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