When it comes to accelerating lead generation for B2B, digital inbound marketing channels lead the way. According to research from inbound marketing solutions provider HubSpot, businesses dominated by inbound marketing have a 62% lower cost per lead than firms that do mostly outbound marketing. In fact, as Hubspot research shows that . . .

• 78% of Internet users conduct product research online.
• 57% of businesses have acquired a customer through their company blog.
• Companies that blog get 55% more web traffic.
• Inbound marketing costs 62% less per lead than traditional, outbound marketing. The average outbound lead costs $373. The average inbound lead costs $143.

Data above from Hubspot’s State of Inbound Marketing Report. See also this post.

With that data in mind, here are some cost-effective ways to accelerate your lead generation.

#1 Begin with what is

Without a doubt, the fastest way to accelerate lead generation is to stop turning away your customers at the door. A high bounce rate (which refers to whether visitors view more than one page on your site) is a clear signal that customers are discrediting your company as a solution before they even really investigate your products. This should not be fixed by trying to increase traffic. Instead, plug the leaks before you do anything else.

For example, we (One Net Marketing) recently helped one of our clients, a B2B software company, reduce their bounce rate from 79.28% to 3.39%.

Given that bounce rate is defined as “the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page” our client went from having ~20% of visitors stick around to ~95%.  In other words, we increased prospective customers for our client by nearly 5x — without creating a single blog post or spending budget on advertising.

Why do people leave your site? It’s simple. And it is related to one of the most essential, holy, and ironclad principles behind Google’s search engine algorithms:

“The perfect search engine would understand exactly what you mean and give you back exactly what you want.” – Google’s Co-founder and CEO, Larry Page.

Visitors only leave if they perceive your site doesn’t have what they are looking for. The secret to generating leads via search engine marketing is to deliver what your customers are searching for. It is a data-based skill, framing your product within the context of a visitor’s demand and expectations.

So the solution could be fixing a UI design flaw or simply correcting poor copywriting on your homepage. Keep testing until you locate the cause and fix it.

#2 Don’t guess what your customer’s want

The reason why customers leave your site could simply be that your positioning and sales copy simply doesn’t resonate with them. Launch a small PPC campaign and test different value propositions.

Every time we launch a PPC campaign, we are surprised with what actually resonates with the audience—versus the sales message we think will perform the best. That’s why inbound marketing channels are amazing—instant response and data to help make big decisions.

#3 Long-tail SEO and lead generation

Long-tail SEO refers to targeting multiple word search queries rather than the short phrases (so “carbon auditing software for manufacturing plant Canada” rather than “carbon audit”). Long-tail SEO produces leads much faster than a comprehensive SEO campaign.

The downside, of course, is that these terms do not bring a lot of traffic. The upside is that these terms often signal high buying intent and you can surgically target the types of clients you want to attract.

Construct some blog posts with “long-tail” keyword targets. If your company is finding it hard to gain traction online, these posts will also help you later as you chase more competitive keywords.

#4 Harness the power of online PR

Everyone has the power to be a publisher online. And that means you don’t need to go through a slow-moving traditional PR firm to get your company’s name in front of potential clients. Here is an article we wrote on some quick and effective online PR strategies for tech companies.

#5 Don’t ignore the middle of the funnel

Lead generation requires turning strangers (your web traffic) into people willing to talk to you. The problem is that many B2B companies rush from awareness to the sales pitch. You read our 200 word blog post! Now, sign-up for a telephone call! This rarely works.

A more effective way to capture more leads is put energy into the middle of the funnel. Research reports, e-books, free product trials, webinar sign-ups—these things do really work to generate and nurture leads, build trust, and warm customers up to the next level.

The simplest way to do this is to have some of your blog posts sending traffic to a landing page. And then, after the visitor has made it through that gate, you can begin to suggest a free consultation.

Here is a post on lead nurturing to help you with the middle of the funnel.

#6 Increase your sign-ups

Like bounce rate, the easiest and fastest way to generate more leads is to optimize your sign-up forms. Here is a post all about optimizing sign-up forms.

#7 Create a ton of content

According to Hubspot, blogs with 24-51 posts will generate a median of 13 leads. However, when your posted articles get above the 52 article mark, your blog will generate a median of 23 leads. This is a 77% lead growth, more than twice than the 30% lead growth that occurs when your article number reaches the 24 post mark.

Task your team to create content. The reason why more content is better is simply due to the nature of the B2B buying research prospect: the more topics in your industry you cover, the more times a prospect is going to encounter your brand in the search results. And, as a result, the more credibility your brand is going to gain in the eyes of the searcher.

If you want to be a “leading provider” then you need to show up in those search results . . . everywhere. Leaders lead. And in B2B, that means you need accelerate content creation.

#8 Don’t create crap

But rather than create a bunch of shallow content, ask yourself—why am I creating this? What is the strategy behind this blog post? If the strategy is to create 52 blog posts so that you can accelerate lead generation, then you are confusing cause and effect.

Content is about building trust. It is also about introducing your company as a credible solution to their problems.

The secret?

Focus on using your content to help your ideal customer overcome the barriers of purchasing from your company. What is preventing them from buying from your company?

Typically, there are three reasons:

• They don’t know your company exists, which means you need to get them to your website.
• They don’t believe that your product will solve their problems, which means you need to establish credibility and make them believe in your product’s promise.
• They aren’t sure that your product is the best one to buy, which leads them to leave, searching for other competitors.

To accelerate leads, begin creating content that answers those three objections.

#9 Taking visitors deeper into your site increases lead generation

While most of your visitors will only read one blog post and bolt, a small number will move deeper into your site.

That is why more content is better. You have more bait to lead people deeper, helping them to trust you and to feel confident that your products or services are the answer to their questions.

So end every blog post with a link to more content. By the way, Old Sport, could we interest you in any of these posts?

• Lead Nurturing in Four Easy Steps
• Generate Awareness of Your Company with Online PR
• Help Your Customers Find Your Website With These Easy Wins
• Beat the Big Brands and Generate Leads With Social Media
  

As always, feel free to post your thoughts and comments — especially if your have your own B2B lead generation success stories to share.

Today, the One Net Marketing Team headed down to Tectoria to find the coolest, forward-thinking web-based companies hiding in our Island backyard.

This is a live blog from the exhibitor floor. Here, in no particular order, are some awesome, innovative Victoria companies you should definitely check-out.

#1 The company: Chatterblock

What they do: ChatterBlock is a hyper-local social media site, helping to connect parents with local community resources and opportunities. You can find, for example, a ballet class with a local Victoria instructor or KinderGym for your toddler at the Juan de Fuca Recreation Centre. Nice site and a great idea.

Why we like them: When I was young, my parents made me do chores when I hung around the house complaining of summer boredom. Fast-forward to the future. ChatterBlock is showing Victorians that there is always something fun and social going on in this town. The site isn’t only useful and fun to use, but they are also helping promote a lot of great local businesses, services, and community events. And they get your kids out of the house which is cool too.

ChatterBlock

The digital marketer says: Hyper-local web businesses like ChatterBlock are where it is at! Over the past few years, the digital marketing industry has seen the power of combining the reach of social networks with local, physical communities. Watch for more innovative companies like ChatterBlock, showing the power of the global web gone local.

#2 The company: SendtoNews

What they do: SendtoNews is an internet-based service that helps connect content creators and media, helping to get news-worthy stories into news rooms without the traditional slow, expensive PR agency. Upload your story, images, audio, or videos. And SendtoNews helps to optimize your content, making sure your content has a high chance of being picked up by major media stations. This is next-generation PR.

Why we like them: Two reasons. First, they offer a performance-pricing model. As digital marketers, we appreciate stuff like that. Second, our agency often does online PR for start-ups and they don’t have deep budgets to get their message out there. Companies like SendtoNews are making it easier for even small companies to get the coverage they deserve.

The digital marketer says: This company is going to explode. Viral campaigns and content marketing have all shown that awesome content spins around the globe. And traditional PR methods are just too slow to keep up with the web. This technology gives everyone an equal chance at having their story told. . . fast. Plus, you can upload a news-story from your iPhone. From your iPhone! (As seen below).

SendtoNews

#3 The company: Terapeak

What they do: Terapeak helps eBay sellers make a ton of money, giving them sophisticated analytics, optimization advice, and cool market research tools such as competitor analysis, profitable trends, and reports to find the most profitable eBay product niches.

Why we like them: As a digital marketing agency, we obviously love analytics, custom reporting, conversion optimization, and advanced market research tools. And Terapeak’s software is filled with advanced tools and really intelligent analysis software. Especially, the profitable trend research tool.

TeraPeak

The digital marketer says: Tools rule! If you really want to sell online, you need to understand and test different pricing, analyze your competitors, and capitalize on trends. Companies like Terapeak are showing that smart data and actionable insights are what really drives the bottom line.

#4 The Company: PixTON

What they do: Ever wanted to be a comic-book artist? With PixTON, you can create amazing, colourful, and professional looking comic book characters, scenes, and stories with innovative click-n-drag website. From characters, props, speech bubbles, and dynamic backgrounds. This is a seriously cool website.

Why we like them: It was always my dream to be a comic book artist. But even with an artist Father, drawing just wasn’t in my future. With PixTON, anyone can create comic books. Pretty fun stuff.

PixTON

The digital marketer says: A good product is the best marketing. With PixTON, the product is amazing and highly sharable. You put this in front of eyeballs with the Google Display Network or a Facebook campaign and it’s hard not to imagine someone wanting to try it out.

Did we miss anyone? Tweet us.

Run a local Victoria business? Your online marketing plan simplified.

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With One Net Express, you’ll benefit from our 10+ years digital marketing experience—you’ll get custom advice, free tools, screen shots and analysis of your current website and marketing, advice about what channels will best benefit you, and a list jam-packed of actionable insights to help you market your business.

This is the complete “how-to” package and will show you how to generate traffic, build your audience, and take advantage of online advertising to attract customers and make sales directly from your website.

Click here to learn more about One Net Express

Luckily, the age of traditional PR is declining. And this is, in part, due to the way fresh content is organized, spread, and distributed online.

Consider Google Fresh and PubSubHubBub—two new technologies that are making it easier and faster for smaller sites to get their content in front of users—and giving nimble little companies an easy way to get their products in the news without going through the traditional PR route.

Google likes your content fresh

This month, Google announced a new algorithm update designed to push relevant and recent content to the top of the results. This new update impacts a whopping 35% of searches.

As Amit Singhal posted on the official Google blog,

“Search results, like warm cookies right out of the oven or cool refreshing fruit on a hot summer’s day, are best when they’re fresh. Even if you don’t specify it in your search, you probably want search results that are relevant and recent.”

Bottom line: Google is looking for fresh, new content. And you don’t need to be a major publisher to get your news to the top results. Focus on delivering quality news types of content–stories that users will share and link to–and you can get inexpensive awareness and exposure for not much effort.

After all, PR is about putting your company in the news. Getting eyeballs and sharing your story. SEO combined with online PR is a perfect way to organically push your content to the top of Google. It might not have the prestige or insane traffic spike of a Wall Street Journal mention–but it also won’t cost you thousands of PR dollars.

Plus, the more forward-thinking media outlets like the Huffington Post look for fresh viral content. If your news story attracts a lot of views then it makes an easier article pitch to the traditional media outlet.

Publish a bunch of new crap?

Nope. Google has made clear that when it says 35% of all content will be fresh that means that in the top ten Google results, there will be a mix between ‘evergreen content’ and new, fresh updates.

In the past, SEO was a huge mountain because the top results were claimed by sites with thousands of backlinks, high PR (PageRank), and ancient, trusted domains.

But now, look what opportunity just opened:

As shown above, Google is blending “classic content” (as in posts that probably have a ton of links pointing to them and a trusted source like Wired.com) and recent posts.

If you are a new company looking for media awareness, then looking for some gaps in recency in the top results might bring some fast, instant, and inexpensive coverage.

Meet PubSubHubBub–the future of ‘push’ content

Google began as a dream: index the millions and millions of pages online. This involved sending out ‘web crawlers’ to find, sort, and classify content for users. But as the internet’s appetite for new content is boundless, the challenge has always been a matter of keeping up with all of the fresh content.

Even back in Google’s early days, the traditional indexing work-flow of crawlers going to servers and scanning them for new content was a laborious process. And the downside of this, for smaller sites, is that the crawlers are often slower to arrive

But recently PubSubHubBub, a simple protocol extension that currently works with Atom and RSS Url feeds, asked a simple question: what if publishers told servers and search bots when they had new content? That way, indexing technology and servers would have to work less–and users would get their new content faster.

PubSubHubBub is a genius little innovation. And it shows a glimpse of the future of indexing. Images, videos, and all content on the web is going to be real-time.

It’s clear that Google’s current goal is less about building a vast library as it is building a caffeinated cloud of interesting, relevant, things, answers, stories, and bursts of shared attention.

Need help gaining some online PR awareness for your start-up?

One Net Marketing helps start-ups launch products and accelerate their leads and sales using digital marketing channels.

Read about other tech companies we have helped.

So our short answer is that, as business owners, Facebook doesn’t really like us. They laugh at the thought of market research, and don’t really put much thought into the tools they provide to businesses to market themselves.

And if we had to choose, Google’s Business Profile (sometimes called Google Places) is a much better choice for creating a company profile online. Here’s why.

Hello Mother . . . Would you like to like my Page?

Unlike Google Places, which makes your business visible to thousands of potential customers on Google and other major search engines, Facebook offers you two initial ways to get customers: spam your family / friends or buy ads. We can live with that, though. Your customers eventually come and with a ton of hard work, you build up an audience.

But it still is annoying. A well-visited Facebook page can take years to build. And even brands with multi-million dollar TV campaigns designed to drive traffic to their Facebook page still struggle to gain traction. Even worse 95% of people who like your Facebook page will never return to view it again! Sure you might get through to their message stream for a while but trust us – that doesn’t usually last long. See our detailed post on Facebook’s edge score to learn why.

So where’s my branded Facebook Page?

Oh, you don’t get a branded page just yet. You need a certain amount of ‘likes’ before you qualify for a vanity URL. Till then, you are: http://www.facebook.com/pages/COOLBeansCoffeeShop/134439376659704?skip_nax_wizard=true

Has a nice ring it to, doesn’t it? I’m sure your customers will remember this URL string when they see it in newspaper ad. Don’t worry.  It will change.  Everything changes in Facebook land. Remember Fans? Beacon? FBML?

OK, no URL. So where do you access your page after you have created it. Seriously, where do you log into your Facebook page?

It’s there, that tiny mark at the bottom of the page. How could you miss it? The other option of course is to navigate to your page indirectly from your profile. Seems logical, right? I think not.

Google helps people find your business in their search engine. Facebook helps you . . .

Spam your friends!

Well, it’s not that bad if you promote your page on your website and actively build an audience. But out of the gate, Google’s business profile kills the meager promotion Facebook gives you.

For example, check out the free promotion Google gives you for your business profile versus Facebook (see below).

Google is built for businesses. Facebook is not.

This is because Google understands the sales process. It knows that people search for businesses online and that they need things to help them evaluate your business: reviews, photos, hours of operation, location.

You can, of course, build a Facebook Places page. But when it comes to maps, and hitting the top of the search results—Google isn’t going to let its competitor beat them.

So why does Facebook make it so hard?

Mostly because Facebook isn’t very business savvy. They don’t really know how people are supposed to be using their platform for business (other than—we have access to data!) and haven’t really given much thought to the role Facebook is playing in business. Let’s not forget that only three years ago, Zuckerburg said that he’d iron out a business model within three years. (Music to his investor’s ears, who gave him $240 million a few years prior). It wasn’t until 2009, and 300 million users, that the company first turned a profit.

The bottom line? Facebook doesn’t really care about your bottom line. They are the Bob Dylan of social media platforms: they love to do their own thing, even if it means consistently disappointing their fans and confusing businesses. Zuckerburg is focused on building his company and being the social architect of the future. Helping you sell mochas and muffins at your local coffee shop—boring! But he will synthesize your business hours and updates into a real-time social sharing story timeline! Neato!

If Zuckerburg put half the amount of brainpower into improving the usability for businesses that he did for timeline we’d be singing a different tune. Instead Zukcerburg and his 10,000 developers are creating 45 different timeline views so you can hear when your friends yell “Jersday!”.  One might argue that appeasing average Joe user is what made Facebook so successful in the first place; however, business is social and Facebook needs to do a better job integrating consumer experiences with the overall user experience.  And preferably not through an app. We have Yelp for this! Maybe then, they would give Google a run for their money.

Here’s a link to create a Google Places for Business page.

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If you are looking for ways to market your small business online then you are in luck.

Our Express product is designed to teach you the best industry practices in every major aspect of using digital marketing for your small business: from Facebook ads to getting traffic for your website to using powerful online channels such as Google AdWords, landing pages, and social media campaigns.

With One Net Express, you’ll benefit from our 10+ years digital marketing experience—you’ll get custom advice, free tools, screen shots and analysis of your current website and marketing, advice about what channels will best benefit you, and a list jam-packed of actionable insights to help you market your business.

This is the complete “how-to” package and will show you how to generate traffic, build your audience, and take advantage of online advertising to attract customers and make sales directly from your website.

Click here to learn more about One Net Express.

Zynga, the #1 social game developer has more than 45 million daily users playing titles such as Farmville, CityVille and Texas Holdem Poker. Rovio’s Angry Birds has surpassed 140 million downloads and 50% of Facebook’s 800 million users play social games.

Large console game developers like Electronic Arts and Xbox are re-designing their entire publishing strategies to become more social with direct integration with Facebook, Twitter and the social graph. Needless to say the social gaming industry is exploding and for good reason –social games are in high demand, highly addictive and portable. And, they’re proving incredibly effective for direct response and brand marketers alike.

So how do digital marketers, brands and businesses capitalize on this explosive market, and it’s highly engages user base, to drive qualified traffic and conversions from social gamers glued to their Facebook account iPad or smartphone? Read on and we’ll show you how.

Who’s playing and how often?

Social gaming is a female dominated pastime. 55% of social gamers are female with an average age of 43. 41% of these women work full time, 13% are retired and 11% are homemakers. Gender aside, one in five Americans has played a social game on the internet, and 35% of those users aren’t gamers otherwise. In other words – 35% of social gamers are not playing console or PC based games.

A 2010 research study conducted by Pop Can Games revealed that one-third of social gamers in the U.S. earn less than $35,000 a year.  17% earn between $35,000 and $49,000 and 21% of social gamers make between $50,000 and 75,000. 21% earn more than $75,000 a year.

The same study also concluded that:

• 60% of social gaming sessions lasts more than half an hour
• 10% last 3+ hours
• 35% of social gamers say their consumption has increased over the past three months
• 80% of social gamers state that “that playing social games strengthens their relationship with friends, family and colleagues, social gaming reinforces the core appeal of social networks.”

It’s clear that social gaming is a fast growing market as an enormous part of the US adult population participating in social networking and game play –and they engage often!

So what platforms are they playing on?

Facebook dominates as the #1 platform for social gaming. 50% of Facebook’s 800 million users login specifically to play games and the average Amercian’s spends more time on Facebook than Google, Yahoo, YouTube, Bing, Wikipedia and Amazon combined.

Although web is the primary medium for social game play via mobile devices is catching up fast. The Facebook developer API and HTML5 has opened the door for forward-thinking game publisher to develop mobile games that connect to Facebook and the open graph while offering the convenience of mobile game play. Companies like Moblyng.com and Sibblingz.com are betting big on the convergence of mobile social networking and games.

“Mobile is huge, and all developers on Facebook realise that,” says company founder of Sibblingz Ben Savage. “On Facebook, growth seems to have slowed down, but mobile’s going to blow that away. There are two billion people with mobile devices, and gaming is one of the biggest things. It’s going to be an enormous market, and Facebook developers have realized that’s where they have to move.”

After Facebook, 24% of social game play occurs on MySpace, 7% occurs on Bebo and 5% on Friendster. Google+ has yet to add applications but when it does expect social gaming to be a large portion of all app engagement.

Ad models for social gaming

Typically in-game ads fall into one of three categories; in-game, around-game and product placements.

In-game advertising is the largest revenue driver for most game publishers. In-game advertising consists of interstitial video and IAB banner placements that load between levels or during game play in addition to lead generation offers. In-game ads are often connected to social currency –watch this sponsored video by Mars and receive $10 in Farmville credits. CPMs for in-game video placements start around $35 with the a qualified impression consisting of a completed video view.

Around-game banner ads are placed above or below the gaming environment and are typically ever present. These ads are served by third party ad networks such as Google AdMob and iAd, or directly by the game publisher. Response rates for around-game ads are quite low which makes them a primary vehicle for brand advertisers. At $2 CPM you can buy a lot of cheap targeted inventory but don’t expect the click through traffic to rival any of your other channels.

Sponsored placements are for larger brands and agencies that cut sponsorship deals directly with the game publisher. Sponsored placements are hard coded into the game environment and pure brand plays. Examples include in-game signage and product placements. Sponsored placements run between $350K-$750K depending on the type of placement and the popularity of the game.

Social Currency Drives In-Game Advertising

Social games have two revenue models; around game advertising (banners) and social currency. Social currency is akin to game credits that are earned by users as they view videos and complete lead generation offers.

While some users are content to pay $2 to download Angry Birds from iTunes, or purchase in-game upgrades, the reality is only 5% of social gamers actually pay for games. The remaining 97% (500 million + users) world wide play the free versions using a system of social currency to unlock features, levels and virtual goods within the game. This social currency takes the form game credits which are earned by viewing ads, interstitial videos and completing lead generation offers while inside the game environment.

But what value do advertiser derive from these incentivized leads and video views? According to a recent research study by KN Dimestore and SocialVibe 90 percent of users “pay active attention to the brand message when interacting with incentivized engagements, and brand perception rises an average of 38 percent after completing the engagement.” Users exposed to an incentivized advertisement or video inside a social gaming environment are 161% more likely to visit the brand’s website and 36% more likely to shop for the brand at the store location after the engagement. This response rate is profound when compared to other incentivized advertising practices such as online surveys offer sites and cash-back ecommerce programs.

According to Radium One (a demand side ad platform anchored in social gaming) in-game videos have a 99% view rate when linked with a social currency. 70% of users will conclude a full video view inside a social game with post-view interaction rate as high as 25%. These response rates are un-paralleled by any other digital channel.

As it turns out in-game social advertising is incredibly effective. Ad targeting by age, gender, geography, content category, mobile device and behavior ads even more appeal to in-game advertising.

How to buy media in social games

If you’re looking for a piece of the social game advertising action there are a number of networks and agencies that facilitate ad placements into social games. Ads can also be purchased through larger game publishers.

Around-game advertising is purchased on a CPM or CPC basis. In-game advertising is dominated by video and lead generation which command a CPV and CPA pricing respectively. Sponsored advertisements are baked into the game and purchased with a one-time integration fee.

If you’re looking to buy media in social gaming here are some options to consider when planning your social gaming media campaign:

If you want to study the most popular social games on Facebook head on over to AppData.com for weekly updates on application rankings and developer profiles.

Need Help?

If you’re looking for some help venturing into the social game space One Net Marketing has expertise and experience negotiating media placements via our Display advertising service. We also have extensive experience develop social media engagement strategies including gamification and interactive web applications all designed to increase traffic, sales and engagement with your brand.

Until recently, we as digital marketers really have been blinded by “last click attribution.” It’s a fancy way of saying that digital marketers tend to give most, or all the credit, to the last marketing touch-point. In other words, digital marketers tend to focus and invest most heavily into the last stage of the buying cycle–action.

Last click attribution is why SEO and PPC campaigns have retained the lions share of digital ad spend over the last 10 years. Let’s face it – everyone heads to Google once they become aware of and interested in a brand, product, or service. And this awareness and interest usually arrives from another ad source such as a banner ad. Yet the banner ad that started and planted your message into the consumer’s brain to get the whole thing rolling gets none of the credit. Instead PPC search ads and SEO campaigns get all the glory because if you’re anything like 95% of digital marketers out there, you’re probably using Analytics to measure your campaign conversion and those conversions are inherently tied to the last click generated before the desired action (sale, lead, download, etc) was completed. Clicks sell products. Clicks create leads. Impressions? Wasted brand awareness, right? Think again.

Blinded by search

According to Microsoft’s Atlas Institute, 93-95% of audience engagements with online advertising receive no credit when it comes to ROI calculations.

This means that when reviewing where to invest their media budgets, marketers typically are only looking at 5-7% of consumer media interactions. This is known as “last click” blindness.

Let’s think for a minute how ridiculous it is to only count the last advertising message that drove a customer to action.

For starters, we don’t use just one channel. These days our customers experience and are influenced by a myriad of fragmented marketing messages: they might see a display banner, hear about your product via a Tweet or Facebook mention, later notice a Facebook ad, see some of your print advertising, click a promo code on a coupon site, search for your company using branded keywords, and finally land in your shopping cart via an affiliate promotion. In other words, the consumer buyer cycle has multiple touch points that interact in a very non-linear fashion.

So obviously if a user is searching for ‘Yamaha P-80 keyboard order online’ they are at a late stage in the buying cycle (conversion funnel). More than that, they have been exposed to other marketing messages. It could have been a visit to a music store to talk with a sales person, performed a general organic search for ‘best starter keyboards’, seen a print ad, or have educated themselves via review sites and social media.

Yet, search marketers will show you reports filled with very convincing data attributing your sales to paid search ads and SEO. They will tell you that your most profitable keywords are branded keywords, perhaps without thinking about what actually led that customer to know the name of the product they’re now so intent on buying.

In other words, while top-performing marketers are using many different channels to influence and persuade consumers, our ways of analyzing and understanding the purchase path are seriously flawed. We are seeing everything through a direct response lens where action is everything.

As Google puts it,

“When a customer buys or converts on your site, most conversion tracking tools credit the most recent link or ad clicked. In reality though, customers research, compare and make purchase decisions via multiple touch points across multiple channels. So marketers that measure return solely on the last channel that a customer touches before conversion are getting an incomplete picture, and potentially missing out on important opportunities to reach their customers.”

For marketers, the challenge becomes how to develop an accurate methodology for measuring the partial influences of a complex ­combination of online advertising channels, a challenge that begins by moving beyond inaccurate “last click” attribution and evolving ROAS calculations to include the partial influence of social media, brand, display, offline promotions into driving purchase behavior.

Luckily, multi-channel attribution solutions are already racing ahead, trying to deliver you a more holistic understanding of the purchase path.

Enter the hero: multi-channel attribution reporting

With multi-channel attribution reporting you can see all of the consumer touch points involved in the buying cycle –from the original banner impression through to the paid search ad that triggered the user to transact. Specifically, this is done via attribution modelling which is the science of applying weighted values to each of your ad units and tracking how each of your ad units contributes to a desired consumer action such as a lead, sale or download. The result is a holistic picture about the complex and overlapping interactions between your different media touches.

For example, your prospect may have seen your TV ad Monday, saw a banner ad for your company on Facebook later that night, a few days later saw a banner ad on a content network, clicked on it, and then left your site. A week later, after a few organic searches, they click on an affiliate ad and finally convert. Multi-channel attribution is able to gather all those complex, interacting events into a single system, showing you the relative value and the combined ROI of brand and direct response advertising.

Your campaign metrics are poisoned

The problem with last click attribution (Google Analytics) is that it fails to take into account all the assisting players. These players occur earlier in the user’s conversion path, but are absolutely essential. With last click attribution your banner campaigns, and other media buys, get the budget shaft as your Analytics team starts measuring your campaign ROAS and attributing more advertising dollars to those last-click campaigns.

Subsequently your conversion metrics have been poisoned and you probably don’t even realize it.

But does it actually work?

Consider that the Atlas Institute found that 44% of sponsored search clickers are exposed to display ads prior to the click (study here). But, if you only look at the last click, then your data is telling you to invest more in pay-per-click rather than investing in display. The reality is that they are working together.

Even further, Atlas also found that 71% of sponsored search clicks are navigational in nature. This means your customers are being sold and engaged elsewhere and then clicking on an ad as simply a quick way to run into your shopping cart. Sadly, if you don’t have a more comprehensive reporting solution, then you will never know what is working lower down in the sales cycle.

Finally, an Atlas Institute study from a few years ago found that users who clicked on sponsored search and were exposed to a display ad from the same advertiser, on average, converted 22% more often than those users who only clicked on sponsored search only.

With multi-channel attribution, we can better understand the overlapping influence of our various marketing channels. And it’s a profitable perspective.

The future?

By 2016, Forrester predicts that $77 billion per year will be spent on digital marketing by 2016. This equals roughly the equivalent spent today on television advertising.  Clearly, digital marketing is exploding beyond its early role of search and PPC. Yet, while digital growth is undeniable, there is still much work to be done in understanding how exactly the consumer arrives at our order confirmation page.

More resources on multi-channel attribution

First, follow us on Twitter (@Onenetmarketing) for more articles and digital marketing resources.

And for more info on multi-channel attribution visit Impact Radius. For full-disclosure, they are our client, but have an excellent blog dedicated to educating marketers on various aspects of attribution reporting.

Also see, ‘The Foundations of a Successful Marketing Campaign.’ And Altas’ whitepaper on the digital purchase path, entitled ‘The Long Road to Conversion.’

Other providers of multi-channel attribution include:

• Atlas (Microsoft)
• C3 Metrics
• Clearsaleing
• DoubleClick (Google)
• CoreMetrics (IBM)
• Omniture (Adobe)
• Visual IQ

Facebook EdgeRank – Not All Content is Equal, some is more Equal Than Others

Let’s take a step back first and take a magnifying glass to Facebook. The majority of interaction on Facebook comes from friends and fans reading their news feed. Have you ever noticed the two separate feeds “Top News” +”Recent News.”  The default “Top News” is where the majority of users spend their time on Facebook – most do not even know that they can switch their feed to display “Most Recent. Just like Google, Facebook also has an algorithm that helps to identify what is important to you.

Have you ever noticed that content appears in your feed from the people you interact with most? Those people whom you met for 5 minutes at a party while drinking, or your former childhood classmates information never shows up. This is Facebook’s way of “helping you” sift through the noise – and its done through what is called “EdgeRank.”

EdgeRank is composed of three primary components; Affinity, Weight, and Time. The more often you like, view, comment, or click on a friend’s object, the higher your Affinity score towards this relationship increases. Facebook views all status updates, videos, photos and links as “objects” – but not all objects are equal.  Videos and Photos are more likely to reach a user’s feed than links, and links are more likely to reach the feed than a simple status update. Finally, the time of the post plays a key role; after-all, this is “real time” media.  Click here to learn more about EdgeRank.

ThirdParty Apps –Is Convenience killing effectiveness?

Post a lot of pictures, get your fans to engage with your content by posting good questions, and post frequently. Easy Peasy right? Heh. But wait! That’s not it. Facebook wants to make it even harder for you.  The social media tools you use to make your life easier allowing you to post to different social channels from one interface? Yeah… those are bad according to Facebook.

Recently, EdgeRank Checker conducted a study that has revealed that messages posted on Facebook from third party API’s are being punished via the EdgeRank. The average 3^rd party auto-post is receiving 70% less user engagement than manual posts, meaning – their EdgeRank is being hit and potentially treated similarly to annoying social gaming (Farmville) posts. So by saving time you are also hurting your efforts.  Below are some stats from some popular social tools:

Image Credit: InsideFacebook.com

• HootSuite – 69% reduction
• TweetDeck – 73% reduction
• Sendible – 75% reduction
• Networked Blogs – 76% reduction
• RSS Graffiti – 81% reduction
• Twitter – 83% reduction
• Publisher – 86% reduction
• twitterfeed – 90% reduction
• dlvr.it – 91% reduction
• Social RSS – 94% reductions

That’s Not Fair! But THIS is not Fair’er

InsideFacebook dug a little deeper and found that its not all third party apps that are being penalized, and that there is a “top secret  whitelist” of Page Management tools that are getting an advantage over competitors and having their posts treated “differently.” This is not all of FaceBooks ‘preferred partners’ (their are currently 90 of them); just a select few.  Some of these companies are:  Buddy Media, Vitrue, Involver, Context Optional and Syncapse. I wonder why these companies get an advantage?!

Great! A “Scandal”! What does it all mean to ME?

At the end of the day, this long post full of social media politics and confusing math is just one more long-winded reminder to stop “cheating” and post manually. Social Media is time consuming and manual posting is like the ‘non-diet’ diet of going to the gym and eating healthy  – it sucks, but it works.

People, as the new buzz-phrase goes, are the new links. (If you don’t know why links are important for helping Google trust and promote your website, see our guest post on Jay Baer’s social media blog ConvinceandConvert.com).

But while social media and search are now becoming very close (see this article for a great overview of the evolution of search into social) there are still a few simple ways to make sure that every tweet helps to increase the visibility of your website in the search engines.

Here’s a checklist of 5 things that can really make your Twitter efforts work hard to spread the digital word about your business.

#1 Your URL shortener might be costing you influence:

Yes, you hear right. That handy little service you use to shorten your links may in fact be robbing you of inbound links. Tweets, Google admitted, are now treated like mini-links. But there’s a problem. When most of us tweet using our URL shorteners (bit.ly, tinyurl.com, etc) our links are actually redirected giving the domain of the URL shortner the credit for your inbound link opposed to the source (Twitter, Facebook, LinkedIn, etc).

So while Google might trust you, and the sites that you’re posting to, they might not trust your URL shortener. Matt Cutts, who is basically the Pope-like intermediary between the holy word of Google and us mortals, warned that if your URL shortener or 3rd party Twitter application is not ‘well-behaving,’ then Google will not count your tweets as links.

He never mentioned which ones (Google is secretive like that), but here is a list of some URL shorteners to use–and some to avoid:

URL shorteners services which likely Google DOES trust:

- TinyURL
- frivilous
- Is.gd
- Goo.gl
- cli.gs

URL shorteners services which likely Google DOES NOT trust:

- Tweetburner
- Ht.ly
- Fon.gs

Long story short? Don’t gamble on a new URL shortening service or 3rd party Twitter application as it probably hasn’t proven itself to Google yet. Our best advice is to stick with a major 3rd party Twitter application such as Bit.ly, HootSuite, and TweetDeck. These services have been around for a while now and have established trust with Google.

#2 Take advantage of tweet anchor text

As your probably know, ‘anchor text’ is the descriptive text that you layer on top of your links. It helps search engines understand what your website or article is about. If you are given the chance, you want to have descriptive anchor text.

Let’s say I’m sending a tweet about my restaurant that was selected by the Tribune as one of the best dog-friendly restaurants in Chicago. I don’t want to say in the tweet: “Hey! We were mentioned in a blog post.” I want to give the search engines large unmistakable clues regarding the contents of my tweet. So be as descriptive as possible.

This makes it easier for search engines to figure out what your tweet is about, helping your website rank and come up for those keywords.

The moral? Integrate your tweets with your keyword strategy, using the anchor text of your tweets to reinforce the title keywords of the article or site you are trying to promote.

#3 Tweets help Google find you faster

Before you can ever rank, Google needs to send one of its little search bots (spiders) to your site. These search bots analyze your new content and then assign a ranking. This is called getting your site ‘crawled.’ After ‘crawling’ your site, Google puts you into their vast library also referred to as an index.

A few studies have shown that tweets can help a page get crawled and put into the Google library faster. It goes without saying that the more powerful the Twitter account sending the tweets, the better. (Here’s an interesting study about how to use tweets to get your content indexed and ranked faster).

#4 Tweet videos!!!!!!!

You don’t need to just promote your latest blog post via Twitter. Tweets can help push up a ton of other content as well.

Take videos, for example. Everyone is trying to get their blog posts pushed to the top of Google. But did you know that it’s much easier to get a high ranking for a video in Google?

Forrester conducted a study that showed it’s 53 times easier to get a video ranked in Google than a regular web page.

So the next time you think of spending 5 hours on a post that will sit at the bottom of the search results–why not spend 30 minutes creating a cool video?

#5 Tweeting breaking news gets you noticed

Breaking industry news early in a blog post and then tweeting up a storm with the appropriate #hashtags is a great way to earn a traffic boost and easy ranking for your post.

Twitter is, and will continue to be, a force in real-time search results. That means, you should be vigilant on reporting breaking news in your industry as your tweets will be indexed fast and furious by Google. (‘index’ is the name Google has given to its library of results).

Final Tips

Building your online influence is becoming more and more important, especially when you can use that social clout on behalf of your blog and content marketing efforts.

Socialize, make new connections, and remember that the more digital buzz you can get going around your business–the better the chance that search engines will take note and promote your website to the top of the pile.

Don’t forget to follow One Net Marketing (@OneNetMarketing) for weekly posts and tips. One Net Marketing has generated over 180 million impressions from our search, social, and display campaigns for major clients.

If you are looking for help with a social media campaign, the One Net Marketing Social Media Team can set up with a free consultation.

Related Search and Social Media Resources:

“SEOMoz’s 2011 Social Ranking Factors”

“Build Backlinks in 14 Easy Ways”

“Google’s Plus One Button and the Rise of Social SEO.”

In the digital world, the people have the power. And they know how to use it. This power, as your probably know, is both a threat and opportunity to your business.

Over the last decade, the big shift that has taken place is that digital channels have created a marketplace where buyer demands always win. In the past, it was a business-to-consumer (B2C) world, where sellers  would more or less tell the consumer via various media channels (TV, print, radio) what they offered. If “Don Draper” was successful in convincing the consumer that cigarettes were better because they were “toasted” – sales for a product would go through the roof.  The Ad Men (and women) held all the power.

But it’s a different world, now. Consumers don’t sift through catalogues anymore. They don’t wait to see a TV ad to decide what anti-virus software to buy. They hit the search engines and social media (Twitter, Facebook and LinkedIn) and they ask their friends what product or service to buy. They consult the likes of Yelp, TripAdvisor, PriceLine, FourSquare and Google Places to hear what others have to say about your businesses before they commit. They perform long-tail searches (multi-word search queries like “Coach watch with gold strap”) and sift through dozens of websites until they find the product and price they want to pay.

Technology, smart marketing, and the almost limitless capabilities of ecommerce to make buying a highly customizable experience has shifted the old model of a seller-controlled marketplace to a buyer-centric world.

The advent of C2B (consumer-to-business) means that companies have to find out what a consumer want–immediately and with highly personalized results that filter out the noise and zone in on the exact match.

This article touches on some of the core points of a shift from the traditional seller-centric (B2C) model to the world we live in today: where consumers expect, demand, and most often get exactly what they want.

When the seller’s marketplace becomes the buyer’s auction

Is it really that new? Playing to consumer demand?

In the past, yes, we did market research and tried to match our products to consumer needs and wants. Consumers had choice. But sellers still controlled much of the flow of information and access to those choices.

The helpful print ad telling the consumer about their “large selection of cookware” was supposed to be useful information that the consumer would store and then act on the next time she was shopping for a new kitchen set. Sellers told what they offered. Buyers listened and knew what they wanted. And if those two circuits made a match, a purchase could happen.

In contrast, the C2B model operates in an auction setting. Consumers set their parameters for demand. And companies rush to fill them.

For example, Priceline.com provides a “name your price” service. Consumers decide what they want to pay, where they want to stay, and when they want to access the product. If the company can’t deliver on that, they typically leave and go onto to the next site. Or if your interface is hard to use and your selection slim, the customer might head over to their favorite review site and talk about how terrible your ecommerce site is.

Here at One Net Marketing, we believe that here in this new buyer-centric marketplace  lies a golden opportunity. There are tons of powerful software solutions, analytics, and talent that can make your customer an advocate for your brand.

So let’s look at some ways to navigate and profit from the C2B model.

Listen and manage

Social review sites like Yelp, Yahoo Local, Google Places, Urban Spoon, user tips on Foursquare, and other review applications allow anyone to express themselves at the push of a button. In fact, if I have 500 friends on Facebook and say something nice about your product–that probably has more effect and reach than buying space in a local newspaper.

You can’t just let the conversation go on without you. Customers are expecting you to respond. I don’t write a bad review to tell other people how much I hate your products. I write a bad review because I want YOU to know how bad of an experience I had and how dissatisfied I am. My review isn’t for other users. It’s a communication aimed right back at your company, your employees, and your brand experience.

Will you win back all those negative experiences? Probably not. Those customers might be gone. But you might stop it at one bad review—instead, of a 10-part blog post series about the “how X-Y-Z company is a scam and stole my money.”

I actually want to talk to you

It’s Thursday night. I’m enjoying a great chocolate beer from a local beer brand. And so I tweet the company, complimenting them on their mean stout-making abilities.

A reply comes in. . .

And then the brand’s reply is retweeted by a local Twitter celebrity, who also tells her 5,000 plus followers how much she enjoys their beer.

Excellent beer. Excellent brand interaction. A positive experience which I store up and talk about.

Consumers, these days, want you to be present. They actually want to talk to you (not the interface), they want to reach out and hear you say something.

Don’t be shy. Say something funny, nice, or insightful and you’ll make a bigger impression and deeper relationship than you probably realize.

Data means good experiences

Ecommerce offers powerful technology. Take advantage of this, and make customer experiences personalized and differentiated.

You can’t expect your customer to find what they are looking for. You have to anticipate their demand before they click the back button and disappear.

With advanced analytics and behavioral marketing technology (customer profiling based on past browsing and shopping habits), this type of experience is not only relatively easy to set up–it’s highly profitable.

You can bring customers back to your site, recover lost sales, and craft offers based on past buying and browsing habits.  (For some behavioural marketing strategies, see our post last week).

Relevancy and return

In a C2B model, campaigns have to begin with the database. You can’t run a simple banner ad campaign, hoping that the right customers out there will find you. You have to track them down, and hit them with the right message at the right time.

Brand recognition, frequency, reach–these are all outdated metrics for getting inside consumer’s heads so that when they enter the store, they choose your brand over the next.

In contrast, the store doesn’t exist online. I don’t choose Amazon because I feel they understand me as a reader and middle-class male. I don’t come to browse their vast selection. I buy books at Amazon because they display in seconds the exact book I want, at the price I want (from the old, yellow $1.99 copy to the digital copy to the new edition.)

I buy from Amazon because the moment I login, they suggest wonderful books on writing and marketing that I might like. And, thanks to the help of Facebook integration and my historical purchase history, they are usually right.

But has it really changed?

The grumpy old direct mail guru will say it’s business as usual. Nothing has changed. People are people. And that consumer demand has always driven business.

This is partly true. Human psychology doesn’t shift every ten years.

But here’s what different. If a physical store doesn’t have the selection and experience I want–I have to drive across town to another one. It’s easier to stay. It’s easier to accept the seller’s terms.

In the digital world, the situation is reversed. It’s easier to leave a website than it is to navigate through your poorly designed shopping cart. It’s easier to find a thousand other online stores if you don’t have the price and product I want.

And if I want to complain I don’t have to wait for a customer service representative while hearing elevator music. I don’t have to ask for the manager. I can push a button and have my review visible within seconds.

We need to respect their power.

And the One Net Marketing Team can help. Send us a tweet, contact us, or browse our search, social, and display services. We will respond.

Some related articles to help navigate the new C2B marketplace

Remarketing: the Basics of Creating Relevant Ads Online

What Does the Internet Look Like in 2011?

“I Can Feel Death Creeping Up On Me As I Write This” This is One Net Marketing’s coverage of Amber Naslund’s keynote about social media and real-time business at Social Media Camp 2011.

CMO Council’s 2011 State of Marketing

A few days later, while browsing online, an ad appears on the screen, offering you a special discount on that very product you never bought. As you continue visiting other websites, you might notice that those ads are following you. This is remarketing at work–trying to recapture your attention and bring you back to close the sale.

Remarketing (also called re-targeting or behavioural targeting) is based on the premise that people who have already visited your website’s key pages (like checkouts and product pages) are much more likely buy. Using a small piece of code, you can create relevant ads that follow the visitor around the web, reminding them of your awesome product or enticing them back to your website with a special promo or free trial.
 

 
While this technology is only available with display ads (banners, videos–not plain text search ads), it can be a pretty remarkable way to put your brand back in front of prospective customers. Most large ad networks offer this technology, making it very easy to add to your current display campaigns.

Let’s look at the basics and then move into some more advanced features.

Remarketing and the buying cycle

Your customer will rarely buy the first time she visits your website. In most cases, there are several steps involved: researching different options, narrowing down the choices to a few products, and finally placing an item in the shopping cart. And then the phone rings. Or she can’t find her wallet. Or she is late for work. Or she isn’t quite ready to commit and leaves your website.

The big benefits of devoting some ad spend to remarketing is that. . .

• The customer you are re-targeting is pre-qualified
• You can help customers finish abandoned transactions and sign-ups
• You can bring customers back to your site with similar deals or products
• Keep your brand at the front of the user’s mind as they continue to research their decision

Traditional marketing and sales have always stressed the power of reaching the right prospects with the right message, at the right time. Remarketing does just that–letting you only advertise to people that have shown an active interest in your website and products.

How remarketing works

Using a simple line of programing code, remarketing works by tracking a user after they visit your website. The technology that makes it possible are ‘cookies,’ tiny pieces of data used to track browsing habits. Cookies are non-invasive text files that basically let an ad server know the browsing history of a user. If a user X has been to website (Y), then the ad server applies its logic to display an ad to try to lure the user back to your website. Users can always delete their cookies, if they wish (most don’t).

This technology is not malicious or spammy. It’s just a basic text file written to the user’s machine that allows the tracking server to follow the user after they leave your site. As your users navigate the web, more progressive versions of your ads are displayed in attempt to woo prospective customers back to your site with incentives such as signing up for a free trial, a special discount, or upgrade.

For example, let’s say you check out the One Net Marketing Service Page (beautiful plug, wasn’t it?). You look at five or six pages. Dig around in the profiles of our marketing team. And then go to the ‘Contact Us’ form. Then at the last minute, you leave, never to return again.

A few days later, while reading your morning paper you get a charming banner ad from the One Net Marketing Team. An ad server can recognize you and then invite you back to our website–with banner and an enticing offer such as a free consultation.

If you don’t respond we can try again in a few days. Or test some different ad versions and offers on you. Perhaps a free Starbucks card? Or a free white paper?

That’s the basics of how it works. Now, let’s look at some things to avoid.

Don’t be a creepy remarketer

The great news about remarketing is that it can follow users as they browse on the Google Display Network, trying to bring them back to your website.

The bad news is that this can be annoying and creepy. Like a bad date that calls every night after a 15 minute coffee.

OK, I visited a shoe website and clicked on a few product pages. So now, everywhere I go online I get ’20% off KRAZYSHOES.COM BUY NOW!!!!’

Customers won’t be impressed with your technical magic. Instead, they will be annoyed that your stupid banner is the only ad they have seen for the past two weeks.

To avoid stalking your users, we recommend selecting some strict criteria about what qualifies adding a prospective customer to your remarketing list. For example,visiting the ‘homepage’ and ‘about us’ section isn’t quite strong enough of a buying signal. Begin with really strong behavioural signals–like shopping cart abandonments and deep visits into your product detail pages.

Only target people that will be happy to see your ad. People obviously searching for solutions to their problems–not your general traffic.

Custom creative sells

Don’t just run your old standard company banner ad. This will be a waste of money. The beauty of remarketing is that it allows you to continue a conversation that was not completed –for example, a lost purchase. You’ve already succeeded in getting the customer interested in your service so now you need a call to action that will push them over the threshold to transact or order from your site (the action).

To do this you need to create specific ads dedicated to completing the desired action (“sign up today and receive free shipping”), custom landing pages, and special optimization to make sure that your ads are resonating.

Advertising is annoying

People rarely watch movies twice because the second time is boring. So how about seeing the same banner ad every time you check your email?

Hammering your prospective customers with banner ads can actually negatively affect your brand. Research suggests that having a user see 7 to 12 of your ads in the course of a 30-day period is ideal.

Also, experiment with different versions and creative executions.

Talk to me. I’m human.

We are the Leading Software Provider. The Leading Software Provider. The Leading Software Provider.

Remember, remarketing is about trying to finish a conversation your user started by visiting your website. So far the date has gone well but you’re still waiting for the first kiss. Take it slow. Show a little personality.

Don’t be afraid to be a little conversational in your ads. Corporate ads are boring. Instead, try to reach out to the user. For example, something like: “Pssst. We’re offering you a special deal on our software. Interested? Just click here for details.”

To start a conversion with a customer, you need to talk like a human. Not a corporate robot.

Consider frequency scheduling

Most major ad networks allow you to select the days and times you want your ads to appear. Take advantage of this and be cognitive of when your prospective buyer buys. For example, if you offer B2B software solutions–maybe Sunday morning isn’t the best time to hammer your prospect with a complex purchase sign-up. Likewise, Monday morning might not be the best time to entice a customer with designer shoes.

Put yourself in the context of the customer’s habits. And also test (Monday morning might not be the best for designer shoes–but Friday morning might be the perfect time to waste some time at work, shopping online).

The last word. . .

From a marketing perspective, remarketing is the best form of advertising: delivering relevant information to people that have expressed an explicit interest in products like yours.

Most advertising is annoying and ignored. But as AdWords Expert Brad Geddes points out, “ads do not have to be annoying or intrusive. Ads can be very helpful if they are created properly, because advertising is not actually advertising when it is information.”

Remarketing does just that.

From simple Google AdWords remarketing campaigns to complex customer acquisition campaigns, the One Net Marketing Team has tons of proven experience with digital channels.

Why not call us already for an online marketing consultation?

And if you don’t? Don’t worry. We’ll stalk you later online : )

Additional resources on remarketing and display advertising

Display Ad Networks–How To Spend Less and Covert More

The Basics of Remarketing

Stalking Versus Remarketing

Reach the Right Audience With Retargeting

Remarketing Innovations

Success Stories

Remarketing Delivers for Online Businesses

Videos

Remarketing–the Basics