• Web Analytics: Leveraging SEO for B2B

    Interactive Marketing
    Web Analytics: Leveraging SEO for B2B

    Despite the slow adoption rate in the B2B community, the use of web analytics is becoming increasingly important as marketers come to understand the impact of analytics on ROI. Google Analytics (a free service) gives B2B marketers the ability to track and analyze web traffic data for their clients. An important feature of the Google Analytics dashboard is that users are able to view statistics about online visitors from mobile devices – which is a great way to monitor and build mobile marketing campaigns.

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  • Expanding Internet Content: Popping Your Bubble

    Marketing Insights
    Expanding Internet Content: Popping Your Bubble

    The problem with this type of internet personalization is that consumers do not get to decide what information comes their way. “[T]he Internet is showing us what it thinks we want to see, but not necessarily what we need to see.” Content we may want is edited out and we are surrounded by “information junk food.” When we are in our own bubbles, we are unable to view content that is relevant to our searches.

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  • B2B Mobile Jumps 600% – Are you mobilizing yet?

    Marketing Insights
    B2B Mobile Jumps 600% – Are you mobilizing yet?

    PracticalMachinist.com is a very busy forum site where machinists, engineers, business owners and others involved in metalworking and manufacturing ask questions, share ideas and exchange information. It is the leading social media property that is specific to this industrial market segment, and probably the most visited online property in the metalworking and metal fabrication market place.

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  • 3 Keyword Research Ideas Worth Trying

    Featured Posts
    3 Keyword Research Ideas Worth Trying

    Let’s face it. Online marketing IS keyword research. Without hours of research (and ensuring your research aligns with your goals), how can you expect to have success with PPC, generate quality traffic from SEO or monitor the correct conversations in social media? This isn’t a post to discuss the basics of keyword research, but instead will introduce some often-overlooked tools that can add value to your search and link-building campaigns.

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  • Subdomains and Subdirectories

    SEM Minute
    Subdomains and Subdirectories

    Watch as Mike Hernalsteen, Online Marketing Specialist from LoSasso Advertising, discusses the difference of subdomains and subdirectories.

    Mike Hernalsteen is the Senior Interactive Marketing Specialist at LoSasso Advertising Inc., a Chicago based interactive agency where he develops comprehensive online marketing strategies for leading B2B and consumer brands. (See more posts by Mike)

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  • Transparency: Building Consumer Trust

    Interactive Marketing
    Transparency: Building Consumer Trust

    Through thought leadership initiatives and focusing on delivering value, marketers need to create a different way of telling a story. For example, the fantastic idea of “Angry Birds” broke through the cluttered world of mobile apps and is now downloaded more than 1 million times a day. By engaging the consumers and empowering them to contribute their innovative ideas, marketers give customers the opportunity to be problem-solvers.

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  • Incentive … Urgency … Action!

    Featured Posts
    Incentive … Urgency … Action!

    New developments in the online space give you more ways than ever to creatively reach and engage your target market, but don’t make the mistake of thinking everything has changed. When it comes down to it, a lot of what we need to do online is good old-fashioned direct response advertising. We’re trying to get someone to do something—to click, to buy, to join—to respond.

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  • B2B Basics: Marketing 101

    Marketing Insights
    B2B Basics: Marketing 101

    Markets compete through superior exchanges of value. Successful marketers are aware of consumer trends and changing marketing dynamics. Customer value is what you get from what you give. In the past, value was focused on demand stimulation. Today to flourish in a B2B world, customization and segmentation are the most important frontiers in business competition.

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  • Contagious Ideas: Contributing To What We Consume

    Marketing Insights
    Contagious Ideas: Contributing To What We Consume

    Mass marketing must be differentiated so that marketers reach the consumers who are listening. People share content because it is relevant to them. The more information is shared, the greater the exchange of value. If I like a product, I’m going to tell my friends about it and vice versa. Marketers use emotions to create a personal experience for the consumers.

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  • Here’s the Problem With This Year’s BMA Conference: Unleash 2011

    Featured Posts
    Here’s the Problem With This Year’s BMA Conference: Unleash 2011

    After spending most of last week at the Business Marketing Conference, I have yet to fully distill the information that I took in. As I sit here with 30 pages of notes and hundreds of ideas bouncing around the cluttered space above my shoulders, I find myself feeling both excited and overwhelmed – and I just figured out why.

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