The demand for high-quality leads continues to be a priority for many marketers. Based on a Corporate Executive Board (CEB) study, 57 percent of research is done online before contact is ever made with a company.
Marketers are increasingly using content to attract prospects, position their company and align their products and services with solutions to industry problems that lead to a sales contact. If 57 percent of the research process is completed before contact is made, it is not a question of question of, “To gate or not to gate?” Rather, the questions we should be asking are:
- How much content should be public (ungated)?
- What type of content should be ungated?
- What kind of content should be gated?
In our experience the most important factor in the decision to gate content is based on the value of the content offered. A well-executed strategy includes mapping the customer journey and providing appropriate content along the way. In the earliest stages of the journey, content should be made available for anyone to access. The ideal scenario is to provide open access to quality content to establish credibility and value with your prospect and then lead them to the next chapter, or the next content level, where they have access to higher value content in exchange for contact information.
Continue reading “To Gate or not to Gate Content? Yes is the Answer.” »
One of my favorite proverbs, which continues to be proven on a daily basis, is “what gets measured gets done.” The quote, or its variation “what gets measured gets managed,” is often attributed to famous management consultant Peter Drucker; but its origin appears to date back to scientist William Thomson, Lord Kelvin, who specifically referenced that a lack of numbers leads to unsatisfactory knowledge during an 1833 lecture.
In an age of digital marketing decades since these quotes were made, the application of science to advertising has never been truer. Measuring your success, as Hannah Woodham covered in a recent blog post, is very important; but knowing what to measure against is critical to determining success. Enter advertising baselines for return on investment (ROI). Continue reading “How to Establish Advertising ROI Baselines” »
The digital media world is ever-evolving; and sometimes we as marketers feel like we’re clamoring to keep up with the latest tools and technologies. The current discussions around programmatic media and theories about how it will alter the media landscape are hot topics. We’re on an epic journey down the yellow brick road, but what’s behind that great green curtain of Oz (or in this case, programmatic media)?
In a recent study by eConsultancy, 62 percent of marketers are using programmatic buying for brand objectives with an expectation to increase over the next two years. It seems that programmatic is quickly becoming the norm for digital media buying in display, mobile, video and sometimes TV.
Arming ourselves with the Lion’s courage, the Tin Man’s heart and the Scarecrow’s brain Continue reading “Pay No Attention to That man Behind the Curtain! Uncovering the Mysteries of Programmatic Advertising” »
The latest live-streaming apps allow you to record or watch broadcasts from your mobile device. Two apps in particular, Meerkat and Periscope, seem to be capturing the most attention and attracting the most users. The buzz surrounding live-streaming apps really kicked off with the launch of Meerkat at this year’s South by Southwest Interactive. Many labeled it the “sweetheart” of the interactive conference, and not since the launch of Foursquare in 2009 had SXSW produced such an app hit. It didn’t take long for Meerkat to get some serious competition. As the app was gaining steam at SXSW, Twitter purchased Periscope to get in on the action and go toe-to-toe with Meerkat. Twitter even went as far as cutting off Meerkat’s ability to port people’s social connections over from Twitter to its own service. More on that here. General functionality of the apps is fairly similar, but let’s see how their features compare.
Continue reading “Now Streaming – Meerkat and Periscope Go Toe-to-Toe” »
This year, I was given the opportunity to attend SXSW Interactive (SXSWi) in Austin, Texas, with a team from M/C/C. There were many great sessions, and this attendee would like to share her key takeaways with you. With the vast number of themes, topics and speakers at SXSWi, I could probably could go on and on. But then this blog would become a novel, and that just won’t do. So here are some bite-size ideas for you to snack on before lunch. Continue reading “Snackable Bits from SXSW” »
Big data is everywhere in business, and digital paid media is no exception to the trend. Tracking tools and systems capture everything, from initial product exploration to sales revenue (and all touch-points in between), associated with digital media placements and marketing dollars. But is there value in looking beyond what data has to offer to where
intangible measures can take over?
It is easy to overlook that data is only a tool that is as good as the context that we create out of the numbers. Susan Etlinger says in her TED talk, “Data doesn’t create meaning, we do.” Evaluating the return on investment (ROI) of paid media purely from data and metrics is as crippling to its success as isolating its performance to that of a single metric, like click-through rates. While a click-through rate can tell you about the persuasiveness of the messaging in a banner, it tells you very little else without also considering other metrics. So why then do media budgets and strategy rely so heavily on a few tangible measures of success?
Maybe it’s because the tangibles are clear and definitive, while the intangibles require a leap of faith in aspects that are not directly credited to paid media alone. Paid media is part of a larger marketing mix that, when balanced, leverages all other channels to achieve far greater results than a single channel can produce alone.
Intangibles that can affect the performance of a paid media program can vary from company-to-company and even between campaign launches, but some considerations include:
Continue reading “Beyond Big Data: The Four Factors for Measuring Success” »
Presentations are about making an impression; and for centuries, public speakers have used devices to help engage the audience. For turn-of-the-century politicians, it was transforming the caboose of a steam engine into a platform for reform during whistle-stop tours. For comedian Gallagher, he owned the 1980s with a watermelon and an oversized hammer. For the late Apple CEO Steve Jobs, it was an actual device.
At M/C/C, we feed off of devices and presentations. Recently, we had the pleasure of designing a presentation method for one of our clients, Harris CapRock Communications. Harris CapRock was introducing a first-of-its-kind communications service to the energy and maritime markets, Harris CapRock One, and they asked us to concept an innovative way to demonstrate the service at tradeshows and meetings. Instead of throwing together a Powerpoint, handing them a laser pointer and calling it a day, the M/C/C creative team scoured the deepest parts of its collective brain pan to come up with a better, more functional way to present ideas.
Continue reading “M/C/C Tech It Out: What Apple TV Can Add to Your Next Presentation” »
Content marketing continues to flourish. M/C/C, our agency peers, clients and prospects all understand its value to the buying process. Marketers continue to make content marketing one of their top priorities, and B2B and B2C companies alike are leveraging it for brand awareness, engagement and leads.
It’s been a while, but I previously wrote about how to get the most out of your content marketing. The post, based on the concept of “stop selling and start helping,” encouraged marketers to develop content that their customers and prospects want to read, not what they want them to read. I went on to suggest that regardless of the form or distribution, the most successful content should help customers and prospects solve problems and put them on the path to meeting their business goals.
What my previous post did not do, is discuss how you put yourself in position to create such content. That’s what I hope to accomplish here. Continue reading “Research is Key to Creating Content in the Customer’s Voice” »
Bloggers allow readers to have an inside peek at their family lives. They write in a way that makes you feel like you’re a close friend and they let you in on all kinds of tips and secrets. From travel to technology and health to fashion, mom bloggers write about every industry and specific topics, similar to beat reporters.
Did you know 55 percent of moms who use social media daily made a purchase based on the recommendation of a blog? With that kind of impact, it is an absolute must for brands targeting moms to reach out to bloggers, but these influencers are not like traditional reporters.
When pitching bloggers there are three important things to remember:
1. Customize your pitch
Bloggers are able to see right through a mail-merged, cookie-cutter pitch. Describe why your product or service is perfect for their exact situations. It helps to look at each blog and read some recent posts. Look at social platforms to see what kind of content engages their readers. Get to know their families and see where your brand could fit into their lives. Do not ask what type of content they write about — you should already know this.
To read more, click here.