Econsultancy has published its first Digital Marketing and E-commerce Careers Guide, aimed at UK digital professionals looking to take the next step in their professional development. The report, which is free to registered users, looks in detail at the skills required to be a digital leader, with insight from senior managers and profiles of specialist recruitment companies.
What’s in a name? Well, if you believe the
digital versus direct debate that has been raging in the marketing industry
recently, the answer would be ‘a hell of a lot’!
On the one hand, digital
agencies are criticised for being overly focused on a channel, whereas the
‘direct’ guys sit across different channels but are tainted with a historical
focus on spammy practices and tactics.
Many marketers still find themselves spending hours of time having to review raw query reports with the slight hope that keyword expansion tools might be able to help them identify those key terms that their campaigns are missing.
Adding new keywords and refining match types might be important for optimisation, but it’s not necessarily the fastest way to increase volume. Often, advertisers focused on growing their paid search programs pay too much attention to keyword expansion activities.
This isn’t surprising, especially given the multitude of keyword tools out there such as Wordstream, Trellian, or Adgooroo, each promoting their own version of keyword data.
However, once marketers have built out their core search programs, the process of adding long-tail terms can require a massive expansion and yet only return a slight impact on traffic volumes.
Digital marketing campaigns sometimes seem to have drifted too far from the products they exist to promote.
Recent updates to the Latin America edition of our Internet Statistics Compendium over the past few months have highlighted the exciting digital growth across the continent.
If you were to ask digital marketers how effective their marketing budget is at delivering results, they’d probably share some great statistics about metrics, return on investment and customer engagement.
The fact is that while few will admit it, not many companies are getting maximum return on investment for their digital marketing efforts.
This is an introductory article for small to medium businesses who are either behind the digital sales and marketing curve, or who are dabbling with digital tactics for either branding or lead generation purposes.
The focus of this article is 'Digital Demand Generation' (DDG), a discipline that combines a custom combination of digital tactics for lead generation (traffic), and an implementation of a marketing automation tool to manage lead progression through the funnel towards a closed sale.
This discipline is now emerging as Revenue Performance Management (RPM) and was originally termed Marketing Automation. Regardless of title, progressive organisations can make significant strides forward with DDG by increasing their number of leads, number of sales qualified conversions and reduction of the sales cycle in terms of time and expense.
Using digital marketing tactics, marketing automation tools and the latest best practices can result in a tremendous revenue growth opportunity for SMEs, but be sure to consider the suitability of DDG for your business.
I think we can all agree digital marketing doesn’t fit neatly into a single
slot. Hence, success requires digital marketers to be expert at
yet another skill: the ability to drive
organizational change. Loosely translated, this means, "Those idiots and
their rules are driving me so crazy I could throttle them." Completely
understandable, digital marketing is hard enough as is.
In 90 seconds I present my case for digital marketing leadership: Marketers are translators.
They're no longer artists who deliver messages, they're interactive, experiential shepherds that discover need as it evolves in real time.
The Great Recession has hit the UK startup scene especially hard. Funding has all but dried up for startups and just a few short months ago Jonathan Kestenbaum, CEO of the National Endowment for Science, Technology, and the Arts said that many startups faced an "unimaginable dilemma" in trying to survive.
But are things looking up for UK companies, especially those in the media sector? According to accounting and business advisory firm Grant Thornton UK LLP, the answer may be yes.