Category / Lead Management Optimization
Firefox’s recent press release on blocking the cookies triggered a lot of conversation amongst data advertising advocates. A lot of data advertising scholars started questioning how this initiation would impact audience targeting. A number of them got concerned if other browsers would go down the same road. A few started exploring a non-cookie targeting techniques. And everyone was exploring various ways to measure its impact on their business.
Although (today!) the entire idea of data advertising and audience targeting is shaped around collections of cookies, and therefore the latest Firefox’s announcement could be a huge hurdle along the way, there are several key factors that need to be understood before coming to conclusion that ‘data advertising is coming to an end!!’. Which is not even close.
At least 50% of leads generated are qualified but not yet ready to buy. I’ve had the good fortune to work at Mediative on both, client-facing and internal projects. And one major theme that permeates through all digital marketing activity and strategies is relevance! Especially for B2B marketers, this is a critical element when optimizing lead management strategy. This is why content marketing is so important to lead nurturing initiatives. I’m going to ‘open the kimono’, so to speak, and give you a snapshot of Mediative’s lead management strategy and how this can help other B2B companies who need to improve lead conversions.
With the Right Negative Keyword Strategy in place, you can afford to pay more for high-end PPC clicks that deliver. Let’s face it. All impressions are not created equal. Some are good and some are bad. Good impressions are shown to relevant users, result in targeted clicks, increase CTR and lead to conversions. They drive qualified leads and revenue while simultaneously improving the health metrics of your PPC account.
Bad impressions reach untargeted audiences, have poor CTR, lead to lower conversion rates and can be costly in terms of wasted PPC dollars and impact on account metrics such as quality score.
The question of integrated marketing communications is taught at almost every marketing course at the most basic levels and yet so many organizations treat online marketing as an after-thought, and the question has to be asked: why? Over the years, I have worked with a multitude of clients and find it shocking that although integrated marketing communications (IMC) is talked about, so few organizations are actually practicing IMC on an ongoing basis.
One of the major barriers to IMC with respect to online is the concept of organizational silos. Many large organizations have dedicated teams to online, social, email and other marketing channels; all too often these organizational silos get so absorbed into day-to-day management of their respective areas that they often forget to peek over the cubicle wall and see what the other teams are working on.
More and more, companies are realizing the importance of creating a strong online presence not only in the organic search results but also in the paid advertisements that appear alongside those results.
The measurability of paid search ads enables marketers to monitor the traffic generated by the listings and the performance of their online advertising campaigns. However, paid search isn’t just about driving additional traffic to a website. It can also have a significant effect on branding metrics such as brand affinity and recall, message recall, and purchase intent.