By Brian Quinton
IBM is a computing giant. But some problems require a human touch. In B2B marketing, one of the toughest is this: How do you make social media an efficient, cost-effective channel for finding new customers and selling to business clients?
In IBM's case, the specific problem was that the effective traditional ways of finding B2B customers for hardware and software products—telemarketing and email—were not producing the same results when applied to selling web-based services such as cloud computing and data security. Chief Marketer recently talked with IBM's Douglas Hannan about IBM's social challenges and successes.
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By Brian Quinton
Web site data collection has gotten more complicated over the years, as reliance on those metrics has grown. Where once site owners used to examine web server log files to see how visitors were interacting with their sites, nowadays that job is done with web tags: small pieces of JavaScript programming code placed within the HTML of a Web page.
More useful than server log data and easier to read, at least in concept, web tags have been particularly useful as sites continue to build features and functions into their online presences. Web tags can be easily integrated into a wide range of marketing tasks, from behavioral targeting and web analytics to ad serving, affiliate marketing, and search marketing.
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By Theresa Trevor
Companies that activate their advocates grow faster. Advocates recruit new customers and have higher loyalty and satisfaction. They are a more profitable subset of your customer base because advocates identify the customers who are the best fit for a brand and therefore, spend more.
If companies aren't motivating their advocates to take action, they are missing out on a major source of new revenue, and their brand is not nearly as visible, trusted and transparent as it could be. Here are five ways to activate brand advocates.
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By Beth Negus Viveiros
This week, we take a look at email campaigns celebrating Presidents' Day. Appropriately, the best email marketing we saw during the holiday period this year came straight from the President himself.
On the Big Fat Marketing Blog, read about the Obama campaign's clever holiday tie-in.
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