Digital B2B Marketing

AUGUST 14, 2012

One of the emerging trends in online advertising promises to make this possible. Rather than targeting an audience based on various characteristics, CRM retargeting allows you to target segments of your CRM database with online ads. Conceptually, companies can do this because you provide your email address online.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

APRIL 11, 2012

A growing portion of online advertising is purchased through DSPs and ad networks, and with literally millions of sites that sell ads through these channels, online advertisers cannot rely on knowing every site their ads are on. With this has come a new wave of quality control issues for online advertisers.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Banners 100

Digital B2B Marketing

APRIL 16, 2012

Some days it seems online marketing revolves around cookies, those small text files stored in your browser that may be automatically deleted by browsers or routinely deleted by individuals. Online Marketing Measurement Cookie-based tracking understates online marketing performance. Here are some of the implications: 1.

Marketing Attribution 100

Marketing Attribution Banners Paid Search Agency Sample 100

Digital B2B Marketing

SEPTEMBER 24, 2013

Long-term, these could change the face of online marketing and advertising for almost every company. When it comes to online advertising revenue, no one is bigger than Google. Online advertising companies that use big data in advertising are today’s market darlings. Google dominates worldwide online advertising too.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Mobile Advertising 100

Digital B2B Marketing

JUNE 18, 2014

But have you looked recently at the data online advertisers have about you? Others glean data from millions of sites in order to learn about you through your online activity. . …one thing has been missing. That is having users have the opportunity to say this is what I’m interested in. Susan Wojcicki, Google ( source ).

Online Marketing 100

Online Marketing Paid Search Agency Advertisements Advertising 100

Digital B2B Marketing

MARCH 19, 2013

LinkedIn is a major site but it is still only represents a small portion of the time most people spend online. The strength of LinkedIn’s profile data makes this one of the most interesting new online targeting options for B2B marketers in quite some time and one worth paying attention to.

Linkedin 100

Linkedin Advertising Agencies B2B Distribution 100

Digital B2B Marketing

JANUARY 22, 2013

Data is reinventing the online advertising market. Today, algorithmic media buying is one of the fastest growing areas in online advertising and without data, it wouldn’t even exist. However, the problem with online data is it is inherently dirty. However, the problem with online data is it is inherently dirty.

DemandBase 100

DemandBase Banner Ads Banners Landing Pages 100

Digital B2B Marketing

MAY 28, 2013

If online advertising isn’t a meaningful part of your B2B marketing program, you may have dismissed the recent uproar caused by Firefox’s decision to block third party cookies. However, it doesn’t just impact online advertisers. Many B2B marketers will be impacted as well.

Microsite 100

Microsite B2B Marketing Domain B2B 100

Digital B2B Marketing

DECEMBER 15, 2011

Here are two examples that will be familiar to people involved in online advertising in the last decade: 1. Search can be prompted by, and therefore often captures the response to, other online and offline marketing. The ability of online advertising and TV to lift search results is well documented. Search attribution.

Paid Search Agency 100

Paid Search Agency Work Management Marketing Mix ROI 100

Digital B2B Marketing

JULY 12, 2012

An efficient and well targeted online advertising program often means the difference between merely average and outstanding results. However, there is very little quality research available for online planning in B2B. Below are six ways to identify b2b online advertising partners, using free resources and a little bit of creativity.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 100

Digital B2B Marketing

MARCH 25, 2013

Data is one of the keys to modern online advertising, take full advantage of the audience data you already have in house. Although some tactics, such as retargeting, are catching on in B2B now, B2B advertisers are still missing many of the new opportunities modern online media provides. InText Ads. Providers: Vibrant Media, Kontera.

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

JUNE 4, 2013

Online banners may be a good compliment to some of these tactics and with a significant investment could directly left some of the other results. With registration capture generally happening online, print simply cannot compete compared to reaching someone that is already online and just a click away from your registration form.

Paid Content 100

Paid Content Lead Generation Tactics Paid Search Agency 100

Digital B2B Marketing

JULY 24, 2012

Today you can target online advertising in addition to email list rentals and lead generation programs to just your list of target companies. When DoubleClick purchased Abacus in 1999 and planned to link online and offline identities, there was an uproar. With this capability, will privacy be an issue.

B2B Marketing 100

B2B Marketing Doubleclick Planning B2B 100

Digital B2B Marketing

SEPTEMBER 18, 2012

Showing the Right Offer Information about your online behaviors and interests are widely available today. Linking Offline Activity Back to Online Facial recognition is one of the emerging technologies that will impact marketing. They are developed based on the pages you visit and the forms you fill out.

Planning 100

Planning DemandBase Aggregators Ethics 100

Digital B2B Marketing

AUGUST 9, 2012

To see how a particular element of your online marketing program is performing, you likely turn to your most recent reporting. We will look at how other elements of online marketing take credit for results they didn’t drive in the coming weeks. But what if your measurement is wrong ? Photo Credit: Money by AMagill on Flickr.

Marketing Report 100

Marketing Report Search Marketing Peer-to-peer Marketing Budget 100

Digital B2B Marketing

SEPTEMBER 11, 2013

For tips specific to online banners, see 4 Rules for Better Online Advertising Performance. You are three weeks, or months, beyond the first impression. But your audience is not, and if you just focus on the details, they will run by and not even notice it. Your Turn.

Advertisements 100

Advertisements Advertising B2B Banners 100

Digital B2B Marketing

MAY 30, 2013

Tactics: email, search, social advertising, native advertising , online banners. Tactics: email, PR, print, online banners. Channels that drive organic sharing of content are a particularly good way to kickstart your inbound marketing program. Outbound Marketing Amplifies What Is Said About You.

B2B Marketing 100

B2B Marketing Banners Paid Search Agency Inbound Marketing 100

Digital B2B Marketing

NOVEMBER 27, 2012

This extends your retargeting program , often one of the best performing online advertising tactics, to include the audience you have developed in social media. Provide a credit card and run a banner campaign to reach people that have clicked the links you share via social media.

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 100

Digital B2B Marketing

JULY 26, 2011

Almost all of our information comes from online and old fashioned books. For example, I was one of the first people at any of the large ad agencies to place an online exchange buy from one of the first fledgling trading desks. I am a digital and B2B marketer with a background in online media and analytics. About Eric Wittlake.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

NOVEMBER 15, 2012

Marketing Automation’s Baby Steps Last week we saw the first meaningful step in this direction with the announcement of Eloqua’s AdFocus offering, extending marketing automation’s segmentation and messaging to online display programs with Demandbase and Bizo. Every tablet sponsorship, online video ad or even TV ad?

Advertising Agencies 100

Advertising Agencies Marketing Automation Services DemandBase Marketing Management 100

Digital B2B Marketing

OCTOBER 4, 2011

The current trend in digital media is to move online advertising to trading desks, ad exchanges or real time bidding platforms. These platforms provide access to enormous pools of advertising inventory and allow media buyers to cherry pick their exact target audience, based on a wide range of audience data available for targeting.

Demand Generation 100

Demand Generation Ad Exchange Buy Demand 100

Digital B2B Marketing

MAY 22, 2012

According to recent research from IDC, lead generation is a top B2B marketing priority , and in the next four years Sirius Decisions predicts 75% of all registrations will be captured online. One of the primary ways B2B marketers capture leads online is asking prospects to register for content.

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

DECEMBER 22, 2011

Fueled by availability of better data for display ad buying and increased accessibility of these platform, B2B marketers will use these platforms as a cost effective compliment to current online advertising. Demand generation 9. Marketers goals will shift from capturing leads to nurturing contacts in order to create demand.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

DECEMBER 2, 2011

Fueled by availability of better data for display ad buying and increased accessibility of these platform, B2B marketers will use these platforms as a cost effective compliment to current online advertising. Demand generation 9. Marketers goals will shift from capturing leads to nurturing contacts in order to create demand.

B2B Marketing 100

B2B Marketing Mobile Advertising Paid Search Agency Marketing Automation Services 100

Digital B2B Marketing

FEBRUARY 4, 2012

” From the What We Do page: “We have become the leader in vertical marketing and media online by delivering qualified clicks and qualified inquiries at low cost and with great scalability.” Online advertising space is packaged as part of a lead generation program for a small premium cost.

Lead Gen 100

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

OCTOBER 4, 2011

The current trend in digital media is to move online advertising to trading desks, ad exchanges or real time bidding platforms. I am a digital and B2B marketer with a background in online media and analytics. However, for enterprise B2B marketers, these approaches are not mature enough to broadly support demand generation marketing.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

AUGUST 23, 2011

But create enough and some will be shared online and offline. I am a digital and B2B marketer with a background in online media and analytics. Great Product. Your product must deliver a great experience for your preference segment. Not every great experience will be shared. Share your view below or with me on Twitter.

Social Media 100

Social Media Buy Media Pricing 100

Digital B2B Marketing

MARCH 17, 2011

Online marketers collect reams of information about everyone, without permission, and profit by using this data to sell advertising. However, regulation will not significantly change the practices of most online marketers. Again, look to CAN-SPAM as an example, and the case of Gevelia , sued for the practices of their affiliates.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising CAN-SPAM 100

Digital B2B Marketing

JULY 19, 2012

Here are eight ways to dig a little deeper and determine if an online publisher is a good potential match for your campaign, again using only free tools and a bit of creativity. Of course, you can look at each publisher’s own audience profile and costs (and you should), but don’t stop there.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Tips 100

Digital B2B Marketing

JANUARY 5, 2012

A Hypothetical Scenario Consider making the following changes to how you buy products online. Only research and purchase products online through Amazon. We must assess all of the choices, and be confident we are making the best choice. Can marketers help? Yes, they can, but it isn’t easy.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

JUNE 14, 2011

I write about and share content about B2B marketing, online advertising, content marketing and social media. I am a digital and B2B marketer with a background in online media and analytics. Here is how you can use this information, using my own account Twitter account as an example: My target audience is marketing.

Social Media 100

Social Media Media Curation Ideal Customer Profiles 100

Digital B2B Marketing

JANUARY 24, 2012

If cable and online video fragmented TV audiences, then audiences are shattered when everyone produces their own channel or subscribes to a handpicked list of channels produced by their friends, influencers, entertainers and chosen brands. Once upon a time (approximately 1,500 days ago) companies could reach out to influencers individually.

Peer-to-peer 100

Peer-to-peer Cable Outreach PR 100

Digital B2B Marketing

MARCH 25, 2011

Leave a Reply Cancel reply Eric Wittlake I am a digital and B2B marketer with a background in analytics and online media. Based in Portland, Oregon, by day, I run the media group at Babcock & Jenkins. Views expressed are my own.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

JULY 3, 2012

Lead Generation Lead generation (referring to capturing contacts through an online registration for the sake of this article) starts with attention. When you earn attention through curation, you have the opportunity to share your own gated content or position your own products along with the information you curate.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

OCTOBER 4, 2012

For additional information on selecting metrics see Online Advertising Metrics: A Simple Framework The Pitfall Too often, marketers skip Step 2 at the strategic planning phase. Well defined metrics are critical. For example, if your metric is leads, then you cannot leave ambiguity about what is and is not a lead.

Marketing Management 100

Marketing Management Planning Sales Qualified Leads B2B Marketing 100

Digital B2B Marketing

JANUARY 15, 2013

Until then, mobile accessibility will slowly pervade all elements of digital marketing until marketers consider mobile devices and usage modes a part of online usage. One day mobile will be the primary screen. Mobile integration into marketing, not mobile marketing, is the future for mobile.

Cable 100

Cable Mobile Marketing Internet Marketing Display 100

Digital B2B Marketing

SEPTEMBER 13, 2011

I am a digital and B2B marketer with a background in online media and analytics. If so, what other implications does this have for marketing overall and B2B marketing in particular? Share your view in the comments below or with me on Twitter ( @wittlake ). About Eric Wittlake.

Television marketing 100

Television marketing Mobile Marketing Buzz Lead Ranking 100