If you’re like most marketers, chances are you have a clear mandate to drive more revenue while lowering your cost per lead. How do you do that? Sure, everyone knows that online marketing (social, email, digital, search, content) can be less expensive than traditional marketing communications channels, but online marketing costs are rising, too.
In fact, if you work in some industries — like insurance, financial services, health care, the legal profession, or high technology — the costs for the most popular keywords used in search marketing are increasing so rapidly that even big brands are feeling the squeeze. Take a look at this infographic on the most expensive keywords for more details.
But top performing marketers have found four strategies that are helping them meet the challenge, and a distributed marketing best practices webinar earlier today offered insights into how they’re doing it.
The four strategies covered at length in Distribion’s Distributed Marketing’s Best Practices webinar today included:
Empowering local producers via “glocalization”
Closed-loop measurement and reporting
Harnessing technology to save time and money
Marketing on behalf of channel partners or sales agents
Glocalization — a hot buzz word for marketers based on the Japanese idea of taking a global concept and localizing it — can mean different things in different industries. Typically, for marketers, it means supporting local branches or sales agents with marketing that is customized and personalized, while maintaining brand and regulatory compliance. Marketing automation solutions that use rules and profiles to manage compliance are a significant help to distributed marketing organizations trying to “glocalize” content, especially in regulated industries.
Presenter David Potter reminded attendees that while online marketing is the focus for an increasing portion of multi-channel marketing communications spending, it’s important not to overlook traditional marketing methods such as print, email, and co-op spending to support the sales channel.
In addition, the session offered new research from leading analysts, and provides links to the underlying data the top performing brands are using to succeed. The recording of the entire webinar is now online here, and the presentation deck is available for download by clicking here. (Both are free, but registration is required.)