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How to use your buyer personas to build your 2017 search marketing budget - Search Engine Land

How to use your buyer personas to build your 2017 search marketing budget - Search Engine Land | The MarTech Digest | Scoop.it
1. Lifetime value
When you add customer worth to your buyer personas, you’ll be selling them short if you neglect LTV. After all, a customer who buys a Ferrari on a $0 down payment promotion is worth a lot more than $0!

2. Cost per acquisition
In my experience, to make a reasonable profit with a buyer persona, the LTV for a given persona needs to be at least four or five times larger than their CPA. If it costs more than 25 percent of your LTV to close a buyer persona, something in your marketing needs to change.

3. Buyer scarcity
Knowing how many potential customers you have within each persona will help you decide how much you can spend marketing to them and still expect a return on your investment.
CYDigital/marteq.io's insight:

You're B2B. You know your audience. You can identify your buyers. Stop guessing and get personal.

 

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how. #MarTech #DigitalMarketing

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Google’s Removing Right-Side Ads, But How Will It Impact Organic Search Results? - HubSpot

Google’s Removing Right-Side Ads, But How Will It Impact Organic Search Results? - HubSpot | The MarTech Digest | Scoop.it
Will this impact marketer's organic results? Yes it will -- although it’s hard to say how exactly. While fewer ads could increase organic traffic, a fourth ad above organic results could also push results down the page to a point that lowers traffic. When you consider that the further down a result appears in SERPs, the lower the clickthrough rate it receives, it’s reasonable for us to assume there’s going to be a negative impact on organic traffic.

It’s also important to remember that this is one of many significant changes to the SERPs in the past few years. The introduction of the Featured Snippet and Knowledge Graph results created even more distractions from the traditional blue links that represent organic results. As marketers, you should be paying attention to the types of results that are being displayed in SERPs for keywords that you’re trying to rank organically for so that you can provide content that’s formatted optimally.


marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital/marteq.io's insight:

What's the bigger game plan here for Google?

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What Google's New Layout Means For Search Marketers - Search Engine Land

What Google's New Layout Means For Search Marketers - Search Engine Land | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital/marteq.io's insight:

Excellent analysis.

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Google is removing all Right Hand Side Ads on SERPs worldwide | Search Engine Watch

Google is removing all Right Hand Side Ads on SERPs worldwide | Search Engine Watch | The MarTech Digest | Scoop.it
As reported and confirmed by numerous sources, Google will no longer be showing ads on the right hand side of its search results pages.


marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital/marteq.io's insight:

Holy crap!

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Adobe: Paid Search Growth is Slowing - CMO.com

Adobe: Paid Search Growth is Slowing - CMO.com | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital/marteq.io's insight:

One guess where it's going...

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Creating the Right Marketing Mix - Whiteboard Friday - Moz

Creating the Right Marketing Mix - Whiteboard Friday - Moz | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital/marteq.io's insight:

Well worth the 8 minutes.

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INFOGRAPHIC: Kenshoo Digital Marketing Snapshot: Q4 2015

INFOGRAPHIC: Kenshoo Digital Marketing Snapshot: Q4 2015 | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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Building a Search Marketing Funnel - Smart Insights

Building a Search Marketing Funnel - Smart Insights | The MarTech Digest | Scoop.it

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CYDigital/marteq.io's insight:

This is the right approach, but a bit of caution: you could go crazy with tons of AdGroups matched with tons of ads and tons of landing pages. Be sure to use tools to assist you with this effort.

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5 Key Reasons Why Paid Search Should Be Part of Your Inbound Strategy - Search Engine Watch

5 Key Reasons Why Paid Search Should Be Part of Your Inbound Strategy - Search Engine Watch | The MarTech Digest | Scoop.it

Digest...


1. It’s There When They Are Searching

2. It Can Complement Your SEO Efforts

3. It Provides the Ability to Change Messaging in Real Time

4. It Can Have a Broad or Targeted Reach

5. It Can Provide Lift to Other Marketing Strategies

 

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CYDigital/marteq.io's insight:

Like anything else, you can test to see if there are any advantages to add SEA to your inbound effort. At the very least, you can use SEA to test different messages. But if you do test, be sure to test social advertising with it so that you can contrast/compare.

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Jean-Pierre Lanzetti's curator insight, January 12, 2015 11:56 AM

See also Digital topic ...