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Digital Marketing: Spending vs Investing

James Clark, April 1, 2014

From many conversations with CMOs and Marketing VPs, I’ve found there is a fundamental misunderstanding of the difference between the value of digital marketing tactics.

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Facebook Graph Search: How Marketers Need to Prepare

Courtney Livingston, January 16, 2013

Yesterday, Facebook announced its latest offering, Graph Search. Essentially, it’s a search tool that uses your social network and interactions to produce results that are more relevant to you.

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Understanding Web Marketing

James Clark, January 2, 2008

Jeremiah Owyang has a great post on the many forms of Web Marketing. This is a great resource for someone seeking info on where to start or what to look for in online marketing.

Often times, it’s difficult for Room 214 to explain what we do, and how we do it and where we play in the web marketing realm. If it’s hard for us, heck it’s almost impossible for the client decision maker to know where to go to get strategy and services for web marketing.

Jeremiah’s post should help take one from unconsciously ignorant to consciously ignorant – a big step. Pay special attention to the Changes in communication require corporations to adapt and evolve paragraph.

Our approach is to understand what success looks like for our clients. Get an idea of what they are visualizing, then get our hands dirty understanding what resources (people and money) they have ready to dedicate to the project.

Sounds simple right?

Believe me, you really have to poke and prod a company to find out what the right strategy is. There are many subtle factors that can determine if an organization should they go out with a blog, podcast, vodcast, teleseminars, email marketing, campaign microsite, etc.

Stealing from the Grail Knight in Indiana Jones and the Last Crusade: “But choose wisely, for while the true Grail will bring you life, the false Grail will take it from you.”

Your 2008 Marketing Plan

James Clark, December 12, 2007

We were recently going over a client’s online marketing strategy for next year, and found that much of our initial focus was about the next big, new and different thing we were going to do to impact sales.

As we dove deeper into the process, looking back at what worked and what didn’t for this year – we were reminded of the fact that new marketing plans often don’t need grandiose makeovers (particularly if last year’s plan produced).

With this client, for example, one of our most basic marketing initiatives was to improve the shopping cart check out process early in the year (which we did). So although our other marketing efforts increased year-over-year traffic by around 15%, we saw traffic to our shopping cart pages actually increase by 169% – and our analytics proved a direct correlation of success to the changes made.

When you identify something that works in marketing, it’s easy to start looking for the next thing as opposed to continuing to exploit the strength you’ve already discovered. I’d be the last guy to say forget about trying something new, but my humble advice to marketers for next year is to first determine how they will do what worked this year better.