Marketing experts have been heralding the reign of digital communications for years, but few are aware of the importance of Hispanics in this digital era. Through my research dating back to 2000 when I conducted the study “The Digital World of the US Hispanic” and now as a professor at Florida State University, I have discovered powerful insights regarding Hispanics and technology in our research program “The Multicultural Marketing Equation.”
Wednesday, December 3, 2008
Hispanic Marketing - What’s Next?
Having spent over 30 years in Hispanic marketing, I have been fortunate to see the evolution of this fascinating market. I founded one of the first multicultural market research companies, Hispanic and Asian Marketing Communication Research, and experienced first hand the explosive growth of a market and an industry. Now, as the Founder and Director of Florida State University’s Center for Hispanic Marketing Communication, I am training the next generation of Hispanic marketing leaders and I am continually asking, “What’s next”?
Marketing experts have been heralding the reign of digital communications for years, but few are aware of the importance of Hispanics in this digital era. Through my research dating back to 2000 when I conducted the study “The Digital World of the US Hispanic” and now as a professor at Florida State University, I have discovered powerful insights regarding Hispanics and technology in our research program “The Multicultural Marketing Equation.”
Marketing experts have been heralding the reign of digital communications for years, but few are aware of the importance of Hispanics in this digital era. Through my research dating back to 2000 when I conducted the study “The Digital World of the US Hispanic” and now as a professor at Florida State University, I have discovered powerful insights regarding Hispanics and technology in our research program “The Multicultural Marketing Equation.”
The Twelve Brown Bag Luncheons
If you can believe this, I actually started to blog to the tune of "The Twelve Days of Christmas." That had the potential to be the worst blog on the planet Earth!!!
So, how about this...I will just tell you want I wanted to say without being all "cute" about it.
Times are tough. For everyone. You are being challenged to do more with fewer resources and your budget has probably been cut a few times. And I am going to go out on a limb and guess that you cut "education and training" first because it won't interfere with your marketing strategies. But that's tough. You need to stay on top of the game and come up with creative and fresh ideas.
I think we have the solution for you...MarketMatch is launching the Brown Bag Lunch Series! Beginning on January 16 at 1:00 PM EST and continuing on the third Friday of every month (same time and place), we are offering FREE "roundtable" style conference call webinar discussions. We will moderate, but the conversation will driven by you. All you have to do is pack a lunch and dial in.
We will be there to make sure you aren't dialing in to dead air space. The MarketMatch team will serve as a panel to share ideas and get the conversation rolling. We will also take turns lending our expertise to the various topics.
So here's the skinny...Topics include:
- Marketing Relevance
- E-Marketing and Social Media
- Generating Deposits
- Branch Promotions
- Bringing Retail to Financial
- Generating Consumer Loans
- and that's only half of them!
Do something extraordinary today!
Jenna
Google Analytics Seminars for Success December 8 - 9, 2008 in Montreal
Seminars for Success have been so popular in the US that we're now expanding to Canada! Come join one of our lead instructors, Justin Cutroni, Director of Analytics at EpikOne for a Google Analytics Seminars for Success in Montreal December 8 - 9. Whether you are an analyst or tasked with configuring Google Analytics this seminar will help improve your overall understanding of Google Analytics.
Perhaps you have questions like, "What reports should I be looking at for my business and what do they mean? How do I configure goals? What is an acceptable bounce rate?" If so, then Seminars for Success Montreal is for you. For only $249 U.S. per day this seminar offers tremendous value.
Day 1 focuses on Google Analytics reports and data. Justin walks through almost every report and shows how you can use Google Analytics to gain meaningful data insights. Day 1 will also cover many of the new Google Analytics analysis tools including Advanced Segmentation, Custom Reports and Motion Charts.
Day 1: Introduction & User Training
- Introduction to Web Analytics
- Google Analytics Reporting Features
- Sharing GA Data
- Custom Dashboards
- Understanding Site Visitors
- Tracking online marketing campaigns
- Evaluating site content and user navigation
- Understanding Goals and Conversion Funnels
- Website testing with the Google Website Optimizer
On Day 2 Justin really digs into how Google Analytics works and how to configure it correctly.
- GA architecture overview
- Learning about Regular Expressions
- Improving your data with filters
- Setting up Goals and Funnels
- Implementing E-Commerce Tracking
- Configuring Custom Segmentation
- Introduction to Event Tracking
- Tracking websites with multiple domains/subdomains
- Code customization
Ready to learn how you can improve your Google Analytics skills? Register here!
See what some past attendees are saying about the Seminars for Success:
See what some past attendees are saying about the Seminars for Success:
“The course was outstanding. Going through all the functionality in a structured way with such a good presentation style has been incredibly worthwhile. Highly recommended!”
“This course is an unbelievable value. Now I’ve got a scalpel, where I had a hatchet prior. Awesome amount of info here—I’ve used GA for 2 years, and I never knew what I didn’t know. Now I do!”
“Great seminar for geeks AND non-geeks interested in creating actionable website metrics.”
“I learned more in this seminar than I have in all of the time I’ve spent playing in Google Analytics and reading books.”
Tuesday, December 2, 2008
New Ads Quality videos
Ads Quality is important for you, our advertisers, as it directly affects your ads' position on the page and how much you pay for your ads.
Over the past few months we've made some big changes to improve how we calculate Quality Score and how your Quality Scores are displayed in your account. One of these changes was the transition from minimum bids to first page bids. To help explain Ads Quality and these changes, we've just released two instructional videos that walk through the basics of Ads Quality and the transition to first page bids.
The first video, Ads Quality Basics, provides a general introduction to Ads Quality, including an overview of Quality Score and answers to some common questions about Ads Quality. If you don't know how Quality Score works, this is a good video to watch.
The second video, Ads Quality Updates, goes beyond the basics and gives more detail on the recent changes made to Ads Quality. If you want to know more about how the change from inactive keywords to first page bids affects your campaigns, we recommend this video.
Monday, December 1, 2008
Making Marketing Matter
Greetings...
I trust that everyone had a fantastic Thanksgiving holiday with the mandatory activities of overeating, taking a nap and shopping!
I thought I would kick-off December with a series of three blog posts that comprise a visual that we use quite often...we refer to it as the "Making Marketing Matter" graph. As you can see from the image, we believe that there are three separate and distinct components.
Let's start at the beginning...being unique!
Uniqueness is banking...almost sounds like an oxymoron...unless you are a marketer! We know that our bank or credit union is different...truly different. Not just by having "the best staff" but by tangible differences. Maybe it is a shorter loan processing time period, perhaps we hand deliver check orders, maybe our monthly statements come with a 48 hour delivery guarantee. Whatever the tangible differences are we know them, right? Well, if you said yes, proceed forward! If you answered, well?? Then you need to take an honest assessment of your institution, your staff, your products, your competitive marketplace, and refine and define your true differences.
Uniqueness, in our thought, has to have an edge to it. Have a definable characteristic, be measurable. The uniqueness also has to be true to your organization. One that truly is reflective of "who" you are and "what" you deliver, all balanced against the reality of can you do it repeatedly and consistently! We believe these are two fundamental variables that many people undervalue. Consistency and repeatability define a brand and also then define the organization and its people. As you know, it is also the other way around...the organization and its people define it consistency and repeatability!
Your challenge...find your uniqueness, quantify it, ensure it is consistent and repeatable and then get EVERYONE on board to understand what it is and why it matters!
Being unique is one thing...making sure that uniqueness has value in the eye of the customer is something else. That is relevance...we will get to that one is my next post!
Cheers!
Bruce Clapp
Tuesday, November 25, 2008
Seminars for Success, Now for Website Optimizer
You may have heard of Seminars for Success. It's a full day of hands-on training on Google products like AdWords and Google Analytics. We've heard requests for more in-depth training on Google Website Optimizer. If you don't know about it, Website Optimizer is a free tool that helps you increase your site's conversion rates by testing different versions of your website's content.
If you want to learn about website testing and how to increase your website's effectiveness, then this course is for you. The course covers how to run your first experiment, best practices in landing page design, and advanced testing strategies.
We're now offering Website Optimizer Seminars for Success with four sessions scheduled around the US:
If you want to learn about website testing and how to increase your website's effectiveness, then this course is for you. The course covers how to run your first experiment, best practices in landing page design, and advanced testing strategies.
Website Optimizer Seminars for Success are led by Google authorized Seminar Leaders. They're experts in the field of website testing and on Website Optimizer. If you want to start increasing your conversion rates, now is the time to sign up.
Course materials will be provided to all that attend. And, if you sign up at least 7 days in advance of a Seminar, you'll receive a $50 AdWords credit. The Washington DC Seminar is coming up next week, so be sure to register your spot.
If you'd like to be notified when Seminars for Success are happening in your area, you can fill out this form.
Display ad builder best practices
Last week, we posted about recent improvements we've made to the display ad builder. Now we'd like to share some best practices for using the tool. Hopefully these tips will help you get off to a running start with your new display campaigns:
Customize your ads to make them stand out. Here are some ways you can do that:
- Choose the color scheme of your ad, like the background and font color, to align it with your unique product and brand.
- Ensure text and images are a proper fit. Review all available ad sizes for each template to ensure that the text displays properly and images fit the ad slot. Upload images and logos that fit the recommended specifications we display as you create your ad.
- Try out different templates. You can see which one yields the best performance and optimize accordingly.
- Consider transparent PNG graphics. They can make your ads look more professional by matching the background of both the image and the ad.
Consider separating your display ads into their own ad group. This will allow you to:
- Set unique bids for your display ads. For example, you may want to bid more competitively for you display ad, since it has to rank high enough to place above the other ads competing for the same spot.
- Use unique keywords for your display ads, without impacting the performance of your text-only ad groups, especially those running on search as well as the Google content network.
- Your display URL should be visible. If it's the same color as the ad's background color, it won't be visible to the user.
- Uploaded images should be less than 50KB. Otherwise your ad won't be eligible to run.
Subscribe to:
Posts (Atom)