Multichannel Marketing Metrics
with Akin

“The key to improving your returns on social media marketing is combining a firm belief in this brave, new method of contact with a committed course of experimentation and discovery, and a resolute dedication to measuring results in order to determine value as you learn.” – from Jim Sterne’s article

Or, as my colleague Jay Henderson at Unica / IBM puts it: “Don’t just dabble in new media but adopt a continuous process of experimentation and measurement”

Jim’s article is next up in the Digital Marketing One CMO series for digital marketing. Read key advice by the author whose seven books include Social Media Metrics. Jim also produces the eMetrics Marketing Optimization Summit and is the founding president of the Web Analytics Association.

Jim’s article completes the Channel Insight’s section in our Digital Marketing One short series. In summary, the following authors contributed Channel specific know how into this series.

• Ted Boyd, Interactive Advertising
• Eric Enge, Search Marketing
• Alan See, Local Search
• Kim Dushinski, Mobile Marketing
• Jim Sterne, Social Media Measurement

Next, we will look into advice on marketing techniques. Email marketing is obviously missing in the list above and will be addressed in the context of demand generation.

Tags: multichannel marketing, Social media metrics by akin
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“Mobile Marketing is not about sending unwanted text messages to people or simply offering discounts via the mobile channel. It is about creating a meaningful exchange on mobile with your customers.” – from Kim Dushinski’s article

That quote from Kim’s article in our Digital Marketing One CMO eBook series sums up the biggest challenge with the mobile channel for marketers.

Yes, there are also lots of technical questions with mobile (e.g. security, analytics, display sizes, capabilities, etc.) that “make digital marketers work harder to make sure it works on these tiny devices.”

But don’t let those technical questions obstruct what marketers most need to think about for doing their mobile channel justice.

Kim’s company Mobile Marketing Profits helps local businesses use mobile marketing to get more customers. She helps people start their own mobile marketing business and become mobile marketing entrepreneurs. She is also the author of The Mobile Marketing Handbook.

Read Kim’s article and chime in with your own questions.

Tags: Customer Centricity, multichannel marketing by akin
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For the right kind of business, local search is an indispensable opportunity for promoting your offering. With the wildfire spread of smart phones it is also getting that much more play.

Perfect that the next five-star article in the DigitalMarketingOne eBook series is on how to find and engage customers with local search and written by no other than Alan See, CMO of Berry Network, an At&T company. Alan was a speaker in this week’s CustomerThink B2B Summit. He also serves as an associate faculty member for the University of Phoenix’s College of Business & Management.

Doing Local Search justice is getting increasingly hard because, to quote from Alan, Local Search provides: “the ability to promote, but also persuade since most local search platforms include ratings and reviews. “.

In fact the Google / Yelp business models might merge increasingly. So if we don’t pay close attention to how our local brand is represented local search can be as much a liability as it is an opportunity.

Read Alan’s popular article and chime in with your own questions.

Tags: multichannel marketing, Search marketing optimization by akin
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Register for the virtual summit on B2B Digital Marketing taking place tomorrow, Jan 27th. A great roster of speakers from Digital Marketing One is staffing interactive panels and will explore top issues for digital marketing leaders.

Join on January 27 for one or more of these sessions:

Session 1: 9-10 a.m. PST
Demand Generation that Delivers: From Leads to Revenue

Robert Lesser, Tony Zambito and Jon Miller will discuss how using buyer personas and buyer experience can help craft a thriving digital marketing plan.

Session 2: 10-11 a.m. PST
Using Social Media Marketing to Reach Your Strategic Goals

Jim Sterne and Alan See will discuss the success metrics and the role of CXOs.

Session 3: 11 a.m.-12 noon PST
Achieving Multi-Channel Optimization in the Digital World

Akin Arikan and Laura Patterson will talk about best practices in managing and measuring digital marketing performance.

Sign up once (registration is FREE) and you’ll get access to all sessions

Tags: multichannel marketing by akin
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The second article in our series on digital strategy for the CMO at Digital Marketing One is about Search Marketing: Optimizing Paid and Organic Search. The author is Eric Enge, of Stone Temple Consulting.

It goes without saying that Search Marketing is the primary online channel for acquiring new customers. But check out Eric’s article for a reminder of two other use cases for that mustn’t be neglected.

I also liked Eric’s reminder that both PPC and SEO are competitive disciplines, i.e. you must out-do your competitors in order to succeed. That explains why both require continuous effort.

A word about Eric

Eric is a partner with Stone Temple which has been providing SEO Consulting services for over 5 years to clients ranging from small silicon valley start-ups to Fortune 25 companies. Eric is also co-author of The Art of SEO book.

Tags: multichannel marketing by akin
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How can you increase digital marketing ROI and accountability? Isn’t that the question that keeps digital marketers and CMOs up at night?

The DigitalMarketingOne Founders Council has spent the last couple of months collaborating to gather cross-functional advice on this question. The result is a series of short articles from our Founders Council members. Bob Thompson, CEO of Customer Think is the editor in chief for the project.

What’s new here?

The cool and really remarkable thing here is that each author is an expert in a different niche within digital marketing.  And so collectively the articles will break across digital silos and show how the many puzzle pieces can be assembled into a digital strategy that supports the business.

Kicking it off with the Strategic Roadmap for Digital Marketing

As the chair of the Founders Council, I have had the pleasure to coordinate our collaboration during the project. And I have had the honor of kicking off the article series earlier this month with the strategic roadmap for digital marketing which has also been discussed on this blog before.

Now, on to the First Area of Expert Advice: Digital Marketing Channels

With the top level strategy set, the first set of articles summarize the minimum that a chief marketer must know about various digital channels. It is one of the most remarkable but also most challenging aspects of digital just how many channels there are (advertising, search, email, social, mobile, etc. etc.)

You can’t hope to increase ROI and accountability without channel specific know-how.

First Channel know-how Article: Ted Boyd on Interactive Advertising

So, with that I’d like to point you to the first article in the series that was published within the area of channel expertise. We are kicking of with Ted Boyd’s advice on Interactive Advertising.

There are two kinds of advertising online that have something to do with interactivity. Namely, targeted advertising on the one hand and directly interactive ads on the other hand that may for example include a little video or game. Ted’s key advice is focused on the latter kind of ad.

Key take away: Interactivity is the major strength that the Internet has over offline advertising. So, Interactive Ads are an opportunity that digital marketers must at least consider to do digital justice. Yet, a measurement strategy will be key so you can prove that the extra effort of making the ad interactive pays back.

A few words about Ted Boyd

Ted is CEO of 58Ninety Inc., a Toronto-based Digital Agency. 58Ninety helps clients create strategies and engaging experiences that span multiple technologies, platforms and media channels. Mr. Boyd is the founding President of the Interactive Advertising Bureau of Canada, a Director of The Audit Bureau of Circulations, Chair of the Audit Bureau of Circulations’ Canadian Digital Advisory Committee and a Director of CBC/Radio-Canada.

Read his article on Interactive Advertising here.

Tags: Marketing Disciplines, multichannel marketing by akin
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