Image Credit: BMA

Last month, 90octane partner Sam Eidson, along with BusinessOnline CEO Thad Kahlow, spoke at Grow, the 2012 international BMA conference. Their panel, “Leveraging Customer Intelligence and Dashboards to Analyze Optimize and GROW,” highlighted the different ways digital marketers track and measure analytics through the various phases of the funnel to justify marketing tactics, guide optimization and prove ROI. Stay tuned to 90blog for content from this dynamic discussion. In the meantime, follow @90octane on Twitter for the latest conversion-driven marketing news.

While it’s nearly impossible to predict the future of the ever changing web, many experts are expecting that combining social and search will be the next big trend.  Google has already established itself as the pioneer in this field by combining Google Search and Google+; however, Google isn’t the only web giant interested in bringing the two tactics together.  It is rumored that Facebook is developing a search engine that combines a user’s location and friends’ interests to provide search query results.

With this installment in our Facebook Summit Series, we address the integration and key metrics businesses can utilize between their Facebook and email campaigns.  A webinar by Jay Baer helped illustrate the similarities between the two and described how to leverage each tool to optimize messaging. In this webinar, Baer compared Facebook to Lady Gaga and email to Madonna, pointing out that the two could be the same person in terms of talent, they just wear different costumes.

The following categories outline a few of the areas that are similar between the two tools:

Marketing agency 90octane employed a strategic paid search advertising program to boost donations during the nonprofit organization’s critical holiday season.

Digital marketing agency 90octane and nonprofit Heifer International earned a 2011 Silver Award from FundRaising Success magazine in the ‘On-the-Edge’ category for a 2010 holiday fundraising paid search program. 90octane and Heifer International join World Vision U.S., Susan G. Komen Race for the Cure, Democratic National Committee, New York Public Library and the Nature Conservancy among other prominent organizations featured on this year’s list of Fundraising Excellence award winners.

90octane and Heifer International increased brand visibility and drove online donations to support the nonprofit’s goal of lifting families out of poverty while caring for the earth. Heifer International aimed to increase donations by 10% during each month of the holiday season, October, November and December, compared to the same time periods the previous year.

90octane used strategic, optimized paid search advertising campaigns to improve donations totals by 30 percent in October, 23 percent in November and 4 percent in December for an average of 19% per month. The conversion rate was also an impressive 19 percent.

90octane continues to grow. Revenue was up 13 percent from 2009 to 2010.

For the sixth straight year, Denver conversion-driven marketing agency 90octane is included in ColoradoBiz Magazine’s annual Top 250 Private Companies list. The agency’s gross revenue grew by 13 percent from 2009 to 2010.

90octane focuses on measurement and optimization of its strategic demand generation programs, driving quality leads for B2B companies, sales for B2C companies and donations for nonprofit organizations.

Read more at http://www.cobizmag.com/articles/top-250-private-companies-2011/.

By Lauren Plewacki, Account Coordinator

So, you don’t have time to read Google’s ebook Winning the Zero Moment of Truth. Not to worry. We’ve summed up key points here.

Did you know…
· 70% of all transactions include some sort of pre-shopping?
· Americans now spend as much time online as they do watching T.V.?
· 70% of Americans say they look at product reviews before making a purchase?
· 79% of consumers use a smart phone to help with shopping?

All of these data points relate directly to the “Zero Moment of Truth” (ZMOT) concept, outlined in an ebook by Google’s Managing Director of U.S. Sales, Jim Lecinski. Winning the Zero Moment of Truth is a must-read for marketers interested in engaging customers in new and innovative ways.

What is ZMOT?

Here it is, the ZMOT as defined by Google: “Today we’re all digital explorers, seeking out online ratings, social media-based peer reviews, videos, and in-depth product details as we move down the path to purchase. Marketing has evolved and modern marketing strategies have to evolve with the changing shape of shopping. At Google, we call this online decision-making moment the Zero Moment of Truth — or simply ZMOT.”

In his ebook, Lecinski outlines the five components of the Zero Moment of Truth:

1. It happens online.
2. It happens in real time, at any time of the day.
3. The consumer is in charge.
4. It’s emotional.
5. The conversation is multi-way.