Marketing White Papers
These white papers from leading Marketing experts provide great insight and research on timely relevant Marketing topics.
There are some key changes within Hummingbird that will affect how websites rank, how their content is perceived by Google, and even which page of a given website is displayed as the top result for a given search. Before assuming that it might be a good idea just to continue as if nothing major has changed, be sure to review the biggest ideas bundled with Hummingbird, which are outlined in this white paper. It might just make search optimization and routine outreach a bit easier to handle.
Before getting started with a marketing plan that specifically caters to the large and growing population of baby boomers in the United States, businesses and marketing professionals need to understand the size, scope, and prerogative of this target audience. Furthermore, they need to understand why it's so very important to look beyond "the demo" to older groups of Americans. These individuals can be just as easily persuaded and turned into loyal, repeat customers, and they hold the key to serious increases in reach, revenue, and well-rounded business success for many industries.
As of 2013, 40 percent of all people under the age of 55 own a smartphone. That number jumps to a staggering 75 percent of the population when the age group is limited to those under 35 years of age. Even older individuals, those over 55, stand a one in four chance of owning a smartphone device of some sort. Today, communications must be formatted so that they can not only inform the audience, but also adapt to the unique type of device that each member of the audience happens to be using. Whether it's the small screen of an iPhone 4 or the relatively large screens of tablet devices like the iPad and Galaxy Tab, marketing messages must adapt. This white paper gives tips and pointers for optimizing your emails for mobile device users.
Since spam became more of an epidemic than an occasional problem some time ago, internet service providers and email services have been working to develop complex algorithms that block spam before it ever reaches the consumer's inbox. Getting past these algorithms and ensuring that customers can see perfectly legitimate marketing communications is known as "email deliverability." It involves careful design of the email's content, smart email subject lines, and other considerations that work in tandem with spam filters imposed by email and internet services. This white paper highlights ten crucial ways to improve deliverability to ensure that legitimate emails reach interested, subscribed customers who might otherwise never get the message.
In 2013, the best way to gain exposure for a new or existing website is to make sure that it has a blog full of authoritative, helpful content that makes a real difference in the lives of each user. Increasingly, search engine software and algorithms are sophisticated enough to know the difference between content that helps and content that hinders, and marketing professionals need to make sure that they're creating a blog, cultivating users with authoritative content, and winning the favor of search engines around the world. This white paper outlines how to do just that.
It's important for those in the marketing profession to understand an important concept: Effective campaigns are made when marketers think more like their targeted consumers than like the professional creating the campaign. By thinking like the customer, it's easier to reach out to them in a way that they can relate to, and in a way that they will understand and find to be far more engaging. Bridging the divide between the professional marketer and the average consumer is an absolutely essential step towards effective conversion and advertising, and it can be done by focusing on a few key pillars of communication and understanding when crafting a new marketing campaign or outreach strategy, all of which are outlined in this white paper.
As more and more companies avail themselves of the plethora of marketing automation resources that are becoming readily accessible to the general business public, companies that want to stay ahead of the game must now assess the quality of their automation campaigns. Best practices for marketing automation in 2013 are more precise and require a greater emphasis on analyzing ROI than ever before. In this white paper we will discuss some of the best practices that must be employed by companies in order to maintain the accelerating level of productivity that the modern customer demands. We will also discuss specific software programs from marketing automation software companies, comparing and contrasting their strengths and weaknesses.
The major search engines and social media hubs base a significant portion of their search rankings and page order on keyword indexing. However, the simplest keywords that apply to any particular business have likely already been saturated with competition. This means that newer or smaller businesses without the capitol to pay for a higher listing or dominate the anchor text of any particular word will likely never be associated with it highly enough to be seen in sufficient manner to affect sales. The solution for these companies is to develop a deep keyword and key phrase research strategy. This white paper outlines how.
A poorly executed welcome e-mail series can close doors just as quickly as an effective welcome e-mail series can open them. The key to a successful welcome e-mail series is to understand and execute several crucial, but ultimately simple steps, to ensure the welcome e-mails series is everything subscribers have come to expect. This white paper offers a few tips to meeting subscribers’ expectations, to exceeding them and creating an effective welcome e-mail series.
Smartphones, tablets and other devices have become tremendously popular in recent years, and experts believe that the mobile segment is still far from saturation. Experts believe that mobile devices will soon surpass desktops and laptops when it comes to accessing the Internet. However, marketing to mobile devices requires a different strategy, and those who seek to capitalize on this new breed of device will need to ensure that they design appropriate websites. This white paper provides current best practices in developing a website to reach the ever-growing cohort of mobile device users.