tactic

Leads Take Hold as the Primary Goal of Content Marketing – eMarketer

source: http://www.emarketer.com/Article/Leads-Take-Hold-Primary-Goal-of-Content-Marketing/1010107

Content marketing saw its importance balloon between 2012 and 2013. According to conference organizer IMN’s “2013 Content Marketing Survey Report,” the number of US companies with formal content marketing strategies in place jumped from 28% in 2012 to 49% in 2013, while those without a content strategy contracted from 26% to 18% during the same period.

And even if not all companies surveyed had a content marketing strategy in place at the time, another one-third said they were working on one, suggesting that by 2014, the percentage engaging in content marketing will only go up.

As more have focused their efforts on content, the purposes of the tactic are convering on one key goal: lead generation. Last year, increasing leads was the No. 4 goal among marketing professionals—cited by only 16%— behind engagement, awareness and loyalty. This year, generating more leads was the No. 1 goal, cited by 44% of respondents, far ahead of any other response.

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Tuesday, August 6th, 2013 news No Comments

Primary Campaign Goal of CPG is Brand Awareness

Because CPG brands are primarily purchased in physical stores, awareness-focused campaigns are typically more effective than direct response.

For CPG advertiser Procter & Gamble, mobile video advertising is a beneficial tactic to drive user engagement.
Read more at http://www.emarketer.com/Article/CPGs-Mobile-Ads-Meet-Awareness-Goals/1009846#JZBAiJtY0GD6Z7Vs.99

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Monday, April 29th, 2013 news No Comments

How Restoration Hardware Made ‘Showrooming’ An Asset Instead Of An Enemy

Source: http://www.businessinsider.com/restoration-hardware-uses-showrooms-2012-12

restoration hardware furniture

Many retailers are terrified of turning into a showroom. They fear consumers will come only to test out the products they’ll later buy online. 

Furniture store Restoration Hardware decided to approach “showrooming” differently by accepting and encouraging it, reports Joan Solsman at The Wall Street Journal

Many stores, including Restoration Hardware’s rival Pottery Barn, fought showrooming by “rushing to lower prices,” Solsman writes. 

But Restoration Hardware decreased its number of physical stores and used the remaining ones as showrooms. Sofas, tables, rugs and other decor were meticulously arranged with an emphasis on the aesthetic. Customers could find even more merchandise online or in catalogues while shopping in the stores.

The tactic is working. Direct-to-consumer now makes up half of Restoration Hardware’s business, and the retailer has reported double-digit sales growth for 10 quarters, according to Solsman.

Restoration Hardware’s model probably wouldn’t work for Best Buy, the most prolific victim of “showrooming,” Solsman cautions. 

Furniture and decor, unlike consumer electronics and other items, aren’t easily searchable by specifications,” Solsman writes. “A highly fragmented market, home furnishings sellers benefit from many players having proprietary merchandise, which stunts online competitive threats.”

DON’T MISS: The Fabulous Life Of The Mysterious Billionaire Behind Zara >

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Wednesday, December 12th, 2012 news No Comments

Google Lowers Prices To Try And Kill Amazon’s Cloud (GOOG, AMZN)

Source: http://www.businessinsider.com/google-lowers-prices-to-compete-with-aws-2012-11

Google Shailesh Rao

Remember Compute Engine, Google’s Amazon-killer cloud that launched in a “limited preview” this June?

So far it hasn’t exactly knocked Amazon from its pedestal.

So Google’s trying an age-old tactic: lowering prices.

At the time it was announced, Google said it would be faster and cheaper than Amazon’s cloud, offering “50% more power per dollar” – which translated to being 37% cheaper.

But that apparently wasn’t cheap enough, because Google just dropped prices another 5%, Shailesh Rao, director of new products and solutions in the Google Enterprise unit, told InformationWeek

It also added a bunch of new configuration options to make it more in line with all the things Amazon offers.

Rao says that Compute Engine wants to bring more startups onto its cloud. Startups are what propelled Amazon’s cloud services to become the most popular. One reason why startups are wary is because Compute Engine is still in “limited preview.” That’s a fancy way of saying that its still in beta mode.

Google hasn’t committed to a timeline when it’s cloud will leave beta and become a full-fledged service, Rao says.

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Monday, November 26th, 2012 news No Comments

Digital Orchestration

digital orchestration means helping clients orchestrate and coordinate the activities of agencies that have particular specialties — search engine optimization (SEO), search engine marketing (SEM), website design and build, analytics, social marketing, etc. Too often, clients are not comfortable asking about digital or don’t know enough to tell if the agency specialists are recommending the correct strategy or tactic.

search consultants typically help individual clients find individual agencies that are good at a particular area — e.g. TV agency, digital agency, SEO agency, etc.  Today, this is no longer as effective because the different disciplines and specialities need to work closely together and feed off of each other to work properly.

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Thursday, July 30th, 2009 digital, integrated marketing, SEM, SEO No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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