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7 Digital Marketing Discoveries from Gartner (and 7 Lessons to Learn)

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*sniffle*  Digital marketing is all grown up.  We remember when digital marketing was taking its first steps, and now look at it!  At least we still have the baby pictures.

A new report from Gartner, “CMO Spend Survey 2015-2016: Digital Marketing Comes of Age”  examines the maturation of digital marketing.  This new study takes a look at the current environment for digital marketing, eCommerce, and their intersection with the physical retail space

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The Eyes Are the Windows to the Sale: Online Video B2B Marketing

eyeball money online b2b marketing video

 

Humans are visual creatures.  That’s why we have two eyes and only one…  um…  nose.  (Okay, we have two nostrils.)  Anyway, what we see has a huge impact on what we buy, which makes video an effective tool to add to your kit of B2B online marketing.

According to the “B2B Demand Generation Benchmark Report” from Software Advice, videos are the most-used type of content among the 200 B2B marketing professionals surveyed.  92% of respondents use videos in their B2B online marketing.  But everyone with two eyes and two nostrils knows that usage percentages aren’t everything.  Video was also most-commonly cited as producing a very high amount of leads.

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These 3 Metrics Tell You If Your B2B Content Marketing Is A Success

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Right off the bat, we will tell you that website traffic isn’t one of the three most important metrics for successful content marketing.  According to research by the Content Marketing Institute, traffic has been consistently named by B2B marketers as their most used metric over the past 6 years.  But it’s not the most effective.

For 2016, however, the CMI asked B2B marketers to rank metrics by importance, not by how much each metric was used.  Understandably, this yielded some different results.

The most important metrics to determine B2B content marketing success are:

  • Sales lead quality (87%)
  • Sales (84%)
  • Higher Conversion Rates (82%)

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Don’t Be a SERP Serf. Be a King or Queen with eCommerce SEO.

castle SERP serf SEO

 

If you need a primer on Feudalism, we don’t blame you.  You probably haven’t studied the social systems of medieval Europe since that one time you got lost on Wikipedia for the entire month of August.

Of course, we’re not talking about how you feud with your eCommerce competition… but the division of kings and peasants actually has a strong analogy in modern e-business.

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Do Your e-Business Customers Have “Tells” that Make It Easier to Sell?

Poker

 

Have you heard the expression, “You have to play with the cards you’re dealt”?  In poker, as in e-business, there’s a bit of luck to the game.  But think beyond the aces and spades.  There are other players besides yourself at the table.

Top poker players learn to read their opponents.  That’s how they know when to hold ‘em and when to fold ‘em.  When a poker champion sees a “tell,” or some indication of the type of hand his opponent, they know whether the opponent has a Royal Flush or just a bluff.  This is one way top poker players stay consistent winners in a game of luck.

If you want to stay consistent in the world of eCommerce, you don’t want to rely on luck either.  For your e-business to raise conversion rates and engage more customers, one of your first objectives should be to deliver more relevant products and content to its prospects and customers.  The more relevant these recommendations are, the better chance of a transaction.

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