Blog

How to Measure Event Marketing Performance and ROI

24 0 25 Feb 2019

Events are often one of the biggest marketing expenses. If this is the case, why do so few of us measure the real impact of these initiatives?

According to Event MB, 85% of event planners use event registration software, 61% use event marketing tools, and 54% use survey tools. While this is promising, these tech stacks can often lead to uncertain attribution models that fail to calculate the true ROI of events.

In this article, I’ll share an ROI attribution model that will help you accurately measure the results from your events. It all begins with assigning the right metrics to your goals.

Attaching Metrics to Event Goals

Before looking at the metrics and tools needed to measure success, you must have a clear vision on the outcome you want to achieve from your events.

Setting marketing goals is nothing new. But it’s worth mentioning here, as event goals can vary depending on the shape and format of your event. For example, a workshop that accepts onl… Read More

How Marketers Can Reach Peak Personalization in 2019

22 0 25 Feb 2019

“Basic” is a bad word. OK, maybe that’s a stretch. But it’s certainly not an inspiring word.

If basic is all we aim for, we fail as marketers. That’s especially true when it comes to personalization.

Addressing an email to an individual, sending a prospect industry-specific content, and inserting a lead’s first name and company logo into a retargeting ad is the bare minimum. It’s what everybody does. It’s basic.

Today’s marketers must go the extra mile and shoot for peak personalization. You need to understand your customers and prospects intimately. When they receive one of your custom-tailored communications, they should think, Wow, that company really does listen to me. It cares. Only then can you truly wow your audience and maximize campaign performance.

Marketing automation systems enable you to take personalization from basic to brilliant. Here are a few ways it can help:

Creating a foolproof data strategy

Data makes persona… Read More

Left is Right & Up is Down

25 0 25 Feb 2019

Probably the single best video to watch to understand the power of Google & Facebook (or even most of the major problems across society) is this following video about pleasure versus happiness.

In constantly seeking pleasure we forego happiness.

The “feed” based central aggregation networks are just like slot machines in your pocket: variable reward circuitry which self-optimizes around exploiting your flaws to eat as much attention as possible.

[youtube https://www.youtube.com/watch?v=EKkUtrL6B18&w=560&h=315]

The above is not an accident. It is, rather, as intended:

“That means that we needed to sort of give you a little dopamine hit every once in a while because someone liked or commented on a photo or a post or whatever … It’s a social validation feedback loop … You’re exploiting a vulnerability in human psychology … [The inventors] understood this, consciously, and we did it anyway.”

Happy? Good! Share posed photos to make your friend… Read More

Facebook Ecommerce: The Complete Beginner’s Guide

25 0 25 Feb 2019

Let’s get down to business. That is why you’re here after all, isn’t it? You – or your clients –have products to sell. With that goal in mind, where do you go? Which channel offers access to your target audience and at the most cost-effective way to expand your products reach and visibility and to acquire new and even repeat customers?

Facebook, of course!

Don’t just take my word for it. According to Facebook reports, by the end of 2018, 2.32 billion users were on the platform. If you had any doubts about your audience being there, set them aside – your potential customers are most certainly there, regardless of your industry, business size, budget, or goals. Sure, Facebook has had its fair share of bad publicity, rising costs, and targeting changes in the last year; however, the tech giant continues to reign supreme as the least expensive online advertising channel and its robust targeting options are incomparable to others.

If y… Read More

The Shame of Content Marketing And Social Media

16 0 25 Feb 2019

There has been a long-held thought that great content for social media can’t be a shill or a hard sell.

That is true. Up to a point. Some brands (and individuals) have done quite well leveraging content and social media channels in a direct response fashion. True, some feel more snake oil salesy than others, but that’s not the point. If a brand (or individual) decides that social selling is for them, and – in turn – they are able to find a customer base (which may not be the same thing as an audience), it’s not for us to judge (so long as the product or services does what it claims to do and that the customers are happy with their purchase). From big brands “advertising” with content marketing and social media to the gajillion of online courses, seminars and events that we’re all exposed to, many brands have one (and only one) strategy with their social media and content marketing: to sell!

It’s not just about selling.

When Six Pixels of Separation started publi… Read More

5 Statistics to Guide Your Marketing Resource Decisions in 2019

22 0 25 Feb 2019

Resource decisions are some of the most important and difficult decisions that a marketing leader must make. Do I have the right people doing the right things? Should I use in-house resources, external resources, a combination of the two, or just punt that great idea into another quarter and hope that the decision magically takes care of itself?

Planning and deploying a marketing strategy will benefit from an objective point of view and skills that may not be available in-house.

But how will you choose the right resources to optimize results? A new Ascend2 research study, Marketing Resource Effectiveness Survey Summary Report, provides valuable insight to help companies make critical resource decisions in 2019.

Here are a few noteworthy findings from the research study:

Finding #1: Collaborate on Planning and Deployment

About three-quarters of marketing professionals consider a collaboration between outsourced and in-house resources a valuable com… Read More

5 Lead Generation Techniques for Small Businesses in 2019

16 0 25 Feb 2019

You’ve got a loyal following of delighted customers. Now it’s time to grow. But to do that, you need leads.

The question is, how do you go about getting them? What techniques and approaches will help you generate a consistent stream of leads this year and beyond?

In this blog, I’ll share five simple lead generation methods and the techniques that will help you generate new customers over time. From content creation to face-to-face events, you’ll learn the most effective and affordable ways to expand your audience and generate qualified customers for your small business.

1. Start Using Video

Did you know that YouTube is the second largest search engine in the world? With over 1.9 billion users and one billion hours watched daily, it’s almost certain that your customers are active there. Video marketing has other benefits beyond distribution and traffic generation. By telling stories, sharing value, and getting in front of the camera, you’re creating a… Read More

Digital Marketing Campaigns: Winter 2018 Edition

37 0 25 Feb 2019

It feels like the time has come for the Distilled Winter 2018 creative content round-up, which must mean – spring is on its way! So, without further ado…

Data Visualisations
A world of languages – Alberto Lucas Lopez

At school, the languages lessons offered to me were either French or German. Some more forward-thinking schools had Spanish in their curriculum. This graphic, by freelance data visualiser Alberto Lucas Lopez, puts into perspective how much more of the world is opened up to you if you know Spanish. If you want to be able to communicate with even more of the world population, then Chinese or Hindi would work in your favour. The presentation here, with the data shown in a circle, with the countries that speak these languages included by area based on population feels novel too, especially if you stretch your imagination to think of it as a globe.

<img src="https://pixabay.com/get/e83db50e29f1093ed15… Read More

Adobe & Ovum Release New Research: DIGITAL PRESSURE IN THE HIGH TECH INDUSTRY

17 0 25 Feb 2019

Although stiff competition is ubiquitous across industries, the High Tech industry has long been characterized by particularly intense competition and constant pressure. A report recently released by Adobe and Ovum reveals that the levels of competition and pressure are reaching new heights fueled by new entrants to the market, established vendors extending offerings, customer expectations evolving, and constrained budgets. High Tech organizations are responding to these pressures by investing in digital marketing. The 2017 “Digital Marketing in the High Tech Industry” report is based on telephone interviews from 200 High Tech businesses – covering the software, internet, consumer electronics, technology manufacturer, and professional/IT services subsectors.  Questions spanned digital marketing priorities and challenges, the competitive landscape and investment strategies for High Tech organizations.

In this report, we highlight areas of particular pressure for High Te… Read More

Left is Right & Up is Down

21 0 25 Feb 2019

Probably the single best video to watch to understand the power of Google & Facebook (or even most of the major problems across society) is this following video about pleasure versus happiness.

In constantly seeking pleasure we forego happiness.

The “feed” based central aggregation networks are just like slot machines in your pocket: variable reward circuitry which self-optimizes around exploiting your flaws to eat as much attention as possible.

[youtube https://www.youtube.com/watch?v=EKkUtrL6B18&w=560&h=315]

The above is not an accident. It is, rather, as intended:

“That means that we needed to sort of give you a little dopamine hit every once in a while because someone liked or commented on a photo or a post or whatever … It’s a social validation feedback loop … You’re exploiting a vulnerability in human psychology … [The inventors] understood this, consciously, and we did it anyway.”

Happy? Good! Share posed photos to make your friend… Read More

Q&A with SEMrush CEO / Cofounder, Oleg Shchegolev

24 0 25 Feb 2019

Oleg Shchgolev, CEO and Co-founder of SEMrush, also created SEOquake that was released in 2006. SEOquake was the inspiration to creating something more complex. Then SEMrush was born with the help of his partner, Dimitri Melnikov.

Today, SEMrush has 10 years in the market with 500 employees, revenues close to 100 million, and about 2 million users worldwide.

I had the pleasure to interview Oleg, including some questions beyond Search.

KT: What type of inspiration, vision, and loyalty did you see in Dmitri Melnikov that made you want to go in business with him?

OS: First and foremost, Dima is my friend. Second, he is a SEMrush co-founder; he’s been here right from the very beginning. We have always believed in the product that we’ve been working on and I totally admire him as my friend, my colleague, and co-founder.

We make most decisions together as CEO & co-CEO. Our temperaments are mutually reinforcing and this contributes greatly in allowing u… Read More

Google Rolls Out Click Share Metric & 6 More Recent Ad Updates

23 0 25 Feb 2019

Alright—here’s the deal.

We don’t want you clicking around to a bunch of different sites every morning, hurriedly trying to figure out what’s going on with Google Ads or Instagram Stories.

If you’re a restaurant owner, that’s time you could use to perfect tomorrow night’s special. If you’re an account manager at an agency, that’s time you could use to get a better understanding of your clients’ verticals.

Regardless of what you do to put food on your table and fund your drunk Amazon Prime purchases, there’s almost always going to be a better use of your time than keeping up with the latest online advertising news.

Sup, Friday at 3 a.m.

That’s why we’re going to regularly publish an online advertising news round-up that covers the most recent developments across search and social.

You have more time to run your business. I have a purpose in li… Read More

Leave a Review