ReMarketing vs. ReTargeting: What’s the difference? | BostInno

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In marketing there are a lot of different terms thrown around and quite often terms are interchanged as if they were one in the same. BostInno writer Mike Arsenault does a good job here explaining two terms that people often confuse:

ReMarketing vs. ReTargeting: What’s the difference? | BostInno

The main takeaway for people who are trying to understand the differences between ReMarketing and ReTargeting is, according to Mike:

"Retargeting is most often used to describe online ad placements and display ads.

While you may hear retargeting tools referred to as remarketing tools (ahem, Google), “remarketing” is typically used when email is involved."

Folks, that is about as simple as it gets. If you can remember this then it will be easy to sort out which idea you are talking about at any given time.

Now, the next question of course is which is more useful or effective? In my opinion I think that retargeting can quickly lead to a situation of diminishing returns. Think about it, I came to your site and wasn't interested in your product for whatever reason and now you are going to invest time and dollars following me around to other places trying to reinterest me?

I am not saying of course that it can't work but I would say that as a business unless you are incredibly sophisticated in your PPC programs, landing pages strategies and cost per customer models you run the risk of hopping on the retargeting bandwagon and spending an awful lot of time and money that might be better spent in getting your initial PPC and landing page programs performing at a higher level. I am leery of retargeting primarily because I see it as not really addressing the main issue of why didn't I buy or respond to a call to action in the first place.

So, if I had my choice, and often I do, I would definitely focus optimizing the initial contact point of the PPC and landing page strategy and then bringing in remarketing as a way to up-sell and cross-sell customers that have converted or made those first steps in your key calls to action.

Thanks,

Ed
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Ed Loessi

Is the image of marketing still faceless blobs and stick people?

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I was doing an image search today for an idea I had and I did one on Google for Marketing Images, after looking at the results page for a minute I realized that 95%+ of the images were all faceless, stick people versions in one way shape or form. I thought, how odd that even despite years of rhetoric about how marketing campaigns need to be personal and personalized, still the most common images associated with marketing appear as faceless blobs.

It may be one of the reasons that new ideas like Pinterest have taken off so quickly, because people are looking for real images, real life things that they can point to and share.

Now I realize that these are just images about marketing and not necessarily marketing campaigns, but it does go deep into the psyche of the average marketer. If you accept that your industry image is about faceless blobs as how you commonly explain what you do, then you run the risk of letting that infiltrate your own ideas.

My advice? Run, run from the faceless blob that is haunting the dark corners of marketing, seek refuge in real pictures and video, create something that people want to share!
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Ed Loessi

Content Marketing for Professional and Consulting Services - via Content Marketing Institute

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Content Marketing for Professional and Consulting Services


As this article in the Content Marketing Institute points out there has always been concern by professional service firms about telling their clients too much about their methodology or their process, for fear that some will just try and implement the ideas on their own. For two main reasons this is incorrect:
  • Companies are engaging you because they don’t have the time or people to create and implement a plan and
  • It’s one thing to read about something but a completely different thing to actually have done something in a variety of circumstances.
Bottom line, implementing a content marketing strategy in a professional service firm will show that you are not afraid of sharing and that your value is in the implementation and not just re-purposing what in some cases are widely known ideas and concepts or ideas already.
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Ed Loessi

Your Master List of Low-Hanging Marketing Fruit via Hubspot

10:03 PM

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This is a great list from the people over at Hubspot.


"When it comes to optimizing and improving your marketing programs, many marketers tend to think they need to go through these radical undertakings that completely overhaul their entire marketing strategy. While major change can sometimes be good, a lot of times, marketers overlook the little things they can do to incrementally improve their marketing results."


Your Master List of Low-Hanging Marketing Fruit

The truth is while they refer to it as a list of low hanging fruit I suspect that most businesses are probably only carrying out 5-10 of the items on the list, which makes this much more of a total marketing plan if one can fully implement these items.

Thanks, Ed
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Conducting Competitive Analysis to Step Up Your Content Strategy - via Hubspot

10:19 PM

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I can always rely on Hubspot to come up with some great insights and the article below was no exception. The article was slightly longer than usual but it is very comprehensive and covers a very important part of developing an overall content marketing strategy, the Competitor Analysis.

"When you ask marketers who their competitors are, they can rattle off a list quite quickly, and perhaps a few anecdotes about notable differentiators like product features, sales techniques, and site structure. Maybe they'd like to know more information about them (say, their marketing techniques?) but that information is all kept pretty hush hush. Right?"

How to Conduct Competitive Analysis to Step Up Your Content Strategy

An additional thought. One of the things in the article that wasn't covered was what if you find that your competitors happen to be bad content marketers?

In example, they rarely blog, they have no case studies and they are only marginally active on social networks. This sometimes happens in markets where the majority of the companies are in startup mode or where you are attacking a small portion of an enterprise or government market where a company is not concentrating its marketing. Think the early days of enterprise messaging/collaboration and a company like Yammer that chipped away at the now common collaboration space very successfully. They would probably have had little to write about because big enterprise software companies still thought that was just a feature of a much larger system.

So,what do you do to determine what content you should be writing about in order to lead the competition if you find yourself in those situations?

Well, probably the best way to do that is by looking at search terms to see what is bringing people to a site, both yours and your competitors. There are a number of search discovery tools that you can use on a site to see how it is being indexed etc. so even if additional marketing content is not being written you can get a sense of what is driving people to that particular site.

As well, if you've already started blogging about what you believe your customers are interested then check the top content draws on your site and continue producing content in those areas. You can also survey your early beta users and ask them about their main challenges and why they think your product is helping them overcome those challenges. These insights will provide you with a number of good ideas and themes to regularly produce content for marketing purposes.

Over time you will discover more ways and more customers that are being impacted by your product and you can just focus on those stories and solutions as you build out that content marketing process.

Check out Hubspot's free Ebook below as a good resource as well.


Thanks,

Ed

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Ed Loessi