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Marketing White Papers

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

The Click-to-Call Playbook for Display Advertising - Free

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 - Free

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 - Free

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 - Free

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 - Free

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 - Free

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 - Free

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.

CRM Trends You Will Want to Watch - $10.00 Free for Silver Members Free for Gold Members 

April 18, 2014

This white paper is written to help find the answers and apply solutions to your organization’s sales and marketing strategies for the coming year. Overall, the outlook is positive for CRM as technologies enable targeted customer interactions through multi-channel environments. Digital initiatives will remain a major part of most marketing and sales campaigns to enhance the customer experience. Increased demand for customer relationships infused with modern technology is a primary driver for the refreshed usage of CRM software and strategies.

How to Get Qualified Leads When You Don't Have Direct Access to Your Target Audience - Free

March 31, 2014

The internet has become very much a "saturated" market in recent years. Most demographic groups already trust certain sources for their news and authoritative information, and they're just not in the habit of looking for or relying on new sources. Despite the challenging and sometimes perplexing nature of online marketing for new enterprises, one method stands out as a great way to encourage interaction, establish trust, and bring a desired demographic into the fold. The publication and promotion of whitepapers, eBooks, webinars, and other educational tools can be used by today's companies as a way of organically developing authority, reaching out to users, and generating qualified leads that can later be turned into an ongoing source of revenue and referral. But what if you don't have direct access to your target audience? That's where a partnership comes in. Download this white paper to discover the benefits of partnering with another company to promote your content.

The New Gmail: How to Keep Customers From Unsubscribing - Free

March 13, 2014

The marketing manager who is trying to break into a certain audience will find his or her task infinitely harder thanks to certain new features in Gmail. A new popular add-on places an unsubscribe button right next to the email in the preview list, keeping the owner of the email address from even having to see what is inside of the email before unsubscribing. Every business should expect to lose a few customers simply because most people would rather have no spam at all than to potentially let some through and receive your emails as well. However, this white paper details some of the most effective ways to make sure that your business is minimally affected by the new add-ons and functionality that is sure to be improved upon in the Gmail client.

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