SalesNewz.com

For brands, advertising has always involved finding a third-party shop and letting the young guns rip on a riveting, inspirational concept that can be worked up by the art-crew into a striking visual nugget and blasted out across the mediasphere.  Central to that process has been the relationship a Marketing Director has with his Agency.  The effectiveness of which can easily determine the future wage-packets, postcodes and kids’ schools of everyone concerned.  However, like many others aspects of marketing, that’s changing.  ‘The unwritten rule used to be three decent TV campaigns and you’re on the Board,’ an ambitious brand manager from an FMCG Mega-Corp whispered to me last year, under cover of his cappuccino.  ‘But not any more,’ he said with the glint in his eye of someone who has realised the goal posts have been moved but that not everyone has noticed.  So what’s the future for the upwardly mobile brand manager?  And indeed, the ambitious Agency Chieftan?  Will the pivotal relationship between the two survive as the media landscape shifts? 

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In Part I, we looked at two ways in which paid search may not be receiving its full credit – when lifetime customer value is not measured properly and when online sales tracking is not properly implemented in order to capture all PPC driven clicks.

In Part II, the focus becomes more complex because we dive into the dynamic elements that the advertiser needs to understand in order to correctly attribute the PPC click to a sale.

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Good copywriting does more than just explain the details of a website’s products or services. It needs to speak to a person on an emotional level, giving them hope while getting the point across fast. It also needs to compel a person to take action.

The biggest weakness of the average website today is its copywriting. Getting an awesome design is the easy part of having an online presence; saying your piece – intelligently – is much more challenging. Yet that’s what makes sales

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In July 2009, experts predicted that advertising on Facebook would surpass MySpace by 2011. What represents a tectonic shift in social media spend is now anticipated in twenty-ten (2010).

A new report published by eMarketer, “Social Network Ad Spending: 2010 Outlook” documents the major shifts in social network advertising spending that emerged in 2009 and will ultimately unfold in 2010. Read the rest of this article »

To help you start the New Year, I’d like to wrap up my Lead Generation Checklist Series with the secret to successful lead generation – and, for that matter, marketing in today’s B2B space: lead nurturing. 

At it’s core, B2B lead generation is about building relationships. In today’s commoditized business climate, the one thing that sets apart companies with a complex sale is how well they build and nurture long-term leads.

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