Marketing and sales must work together to determine the return on investment of any budget increases, campaigns or other initiatives, Robin Campana writes. Identify a minimum return for each marketing and sales program or event and jointly record the new leads those efforts generate and the value they bring to your business, Campana writes.
Scott Vaughan outlines how marketers can enhance their outbound marketing efforts by using technology to ensure content ends up in front of their target audience while they're conducting buying research. Employ tech to manage multiple third-party demand providers and monitor intent data to target accounts that are actively seeking solutions, he writes.
New research from Ebiquity found that global media spend delivers a clear positive return on investment, with an ROI of $2.83 for every $1 invested. However, there is still a $45 billion untapped profit opportunity globally for brands that can properly optimize spend across all media channels.
The Interactive Advertising Bureau's Tech Lab is enabling marketers to test blockchain technologies from startups, but while many advertisers see the eventual transparency benefits of the technology, they believe it will be a while before there is widespread adoption. "I think it will be two to three years before blockchain becomes a dominant force in advertising as right now adoption is more like a smoke signal than a burning flare," said KPMG's Eamonn Maguire.
Dave Davies offers tips on how to make the most of Google PageSpeed: a metric based on a 0-to-100 scale that is closely related but not identical to a site's actual page speed. Focusing on WordPress sites, he explains why the metric may fall short of 100%.
The New York Times Chief Operating Officer Meredith Kopit Levien has been pushing nontraditional advertising deals, which focus on innovative branded content like videos and podcasts, with brands such as Samsung, BMW, General Electric and Principal Financial Group. "She showed up at a time when I was trying to figure out what to do and offered a solution," said Principal marketing chief Beth Brady.
Zoom Chief Marketing Officer Janine Pelosi discusses the video conferencing brand's outdoor push, "Meet Happy," and the importance of having an in-depth understanding of customers in each market since "|w]e're marketing to people," she says. "These are humans at the end of the day, and I think all too often that's forgotten."
Headphone brand Skullcandy is rolling out a live concert series called "Now Feel This" with 29 intimate shows in New York, Los Angeles, Philadelphia, San Francisco and London. The concerts will be livestreamed on YouTube, Facebook and Twitter via a partnership with First Tube Media and later integrated with paid advertising.
The best time to send a story pitch is different for each journalist and often depends on the media platform the story will run on, writes public relations expert Michael Smart. He encourages PR professionals to log the time of day journalists send emails or tweets to get an idea about their daily work schedule.
Concurrent sessions taking place on Oct. 7th, prior to ICON's kickoff, feature such topics as Key Concepts and Techniques of Effective PR, Executive Ghostwriting and Hands-on Crisis Communication Training. Register for these timely seminars here.