Our roundup of the latest developments and advice in Modern Marketing
Earlier in March, CERN celebrated 25 years of the World Wide Web. So, it’s official, we can no longer call new media “new”. Yet despite the opportunities for digital media to deliver more relevant, contextual, responsive communications, a common theme in this roundup is that options for targeting through digital marketing are not being fully exploited by many.
Strategy and planning
76% of marketers don’t use behavioural data – this is the shocking finding in this new research from Razorfish. Reviewing the implications of this, Dan Bosomworth gives his 5 recommendations for a real-time marketing blueprint.
Digital Marketing budget allocations 2014 – this summary shows the proportion of marketing budget allocated to digital channels. There is a huge range in % spend on digital according to business sector and maturity. How much of your budget is allocated to digital media?
In March announced the first Smart Insights Digital Impact 2014 conference – take a look at the programme if you need to learn about best practices to managing digital marketing transformation and integration to deliver more relevant communications and experiences.
We’ll combine talks and workshops from our Expert commentators and B2C and B2B brands like Autoglass, Bupa, Domino’s, RS Components and Tesco covering all the key channels we cover in our monthly roundups and articles.
Social media marketing
- Facebook updates brand page layout – big news for Facebook marketers in March – although Facebook clarified the changes on the 26th March it hasn’t been rolled out worldwide yet.
Competing with content marketing – we published a new infographic giving 7 steps to compete with content marketing.
B2B Video marketing examples. It’s easy to forget that YouTube can be an important platform for social media marketing with sharing now integrated with Google+. It’s also the second biggest search engine. In March, Neil Davidson, gave 5 examples of how video can be used to give an impact in B2B and brand marketing including the following video which demonstrates the essence of the Intel ‘Look Inside’ campaign.
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Search marketing
New managing SEO checklist – we created this free download to help marketers review their approach to SEO, plus we have a companion Managing content marketing checklist.
Integrating SEO and content marketing. With Content marketing, social media and SEO now being managed together by more businesses Gavin Llewellyn looks at the options for integrating them.
A case study of integrating SEO and content marketing – a case study showing how the Met Office manages their content marketing and SEO together.
User experience, analytics and conversion optimisation
Targeting and segmentation options to improve conversion – a post from Mark Patron showing how opportunities to target are often missed.
Ecommerce conversion rate benchmarks – we have updated our compilation to include the latest published in 2014. We have also updated with the latest mobile adoption statistics for 2014.
Email marketing and CRM
- Segmentation and targeting options – following on from the other insights in March showing the limited use of targeting by many, this post gives 6 potential targeting options you can review giving the example of the eBay approach.
4 ways to use a preheader in your marketing emails – a practical article from Mark Brownlow showing a simple yet powerful way to get your message across.
Email open and clickthrough statistics – we have updated our compilations to enable email marketers to benchmark their performance using the latest figures from 2014.
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