Laura Patterson — May 16, 2017 Follow @LauraVEM— May 16, 2017 In an environment where the CMO is being asked to prove Marketing’s value every day, what can a CMO do to not merely survive, but to thrive? To survive and thrive, CMOs need to see themselves as champions of growth who can anticipate customers, … Continue reading Are You Rich in Activity Metrics But Poor in Proving Value?
by Laurie Sullivan@lauriesullivan, December 2, 2016 Marketing budgets rose slightly in 2016 compared with 2015, but the latest findings from a benchmark study suggest that CEOs still lack a strong commitment to digital advertising and marketing. The insight comes from CMOs and CIOs who participated in the Leapfrog 2016 CMO Digital Benchmark Study. In fact, three out … Continue reading Marketers Say Proving ROI More Important Than Brand Awareness Metrics
How can you help clients understand the value of SEO initiatives when the results may take weeks or even months to pan out? Columnist Casie Gillette shares her advice. Casie Gillette on October 26, 2016 Last month, my colleague Derek Edmond wrote a column here on Search Engine Land discussing how to improve your value … Continue reading Long-term SEO: Proving the value now
by Aaron Baar, Staff Writer, August 16, 2016 Given its wide-ranging purpose (from initial research to late-stage price comparison) and cross-platform presence leading to attribution challenges, it should be no surprise that many marketers — particularly small business — are having difficulty understanding just how, or even if, their search marketing efforts are working. Two … Continue reading Why Is Proving Search ROI So Difficult?
by Richard Sunley May 19, 2016May 19, 2016 Corporate spending on sponsorship activity will hit 60 billion dollars in 2016. But despite this vast expenditure, measuring the ROI of sponsorship remains a tricky business, especially with social media changing the game when it comes to measuring the reach of a brand or logo. Event organizers … Continue reading DHL and F1: Proving Sponsorship Value with Social Listening and Image Recognition
by Dave Sutton May 14, 2016May 14, 2016 Is your company in the 59 percent investing more in your employer brand compared to last year? LinkedIn’s Global Recruiting Trends Report uncovered key trends worldwide that organizations should focus on for 2016. At the top of that list was employer branding — and for good reason. … Continue reading 3 Companies Proving the Power of Employer Branding
As digital advertising continues to transform, columnist Peter Minnium shares five things he’s learned to help marketers take advantage of this new, digitally driven world. Peter Minnium on November 6, 2015 “Come on, Peter,” chided the CMO, “you can’t expect me to commit millions of dollars in media spending based on that evidence.” The first … Continue reading Is That A Fact? 5 Principles For Proving That Digital Advertising Works
By Annie Zelm, Published October 8, 2014 You’ve been blogging, emailing and converting website visitors to leads for months now, and you get the sense your potential clients are more engaged. People are commenting on your posts. Maybe a few have even mentioned they read something you recently published. You’re delighted—until you realize you still … Continue reading Proving Your Worth: What Content Marketing KPIs Matter Most?