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Begin With the End in Mind With Integrated Marketing

Begin With the End in Mind With Integrated Marketing

Tuesday, July 28, 2009

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Begin your marketing integration journey by thinking about your brand persona or personality, and what effect or feeling you want it to have on your primary target audience. Think of how your brand persona will resonate across the entire communication spectrum. Think about how the collective brand touch points will impact your buyer persona, and what [...]

Is Organic Traffic More Valuable than Pay Per Click?

Mon, Oct 25, 2010

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In most cases, traffic from pay-per-click advertising has the highest commercial intent.  In other words, PPC traffic buys more often, or converts at a higher rate than organic traffic.  Unless of course, the organic traffic source is coming from a long tail keyword that has commerical intent words within the search, such as “purchase Honda Vulcan [...]

Web Traffic Should be Balanced to be Healthy

Sat, Oct 10, 2009

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If all or the vast majority of your web traffic comes from just one of four primary sources, you may have a problem that if not corrected, could leave you without sufficient new business. Or, it could be telling you that you have a potential problem with customer retention, PR, or referrals. Either way, a [...]

Integrate Your Brand With Your Buyer Personas

Sun, Sep 20, 2009

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If you really want to connect with your customers and targeted prospects across all marketing and brand touch points, reverse engineer your approach, and think as your buyer personas do. Begin with extensive qualitative and quantitative, primary and secondary research, including focus groups and interviews to determine and quantify the following information about your customers or [...]

The Case for an IMC Manager

Fri, Aug 21, 2009

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The IMC Manager offers improved brand management and ROI. A company with an Integrated Marketing Manager should deliver a higher ROI because they are able to manage and leverage every customer contact point, and deliver a more consistent brand experience, which usually translates into improved customer and employee retention, and better customer acquisition ratios. In addition, an [...]

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