News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Dave Orecchio / B2C / July 25, 2015
Would you run your business without a strategy for product development, sales growth, and marketing?
If your answer to this question is “NO”, then you will be surprised that 50% of digital marketers do not have a content strategy according to the state of digital marketing 2015 by Smart Insights.
By now you understand that Inbound Marketing is a methodology that enables B2B businesses address the disruption in sales and marketing process caused by the vast amount of information available on the internet. Your prospects have access to nearly limitless content to research how to addressRead More
Vivek Sharma / Media Post / July 19, 2015
Ray Tomlinson, famous for sending the first email ever, described his initial test message (sent to himself) as insignificant and something like QWERTYUIOP. Summarizing all of his tests, he commented, “They were entirely forgettable and I have, therefore, forgotten them.”
More than 40 years later, marketers are sending equally forgettable emails to millions of consumers every day.
Fortunately, this reality is changing. Over the past five years, technology has emerged that allows email marketers to engage consumers with relevant messages at the moment of open.
The early versionsRead More
Kim Zimmermann / Demand Gen Report / July 14, 2015
Mobile devices are rapidly becoming the first screen many B2B buyers use to conduct research and browse the web. A majority (82%) of respondents to Demand Gen Report’s 2015 Content Preferences Survey said they required mobile-optimized content to access on tablets or mobile devices. In addition, 52% of B2B customers are using smartphones to research products for their businesses, according Online and Mobile Are Transforming B2B Commerce, a study published by Forrester and hybris software.
In a recent blog post, Google announced that mobile-friendly websites will get higher rankingsRead More
Bradley Johnson / Ad Age / July 13, 2015
Ad Age’s annual report on the nation’s top advertisers shows how blue-chip marketers are getting more bang for their billions of bucks. Ten key points from the 60th annual Leading National Advertisers report:
1. Total U.S. ad spending — measured media plus unmeasured spending — rose a slim 2.0% in 2014 for the 200 Leading National Advertisers, but the story is not that marketers are pulling back. They are spending smarter, doubling down on digital and taking unnecessary costs out of marketing.
2. The 200 LNA reduced measured-media spending by 1.8% in 2014, withRead More
Brad Shorr / MarketingProfs / July 13, 2015
A poorly optimized website cannot serve its purpose. Many factors go into optimization, but three items stand out.
In this article from MarketingProfs.com, you will learn…
1. Why keyword research drives SEO success, and how to execute it properly.
2. How to make your website content align with your target keywords to maximize organic search engine visibility.
3. Why calls to action are crucial, and how to create outstanding ones.Read More