Dispelling 7 'marketing limiting' myths about IP geolocation
IP geolocation technology has been around for more than 13 years. It is used across the globe for a variety of purposes, one of the foremost being marketing.
And yet, an aura of mystery still surrounds what IP technology is and what it can do. IP also has a slightly tarnished reputation in some companies; usually as a result of IP data providers supplying data that fails to meet expectations, leaving companies disillusioned with the technology’s business potential.
This article aims to dispel some common misconceptions on the use of geolocation data, including the way data is derived. The objective is to help marketers understand this technology's true potential, which is increasing in an increasingly location-based digital world.
IP geolocation explained
IP geolocation is an extremely powerful technology that can make a tremendous…
Practical guidance for modelling full customer lifecycle attribution
With ongoing pressure on marketing budgets and a burgeoning array of digital marketing channels and choices, attribution is a hotter topic than ever.
‘Last click’ is the most common approach; attributing 100% of a sale’s value to the last or converting click.
‘Last click’ is a flawed, though, because it ignores all previous activities that led to the sale, which could result in reduced or cut investment regarding the key contributing activities.
To build a truly accurate attribution model you need current and historic individual-level data from your online channels.
Read on to see why.
The value of aggregated individual-level online data
Only by piecing together each individual customer journey can you build up a truly accurate picture of the inter-relationship between your digital marketing activities and the relative role, importance and value of each one…
Three examples including the new Smart Insights digital marketing 'health check'
I've been meaning for some time to write about using interactive tools within your digital marketing. I think it's something that's hugely effective; I've used these for years and it still seem surprisingly uncommon given their potential.
[caption id="attachment_14593" align="alignleft" width="385" caption="The new Smart Insights Health Check"][/caption]
My reminder to talk about this is since we've just finished our new interactive, our digital marketing health check - which you can try it here.
It's designed to give you immediate ideas by helping you quickly evaluate areas to focus on within your digital marketing. Its core purpose is to signpost key content on our site that's going to be most relevant to you at that moment. It's simple, quick and focussed on defining your priorities.
That aside, we wanted to bring…
10 goals you should be measuring on your B2B website using Google Analytics
Having a good method for quickly reviewing the effectiveness of your B2B website is really important as the majority of your time and effort will be spent trying to get people onto your website as early on as possible in their purchasing cycle. Once prospects are on your site it’s then up to various factors around the quality of your content that must work together to get the visitor to convert into a lead.
How important is your website as part of the overall marketing strategy?
“Our website gets over 10,000 visits a month which is really good” or similar is a comment I often hear from marketers, but probably have no idea about how many actually convert into leads or data capture for further opt-in marketing. Whilst traffic is easy to measure and most of the holds no value, it…
Four tips to increase Facebook ad efficiency
Your Company is running ads on Facebook and so far you got a decent click-through rate, but where is the conversion?
We’ve found this is one of the more common issues confronting Facebook advertisers.
In this post, I’ll give some tips on to how to switch this scenario around and make your Facebook marketing more efficient.
A large Scandinavian hardware chain, active in the Nordic countries and the UK, wanted to boost its Facebook fan page activity last Christmas. Its campaign aimed to drive traffic to its web shop. At the time of the campaign, most of the company’s fans were its employees. In just a month, the number of fans went up from 2,000 to over 11,000. And, for the first time, the fan page experienced organic activity; people commented, liked offers and…
Orientate content around people at different stages of purchase intent
Since I'm always pushing the importance of content marketing and creating infographics about how to use content marketing, it's interesting to see the questions marketers ask about them. This week a client asked me a great and simple question this week...
"I understand creating content, but where do I put all this content… what kind of content goes where"?
That's a fair question that I think many will have.
The short answer is there are no rules, but there is some common sense if you can step back and look at your marketing process ended to end. Here's how we'd recommend that you approach it… plan your content rather than just creating it en masse, orientate your content around people at different buyer stages, simplify it by focussing on what matters to them at those…
New detailed guidance for marketers released by the Information Commissioner (ICO)
Value/Importance: [rating=5]
As of 27th May 2012, the new "cookie law" which is part of the 2011 amendment to the Privacy and Electronic Communications Regulation 2011 is now in force. There was a dramatic change in guidance from the ICO just before the new law came into force stating that "implicit consent" is the main requirement now. If you're involved with managing websites we recommend you download the new PDF from the ICO, read our short summary below or read the Guardian announcement.
In a separate post we've taken a look at examples of how UK companies are complying with the UK cookie law.
Recommended links:
18th June 2012 - ClickThrough 9 page whitepaper advising on compliance
26th May - Cookies law changed at 11th hour to introduce 'implied consent' - Guardian
25th May - Download PDF new guidance released by information…
New survey reveals swing in attitudes among marketers
Most proponents of email marketing have the letters R-O-I tattooed provocatively across their foreheads.
Email's remarkable return on investment has always been the key defence used by industry voices against suggestions that social media marketing or other channels have relegated email marketing to a dusty corner of the Museum of Internet History.
This ROI argument has its downsides, though.
In particular, the associated tendency to focus entirely on immediate, direct response can cause marketers to neglect the many other roles email might play in achieving marketing goals such as brand-building, relationship-building and encouraging advocacy.
A new survey of marketers from the UK's DMA and sponsor Alchemy Worx on the performance, value and use of email marketing suggests attitudes are changing though.
Throughout the whole DMA National Client Email Report 2012 is the sense of a channel that has settled into a strong and mature marketing role. For example:
Over…
By
09 May 2012
What is the key to relevance in email marketing?
The answer to this question is simple… relevance is driven by knowledge of what each customer is interested in.
While this may seem a prosaic statement, it is true that email marketing is all about the pursuit of relevance.
Relevant emails are read and make money. Irrelevant emails end up in ‘junk’ or, worse still, lead to unsubscribes and loss of lifetime value.
The art of good email is knowing what someone is interested in and then applying this knowledge to all future email communications.
The search for relevance is as old as marketing itself
Back the late 1930s, radio programmes called ‘dramatic serials’ were soon renamed ‘soap operas’ because their main sponsors were washing powder advertisers. The soap advertisers, including such illustrious brands as P&G and Unilever, realised the ‘dramatic serials’ provided them with the…
The future of the social consumer
This is an interesting social commerce infographic by ecommerce provider, Gloople.
We're aware of the growth in the social commerce space and there's some interesting data here to hammer home the scale and potential for brands that retail online. It's also broader than you might think...
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