Think social media is just for B2C brands? Think again.
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The call to action (CTA) is the secret sauce for B2B lead generation. If your CTAs aren’t effective at capturing people’s attention and persuading them to click, then it makes the offer useless, which stalls your lead generation and sales efforts.
With U.S. ad spending on digital set to overtake TV spending by 2016, according to research firm Forrester, advertisers are strongly evaluating how to move their budgets from traditional media channels to digital.1 Of course, digital isn’t a one-size-fits-all bucket. Within it are a myriad of choices – devices, sites, targeting techniques, buying methods and more.
One aspect of digital that is helping it accelerate growth is programmatic ad buying, which helps advertisers specifically target audiences in real time. We spoke to Jason Barnett, director of programmatic strategy at Centro, one of our technology partners, to dive deeper into this trend.
It’s not hard to see how marketing is changing. It’s harder to see what parts of marketing are staying the same. 2016 will be a year where marketing will become more relevant and real time. Marketers will find a new use for the voice (and words) of the customer. Content marketing will take on new roles and marketers will learn some new acronyms. Most importantly, in 2016 successful marketers will start to decode the role of behavior in marketing, something that direct and data-driven marketers discovered decades ago.
Many people wish they could speak another language and I can understand the allure.
Most utilities are focused on improving their customer experience, enhancing their brand reputation and establishing themselves as a thought leader. Researchscape reports that the majority of consumers expect their utility to provide them with personalized advice.1 Educational content can be a useful technique to engage customers on a myriad of topics.
Inbound marketing is more than just a lead generation technique. Marketers can leverage the power of a customer's needs, interests and behaviors by leveraging inbound marketing to create, transform and develop a meaningful customer relationship marketing program (CRM). In turn, customer relationships can be used to improve conversion rates, build brands and increase customer retention, all of which will improve a company's bottom line.
For many customers, billing is one of the central interaction points with their utility. Customers not only want to understand their utility bill but try to actively influence it. Billing questions can sometimes emanate from line items that seem confusing or which costs can be impacted. Different rate options can sometimes be confusing to customers as well, and they don’t always understand the nuances of different plans.
Digital marketing moves very quickly and performance metrics are more immediately available than many traditional communication techniques. Immediate accessibility to performance metrics doesn't necessarily translate to immediate results.