“If you can’t make the rubber hit the road with a disciplined approach to analytics, you will end up with customer experiences that aren’t as effective or engaging as they could be.” —Conor McGovern, Managing Partner, Accenture
- Quality of the online experience. Sivadasan’s team tracks important variables such as how easy it is to find product information and whether Lenovo provides sufficient follow-up on the status of an order.
- Meeting commitments. This second driver includes how often the company misses promised ship dates.
- Experience with the product itself. By analyzing social media and direct customer feedback, Lenovo’s ecommerce team helps the company improve its products.
Posted by Karen Budell, Content Marketing Manager, Google Analytics 360 Suite
The Beginner’s Guide to Putting a Co-Marketing Strategy in Place This Holiday Season by @seocompanymiami
As the holiday season approaches, marketers are looking for ways to increase profits, drive traffic, and improve business-to-business relationships. One of the best ways to do this is through co-marketing, or in other words, having two companies collaborate in order to get the most out of a campaign.
When specific people, places, and things show up in queries or in web pages, that can be a signal to search engines to do something special in the results that they show. How prepared are you to understand and anticipate how the search engines treat them? Do you have a strategy in place?
Social media strategy for B2Bs doesn’t start or stop with just having a Facebook or Twitter account. Real business strategy executed through social can pay dividends beyond just the engagement factor, to business, brand, and human impact. This was the topic of the B2B social media strategy session at SES San Francisco 2013.
Over the last several years, search engine optimization (SEO) has matured quite a bit. Now, it’s no longer the practice of stuffing web pages with as many carefully-placed keywords as possible and hoping that Google notices. These days, it takes a much more sophisticated and refined approach built on fresh, original content that will provide value to visitors, while also attracting search engines and helping sites to move up the natural search rankings.
As online users become more savvy and increasingly reject direct and invasive advertising techniques, content marketing is becoming ever more important.