Top 5 PPC Pitfalls
I just read a great article on Pay Per Click in the Multichannel Merchant about the top 5 things marketers get wrong in PPC campaigns… thought you would find this interesting – especially if you attended our Google AdWords Webinar. If you missed this Webinar, just view our on-demand library to get the basics on starting your own PPC campaign.
Check-out these 5 pitfalls to help you to…
- drive qualified prospects to your site
- improve click-through rates
- be more strategic about your bidding
- lower your costs-per-click
Triggered Communications Webinar & 5 Tips for Success
Filed under: Digital Lead Generation, Email Marketing, Marketing Technology Solutions, Uncategorized, integrated marketing
I’m sure you’ve heard by now that Triggered Communications is a great way to increase your email marketing’s timeliness, relevancy and ROI. To help get you started, we’re hosting a Webinar on April 15, 2010 at 1:00 – 2:00 p.m. EST — “How to Use Event Triggered Communications to Increase Email Relevancy, Response and Sales.”
We’ll show you how easy it is to set-up behaviorally triggered email messages that deliver the right message to the right subscriber at the exact moment he or she is most engaged and likely to respond using Listrak’s automated event triggered messaging solution.
You will learn how to:
- Add a powerful, automated email responder system to your integrated marketing mix
- Trigger specific email responses according to your customer’s behaviors or targeted events
- Have one-on-one conversations with each of your customers and prospects
- Increase your email’s relevancy, open rates and your sales
Participation in this webinar is free, but space is limited. So, reserve your seat today.
While we’re putting the finishing touches on our webinar, here are five tips from Target Marketing Magazine for Triggered Communications success.
- Thoughtfully defining your triggers – this is the heart of your program
- Prepare your sales team to handle these leads – without making customers feel like “they’re being stalked.” You want to your customer to be loyal to your brand and feel, “Hey, this company really gets me and understands my needs.” That’s a big difference from a creepy, “I’m-being-watched feeling!”
- Put contact frequency in your process so you don’t bug your best customer and burn-out your sales team
- Continually improve your triggered-based program using feedback from your best sales people
I’m excited about what Triggered Communications can do to grow our clients’ businesses and I’m looking forward to meeting you online on April 15 for the Webinar! I hope you can join us!
All Aboard the SEM Bandwagon!
Filed under: Direct Marketing, Email Marketing, General Marketing, Lead Management, Search Engine Marketing, analytics, integrated marketing, paid search, search engine optimization
A recent Forrester study shows what all of us already know. Marketers will continue to shift dollars from traditional media and traditional direct marketing to online direct marketing.
I like Target Marketing Magazine’s research summary overviewing the growth factors in SEM, SEO, online advertising (a.k.a., Pay-Per-Click) and Email Marketing which are among the listed 16 online marketing trends.
More than 80% of marketers are using paid search and SEO and plan to expand search into more segments. As consumers search more online, Google’s AdWord inventory continues to grow. All music to marketers’ ears as you expand your paid search and SEO efforts.
Online advertising, “performance-based” media buys and integrated email marketing are also slated for substantial growth through 2014.
Multichannel Integration and Optimization: The Direct Marketer’s To-Do List that’s NEVER Done
Filed under: Email Marketing, General Marketing, Marketing Technology Solutions, integrated marketing
I’m sure you’re right there with me…there’s nothing more satisfying than crossing-off action items on my to-do lists – whether it’s in the office, at home and those places where both worlds blend.
But as marketers, that satisfaction is forever elusive when it comes to Web site optimization and making sure you’re being strategic across online and offline mediums. Why? Because your job should never be considered “done.”
At ICS, we’re constantly looking at our Web site optimization AND how our online marketing efforts integrate with our offline efforts… as well as, doing the same for our clients!
Maybe that’s why I thought you would like to see this article on 5 Ways to Get Your Website Up to Speed. Don’t let the title mislead you. It’s not just about online marketing, but more about multichannel integration and amending the age-old saying to: “targeting the right consumer with the right offer at the right time via the right channel.”
If you haven’t done so already, add these action items in this article to your “to-do” list and start reaping the sales benefits. If you’re not sure how to get started, just drop us a line and we can help.
ROI-based Search
Filed under: Digital Lead Generation, General Marketing, Lead Management, Marketing Technology Solutions, Search Engine Marketing, integrated marketing, paid search
Here’s a DMNews article about setting-up a paid search budget based on profitability. I found it interesting for two reasons. 1) We just broadcasted a webinar on paid search and discussed budget setup and controls and 2) We just happen to be strategizing on how to expand our own marketing success in paid search from one area of our company to other areas – all, of course, while keeping profitability in mind.
It struck me that the author overlooked some important points to keep in mind when setting-up a profitable paid search budget.
In many cases – including ICS’s – the company has a diverse product / service mix. So when thinking about what to spend on key paid search terms, don’t just look at the price tag of the search term and the profit margin of the product / service you’re marketing. Consider search terms that may provide cross-over sales opportunities as well.
Also, ask yourself if you’re using the best possible search term that would provide the highest quality sales leads at the best price… and if you can get some cross-over marketing into other areas of your products and services, then even better.
Chances are there are some lesser cost (and higher sales value) alternatives to that high price search term that could blow your budget’s profitability.
And don’t forget to keep a close eye on your paid search program. Don’t just set it and forget it.
The great thing is… if your initial keyword selection isn’t giving you the results you thought it would, then you can always adjust your program immediately based on what your response data is telling you.
http://www.dmnews.com/Set-your-search-budget-to-be-based-on-its-profitability/article/139312/
Offline and Online integration — Little things make a big difference!
Filed under: Direct Marketing, General Marketing, Search Engine Marketing, integrated marketing
This week, I came across an article from JupiterResearch talking about online and offline integration efforts that I thought was pretty strong. We have been talking about marketing integration for nearly two decades … but now we have more channels to integrate than ever before.
Possibly you have heard the statistic: “An iProspect’s 2007 study ‘Offline influence on Online Search Behavior Study’ found that 67% of online users were driven to perform a search as a result of an offline marketing message … And 39% of those offline-influenced searchers ultimately made a purchase.
These statistics make a lot of sense to me, but the sad point of the article was that nearly half (45%) of search engine marketers still do not integrate their online and offline efforts. All kinds of reasons came up as to why. The top reasons were:
- They don’t advertise in offline channels
- Lack the budget
- Lack the resources
- Don’t know better
- Have separate people managing offline efforts … and they are not synchronized with online
- Just don’t see the benefit of integration
In my opinion, a big part of the issue is that while online marketers understand their medium, they really don’t understand the overall disciplines that drive marketing and consumer behavior. With the online mediums growing so quickly, many have jumped in without fully understanding how to optimize the overall marketing dollars spent.
It not necessarily big things that involve huge investments. Look at some of these stats:
- 76% of offline offers could not be acted upon online
- 74% of offline keywords were not used online
- 66% did not use the same images and videos offline as online
- 60% did not include their company slogan / tagline or even their product or service name prominently online
I am sure the economic challenges of 2009 will force some reevaluation in this area. From my perspective, this is some pretty basic “marketing blocking and tackling”. While I am happy that we are addressing these key issues with our clients, more education and awareness is needed to connect the best practice results and disciplines with the average company’s marketing efforts.
Welcome to the new ICS Advisor – the first ICS Blog site
Welcome to the new ICS Advisor – the first ICS Blog site! The focus for this site is to provide a valued resource to guide your marketing efforts. With the many challenges for today’s marketers (advances in technology and digital tools, economic pressures), our goal is to provide ongoing dialogue on smarter and more cost-effective marketing approaches that help businesses acquire new customers or retain existing ones. We appreciate your feedback along the way.
