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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More
and more, consumers are taking part in a stage of the buying cycle
known as the research stage. Between identifying possible options
and making a purchase, they’re looking for product reviews,
testimonials, videos, pictures — anything they can get their hands
on (in fact, according to research done by 
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.
Email opt-in via SMS
As we all know, the changing ways that people receive and consume
news have necessitated a shift in how news media reach their
audiences. The traditional method of assembling a team of reporters
and photographers to publish a newspaper once, perhaps twice, daily
became unsustainable, as the Internet and social media began to
offer real-time updates from an infinite number of (sometimes
dubious, but always...
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 
Thanks
to ExactTarget, I’m one of the lucky ones that still gets geeked
for Mondays. I not only get to follow my passion but have found...
We’re excited
to announce the launch of ExactTarget’s new partner program, the
ExactTarget Orange Partner Network, at Connections 2012!
At
ExactTarget, we pride ourselves on empowering our clients to
connect with their customers to drive engagement that builds
loyalty and brand advocates. One of the highlights of my day is
getting to spend time talking with our great clients and diving
into their innovative campaigns across email, mobile and
social.
