Whitepapers

Seeing Between the Lines of the Search and the Click

Image from: Online Search / Shutterstock Search marketing is an intense and competitive battlefield, and for those of us in the trenches it can feel like being dropped in an unknown location without a map or GPS to guide us. To date, the ability to track actual consumer behavior from a search to a click has been virtually non-existent. Because search engine results pages (SERPs) are different for every consumer

5 Things Every Marketer Should Know About The Consumer Path to Purchase

Image from: Online Purchase / Shutterstock The introduction of new devices, platforms, content and all around new ways to engage consumers has fundamentally changed the way consumers build relationships with and become customers of brands. In order to meaningfully engage with consumers at moments when they are most receptive to brand messaging, understanding the consumer’s path to purchase has become a need to know rather than a nice to know.

Ecommerce Tip: Find Your Customers When They’re Most Ready To Buy

Image from: Shopping Mouse / Shutterstock It sounds obvious, but if you’re responsible for optimizing an ecommerce channel for a brand or client, you need to be focusing on the entire life cycle of your customer. This way you you can understand when they’re most likely to buy and focus your online marketing spend on the correct channels. Because new and returning customers will be buying from you directly, online, you should

Understand Consumer Behavior, Watch Referral Traffic Pour In

Image from: Connections and Referrals / Shutterstock As a “results-driven” online marketer, it’s easy to get caught up in analytics and numbers. Figures and statistics keep your boss less sadistic. That’s a saying, right? Taking a step back and actually thinking about your prospective customers seems like common sense, but not thinking about them is a mistake we marketers make every day. Instead of driving referral traffic to our sites

Is E-Commerce Too Big an Investment for Mass Retailers?

Image from: Nordstrom Anniversary Logo / Nordsrom.com Nordstrom is currently in the middle of their annual anniversary sale running July 20th through August 6th. No stranger to the sale store front, they promote five big sales a year. With a big push financially to drive their online sales this year, I decided to see if their e-commerce efforts have paid off so far in terms of driving traffic to the

Is Southwest’s Acquisition of AirTran Helping its Online Presence Take Off?

Image from: Plane Taking Off / Shutterstock With generally slim profit margins, airlines must do whatever possible to remain competitive.  Southwest decided that meant buying AirTran, now a wholly-owned subsidiary of Southwest.  The acquisition agreement was signed May 2, 2011 with the mission of improving the business, in part through better economies of scale.  Since then, routes have been consolidated and integration of frequent flyer programs is under way.  But

Are Norwegian’s Promotional Efforts Allowing Them to Cruise by their Royal Competitors?

Image from: Cruise Ship Image / Shutterstock When planning a vacation there are many decisions that must be made. Where to go, how to get there, and if are there any enticing deals available are all common questions to consider. Norwegian Cruise Line has recognized this process of potential vacationers and is taking appropriate action in hopes of cruising ahead of competitors. Norwegian’s latest offer, “Bask in Free Upgrades” ran four

Once Upon A Time: Pitch Decks Are Stories

Image from: Typewriter / Shutterstock Every marketer should work for an agency at some point in his or her career. The exciting, fast-paced world of pitches and juggling multiple clients is not an experience to be missed. Agencies understand that in the most simplified form, marketing and PR consist of telling a story that engages consumers and ultimately leads to new business, whether it’s for your own company or for

Measuring the Travel Flash Sale Segment

Image from: Travel Image / Shutterstock Daily deal or Flash Sale sites have been rising in popularity, Fab.com is a newer entrant that has quickly gained interest from consumers and even passed some of its retail counterparts. Looking at Compete.com we see that between Fab.com, Gilt.com and Ruelala.com, Fab.com has driven more traffic than its competitors since launch and now sits at about 1.4 million unique visitors as of May

Free Report: Online Over-the-Top Solutions Today

Image from: NetGem Download “Online Over-the-Top Solutions Today” today! This report will explore the growth in online Over-The-Top (OTT) solutions, looking at existing market players and the impact on telecom consumer behavior. As ownership of streaming enabled devices continues to grow, OTT consumption will rapidly increase. The growth in OTT viewing impacts many players, including networks (e.g.,NBC.com), TV service providers (e.g, Comcast), and stand-alone OTT providers (e.g.,Netflix). From this free

Free Report: Which Brand Will be Crowned the “King of Luxury”?

Image from: noktahhitam Who will be Crowned “King of Luxury”? Sales volumes to date reinforce that Mercedes-Benz and BMW will be in a tight race for the 2012 U.S. luxury-vehicle sales crown. Less clear is how Mercedes-Benz and BMW are driving sales, and how susceptible each brand is to losing sales to other rivals, such as Lexus. This white paper will provide an overview of the luxury car market for the