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Digital Strategy Guide, The Honey Pot, Now Live!

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Dan Kurani, the president of Kurani Interactive, has written a digital strategy guide  that is available to read for free online.  The Honey Pot is a comprehensive guide to interactive marketing, digital media trends and agency insights from Dan’s 10 years of running an interactive agency.

I had the pleasure to help edit the book and after reading it cover to cover I was impressed with the amount of ground covered in 118 pages.  At its core The Honey Pot is about how to leverage digital strategies to develop a pull marketing strategy for your brand.  However, it’s much more than that ad nearly every aspect of the interactive space is delved into.

Feel free to read the ebook for free at the website TheHoneyPotBook.com or you can download the PDF version of the digital strategy ebook for free.

Written by Greg M

November 17, 2009 at 2:47 pm

Posted in Books

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Book Review: Marketing ROI

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marketing roiWhile I think Marketing ROI is definitely worth the read for senior marketers and newbies alike, it tends to comes more from the paradigm that marketing and advertising folk buy media and launch ad campaigns without much regard for the actual return on the money invested.  In the offline world this has historically been the case but it’s improving.  It’s not that marketers are ignorant to measuring the effects of their investments but sometimes the data points are hard to capture.  Hence this blog and my choice of professions to focus on digital where it’s much easier to measure performance and ROI.

Here are some key takeaways:
○ When calculating go/no go decisions based on ROI don’t take sunk costs into consideration
○ Future value is key and often understated when trying to measure ROI – I’ve often felt that if you know acquisitioned costs and lifetime value then that’s all you need as a business professional – pay someone else to watch all of the other numbers but if you’re on the pulse of those 2 you’ll have all you need to make the right decisions
○ Calculate a value/vulnerability rating for your customer segments and adjust service levels accordingly – sorry but not all customers are created equal and the high value ones should get the red carpet treatment
○ To most accurately capture ICV (incremental customer value) understand which short term activities for a specific segment lead to likely future behaviors – back to life time value with a touch of segmentation!
○ Measure the incremental value of each marketing investment at the smallest possible level
○ Categorize your marketing investments – e.g. Reliable Investments, Emerging Investments, High-potential Investments and Innovation Investments

Grab a copy of Marketing ROI : The Path to Campaign, Customer, and Corporate Profitability for yourself from Amazon.com!

Written by Greg M

August 9, 2009 at 7:14 pm

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Book Review: Primal Branding

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primal brandingAs a performance driven digital marketer I have to confess that my appreciation for some of the longer range goals of branding can be limited at times.  Justifiably things change rapidly in the current business landscape and will oodles of real timer performance data it’s easy to get distracted.

In an effort to better integrate our SEM, SEO and online display campaigns into the larger global brand I decided to read a copy of Primal Branding.  Overall I found the book to be an enjoyable read and especially the first half, Going Primal, that talks about brand attributes in terms of the creation story, rituals, icons, and sacred words to name a few.

Some interesting takeaways:
○ The Primal Code of Progressive Auto Insurance – 24/7 claims, 24/7 customer support, and rate comparison service.  These 3 strategies  combine to form the DNA of Progressive’s brand.
○ Research suggests that brands that connect emotionally with consumers can charge a premium of 20%-200%.  A friend of mine is a big muckety muck at Harley Davidson, and would agree that this completely accurate.
○ There are profound implications for social media.  A primal construct can create a belief system that results in a core group of evangelists that can be your brand advocates.
○ More generic services like finance, telecom and utilities can better connect with their consumer base by activating a just a few pieces of primal code in meaningful ways.

Pick up your copy of Primal Brandingat Amazon.com today!

Written by Greg M

August 8, 2009 at 6:39 pm

Posted in Books

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The Open Campaign, Transparent Data Makes for Awesome Marketing Idea!

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the open campaignI was reading Billy’s Blog earlier in the week and he had an interesting post about something called The Open Campaign.  It’s a joint promotion between Widemile, WebTrends and a few others (not totally out of left field WebTrends just purchased Widemile).  In any case the idea is for these conglomeration of online marketing and analytics experts to post their campaign methodology and results publicly – very cool!!!

Billy talks about some of his initial testing ideas with Widemile – nothing earth shattering yet but practical application is nice to see.  They are also using ForeSee as their survey vendor which I think is a great idea.  I used to be extremely skeptical about the use of opt-in surveys in conjunction with analytics data but I’ve come full circle in the last year.  We layer in survey results with our click tracking behavioral analysis to really create a powerful optimization roadmap.  I’m looking forward to seeing how The Open Campaign uses the survey data.

Be sure to check The Open Campaign often for updates, I’m looking forward to learning a lot from this project.  (and BTW, what a great marketing idea!)

If you’d like to learn more about optimization pick of a copy of Landing Page Optimization For Dummies (For Dummies)

landing page optimization for dummies

Written by Greg M

July 31, 2009 at 6:17 pm

Rethinking the 1 to 1 Marketing Promise

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dishy mixListen to Shiv Singh of Razorfish discussing Social Influence Marketing on DishyMix


Recently the head of social influence marketing at Razorfish, Shiv Singh, was interviewed on the DishyMix Podcast. While they covered a lot of social media ground including mobile and friendsters, one compelling notion connected in my head – the age old (or about mid-90s old) promise of 1 to 1 marketing (thanks to the arrival of the internet) is wrong!

Everything that people do is social. Whether we’re buying a shirt in the store, a book on Amazon, or figuring out what to do for lunch there is always some sort of social context that we take into consideration. When Shiv talks about Social Influence Marketing it’s another way of saying 1 to small niche marketing.

Due to evolving social barriers that these micro societies may have, it may be even more difficult to penetrate than 1 to 1 marketing because there’s a lot more to it than just technology. However, the ripple effect can be much more influential than merely connecting 1 to 1. Social relevancy needs to be provided and personalized at the group level – only then will the individuals have the context to act and in turn influence others to act.

To learn more about marketing with social media pick up a copy of Social Media Marketing: An Hour a Day at Amazon.com.  social media marketing an hour a day

Written by Greg M

July 23, 2009 at 12:08 am

Posted in Podcasts

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