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 [...]
Saturday, October 10, 2009
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 [...]
Sunday, September 20, 2009
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 [...]
Friday, August 21, 2009
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 [...]
Monday, August 3, 2009
If your goals are to make “X” this year in gross profit, or to gain “Y” in market share, or to increase customer retention by “Z”, then what are you doing to integrate those goals into everything you do from accounting, benchmarking, department by department management and tracking of key performance indicators, and conducting a [...]
Sunday, July 26, 2009
Integrated marketing today means that we need to start with our buyer personas in mind. We need to get inside the head of our customers, and create not only the right media channels, touch-points, venues and impression opportunities, but we need to use the language, verbiage, short-speak and lingo they would expect from someone [...]
Friday, July 24, 2009
1. Understand the prospect and customer. Find out what the customer wants and give it to them as best you can. 2. Create brands and campaigns that are memorable, and ideally charged with emotion. 3. Build trust, credibility and rapport with your customers and clients, and be worthy of it. Be honest and don’t create false brand [...]
Wednesday, July 22, 2009
Marketing and advertising is most effective when every communication with the public has a consistent message and theme, and is part of an integrated planned strategy. In other words, don’t send mixed messages, inconsistent themes, or messages that are independent of your positioning or branding strategy and objectives. One of the most common mistakes in advertising [...]
Tuesday, July 21, 2009
The Motel 6 branding campaign with the legendary Tom Bodett ran for at least 14 years on radio, and became the most successful and memorable Hotel or Motel campaign in history. And it established the brand as the category leader, and a household name. http://www.bodett.com/motel_6.htm Roto-Rooter owns the plumbing category with their radio branding campaign and [...]
Monday, June 8, 2009
Surviving and thriving in today's competitive and informed market requires building a more powerful brand with integrated marketing.
Monday, October 25, 2010
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