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How To Diagnose Marketing Conversion Funnels

Shannon asks, "What can I do differently to increase my conversions between home page —> contact page —> contact forms filled out?" This is a more complicated question than you might initially think, because there are several factors at play here. Let's think back to 1968 and Bob Stone's direct marketing framework. In that framework, from https://bit.ly/2MmBknL

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Can You Trust Historical Marketing Data?

Shannon asks, "Are there identifiable website trends / metrics for speakers? I did some analysis on my website traffic for the last three years... can I trust the historical data and try to replicate it to increase my number of incoming leads?" As a fellow public speaker, you absolutely CANNOT build forecasts with any data from https://bit.ly/3oCvBHv

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Does That Really Work?

Sit down with any group of marketers who are self-aware enough to be able to think as both marketers and consumers, and you'll inevitably hear this expression at some point in the conversation: "Does that really work?" Usually, it's in reference to a specific tactic of some kind, particularly one that seems far-fetched or distasteful. from https://bit.ly/3owi04o

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Lesson 4 - Practical Onpage SEO Implementation - Free Digital Marketing Course Hindi

Lesson 4 - Practical Onpage SEO Implementation - Free Digital Marketing Course Hindi Please Ask Questions in Comments, I will respond to queries. Complete Digital Marketing Video Program : http://bit.ly/1XPDgBa SUBSCRIBE NOW FOR OTHER VIDEOS https://www.youtube.com/subscription_center?add_user=webtrainings LET'S CONNECT ON SOCIAL! WebTrainings► https://bit.ly/2u4AxLP Facebook ► https://bit.ly/2u7qVzI Twitter ► http://twitter.com/webtrainings Linkedin ► https://bit.ly/2zoZCWW Pinterest ► https://bit.ly/2uoZAsr InstaGram ► https://bit.ly/2u2RPZQ from https://www.youtube.com/watch?v=kXPPmXLN5cc

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JM Webinar: Using Visual Elicitation of Brand Perception for Brand Management

Understanding consumers’ associations with brands is a central part of brand management. However, this is challenging because consumers can associate a brand with any number of objects, emotions, activities, sceneries, and concepts. This paper presents an elicitation platform, methodology, and results from a sample of over 300 U.S. national brands. The proposed platform, Brand Visual Elicitation Platform (B-VEP), allows firms to collect online brand collages from consumers. Using unsupervised machine-learning and image-processing approaches, the authors analyze the collages to obtain a detailed set of associations for each brand. The elicitation is direct, unaided, scalable, quantitative, and uses the power of visuals to depict a detailed representation of respondents’ relationships with a brand. The value of the tool will be discussed, including: obtaining prototypical brand visuals; relating associations to brand personality and equity; identifying favorable associations per category; exploring brand uniqueness through differentiating associations; and identifying commonalities between brands across categories for potential collaborations. Journal of Marketing Webinar: January 27, 2021 Featured Speakers: Daria Dzyabura (New Economic School and NYU Stern School of Business) and Renana Peres (Hebrew University) Read more about this study: https://bit.ly/3t3xf8x from https://www.youtube.com/watch?v=gYM-svMR0KE

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JM Webinar: What if Customers are Not Into Your Brand?

Marketing managers want consumers to form strong connections with their brands. This focus dominates brand-management by seeking to move consumers from weak or indifferent relationships to stronger ones where the consumer is more attached, connected to, or in love with a brand. However, in reality such relationships are rare and many consumers are relationship-averse or content with the status quo. This article suggests there is value in embracing the relationship status quo. This research is the first to examine how marketers can more effectively manage existing brand relationships by focusing on the psychological distance between consumers and brands. Specifically, the authors demonstrate a congruency effect that arises when marketing communications are managed to match psychologically close brands with concrete language and psychologically distant brands with abstract language. Through such matching, results show that consumer spending increases, even for brands that are relatively distant to consumers. Journal of Marketing Webinar: January 27, 2021 Featured Speakers: Scott Connors (Western University) and Mansur Khamitov (Indiana University) Full Journal of Marketing article: https://bit.ly/2Mfg7vO Read more about this study: https://bit.ly/3aibfxN from https://www.youtube.com/watch?v=ITxsHUYcQcQ

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Measuring Social Media Engagement

Alexei asks, "What are the most essential steps to analyzing social media data with 'engagement' in mind?" The steps for measuring social media engagement are the same as any other digital marketing metric, and follow the 3 Whats: What happened? So what? Now what? Let's dig into each of these steps. Social Media Engagement: What from https://bit.ly/3ciXz8w

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Options for Constructing Customer Monitoring Systems

One of the pieces of advice I give frequently is to keep an eye on, to listen to your best customers. What are they saying? What's on their minds? What do they care about, and how well aligned are you to it? For example, during contentious times, you may want to pause some social media from https://bit.ly/3sY8zy4

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What Does It Take To Destroy a Digital Community?

What does it take to kill a community, especially an online one? I've been watching a community I've been part of slowly fade away, and one of the most striking things about this community's decline is how little it took to disrupt it. Out of a crowd of almost a thousand, the thing that began from https://bit.ly/2NzLwtg

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Lesson 3 - Basics of SEO & Keyword Research - Free Digital Marketing Course

Lesson 3 - Basics of SEO & Keyword Research - Free Digital Marketing Course Please Watch WordPress Tutorials: https://www.youtube.com/watch?v=qDhGRwcRgrQ&list=PLUJ2ndf139LraBciekJ9Se8CnxpaK8jD7 Please Ask Questions in Comments, I will respond to queries. Complete Digital Marketing Video Program : http://bit.ly/1XPDgBa SUBSCRIBE NOW FOR OTHER VIDEOS https://www.youtube.com/subscription_center?add_user=webtrainings LET'S CONNECT ON SOCIAL! WebTrainings► https://bit.ly/2u4AxLP Facebook ► https://bit.ly/2u7qVzI Twitter ► http://twitter.com/webtrainings Linkedin ► https://bit.ly/2zoZCWW Pinterest ► https://bit.ly/2uoZAsr InstaGram ► https://bit.ly/2u2RPZQ from https://www.youtube.com/watch?v=A8n4zBGPXaw

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Consumer Alternatives to Avoid Marketing in Social Media

Oz asks, "Might some any of the major platforms ever go to a paid service where consumers can get some peace from ads? It'd be another thing that's not good for marketers but it'd make me very very happy as a consumer." I don't foresee the current ad-driven social networks going that direction, but that's from https://bit.ly/3c2Dl2J

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How Marketing Will Change In The Coming Years

Norbert asks, "How will marketing change in the coming years?" If I had a firm answer for that, we wouldn't be having this conversation because I'd be retired after earning billions of dollars. That said, let's take a look at what's happening and see what we can discern. The digital world continues to take over from https://bit.ly/2M95Kcv

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Working With Four Kinds of Marketing Data

Katie and I were having a discussion recently about data, and one of the points she brought up in the discussion was that data is a very large umbrella term. We - especially me - tend to think of data in the context of marketing analytics as numbers, but there's much more to it than from https://bit.ly/3ivPWwt

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How to Measure and Analyze Dark Social Media

Stacey asks, "I'm so curious if you know of any proxies that work for estimating the value or volume of these "dark social" networks?" Measuring dark social media is obviously quite difficult since it's by definition outside the scope of most tracking (hence dark). Depending on the urgency and importance, there are a few things from https://bit.ly/3sChkgZ

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How to Find Your Marketing KPIs

One of the most frequent questions I receive on a regular basis is, "How do we determine what our marketing KPIs are?" Marketing KPIs, or key performance indicators, are those numbers, those metrics that will make or break your marketing. Here's an easy way to determine what your marketing KPIs are. What metrics determine whether from https://bit.ly/3oRdcYf

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Understanding How Google Works for SEO

Mark writes in, "I am really struggling with the efficacy of search for most businesses. More than ever, the odds are stacked against us. 1) Some search is leaking out through Siri + Alexa 2) Most Google search (51%) is now "kept" by Google 3) You're irrelevant unless you are in the top 1-3 slots. from https://bit.ly/2KehtWB

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How to Make a SWOT Analysis Useful

I recently watched a livestream with some strategy consultants who trotted out a SWOT analysis that was fairly close to useless. If you're unfamiliar, a SWOT analysis is a 2x2 grid of strengths, weaknesses, opportunities, and threats. It's a strategic analysis tool designed to help companies assess a competitive landscape and set strategy. A basic from https://bit.ly/3ilUdmp