Online marketing has just gone boring
Posted by Patrick Murphy on Thu, Mar 10, 2011
Is online marketing now down to technology?
In yesterday’s blog we highlighted how the merging of data and technology is shaping future demands on the role of marketers in all types of industries from manufacturing and B2B to end-user products and services. This shift in emphasis puts a new focus on the management of data, technology and content creation along with their respective measurement tools.
Online marketing can be tested
The management of data and technology highlights a number of new processes, which the marketer must adapt to. For example, many businesses now engage in some form of web analytics but few fully understand the need for a disciplined approach to this measurement tool in order to build the data into successful future campaign strategies. Some marketers opt for A/B testing, a traditional measurement tool that has been adapted for digital purposes and for many, this works well.
Online marketing is time to get creative
Industry experts now say campaigns involving both paid and organic searches are a must for companies who wish to make a real impact on search engine listing, so marketers must be able to plan, implement and measure results for both types of campaigns. Traditional forms of display advertising have not gone away, they have just moved online to new media like You Tube. These platforms bring with them a new era of creative technology for the marketer to grapple with.
Have you done your A/B testing yet?
As statistics are integral to database marketing, marketers must also have a capacity for the analysis of this kind of data. In terms of content creation and its management, the first port of call for most marketers wishing to measure a website’s effectiveness is the cost/benefit ratio of landing pages and their offers. A well-designed landing page that is measured with an A/B test can give marketers a powerful tool for affecting conversion rates. There you have it forget going with the flow and switch to true test metrics and increase your conversion rates.
Email lists are still hugely popular amongst many marketers although a code of best practices is often lacking. To a large extent social media and PR have merged giving marketers direct access to distribution points and demanding the ability to convert press releases into more than just information points but real conversation starters. These are just some of the issues facing marketers when planning digital marketing campaigns. If you would like more information about effective marketing for the future, contact SiliconCloud today.
Speak the Truth
We are looking for your help to Speak the Truth, we would like your reviews on everything online. Each week we are going to select something that has an impact on how we do business online and we would like your opinion. This week we would like you to Speak the Truth on Twitter as a business tool.
