The online marketing landscape is changing, theres no denying that fact. Those changes, while foreseeable, often come with their own set of questions. How do I implement that? How do we address this issue? What the heck IS that? Read on if you want more information on what this years trends might be, and how you can fully embrace and implement those trends in order to increase ROI and sales. Trend 1: Increased Use of Personas Persona: A fictional representation of your target audience, taking into account both behavioral and targeted metrics. (Wikipedia)
www.apogeeresults.com
8701 North MoPac Expy, Suite 400 Austin, TX 78759 p. 512.381.7000 marketing@apogeeresults.com
Why Personas? Knowing your target audience is critical to communicating with them effectively More effective communications lead to increased sales
Personas help marketers to more effectively communicate their message, improving conversion rate. An improved conversion rate means more lead forms get filled out, which means more leads for marketers to give to sales. Simply put, effectively developing and using personas helps to increase ROI and revenue, which is what we all strive to do.
www.apogeeresults.com
8701 North MoPac Expy, Suite 400 Austin, TX 78759 p. 512.381.7000 marketing@apogeeresults.com
Mobile Stats At TechCrunch 2011, Google stated that 40% of all mobile searches were local. Microsoft placed that number at 53%. According to a July 2011 Mashable article, 40% of tweets came from a mobile device Mobile retail traffic was up 160% on Thanksgiving Day 2011 over 2010 (Usablenet) 23% of email is accessed via mobile device An August 2011 Forrester Research report stated that by 2015 smartphone adoption wold grow 150% and that 82 million would own a tablet A November 2011 white paper by Affiliate Window stated that iPad conversion rates are double those of desktops, and almost twice those of other mobile devices
www.apogeeresults.com
8701 North MoPac Expy, Suite 400 Austin, TX 78759 p. 512.381.7000 marketing@apogeeresults.com
www.apogeeresults.com
8701 North MoPac Expy, Suite 400 Austin, TX 78759 p. 512.381.7000 marketing@apogeeresults.com
Marketing automation helps marketing and sales become more efficiently aligned by automating repetitive tasks (such as nurturing emails), reducing human error and creating a more streamlined process. Marketing automation tools are generally designed to perform key tasks, including: development and analysis of marketing campaigns and a companys customers, managing those marketing campaigns, and appropriating customer data. Fully developed marketing automation platforms help marketers with demand generation, lead generation, lead scoring, lead nurturing, lead generation, campaign analysis, lead qualification and sales effectiveness. Until recently, marketing automation software has been very cost-prohibitive for SMB marketers, meaning the primary users have been enterprise level marketers. Realizing that SMBs also have a need for marketing automation, some companies have stepped up to the plate and have begun to offer those services at a lower cost. As more marketers begin to turn to marketing automation for those repetitive lead nurturing tasks, the need for guidance on platform choice will become increasingly important. Knowing which software best fits your needs is paramount in regards to marketing automation; having the wrong platform can set your campaigns back drastically (not to mention waste marketing dollars), whereas the correct platform can help advance your campaign effectiveness by leaps and bounds.
www.apogeeresults.com
8701 North MoPac Expy, Suite 400 Austin, TX 78759 p. 512.381.7000 marketing@apogeeresults.com
www.apogeeresults.com
8701 North MoPac Expy, Suite 400 Austin, TX 78759 p. 512.381.7000 marketing@apogeeresults.com
www.apogeeresults.com
8701 North MoPac Expy, Suite 400 Austin, TX 78759 p. 512.381.7000 marketing@apogeeresults.com
Along with the usual segmentation ideas (demographics, company, age, income, title, etc.), email marketing systems and marketing automation platforms are making it easier for marketers to further segment their emails, making them more personalized and focused. Personal emails based on customer feedback, ratings and recommendations will become the new norm, as will retargeting emails aimed at shoppers who have abandoned shopping carts. The ability to further target, along with increased amounts of available data, will help marketers to better analyze and attribute data. Click through rates (CTR), open rates and bounce rates are still important, but conversion is becoming not only more important, but easier to track. Knowing how many recipients click through is good knowledge to have, but knowing what they did on your website AFTER they clicked through is even more important. Being able to attribute a white paper download, a request for consultation or reclaimed shopping cart will help marketing to not only better calculate ROI but will also arm marketing with data and knowledge that helps to prove a campaigns effectiveness.
www.apogeeresults.com
8701 North MoPac Expy, Suite 400 Austin, TX 78759 p. 512.381.7000 marketing@apogeeresults.com
ABOUT APOGEE RESULTS Apogee Results is your complete online marketing company providing professional services across multiple online marketing disciplines. As a large independent marketing services agency we recruit top talent in the areas of search engine optimization, pay per click advertising, social media, website effectiveness, quantitative research and web analytics. Through client collaboration, intense focus on bottom-of-the-funnel metrics, and in-depth industry expertise, we help our customers take their marketing programs to higher levels of performance and effectiveness to generate significant returns on investment. If you need help maximizing your online marketing effectiveness, please contact us.