Archive for the ‘Online Marketing’ Category
In the past few minutes I have received three promotional emails in my inbox. Companies are deploying more emails than ever, which creates heavy competition in the media world today. I constantly find myself over-thinking methods to counteract that competition. Continue reading Outlaw Email Best Practices
The Adcom Group’s Email Marketing Manager, Ken Holmes shares his insights on email marketing. Look for more posts from Ken as he will be one of our ongoing guest authors delivering the latest and greatest around email.
I am often asked as an email marketing professional if I see email marketing going away over time. The question is usually followed up with a statement as to where direct mail has fallen in the marketing funnel. Comparing direct mail with email however contains one major flaw, direct mail never allowed itself to become transcendent with time. Continue reading Email Marketing May Be Transforming But Never Going Away
There is a saying that you cannot improve what you don’t measure. This tome is the foundation for online marketing analytics. If you don’t really know how your work is performing, do you really expect those efforts to do more for you?
Over the next few weeks, I am going to be writing about how to use analytics to help you measure and improve your online marketing efforts. From choosing an analytics tool, to setting goals and understanding how to make improvements, there are a lot of different aspects of analytics.
Let’s start from the beginning – the analytics tool. If you are not measuring, start now. If you are measuring, make sure you can get enough detail to make decisions. There are several analytics packages available with multitude of price ranges and complexities. Avanish Kaushik, the current Google Analytics Evangalist, put together a great web analytics tool comparison.
If you are just starting out, I would recommend Google Analytics as a solution. Google does not charge you for an account, you only need to have an gmail account to sign up.
One of the benefits of the Google Analytics platform is that is gives you a good view of basic information out of the box, but it allows you to build a high level of complexity as you want to get deeper into the data of your online marketing campaigns.
Contrary to popular thinking, analytics is not only for your website. It can be attached to any of your online marketing in order to measure campaign effectiveness. For example, you can add parameters to the end of the URLS in your email, online display or paid search ads.
In my next post, I am going to cover how to set up Google Analytics on your website and configuring your profile. It isn’t a huge task, but it is one you want to do correctly.
Until then . . . keep measuring!
An author named Jim Collins wrote a book called Good to Great in 2001. He and his research team set out to discover the traits of companies who experience success over long period of time had in common. Collins found that many of these companies challenged the conventional notions of corporate success.
As part of this book, he identifies some key concepts that help explain these great companies. These concepts are:
- Level 5 Leadership
- First Who
- Confront the Brutal Facts
- Hedgehog Concept (the Three Circles)
- Building your Company’s Vision
You can read a little more in-depth about these good to great concepts on Collin’s website.
Now I will answer your question of why any of this information is important in the online marketing and emerging technology world. I think our industry can be examined through this lens. Over the next few weeks, I am going to go through each of these concepts and apply it to some aspect of the online marketing or technology world. Next week, I will be posting about Blog about Level 5 leadership in the online world, and think about how to spot it – or the lack of it – at your company. See you tomorrow.