Marketing strategies and tactics examples 2014,google advertising harvard business school case study,movie editing techniques - PDF 2016

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How do you persuade visitors to proceed from content designed to build awareness, next to your evaluation pieces (like case studies), and finally to become leads?
This marketing funnel concept [click to enlarge] presents a series of tactics to use as visitors move from exploration, to decision making, and finally to a purchase.1. The Webdirexion formula draws on tactics and skills from Content Marketing, Testing, and Inbound Marketing to engage visitors and turn them into prospects and leads. Above (click to enlarge), we are viewing pathways visitors from different social venues cut through our Webdirexion site. Above are the results so far for our Survey funnel tactic, where we learn what is on the mind of our visitors, then suggest specific solutions for their concerns. Scott serves as Chief Optimizer on the Webdirexion team for both development and content marketing strategy, and is the author of the new book, "The Marketer's Concise Guide to CRO" (Oct. Scott has also taught business, web programming and eCommerce courses at colleges in the Portland, Oregon area.
Moving your site to a new domain can be fraught with SEO issues, even without a redesign or CMS migration.
Here’s our recap of what happened in marketing technology, as reported on Marketing Land and other places across the web.
MarTech Europe is returning to London this fall, November 1 and 2, and I’m excited to open up the call for speakers today. Accurate forecasting can serve to inform the direction of your digital marketing campaigns and properly set client expectations. With digital display spending on the rise, marketers need to know how to engage their audience. CEO Susan Wojcicki says the new video ads give brands access to the "hottest and fastest-rising videos" on YouTube. Here’s our daily recap of what happened in marketing technology, as reported on Marketing Land and other places across the web. Even the most forward-thinking businesses struggle with marketing in today’s fast-paced digital world. In this article we'll take a look at different ways to price, a few strategies to use, and why you might want to avoid charging everyone the same price.
To get greater returns from pricing, companies typically find ways to charge different prices to different customers. Imagine that you've created a widget that enables a machine to work at twice the output it did before. In terms of SEO, are you charging enough for your services if you charge a few thousand dollars, whilst your clients make millions? Do customers value other characteristics, such as brand, established service levels, reputation, locality etc? Are there times of the year they can afford it, and other times where their purchasing power is constrained?
This type of approach takes into account a number of variables when setting price, namely affordability, value, market conditions, and competition. The Law Of Three: If you go into a shop to buy a washing machine, you'll likely be faced with a range of models.
Auctions: Perhaps not applicable to SEO, but if you're selling products, the auction system can be a great way to achieve better prices. Segmented Pricing - Perhaps your buyers can't pay the entire cost up front, but they can buy using other arrangements, like a monthly fee. Differential Pricing - Offering coupons can grab those buyers who are very price sensitive, or looking to buy only if they perceive a genuine bargain. Notice that luxury items either don't display their price, or, if they do, it's typically stated in rounded figures i.e.
However, keep in mind that if the differing price points reflect different levels of value, then the customer is deciding what they value most. I was trying to remember a time when using this tactic, and they did NOT pick the middle price. I tend to make the high-priced option the same basic thing as the mid level, just done in much less time. Yes, I often find they pick the top one, especially if the top price point is set close to the middle. Now you can know exactly where they rank, pick off their best keywords, and track new opportunities as they emerge. Enter a competing URL below to quickly gain access to their organic & paid search performance history - for free. Comprehensive competitive data: research performance across organic search, AdWords, Bing ads, video, display ads, and more. Compare Across Channels: use someone's AdWords strategy to drive your SEO growth, or use their SEO strategy to invest in paid search. Historical data: since 2009, before Panda and Penguin existed, so you can look for historical penalties and other potential ranking issues. Join our training program today and get the Google rankings, search traffic, growth, and profits you deserve! In general, medical and health B2B companies need to get more comfortable in boosting social connections and using content marketing tactics.
Webdirexion uses the marketing tactics from circles at left above to pull target personas into the four goal path in your marketing sales funnel at right. Is my company making real personal connections with prospects via smart content and social marketing tactics? The last question follows from the proven advertising tactic of emotional engagement with real human beings. The the two companies below are not clients, just some sites for which we did our full Site Marketing Review analysis with health scores for SEO, Social Media, and Content Marketing, because we knew they where attending the summit.
More Strength in Four Funnel Areas:  This company can do much better in SEO to get the right visitors. Grow Personal Connections:  The company does have a FaceBook and Twitter account, but they use it not to make real comments from real people in their company. Cook Medical:  This company is actually a holding corporation for a group of companies and divisions that make medical devices.


More Strength in Four Funnel Areas:  Like BioEnterprise, this company can do much better in SEO to get the right visitors.
Grow Personal Connections:  The company has no social icons linked to accounts where they could engage prospects on its site.
Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. You may have noticed we're fans of using practical models as tools to support marketing strategy development? I think most would agree that models are useful "Mind Tools" to structure thinking and communicate a strategy, but there's a problem. In our free, illustrated guide to 15 classic planning models diagrams we explain what they are and give examples of why and how to apply them in business. In the Essential Models guide we have selected what we see as the classic,most popular models that have stood the test of time and we think are still relevant in todaya€™s era of omnichannel marketing. Please select which you find most useful of the 15 models covered in our guide - you can select more than one or suggest others.
Some marketing models are digital focused while others apply equally to digital and traditional forms of communication. This new guide, published in 2016 lists 10 models that can be used by marketing professionals and students for digital audits, planning and strategy. Since I'm a digital marketer, I have my own views on the relevance of these, indeed in my books I have often included them. So before we wrote the guide I thought it would be nice to share an overview of the relevant models here for anyone passing this way who isn't familiar with them. I think it's right this is at the start of the list since it's still widely used and I think is a simple way to think through how a company markets its products. Unique Selling Proposition is the concept that brands should make it clear to potential buyers why they are different and better than the competition.
This is a simple concept and an essential message to communicate online since the core brand message often isn't clear. This well known, essential MBA model categorises products offered by a business in a portfolio based on their performance rating them as Stars, Cash Cows, Dogs and Question Marks as below.
I find this isn't so applicable in the online marketing world for small and medium businesses - it's more of a Big Business corporate strategy model. This model allows marketers to visualise a branda€™s relative position to competitors in the market place by plotting consumer perceptions of the brand and competitor brands against the attributes that drive purchase. The creation of an engaging online brand is so important to success in digital marketing, it's a pity there aren't more effective branding models. Customer Lifetime Value is the concept used to assess what a customer is worth, based on the present value of future revenue attributed to a customera€™s relationship with a product. A different class of models to others, this is more of calculation model - covered in Chapter 6 of my Internet Marketing Book.
Ansoff's model dates back to the 1960s, but I still cover it in the books to show how companies should "think out of the box" with new opportunities for their digital strategies by considering new opportunities for market and product development rather than simply market penetration which misses the opportunities of digital marketing for me.
This model shows the steps a person takes before becoming loyal to a brand as they move through the stages of prospect, customer, client, supporter and advocate.
Loyalty models are useful as a way of thinking through the opportunities to generate lifetime value. As an extension of the traditional PEST model, this analysis framework is used to assess the impact of macro-environmental factors on a product or brand - political, economical, social, technological, legal and economic. However, PESTLE is still widely taught and Annmarie Hanlon is a fan so to explain it's value to me and others she has this in-depth post on how to use the PEST or PESTLE model. Yes this one features in my books and I reference a classic 2001 paper by Porter on applying the Five Forces to the Internet. This diffusion innovation model plots the natural path of a product as it moves through the stages of Introduction, Growth, Maturity, Saturation and Decline. This three stage STP process involves analysing which distinct customer groups exist and which segment the product best suits before implementing the communications strategy tailored for the chosen target group.
As a model which is focused on delivering relevant products, services and communications to the customer and so generating value for an organisation, this is essential for every marketer to understand and apply in practice.
This acronym stands for Situation, Objectives, Strategy, Tactics, Actions, Control and is a framework used when creating marketing plans. Finally, I wanted to thank the Chartered Institute of MarketingA who prompted the idea for this post when they were celebrating their centenary and they ran voting around different models.
I tell the students to use the 7Ps (or 8 with Principles (ethics etc)) to review the competitors and use the Ps plus capabilities and resources for the internal review.
Completely agree about TOWs too – we always recommend that rather than a backwards looking SWOT.
The concept I write about is taken from Bob Lauterborn, professor of advertising at the University of North Carolina. If you begin tracking in a social venue, like Google+, and design a campaign to pull contacts through to a lead form on your site, then you are starting with inbound tactics and ending with content marketing tactics on your site. Hovering over engagement points, causes a box to pop-up showing how many visitors dropped off at that point, or continued to stay engaged. He currently teaches WordPress Content Marketing Power, an online course through Udemy, and has spoken at several Content Marketing conferences. We connect all the dots in your marketing cycle from prospecting online, to gathering leads and nurturing them into new clients and customers. However, by adjusting our existing pricing strategy on goods or services we already provide, we can squeeze out extra revenue with little effort.
Pricing of a good or service is determined by working out the total production cost, then add a profit margin. If we offer a SEO service at $15,000, arrived at by the cost-plus method, but our competitors offer the same service for $10,000 then our pricing clearly won't work.
The value to the customer is considerable, as they can now double their output with little extra investment. Thinking of pricing in terms of value provided to your customer is a key to increasing profits. For example, if you sold cars, there are other costs involved that make up the total cost of ownership, including running costs, insurance and maintenance. A hotel may jack up the rates to ridiculous levels because it knows demand will surge, however the long-term value of the brand may be damaged if the hotel gets a reputation for price gouging.


For example, in order to build a reputation in the market, new SEO agencies sometimes provide services at a discount, or free, in order to get a few big name clients on their books. Offer a bells and whilstles version that is highly priced, a mid option, and a cheap option. Entire books have been written about the psychological effects of auctions, but it all boils down to the fact that people place different values on products based on their own needs.
Conferences tend to offer coupons off retail price for early attendees, but so long as the full price has been seen publicly by some folks, this lends a perception of value that can be used in subsequent marketing & packaging.
Some clients might prefer bundle offers where everything is done for them, whilst others want to mix and match parts of your service. Your other customers won't bother with coupons, so you can successfully run two different pricing strategies, one discount and one full price, by using coupons. They do a good job of providing an overview of their products and strengths, but in a cold inhuman way with no pictures of the people behind the products or the people their products help, on their home page.
We believe a clear, simple model gives us a framework to assess how we're doing things now compared to our competitors and plan growth strategies for the future. Over the years, A many models have been developed and some are academic rather than of practical application in the "real world". But which are the most useful - do take our poll to share which you think are of the most practical use and are valuable in understanding opportunities to grow a business.
In fact, most are included in my Digital Marketing: Strategy, Implementation and Practice book. CLV is mainly important online for transactional sites and certainly investment decisions like allowable cost per acquisition (CPA) must be taken with future customer purchases and attrition rates considered. The four growth strategies are market penetration, market development, product development and diversification. I find students tend to review these in-depth at the expense of creating innovative strategies.
But, I personally think it has limited practical value - yes we know customers have more bargaining power online. It features in all my books and I know Paul Smith, who created itA well - he's my co-author on Emarketing Excellence.
A It also prompted the idea for a free guide to help explain the value of models for planning.
I am currently writing a MSc Strategic Digital Marketing paper analysing a company’s current strategic digital marketing practice and management. COM (Competitors, Other (indirect) competitors and Market) is the micro environment – needs constant review as it changes quickly. CIM senior examiners on Diploma in Digital Marketing, failure of students to use this digital marketing model versus old tried and tested models like PESTLE, Ansoff and even SOSTAC!!, but doesn’t get mentioned here, and seems to be a lack of scholarly articles on it? It’s so frustrating especially as the course text (Digital Marketing Chaffey, Ellis-Chadwick) has no mention of it either. BCG and Porters are higher-level tools and probably most appropriate in larger organisations. I learnt this model from the IDM digital diploma, but although I now know it has been used i direct marketing for decades, it wasn’t around when I did my MBA, not is it a concept that is understood by many business professionals. Answer: It depends on where you begin the persuasion process, but usually involves tactics and skills from both disciplines.
But sometimes you remain primarily concerned with visitor behavior at your site, and track that process in Analytics (as we’ll see in the next example), so that keeps your tactics primarily focused on Content Marketing.
He is a career marketing communications professional with niche industry specialties in healthcare, law firms, and hotel marketing and holds recent certifications in Google Analytics Mastery (Udemy), and RACE Digital Marketing (Smart Insights).
There's nothing wrong with this method - cost-plus pricing is widely used - however it does present a few problems. The cost of production of each model is probably near identical across the range, but by offering different versions, they can figure out who is prepared to pay more. Some companies might run an in-person conference which charges thousands of dollars, and then afterwards, sell you a download version of it for a few hundred dollars, all the while anchoring on the "fact" that you just saved $1,000+ with your purchase. They're also great for communicating the purpose and reason behind a strategy you are pursuing. Because of this, we've just produced a new guide free for all members on digital marketing models specifically.
But it suffers from a push mentality completely out-of-keeping with modern digital marketing approaches of listening to and engaging customers in participation through social median marketing. For example, to do a thorough SWOT analysis one has to do a PESTLE (taught to me as STEEPLE+E) and Porters five forces to fully analyze both macro and micro environment. But I also think SWOT can only identify so much and we need other tools to expand the results.
Markdowns don't work so well on luxury items, as this can compromise their exclusivity value. We have several clients in this industry, and I am attending the Health Summit of Content Marketing in Cleveland next week and have been doing some research on same. It gives details on the 10 key digital marketing models, so you get the most relevant marketing models for your business. I also think it under-represents the power of intermediaries like comparison sites and publishers in the online world. Threats can kill your business and opportunities are the future but if your mind set is internal you look outside with blinkers on.
Value based pricing would charge in line with the total value it creates for the customer i.e. If the shop didn't offer a ridiculously expensive model as a basis for comparison, the middle option becomes the expensive option, and you're more likely to set your sights lower.
Overall, people may have different preferences, but most useful is kind of pointless since they are inter-connected.



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