A
few weeks ago, my friend Eric Smith from online retailer One Click Ventures asked me who “owns” conversion. At
the time, I thought he wanted to know who I believed was
responsible for establishing conversion rate objectives and
measuring against them, so I replied, “Marketing.” Upon further
thought, I think he was ultimately getting at who – in any given
company – is “accountable” for conversion. And to that I have a
very different answer.
I began my career in 1994 buying media for a large fast-food retailer we’ll call “Softee’s.” Mine was a five-state territory with a multimillion dollar...
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Using
video is nothing new. YouTube reports that they have 72 hours of
content uploaded every minute, demonstrating just how crowded and
noisy the video content area is. 
As
digital marketers, we tend to be laser-focused on generating more
business and revenue for our company. But it's also important to
have a content strategy in place, to ensure that you're providing
your customers with truly relevant content
and actively listening to what they are
saying about your brand.
1.
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The
ExactTarget team invites you to participate in our #ETCafe Twitter
chat every Thursday from 11am-12pm ET, where we discuss emerging
topics and trends from across the interactive marketing world. This
virtual coffee chat is hosted directly on Twitter, hosted by
There’s no question about it:
email is the foundation of successful B2B marketing strategies.
Digital
marketers know that it’s all about the numbers. Every quality
social media tool will have a 
In
recent years, the explosion of social media has left savvy
Internet-goers with choices far beyond Facebook. If you're just
about tweeted out, one strong option to consider for promoting your
small business is Instagram. With roughly 100 million users, it's a
viable method for getting the word out about your organization.
Unlike other social media giants, Instagram doesn't focus on a full
website; it's mainly available via smartphone app - and if your
target audience is 
Each
Thursday at 11am EST, marketers from around the world join the
ExactTarget user community on Twitter for a conversation about
trends and campaign ideas across the interactive marketing
industry. We call this virtual coffee chat the 
Looking
to increase customer sales and their email subscriber list,
