Affiliated Business Logo Affiliated Business News
29
Twitter quietly rolled out a huge and needed update to its developing analytics offering for businesses using its ad system to promote tweets and accounts. Google obviously rules the roost when it comes to advertising on the web, but as Google continues to try and find its own footing with the Hummingbird update to better […]
6
marketing-strategy

by stefan.erschwendner


Let's face it; integrated marketing is not a new concept. However, the meaning of integrated marketing seems to be ever changing. While many companies more or less k

Read More
now the meaning of integrated marketing, it's hard to define every aspect and it can be even harder to implement.


Fortunately, with a little bit of effort and a better understanding it's actually not that hard to create an integrated marketing strategy and reap the benefits of this age-old idea. As the web continues to change, the sooner you can get started, the better.


What Is Integrated Marketing?


There are really two different ways to look at integrated marketing, both of which are significant in their own right.


First, integrated marketing is all about meshing the different departments and aspects of a business together to create something significant (whatever that may be) for a company. I once explained here that it's one of those "the whole benefits the individual" type of mentalities, and that still holds true today.


Second, integrated marketing can be seen as a way to keep consistent brand messaging across traditional and non-traditional marketing channels. This means everything from ads in a newspaper, to local pages online, to videos uploaded to YouTube. Anything and everything needs to be consistent and connected, or integrated, within that same solid message.


In other words, integrated marketing is both about the people and the jobs in a company as well as the messages you are putting out to the public. Everyone needs to be integrated with one another, and everything needs to be integrated with everything else regarding your brand.


How Integrated Marketing Has Changed Over the Years


Part of understanding integrated marketing is not only realizing what it is, but what actually makes it what it is. In the introduction I talked about how integrated marketing has changed over the years. It's not necessarily that the what has changed so much as the how. To put it simply, integrated marketing has always been the idea that different marketing channels and aspects worked together for a common goal, but those marketing channels and aspects have changed.


Years ago this concept applied typically to public relations, advertisers, and customer service. Now we have different online channels to think about including social media, mobile shopping and apps, reviews, images and video, and much more. All of this in addition to the older and more traditional roles of marketing has made integrated marketing more complicated and hard to implement. Its not that the idea has changed, just the way you need to go about it.


So of course the next question is simple: How do you actually make sure you're practicing integrated marketing with your business?


5 Step Integrated Marketing Plan


There are a few different steps you can take to start implementing an integrated marketing strategy that will really last:



  1. Set business goals and create a targeted message. This is first and foremost. You have to integrate your staff and your messages into something that is solid, and that needs to be your message (in fact, having business goals set from the start is essentially for just about anything you're trying to do in a company).
  2. Communicate with staff. Educate your staff on integrated marketing and on your business goals and message.
  3. Create a plan. Your advertising should build on your content strategy, your SEO should help drive your email marketing, your PPC campaigns should help drive conversion testing, your customer service should lean on the content you just published, etc. Figure out how each department can really work together and make that clear. The possibilities here are endless.
  4. Hold weekly meetings between different departments. Make sure your departments are meeting with each other regularly and understand the overall plan for each to work together. When they meet, there should be an agenda.
  5. Manage performance. Your analytics should help you see the impact of integration, so pay close attention so you can see where your company may need more work.


So how is integrated marketing different than branding? You might have realized that many of the lessons of this mentality are very similar to when people use the word branding. On a basic level they can mean the same thing and you will still see success. If you want to dig deeper into it, branding refers more to the message you're putting out to the public as opposed to how you're going to make sure that the message is consistent.


The Takeaway


Creator of Duct Tap Marketing John Jantsch called this "Clarity" in one of his articles, and explained that a company that really gets it starts with a simple unified strategy. He said:


Clarity goes beyond some of the traditional definitions of marketing strategy as it suggests that an organization understand the one thing above all that they want to be known as and they use that as the filter for everything they do.


He went on to say that oftentimes this underlying message has nothing to do with your specific product or service, but rather rests on things like purpose and community. I couldnt have said it better myself; I feel that this sums up integrated marketing perfectly. Take this message with you and talk with your company to create something that will last amidst all of the changes that will continue to come with marketing options.


Has your company created a solid integrated marketing mentality? Let us know what you think about the concept and your personal stories in the comment section below.


Post from: Search Engine People SEO BlogHow to Put an Integrated Marketing Plan Into Action

--
Written by Amanda DiSilvestro, Higher Visibility blog


The post How to Put an Integrated Marketing Plan Into Action appeared first on Search Engine People Blog.




58
Yesterday Google released a completely new recommendation engine that redefines how both affiliates and merchants can find and take advantage of affiliate marketing opportunities. Below are a few highlights from the announcement.
10
This is the scene that greeted me this morning on Bishop Auckland’s Cockton Hill recreation ground. The photograph doesn’t do justice to the mindless littering from what I assume was left by so called football fans. Come on Bishop council lets get this area policed for litter louts, you are always quick off the mark […]
72
Becoming an entrepreneur wasn’t part of the original plan for Naina Singla, yet like so many great journeys, an unexpected twist in life led her to become an entrepreneur, fashion stylist and the editor of NainaSingla.com. I was able to sit down recently and talk with Naina about the transition into entrepreneurship and her business, […]
24
Jason Ciancette brings to the affiliate marketing industry expertise and knowledge on running campaigns for mobile traffic. He’s been the go to man for getting mobile traffic, he works for Liquid Wireless, i.e. he works for it now coz’ he sold the company he founded in 2008 to Publishers Clearing House in 2011. Mobile marketing […]
55

 

IBM recently added Silverpop to its portfolio of marketing assets. This is another sign that marketing automation and mass personalization has become a crucial part of today's marketing arsenal.

Recently I had the chance to demo Silverpop Engage and inevitably, I found myself comparing it to Hubspot, which I've been primarily using thi

Read More
s past year.

image

Workflows


Silverpop has visual, drag and drop workflows (similar to Eloqua). The capability is quite extensive and it's flexible in developing very specific and custom workflows (more so than Hubspot).

image

Silverpop Workflow


A neat feature of Silverpop's workflows is that you can add a step to send direct mail. This step will automatically email instructions to a printer to print a customized mailing label for a contact in the database. I assumed (before I did some research), that direct mail was a mostly dead marketing tactic. Blame Generation Y thinking here, but it turns out this feature may be in use for a little while yet. According to this Huffington Post article: "A study done by the Direct Marketing Association found that the response rate for direct mail to an existing customer averages 3.4 percent, compared to 0.12 percent for email."

As I mentioned in my previous post on Eloqua vs. Hubspot, Hubspot workflows consist of a list of steps, a trigger, and a goal, which I find is not the most intuitive way to plan out a campaign.

image

Hubspot Workflow



Email


Silverpop emails have a send time optimization feature. Based on a history of user opens, emails will be sent at a time the contact is most likely to open them. This is a great feature (and lacking in Hubspot) since I find there's a constant debate over the best time to send out an email blast (there really isn't ONE good time).


Hubspot has a built-in email testing feature (powered by Litmus) which provides you with the ability to preview an email on multiple devices before sending it. There is a similar paid add-on in Silverpop, but I do think that by now this should be a built-in feature since responsive design and optimizing for mobile are more important than ever.

Reporting & Dashboards


Based on the Silverpop demo of their reporting feature, it seems that the capabilities are about the same as Hubspot but the Silverpop UI is extremely dated. I found that reports are not as visually appealing in Silverpop as they are in Hubspot, nor did the interface seem as user friendly.

image

Silverpop Reports


image

Hubspot Reports


Silverpop also allows you to alter widgets on the home screen for a look at stats at a glance. You can add widgets to view scheduled emails, top forms, and top sources. This is a bit more detailed than Hubspot's dashboard, which does not have as many options for personalization and is more focused on visits, leads and customers.

Testing


I found that Silverpop offers more extensive email and landing page A/B testing. You can create up to four test versions simultaneously vs Hubspot's two. This type of multivariate testing is great for testing numerous elements simultaneously but requires a lot more traffic to produce statistically significant results.

Segmenting


Silverpop queries allow for a very granular level of segmentation. For example, you can segment all the contacts who clicked on a specific link within a specific email. Hubspot's segmentation abilities cover most cases but are definitely not as specific.

Miscellaneous Features


Silverpop allows you to send text messages. Hubspot doesn't do this, but I don't feel that this is a crucial feature.

Silverpop doesn't have a blogging tool. Hubspot on the other hand provides a platform that puts every aspect of your marketing in one place (including a blogging tool).

Silverpop automatically adds your preferred device as a field into the contact database (based on common devices you've used to access emails). You can then segment your contacts based on that field. I see this being useful in a situation where you wanted to perhaps encourage the use of mobile with specific offers or rewards.

UI & Usability


This is my biggest complaint when it comes to Silverpop. The interface just reminds me a lot of Eloqua 9. I find the Silverpop UI to be very dated and it's definitely not as intuitive as Hubspot from a usability standpoint.

Conclusion


image

Silverpop is less user friendly


In my opinion, Silverpop is very similar to Hubspot in terms of its capabilities, aside from a few minor nice-to-have features. A major flaw in my opinion is the UI and usability of Silverpop – I think that a visual, modern UI is something we all expect from any software, especially one aimed at marketers.

If you've used both platforms, let us know which you prefer in the comments below.


Next Step



Post from: Search Engine People SEO BlogHubspot vs Silverpop: Battle of the Marketing Automation Systems

--
Written by Sumayya Sattar,




70
Google controls so much of the Internet marketing ecosystem. Like it or not, affiliates have to play Google's way or it's the highway. I recently had an affiliate program manager contact me to say they needed to cancel their 5 Star affiliate promotion campaign and close their affiliate program because their affiliates were hit so hard by Panda. So there is a trickle down affect to Google's actions and it affects everyone, even me. So I thought I'd share a couple recent articles that may be helpful in learning to play the game Google's way.
25
Starting a new business or growing an existing business can be demanding. Staying one step ahead is the name of the game. The evolution of the Internet has certainly changed the economic and business climate, thus successful businesses need to stay on top and, more importantly, ahead of trends. Reaching your business potential is no […]
44

"Make sure you're regularly posting fresh content.

"Oh yeah, and of course it has to be unique and useful and relevant and share-worthy and…"

Sound familiar? The SEO industry is awash with advice like this and it's true – it is important to be regularly creating fresh content that is going to be of benefit to your readers/potential customers. There's one key element missing though – how the heck do we manage to do that on a regular basis without running our ideas reservoir well and truly dry?

Fortunately there are vario

Read More
us techniques you can employ to get that creativity flowing in the right direction again.

  • See also: 4 Tools To Help Generate Content Ideas

  • More: 10 Tools to Help You Generate Content Ideas


Scour Social Media


The key to a great idea is that it is something that is going to interest your target audience – but how do you know if something is going to really resonate with them?

Fortunately, social media allows for insights into what your industry and target market are talking about, what questions they're asking and what they're sharing with their friends and family.

clip_image002

Twitter is a great place to start. Start searching for some phrases or topics and see what people are saying about them. Perhaps there is a question being asked regularly that has not yet been answered comprehensively, or there is a current news story that can be built on.

It can also be worth creating content around an idea that ISN'T being talked about on social media, as it presents an opportunity to create something fresh and new, though of course it is important that the reason no one is talking about it isn't because it isn't of any interest.

Magazines/offline Media


clip_image004

Who says that all of your research for fresh content ideas has to be conducted online?

Scour the pages of trade magazines for what's newsworthy in your industry and try and base content around these ideas. Try and provide a fresh angle on something or put forward a new argument, though avoid being controversial for controversy's sake as this could alienate some of your audience depending on how you execute it.

Portent


clip_image006

Portent's Content Idea Generator is a great little tool for helping you to think outside of the box when you're brainstorming new ideas. Simply enter your subject and cycle through an unending series of weird and whacky article title ideas.

A lot of them will be too out there to put into practice, but it can be useful just to get you thinking in a slightly different way and facilitate a bit of creativity.

Competitor Analysis


Can't think of any ideas yourself? Look at what your competitors are doing!

Now I don't mean simply steal other people's ideas, but instead simply use them as a starting point for creating your own ideas in the same way as with social media. Here's an example:

Say you find an article on a competitor's website explaining why they agree with a new piece of legislation that effects your industry that you in fact DON'T agree with. Why not write a post in direct response to your competitor and start an online debate, sharing it with the rest of your industry.

Like with producing 'controversial' content however, you need to tread carefully if you're going to publicly disagree with a competitor, and make sure that you are putting forward a strong argument without criticising or belittling the other company.

Content Calendars


A content calendar's primary use is for scheduling the creation, publishing and sharing of content, but having in mind key dates in the calendar can also help when it comes to idea generation.

clip_image008

For example, is it nearly Christmas, Easter, Valentine's Day? Is there anything that you can produce around those holidays? National awareness days can also be great for tying in content with something current, so take a look at what's coming up either nationally or internationally.

Creating fresh content that people are going to want to read is not easy, and it takes a lot of careful thought, research and hard work to pull off effectively. However by actioning the above techniques you may begin to find getting into that creative mind set a little bit easier.


Post from: Search Engine People SEO Blog5 Techniques for Generating Content Ideas

--
Written by John Rooney,

Join Our Newsletter:


What is Affiliated Business?

Affiliated Business is a social network of bloggers, webmasters, and Internet entrepreneurs. It allows you to publish and share your news and to discover the best resources, tips, and ideas concerning affiliate marketing, blogging, homebusiness and making money online. You can submit your stories, vote for interesting news, take part in discussions, and network with other site users.

Latest Comments
Affiliated Business RSS Subscribers