Channel: SEM

What happens post-conversion? It’s time we figure it out, together

Now that I’ve had time to fully digest HeroConf 2019, there was one main theme: what happens post-conversion. When a room of session attendees was asked how many of them were responsible for more than just leads or conversions, 90% of the room raised their hands. So it might not come as a shock to …

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Déjà vu! CMOs are bringing back always-on marketing

Inertia. Momentum. Mojo. We try to build and capitalize on these powerful forces every day to change and accelerate the initiatives that matter. Individuals thrive on it, teams crave it, markets rely on it, businesses require it, and CMOs are demanding it…again. B2B marketing has been notorious for having a stop-start-stop-start mentality. For the last …

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One-to-one-household marketing requires solving the ‘shareability’ problem

‘I’m going to open this column by repeating, verbatim, the opening line from another recent Marketing Land article: “At a time when technology is enabling marketers to inch ever closer to one-to-one marketing, one of the industry’s most highly respected institutions suggests that this ‘Holy Grail’ may not be all it’s cracked up to be.” …

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Debunking the top 5 stereotypes of programmatic traders

Do you think programmatic traders’ jobs consist of basic data entry, playing around on computers and saying “no” to requests all the time? Think again – their role is far more significant in driving the bottom line than ever before. From implementing and running programmatic campaigns across various DSPs, to the day-to-day management of client …

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New customer acquisition vs. retention: 7 best practices for search

Like nearly all retailers, a large health and beauty organization is facing escalating competition and CPCs on search. The performance marketing team realizes it can’t keep paying heightening costs to acquire the same levels of revenue from repeat customers. At the same time, the team recognizes it can better coordinate its strategy on other channels. …

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4 stats on what wins on Amazon vs. Walmart

Previously, I’ve outlined some findings from Amazon benchmark reports in this column, but applying those findings across other retailers required some degree of guesswork. Which metrics or trends are transferrable in light of different site experiences, consumer bases, etc.? With the latest report from Salsify (my employer) including data directly comparing the product content landscape …

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