Marketing White Papers

White Papers from leading Marketing experts provide great insight and research on timely relevant Marketing topics.

The Unexpected Impact of Call Conversions on Marketing ROI

June 13, 2017

For many shoppers, nothing beats talking to a real person. Even in today’s digital world, a phone conversation is often the best way to earn a customer’s business. And as digital advertising goes mobile, these conversations are becoming more common—calls to U.S. businesses from smartphones will reach over 160 billion by 2019, a 73% increase from 2015. How well your marketing drives phone calls can make it or break ROI. This guide shares the attribution, analytics, and optimization strategies that top CMOs and marketing leaders use for phone calls to significantly improve ROI and customer acquisition.

The Facebook Playbook for Phone Call Conversions

June 13, 2017

Facebook has gone mobile. And thanks to smartphones and click-to-call, Facebook ads will help drive 12 billion call conversions in 2016. This playbook from DialogTech explains the call attribution and optimization strategies marketers should follow to drive the most conversions and customers from Facebook ads. You will learn: Facebook Ad Tips to Drive Calls Drive Traffic From Facebook to Your Landing Page 5 Facebook Targeting Tips to Drive Calls

The Click-to-Call Playbook for Display Advertising

May 18, 2017

Consumers today view display ads on their smartphones. And when they convert, many prefer to call. Display advertising drove over 28 billion calls in 2016, and marketers must change how they measure and optimize display campaigns to be successful in 2017. Download this playbook from DialogTech and learn how to: Prove the real impact of your display campaigns on revenue Optimize ad placement to drive more conversions Target new audiences most likely to call Increase conversion rates by turning display ads into click-to-call ads

The Click-to-Call Playbook for Paid Search

May 18, 2017

Consumers now click on “Call” buttons from search ads and landing pages by the billions. To stay competitive, marketers must change their desktop-centric thinking and adopt new mobile-first ad, bidding, and attribution strategies for call conversions. Use this new playbook from DialogTech to get started. Learn proven strategies to drive calls and revenue from paid search, including: How to take advantage of AdWords and Bing ad formats for click-to-call Targeting and bidding options to drive call conversions The key data around phone calls you must capture to prove and optimize performance Ways marketers are controlling the in-call experience to convert more callers to sales

The Digital Marketer’s Guide To Call Attribution

May 9, 2017

In today's mobile-first world, the success of your digital marketing often depends on driving phone call conversions. You now have to know the digital channels ads, campaigns, search keyword, and website interactions driving qualified calls – so you can optimize for what’s bringing in the most customers. This guide explains why call conversions have become so important to digital marketing and introduces you to call attribution – what it is, how it works, and its benefits for digital marketers. It also provides a self-assessment and tips on how to select the right call attribution platform for your business. What you will learn: Why call conversions are so important to AdWords, Facebook, and display ROI The dangers of ignoring call conversions in your marketing analytics How to select the right call attribution platform

Five Location Mistakes Made by Mobile Advertisers

March 14, 2017

Are location mistakes taking your campaign off track? Mobile and location are natural partners, so it’s no wonder that location targeting has become a key to mobile advertising. But is it possible to go overboard and even misuse location? In a word, yes. In this eye-opening report, you’ll learn the most common mistakes made by mobile advertisers, and how to prevent every one of them. Download this white paper so you can avoid the location fails that reduce the effectiveness of your mobile campaigns. You will learn: The state of location-driven mobile marketing The most common location mistakes made by mobile advertisers and mobile ad platforms How to prevent every one of them

Mobile Ad Success Funnels Down to This

March 8, 2017

Everyone knows that taps, video views and store traffic are useful metrics for gauging customer engagement from your mobile ad campaign. But the ultimate measure of mobile ad success - the Holy Grail of measurement - is actual sales at the register. Some say it's not possible: We know it is. If you're among those who wish it were possible to track in-store sales back to mobile ads, don't hesitate to download this content from acclaimed author and mobile marketing expert, Jamie Turner. You'll see that tracking sales is not only possible - it's being done every day. Download now and learn: Three mobile ad funnel realities How to measure mobile ad campaign success throughout the sales funnel How major brands are able to target, track and measure the success of a mobile ad campaign

Beyond the Walled Garden: A Strategic Approach to Taking Control of Your Digital Media

February 23, 2017

There's a lot of talk about Walled Gardens -- big digital media properties that use your customer information to run campaigns on their platform. While they offer broad reach for some advertisers, there are also downsides that marketers should be aware of before going behind these digital walls. Download this new e-book from 4INFO to learn how to take control of your digital media in a walled garden environment.

Employee Handbooks: Sample Employee Retention Policies

September 1, 2015

Company. Employees are, therefore, required to dress in appropriate business attire and to behave in a professional, businesslike manner. Employees should use judgment in their choice of work clothes and should remember to conduct themselves at all times in a way that best represents themselves and the Company. Employees are also required to keep their work environments clean and orderly. Before departing in the evening, employees should lock all files and cabinets and clear all work materials from desk surfaces, especially materials of a sensitive or confidential nature. Employees failing to adhere to proper Company standards with respect to appearance and demeanor are subject to disciplinary action up to and including discharge.

How to Develop an Engaging Personal Brand in LinkedIn®

July 10, 2012

LinkedIn® has 70+ million decision makers in its network. With this volume of salespeople fighting for target attention, it is nearly impossible to make a personal brand impression. Instead of a whole lot of trial and error, I have outlined proven tips which will make your LinkedIn® profile and presence effective for generating a strong and memorable personal brand.