fleeting consumer attention, companies need to focus on what really matters in online advertising: customer acquisition.
Editor’s note: This is the first post in a series focusing on best practices for lead generation in the online education industry.
Year after year universities struggle with enrollment rates. At the same time marketers are testing new advertising channels, shifting budgets, designing new creative assets and everything in between to reach that seemingly elusive enrollment goal.
But why is nothing changing? Why are enrollment rates dropping after all that investment in time, money and effort?
It’s simple, really: The ﬁrst point of contact is your ﬁrst impression and it can make or break the success of a prospect’s enrollment. The best advertising campaign in the world is frustratingly useless if the admissions process deters prospective students.
Many universities with large marketing budgets fail to focus on what’s happening right under their nose, and in most cases, right down the hallway. I have seen everything from a first point of contact being a direct-mail piece to callbacks that occur two weeks after an online information request is submitted.
A successful online marketing campaign for a college or university isn’t just measured by a conversion rate. Performance marketing in education requires three critical components to be successful:
High-quality traffic sources: You need to have traffic (students) who are interested in learning more about a particular school.
Optimized creative: A high-quality landing page, great email design and banner ads that really catch the eye of prospective students.
Structured workflow: A cohesive admissions process that is ready to work a lead. (more…)
Editor’s note: “A Day In the Life” is a regular editorial series in which MediaWhiz employees discuss their work and lives and how the two interact
Recently, I spoke with Bryan Scheiner, client services account manager at MediaWhiz, to discuss his life as an SEO expert by day and a music blogger by night. Bryan works with a number of MediaWhiz clients to help them develop and enhance their organic site traffic.
When he’s not working out of the MediaWhiz’s downtown New York City office, Bryan is busy with his hip-hop group WeatherPROOF, which most recently released its album “Dirty Naturals.” Away from the stage you can find him honing his blogging and SEO skills at TheBeeShine.com. There, Bryan has recorded more than 1,200 interviews with such artists as Redman, Questlove, 9th Wonder, DJ Premier, Pete Rock and more.
Watch the below video to learn more about Bryan and how MediaWhiz has helped propel his SEO career and his passion as a music blogger.
Editor’s note: The following is an excerpt of an interview with Jeremy Leonard, SVP of strategy and operations at MediaWhiz, that was published Oct. 9, 2012, in Website Magazine. Read the full interview here.
If you’re looking for an edge (and who isn’t) check out Website Magazine‘s interview of Jeremy Leonard, the SVP of Strategy and Operations at digital media agency MediaWhiz and a real whiz when it comes to conversion optimization.
Numerous well-known names fill the MediaWhiz client roster including Nielsen, Home Depot, Discover and many others – and Leonard’s experience with these brands and their challenges shines through in the interview below, providing Website Magazine readers with compelling insights into high-level lead generation and conversion optimization, some guidance on the debate over form length, and how traffic quality and mobile devices are forcing advertisers to shift their approach quickly.
WM: FOR THOSE IN OUR AUDIENCE THAT AREN’T FAMILIAR WITH MEDIAWHIZ, DISCUSS THE AGENCY’S ROLE IN THE DIGITAL LANDSCAPE.
JL: MediaWhiz is an integrated digital media agency that works with brands to help them more profitably engage, acquire and retain customers. Clients include a broad range of leading advertisers such as Unilever, Nielsen, CarpetONE, The Lasik Vision Center, Home Depot, Discover and First PREMIER Bank.
Historically an online performance marketing agency we have evolved into a digital customer acquisition agency focused on direct response and lead generation. We have practice areas in affiliate marketing, search, creative display advertising, email, data acquisition and social media.
WM: WHY SHOULD AN AGENCY (OR ANYONE) BE CONCERNED WITH CONVERSION OPTIMIZATION WITHIN LEAD GENERATION SPECIFICALLY?
JL: Great question with several compelling answers:
Everyone should be concerned with conversion optimization for a very simple reason: consumer traffic to your website isn’t free. Even if your site traffic is coming from SEO or Facebook “Likes,” you spend time and money to generate that traffic. Marketers should naturally demand a return on that investment. That ROI should be in the form of consumers completing a specific call-to-action. In the world of lead generation, that call-to-action will be in the form of a qualified lead or sale.
Some advertisers may look at lead generation specifically and think, “Well, I’m only paying a publisher for a lead – why would I need to go to the trouble of making a site optimize properly? I don’t pay for anyone who doesn’t convert.” This couldn’t be further from the truth. Performance-based lead generators have hundreds of advertising offers that they can run to their display inventory, drop to their email lists or make SEM bids. The offer represented by your website is no better than if the publisher can’t generate a fair return on its media investment.
Poorly converting sites will result in a high number of clicks but a low number of leads; this instantly tells the publisher that the problem is not with its traffic but with your site. Your offer will be taken out of rotation, and you will be lucky if anyone sends traffic to your site again.
There is little doubt that mobile search is the hot topic in the SEO world at the moment. Some brands are now finding that more than 30 percent of all searches come from mobile devices,according to Mobile Marketer. It’s fair to say that mobile search is quickly moving out of the Stone Age and into the digital age.
That’s the premise of a new insight paper, Mobile SEO Best Practices, published recently by my company, MediaWhiz (disclosure: I lead MediaWhiz’s search marketing and digital strategy divisions). In addition to a list of our top-10 tips for effective mobile SEO, the paper offers marketers a step-by-step guide to delivering effective mobile search campaigns.
The tips range from the simple (e.g., understanding the differences in how people search on mobile devices compared to their searches on desktops) to the complex, such as best practices to ensure a site’s mobile content can be properly viewed and crawled by search engines.
Below are my top-10 tips for effective mobile SEO. What are yours? Share your tips in the comments section.
1. Be A Search Psychologist
Searchers using mobile devices enter keyword queries differently than they do with desktop applications. They use shorter tail phrases.
Often, their searches are more local in nature and more prone to rely on Google’s Autocomplete feature complete a query. When optimizing meta title and descriptions, it is important to optimize for these shorter tail queries.
2. Think Social-first, Mobile-second
Mobile users tend to want to be “entertained,” and in many instances, they are connected 24/7 to their social media networks via apps. Content displayed for mobile users should be “entertaining.” When developing online content, think social-first, mobile-second.
Mobile sites should have social media links embedded on every page, as many smartphone users are connected to their social networks 24/7. Doing so will increase exposure, traffic and engagement by ensuring content is easily shared across social networks.
The examples below from Macy’s and Tiffany’s show how a social-first, mobile-second mindset with site design leads to more visually appealing mobile sites.
Marketers love to create new terms to explain their work. From “brand advocacy” to CPA, CPM, CPE and the myriad of acronyms that fill the digital marketing landscape, we’ll turn almost any new business practice into a marketable term.
What, then, to call the phenomenon of once beloved — or, at least, begrudgingly tolerated — affiliates being shunned by the very industry that fervently embraced them? As the performance marketing industry matures, and as brands seek more sophisticated and legitimate agencies and affiliates to manage their online marketing campaigns, are we entering a period of “Online Darwinism”?
I believe that is exactly what is occurring in performance marketing.
With apologies to Charles Darwin and his Theory of Evolution, my embrace of the Online Darwinism Theory, a concept I developed after watching so many affiliates drop like flies in recent months, encapsulates my views of the evolution of digital media and the revolution in digital media providers.
This theory reasons that reputable and ethical affiliate marketers will survive while unscrupulous ones will go the way of the dodo. There will be more business for great companies that evolve wisely based on clear, measurable objectives that meet clients’ digital-media challenges. Media pricing will become more realistic as delusional “get-rich-quick” companies continue to exit. All of which leads to more accurate and strategic planning for advertisers who have marketing dollars to spend.
Dramatic changes have occurred over the last decade in the digital media and online marketing industries. From email and display advertising, the focus shifted to search and pop-ups; co-reg, incent and paid search got their due focus, and now, everyone’s mind (and marketing spend) is on social media. Encircling these changes was the evolution of smartphones, followed by the rise of the tablet.
The Digital Age forced marketers to slowly evolve to find people wherever they consume media. Increasingly, this has been within digital mediums and decreasingly via print, radio, TV and other offline channels.
Life has become a giant skip button. Marketers must engage the consumer precisely in the moment and at the right spot. (more…)