Getting a handle on the ROI of your e-marketing is really pretty simple …and because it can be all-electronic, it involves a lot less guesswork or assumptions than measuring traditional marketing elements like direct mail or space advertising.
Let’s look at a fictional – but fairly typical – B2B example: Foobar Enterprise Software. Foobar’s […]
Continue Reading Add comment February 26th, 2008
Of course, it’s great sport to debate the strategy behind Microsoft’s proposed mega-gamble on Yahoo, and whether it might actually pan out. What’s clearly not debatable, though, is that Microsoft’s 40+ billion chips on the table represent a stunning affirmation of the probable future growth of online advertising …especially since we can be certain […]
Continue Reading Add comment February 13th, 2008
While we couldn’t agree more, fortunately we didn’t have to say it; David Meerman Scott did, in his recent RainToday article.
David acknowledges off the top that his premise is a fairly sweeping generalization …but one based on his personal review of more than 1,000 websites. By and large, he says, agencies are conditioned […]
Continue Reading Add comment February 7th, 2008
OK, so your website isn’t brand-new, but it’s not that old, either. It’s not ugly, your sales people don’t complain about it, it’s consistent with your current branding and accurately presents your business strategy, products and services.
Problem is, your traffic isn’t even close to what you feel it should be. Plus you keep […]
Continue Reading Add comment January 31st, 2008
Many B2Bs consider it some sort of badge of honor to “bring their search engine marketing (SEM) in-house” …as though it were a checkmark item on some master business goal sheet. But if your business is drug discovery, or developing test-suite generation software for SQA, or anything not intimately related to search engines – […]
Continue Reading Add comment January 24th, 2008
The folks at Enquiro Search Solutions have released an update of their landmark 2004 survey of how companies use online vehicles in researching their purchase decisions. With responses from over 1,000 people involved in their companies’ buying decisions, it has a confidence level of +/- 2.5%. Because the study has obvious implications for […]
Continue Reading Add comment January 17th, 2008
All the recent headlines seem pretty bleak: stock markets sliding, housing and financials in distress, signs of softness in the overall economy.
But despite all of that, B-to-B marketers plan to increase their marketing budgets next year, predominantly for online, events and direct, according to B2B, The Magazine for Marketing Strategists. Their “2008 Marketing […]
Continue Reading Add comment January 11th, 2008