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Digital Marketing News and Strategies | Luca Lupattelli

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Digital Marketing News and Strategies | Luca Lupattelli

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  • Luca Lupattelli
  • August 04, 2017 01:38:20 AM
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All about Digital Marketing Strategies, Fashion Marketing, eCommerce Solutions and of course Marketing Automation.

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5 Digital Tactics for B2B Businesses

Modern marketing audiences change and the market keeps on expanding. You may be certain to see B2B marketing tactics and strategies emerge. If you wish to stay on the game top, you may add regularly new methods to the playbook. There are digital tactics for B2B companies that are influential to speed the marketing tactics, […] The post 5 Digital Tactics for B2B Businesses appeared first on Luca...

Modern marketing audiences change and the market keeps on expanding. You may be certain to see B2B marketing tactics and strategies emerge. If you wish to stay on the game top, you may add regularly new methods to the playbook.

There are digital tactics for B2B companies that are influential to speed the marketing tactics, to increase leads, nurture client connections, and to maximize ROI. The B2B digital tactics tap into marketing strategies such as:

  1. Video Ads

Google is a widely used web search engine in the world. The Google first page keeps business engaged in acquiring the content and brand out in this digital world. The latest update of Google will be coming around and video ads will be one of the worthy strategies, as it will be engaging and brief content. In fact, these videos will be shareable and easily viral, that it helps to incorporate visuals in a narrative manner and to keep it engaging.

2. Advocacy Marketing

This is the most effective B2B marketing strategies that expand its influence in bringing new clients. Advocacy marketing is effective online and it is also done as physical networking. This type of marketing helps in building good relationships with clients by generating more reviews, increasing social media engagement, and capturing referrals.

3. Podcasts, Video Shows, and Live Stream

Video ads gain traction owing to visual learners appeal. Podcasts are gaining popularity with marketing methods. Podcasting is growing in popularity and video blogging in the B2B space is becoming prominent. Especially with tools such as Meerkat or Twitter-owned Periscope, markets easily create a live streaming video.

Video shows, same as podcasting create episodes on ongoing series. They ease the minds of the viewers and the video shows work as self-promotion, besides it can be used to develop tutorials, how-tos, and as an educational theme.

 4. Digital Assistants

Thinking beyond SEO is essential to reach the web searches top. The machine learning rise AI, and other digital assistants have transformed human beings lives. In fact, digital assistants such as Cortana and Siri will do the search for potential clients.

The key to ensuring business information is accessible easily to assistants is in trying to funnel your site. The digital assistants can reach beyond the web; look into the search histories and hard drives for a tailor-fit search.

5. Wrapping up

Setting business relations alone is not enough and there is a need to build B2B relation using effective marketing strategy so that it really engages the audience and also attracts their interest.

The post 5 Digital Tactics for B2B Businesses appeared first on Luca Lupattelli.


Why a PIM is important for an eCommerce?

Commerce is important in the sales channel for distributors and retailers. Those building and improving their eCommerce performance and strategy must consider conversion rates, SEO rankings, order size, web traffic, and so on. Ecommerce and customer experience go together and it is simple for the customers to forget that they browse and also buy. The […] The post Why a PIM is important for an eCommerce? appeared first on Luca...

Commerce is important in the sales channel for distributors and retailers. Those building and improving their eCommerce performance and strategy must consider conversion rates, SEO rankings, order size, web traffic, and so on.

Ecommerce and customer experience go together and it is simple for the customers to forget that they browse and also buy. The key is to create a fascinating customer experience and this is possible by offering the right information to the customers such that they get to see that they need. Companies handling product data in large amounts may find PIM to be placed ideally.

Eliminate inconsistency and errors

The foremost is the customer loyalty that is valuable as your competitors are just one click away and it means you must seal the trust of your website visitor. In case there is an inaccurate data, the customer may be put off, it also means a sale loss.

Creating information as single source for all channels means you must be sure that your customer gets to see your products and a correct trust is formed up to date. The management processes should enrich the data faster so that there is rich content.

Increase with rich data online conversion

It is not important just to give tech-savvy customers a rich media content. There is a need for online specifications and manuals so that a 360-degree view is available of the product in association with relevant photos of the products in action. This helps the customers to increase the clicking journey.

Managing rich information may be daunting, however with a PIM system in place achieving higher conversion rates, more new customers, higher margins, and more sales in omnichannel commerce is possible. With PIM you are assured that the right product information is made available to the right customers.

Get found by improving SEO

Improve the product data quality and the assets. It ensures better experience to your customers and is the right way of increasing the seo rankings with enriched data. This can be done with relevant keywords that help in differentiating from others in the same field as competitors.

Having a great PIM system ensures you to describe differently your products across specific platforms, thus you can target the right customers in the market. Close keywords management helps in improving the SEO results to a range and it drives customers towards the online store. Offering accurate information is the key and PIM ensures your data improves SEO to its full potential and thus increases conversions leading to big sales.

The post Why a PIM is important for an eCommerce? appeared first on Luca Lupattelli.


Colors, Marketing and Techniques: Psychology Overview

The color psychology in branding and marketing is always interesting and also the controversial topics relating to first advertisements and marketing. Color is used to offer extra boost, to persuade people or even to enter the mind of the customers to push them to take action.  The fact is that it provokes emotions, regardless of […] The post Colors, Marketing and Techniques: Psychology Overview appeared first on Luca...

The color psychology in branding and marketing is always interesting and also the controversial topics relating to first advertisements and marketing. Color is used to offer extra boost, to persuade people or even to enter the mind of the customers to push them to take action.  The fact is that it provokes emotions, regardless of whether it is a cultural difference, personal preference, an aspect of upbringing a color or some color on making it tremendous.

Everyone uses the colors in marketing and branding, it helps in provoking emotions and reaching the customers minds.

Primary Colors

The primary colors are red, blue, and yellow.

Red: Dynamics, Passion, Love and Affection

Red is a dynamic color. It is full of passion, reflecting physical needs to portray an error or to show love and affection. It is the blood color that keeps humans attached deeply. It is also demanding, aggressive and strong used for warning and also in the digital world it is used to make things attract.  Red is the primary color and it offers a symbolic approach that combines love, passion, and survival. This is the reason it is found in Coca-cola to McDonalds, in all the noticeable brands.

Blue: Reliable, Cool, Mentally Soothing and Responsible

Blue is related to health and it instills reliability, trust, mental soothing and responsibility. It is liked by most people. Blue should be used properly. The pharmacies, health institutions, and brands present a strong practice. Blue brings sense of trust, calmness, and aims at long-term relationship.

Yellow: Warmth, Clarity, Joy, Optimism

Yellow color sparks emotion. It triggers confidence, optimism, emotional strength, confidence, creativity and friendliness. It is a wavelength creator and has the stimulation potential. It is a strong color lifting optimism and spirit. Yellow has a negative impact as well and so too much of yellow in the branding and marketing may cause plummeting of self-esteem, and it may rise stress, fear, and anxiety.

Secondary Colors

Purple, green, and orange are powerful secondary colors.

Purple relates to spirituality, imagination, royalty, and luxury. Purple is the indicator of imagination and creativity. It reflects the imagination and has the reliability of the color blue, while the passion of red. It shows mystery, courage, luxury and magic. It blends colors, triggers new creations and ideas, allowing to think away from the box.

Green: Rest, Balance, And Harmony

Green color represents harmony and balance. It offers a clearer sense. It is emotional, balanced and logical. It promotes the concept of being environmentally-friendly.  The only negative aspect that includes are materialism and possession. It also has positive effects as other colors.

Orange: Energy, Power, Fun and Friendliness

It presents a combination of energy and power with red with friendliness and fun with yellow making it orange that promotes a taste of services or products.

The post Colors, Marketing and Techniques: Psychology Overview appeared first on Luca Lupattelli.


How to avoid Fashion Industry common SEO errors

Spending thousands of dollars on ecommerce website is not new and it is done aiming that the search engine traffic will roll in and make right sense. Actually, this is not the reality, SEO is unpredictable. Climbing the ranking of search engine is about playing smart and handing the professionals of digital marketing that they […] The post How to avoid Fashion Industry common SEO errors appeared first on Luca...

Spending thousands of dollars on ecommerce website is not new and it is done aiming that the search engine traffic will roll in and make right sense. Actually, this is not the reality, SEO is unpredictable. Climbing the ranking of search engine is about playing smart and handing the professionals of digital marketing that they can obtain as results for you. The SEO optimizing is quite tricky and with the product pages shuffling off and on the site, the SEO becomes a task. This is not uncommon with fashion marketing seo as well.  Fear not, here are some common SEO errors that are best avoided.

Sparse description

The critical error is sparse description. When a product lacks proper description, especially with fashion industry, the chances of reaching the top search engine page comes to an end. There must be good descriptions featuring quality descriptive content making your customers reach the buying decisions.  Make sure the content is not duplicate or also do not use it for multiple products. Having duplicated content means your website may be penalized.

Manufacturer’s description

If you wish to differentiate, add description, apart from the manufacturer’s description. This is because hundreds of other stores online also may have the same text. If so, how will Google see you away from your competitors. Come with unique content, it is mandatory. If you have a list of products, writing unique contents cannot be fathomed. In such conditions, put an index Meta tag so that you write unique contents ensuring they are search engine friendly.

Keyword stuffing

This is the worse tactics of SEO. Keyword stuffing indicates shady tactic of web page stuffing aiming to manipulate the ranking in the search results of Google. Merely repeating will not promote your rankings. Even broken link is of no use as it is a nuisance to visitors and Google does not appreciate it. It will be treated as bad links, you will be penalized and earn bad reputation.

No reviews

Having no reviews means you are missing audience to a large percentage. Generally, before purchasing, people do pay attention to the reviews and make a purchase. It is simple to reach the search engine page results top, if you have product reviews. Reviews keep your page living and so search engines crawl easily taking you to the top pages.

Similar titles

Creating unique titles is not easy, but repeating similar keywords is also not going to help.  A simple tip is to nail down right key words to survey your customers. You can check into Google Analytics for the phrases that people are using to locate websites.

 

The post How to avoid Fashion Industry common SEO errors appeared first on Luca Lupattelli.


13 Critical B2B Marketing Metrics – Measuring Key Revenue Drivers

“In God we trust. All others must bring data.” – W. Edwards Deming Source: Adobe Stock I spend lots of time talking to B2B marketing and sales executives and very few have a great handle on how they are doing on their key performance indicators (KPIs). It’s like Goldilocks: Some are measuring too little, some […] The post 13 Critical B2B Marketing Metrics – Measuring Key Revenue Drivers appeared first on Luca...

“In God we trust. All others must bring data.”W. Edwards Deming

Source: Adobe Stock

Source: Adobe Stock

I spend lots of time talking to B2B marketing and sales executives and very few have a great handle on how they are doing on their key performance indicators (KPIs). It’s like Goldilocks: Some are measuring too little, some are measuring too much, and some are measuring just the right amount but not using the data effectively. A minority are not only collecting the right data but also using it to gain competitive advantage.

You’ve heard it over and over: You can’t improve what you don’t measure. That sounds great in theory but in a world that now has over 5,000 Martech tools, it is now possible to measure almost anything. But this abundance of technology has actually made it more difficult to figure out what to measure and how to report (and act!) on results. And despite the massive amounts of technology thrown at measuring marketing and sales performance, a large segment of B2B companies are no more effective or efficient than they were a decade or two ago. This is evidenced by the fact that many B2B marketing and sales executives can’t answer fundamental questions about their performance.

13 Items Worth Measuring

There are hundreds of potential items you can measure but the following 13 metrics are an excellent starting point. We’ve had great success in utilizing this combination in providing a comprehensive – but not overwhelming – view of marketing and revenue performance for B2B companies that have lead-qualification steps. However, a B2C or ecommerce company would customize as necessary.

  1. What is the current health of your brand?
    While you might think of this as a touchy-feely type question that can’t be quantified, my company has developed a Brand Health Scorecard that will quickly give you a sense of where you are versus the competition.
  2. How many sales leads do you need to hit your revenue targets?
    I’ve asked dozens of CEOs, CMOs and CSOs this question, and a majority either can’t answer or respond with something like “lots”. Of course we all want lots of sales leads but this ambiguity doesn’t help you build an effective marketing plan. Here is a way to calculate how many leads you need.
  3. What is your cost to acquire a new customer?
    We refer to this figure as Customer Acquisition Cost (CaC) and it can be calculated as a marketing program cost only, or as a dollar amount or percentage of the total marketing and sales expense burden as a percentage of revenue.
  4. What is your conversion rate of inquiries to marketing qualified leads (MQLs) or sales qualified leads (SQLs)? Knowing this number is crucial because it tells you two important things: the quality of the inbound inquiries and the efficiency of your lead qualification process (and yes you should have such a process in place!).
  5. What is your opportunity close rate?
    You’ve done a great job at generating and qualifying inquiries – now you need to understand how efficient you are at closing business. This will also show you how much pipeline coverage you require to hit your revenue targets.
  6. What is your average deal size?
    This is a key measurement that should show improvement over time. An increase in average deal size alone will boost revenue performance even if none of the other indicators improve.
  7. What is the average Lifetime Value (LTV) of each customer?
    Multiple the average deal size by the average number of times each customer/client will buy over the course of the relationship. For example, if the average customer pays $1,000 and buys three times, the LTV is $3,500.
  8. How long is your average sales cycle?
    This is computed as the average amount of time taken from a customer’s first engagement until the close of the deal. Again, I am surprised by how many B2B marketing and sales executives are not aware of this number.
  9. What are the marketing media and tactics that produce the leads most likely to convert?
    Media and campaign effectiveness metrics should be built into every campaign to ensure that you spend future budget dollars wisely.
  10. What are people looking at, and what actions are they taking, when they visit your website?
    You really need to know a few basics: the number of unique visitors monthly, the amount of time visitors spend on your site, the pages they visit most often, and the engagement rate: how many visitors register, buy or download something. This last statistic is extremely important because some websites attract a lot of traffic but because the content is not relevant to visitors, they convert very few.
  11. Are your customers satisfied?
    The gold standard in customer satisfaction measurement is the Net Promoter Score (NPS) Survey, that bases the NPS number by using the answer to a key survey question, on a 0-10 scale: How likely is it that you would recommend [brand] to a friend or colleague?
  12. How successful are you at retaining customers?
    This is a key metric that shows you whether to spend your marketing dollars on attracting new clients or keeping existing clients. There are lots of ways to measure this but it simply refers to the percentage of a given pool of customers at the start of a period who are still with you at the end of that period. For example, if you start with 100 customers on January 1 and you still have 85 of them on December 31; your retention rate is 85 percent. You can also view this from the other side. Using the same numbers, you have a churn (attrition) rate of 15 percent. You care about this because It usually costs five to ten times as much to acquire a new customer than it does to retain a current customer.
  13. How much revenue is initiated by marketing?
    Most B2B companies generate some revenue from non-marketing initiated sources (e.g. upsell, services, existing contracts). The remainder is Marketing Contributed Revenue, and this is the number you need to use for market planning, budgeting, etc.

As an example of how the lack of measurement can hurt: at the first planning meeting with a new client, the chief sales officer (CSO) proudly boasted that his crack sales team was closing 50 percent of their opportunities. However, when we analyzed the past data, the closing conversion ratio was actually closer to 25 percent. Had we accepted the anecdotal estimate instead of hard data, this one discrepancy would have made the entire lead-to-revenue (L2R) model unachievable.

Rules for Measurement

We’ve discussed 13 important marketing and sales metrics. Here are a few guidelines to ensure these metrics are used to boost revenue.

  • Focusing on what matters (quality) is way more important than measuring everything (quantity). Notwithstanding the 13 recommendations above, it is better to start with a few and scale over time, than to try to measure everything at once.
  • Don’t measure anything that isn’t both important and actionable.
  • The closer a metric is to revenue, the more seriously it will be taken by executives (e.g. cost per sale has higher status than cost per inquiry).
  • Don’t spend more time measuring than doing.
  • When it comes to sharing results, dashboards work much better than detailed reports.
  • If your execs won’t read the report, don’t waste your time producing it.

Knowing what not to measure can be as important as what to measure. In my early days in the software industry I worked for a VP/GM that insisted we measure the “contribution to revenue” of every single marketing expense. Yes, this included things like event sponsorship, press releases and analyst relations. Knowing even then that this violated several of the above rules for measurement, and not wishing to confront this senior executive, I took the easy way out and simply made data up. He was none the wiser and I could spend my time doing (and measuring) what really mattered.

I’ll leave you with a great quote about data courtesy of Jim Barksdale, former Netscape CEO: “If we have data, let’s look at data. If all we have are opinions, let’s go with mine.”

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Source: Google News

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60% of SMBs report half or more of online sales come from Amazon, Jet & eBay [Survey]

According to a recent survey conducted by NetElixir, a majority of SMBs are seeing strong returns on Amazon, Jet and eBay. Surveying 500 small to mid-sized US retailers that sell online, 60.2 percent attributed at least half of their online sales to the three online marketplaces. Of that 60.2 percent, 26.6 percent said there was […] The post 60% of SMBs report half or more of online sales come from Amazon, Jet & eBay [Survey] appeared first on Luca...

According to a recent survey conducted by NetElixir, a majority of SMBs are seeing strong returns on Amazon, Jet and eBay.

Surveying 500 small to mid-sized US retailers that sell online, 60.2 percent attributed at least half of their online sales to the three online marketplaces.

Of that 60.2 percent, 26.6 percent said there was a 50-50 split between e-commerce sales coming from their own website versus sales coming from Amazon, Jet and eBay, 21.3 percent reported three-fourths of their e-commerce sales from the online marketplaces, and 12.3 percent attributed 100 percent of their sales to Amazon, Jet or eBay.

The survey took a quick dive into how online marketplaces are impacting SMB’s e-commerce efforts, with a focus on Amazon.

Fifty-two percent of the respondents said the “increased sales volume potential” was the biggest benefit of selling on Amazon, and 32.6 percent said “increased brand exposure.”

Forty-five percent said the biggest downside of being an Amazon seller was the lower margins, while 29 percent said “not owing the end customer” was the biggest downside for them.

Less than 30 percent of the SMBs surveyed were running paid ads on Amazon, and 40 percent of the companies who did run Amazon ad campaigns claimed they were not effective. (Twenty-three percent cited “lack of know-how” as the top reason for the ineffective Amazon ads.)

After this year’s Prime Day, Amazon’s annual day devoted to discounts for Prime members, the e-commerce giant reported it to be “another record-breaking success for small businesses and entrepreneurs,” with one SMB, Furbo Dog Camera, claiming their daily sales increased by over 500 times.

“Within the first six hours, Furbo Dog Camera shot up to the No.1 Best Seller in four categories,” says a rep from the Furbo Dog Camera company who was quoted in Amazon’s release announcing its Prime Day results.

Looking toward the future, NetElixir’s survey asked SMBs where they plan to invest the most in the next five years, and 25 percent said Amazon.

You can download NetElixir’s full report at: Amazon for Small Business: Friend or Foe?


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