Posted by: Kelly Hall, Account Manager

“Optimization” has many meanings in today’s marketing world. What might come to mind first is search engine optimization — or improving your rankings in search engines like Google, Bing and Yahoo. And while that should be an important part of your overall marketing plan, optimization has a place in many other tactics you use to build brand awareness, attract your audience, and of course, create conversions.

To read the full article and learn more about measurable optimization tactics subscribe to 90news and view the February 2010 issue in the archives.

Posted by: Kelly Hall, Account Manager

Mobile connections recently passed the 4 billion mark around the world according to industry association GSMA. Those connections are predicted to increase to 6 billion by 2013. With increasingly innovative mobile technology, and equally innovative advertising platforms geared specifically to mobile, many marketers are jumping on the mobile bandwagon. From text message campaigns, to mobile websites, to advergames, mobile marketing is upon us. What can you do to mobilize and stay ahead of the trend?

Here are 3 tips:

1) Identify if, and how, mobile marketing is an ideal fit for your target audience.

To date mobile marketing has been largely a B2C endeavor. That said, there are many different ways to leverage mobile marketing for a B2B audience as well. For instance, mobile websites have risen in popularity amongst B2B audiences, possibly because this audience is utilizing their mobile devices to find information online, on-the-go.

Posted by: Kelly Hall, Account Manager

When you start any lead generation or lead nurturing campaign, one of the biggest questions to answer is what you’ll offer your prospects. What you offer is very influential in how prospects will interact with your company. If you offer something requiring very little involvement, then you may wind up with a large volume of unqualified leads. However, if you offer something requiring a lot of involvement then you may wind up with a very small volume of leads – albeit more likely to be highly qualified. Using the purchase cycle, and your goals therein, can help to identify what offers to lead with.

How your lead generation campaign speaks to your prospects is entirely in your control. First, you need to identify the goal of your campaign. Are you just looking for people ready to buy? If so, your offer should align with Decision Phase needs.  Are you looking to educate your audience? Then an offer that assists with prospects in the Research Phase would be most appropriate.

Posted by: Kelly Hall, Account Manager

Companies continue to utilize search engine marketing (SEM) to promote their products and services. Why? The simple fact is that prospects, as a result of the current economic conditions, are evaluating their purchasing decisions more closely than ever before.

In fact, prospects are now tasked with making smarter purchasing decisions. Faced with shrinking budgets, or simply calls to be more careful spenders, they are taking more steps to ensure that their purchases will 100% satisfy their business needs. 

Posted by: Kelly Hall, Account Manager

When you’re mobilizing to create an email campaign for lead nurturing there are two very important considerations to make. Number 1, timing.

We’ve all gotten them – the automatic email you receive, after registering for something from a company, thanking you for your interest. Great, right? Definitely. But what about when you get another email, pushing you to take action less than a day later? And they just keep coming, every day? All of a sudden you’re not quite as interested in what that company has to tell you. Instead, you may be tempted to unsubscribe, or worse, put them on your blacklist. We, as marketers, need to walk the fine line of staying top of mind for our prospects, and simultaneously not being annoying.