Top 5 Concerns of Modern Marketers

June 10th, 2014

Digital marketing done right requires an integrated process whether you choose to recognize it or not. I don’t make that statement lightly but from knowledge and experience. The results of Adobe’s Digital Distress Survey proves the point clearly. Marketers express doubt about theirskills, effectiveness and ability to measure impact as indicated by the statistics below.

  1. Marketers are not confident in their digital ability. Only 48% of digital marketers feel highly proficient in digital marketing.
  2. Marketers have low confidence in marketing performance at their company as only 40% think their corporate marketing is effective.
  3. Over 68% of marketing professionals feel more pressured to show return on investment on marketing spend.
  4. Most digital marketers don’t have formal training; 82% learn on the job.
  5. Only 9% of respondents strongly agree with the statement “I know our digital marketing is working.”

Conceptual digital marketing models and processes abound. The AIDA model, now 130 years old according to Wikipedia, is a commonly accepted method to transition from traditional marketing to digital.

Demand generation exists at the very top of the AIDA model. Clearly, the means to integrate your organization into that model is neither straightforward or easy.

I’m privileged to lead a global team delivering organic and site search strategies that align closely with all other digital and media channels. As part of a Global Demand Generation organization, my team uses integrated resources and tools to successfully deliver KPI-driven results including worldwide subscriptions, trials, sales leads, and revenue-based metrics. Yes, we are data driven.

The concept of “team” is so important in being able to overcome the observed doubts that the Adobe survey points out. I’ve written separately about hiring a search marketing team and the difficulties of doing it well. The most important thing when integrating effectively within the global digital marketing environment is to establish an enterprise team environment where all the players and decision makers understand how what they do impacts what the rest of the team is doing. This is far easier said than done in big companies. That way, communication flows and adjustments to both process and strategy happens in real time to support the desired outcomes of meeting sales and revenue targets.

Yes, it is common sense, not rocket science. Do people and brands develop integration strategies well? Generally, no they don’t. Organizational, political, and knowledge deficiencies make it difficult. And a strong vision, clear leadership, and a commitment to collaboration can help make integration easier.

The digital marketing model you follow (Fortune 500 companies have thrived focusing exclusively on AIDA) isn’t always as important as the means by which you implement it. As with any process or model, you have to start somewhere but the important action is to always improve and mature both the model and the integration to fit your corporate culture and people.

What do you and your teams do to overcome “Digital Distress”?

Marketers Use Facebook Despite Believing It May Be Ineffective

May 30th, 2014

Facebook remains the most popular social media platform among marketers, but less than half agree that it’s actually effective, according to Social Media Examiner’s 2014 Social Media Marketing Industry Report.

Nearly 100% of professionals polled reported using the network in business-to-consumer marketing while 89% said they used it to communicate with other businesses. Despite these astronomical numbers, 57% of the marketers either don’t think their Facebook posts make a difference or aren’t sure.

Twitter came in as the second most popular site — 83% of marketers reported using the microblogging service — while LinkedIn took third. Only 28% take advantage of Instagram while a mere 1% have incorporated Snapchat into their work. The top six platforms have stayed relatively steady since 2012.

The chart below, created by Statista, outlines some of the most popular social media platforms used by marketers:

5th Annual Spring Promo

February 27th, 2014

Print Combo Promotion

Valid on orders placed February 17th through March 31st.

4 x 9 Rack Cards

Full color, two-sided, printed on 80# gloss cover stock

  • 12,500 = $645
  • 25,000 = $839
  • 50,000 = $1,216
  • 100,000 = $1,983
  • 150,000 = $2,731

3-Fold Brochures (or 2-sided 8.5” x 11”)

Full color, 8.5 x 11 flat or folded, printed on 70# gloss text stock

  • 12,500 = $1,175
  • 25,000 = $1,528
  • 50,000 = $2,190
  • 100,000 = $3,344
  • 150,000 = $4,618

Happy Holidays!

December 6th, 2013

We would like to thank you for being a customer this past year. We want you to know we appreciate the business you have given us, and look forward to serving you in the coming years.

As the holidays approach, we hope you will enjoy them with family and loved ones. We recognize the need of our employees to be able to spend time with their families, also. Therefore, in observance of Christmas and the New Year, our office will be closed at Noon on Friday, December 20th, 2013 through Wednesday, January 1st, 2014. We will resume regular office hours on Thursday, January 2nd.

Our very best wishes to you for a safe and happy holiday season.

Congratulations Lori

November 1st, 2013

It is with mixed emotions that we bid a very fond farewell to LORI ROTH as she begins a new journey called retirement. Your family at Mark Advertising wishes you the best of luck in the next chapter of your life. Thank you for 38 wonderful years of dedicated service in the printing industry. We will miss you!

Mark’s Adventure

October 16th, 2013

Mark Advertising is offering a $50 Visa gift card to the person with the highest score on Mark’s Adventure at 12:00PM (Noon) EDT on 10/23/13. There’s only one week left to play and we have a pretty good battle for first place going on. Can you beat them out and take home the $50 Visa gift card?

Play Mark’s Adventure on Facebook.

Happy Birthday Google

September 27th, 2013

Today marks Google’s 15th birthday. They are celebrating with an interactive doodle on their home page.  You can use a stick to see how much candy you can shack from a pinnate.  We scored 140. No, scratch that.. 159. You can also see how Google looked when it first started by Googling “Google in 1998″ (without the quotes). This will give you a throwback look for your Google searches.

Google Hummingbird

Yesterday Google also announced a major change to their search algorithm. This new algorithm, dubbed “hummingbird”, which was was implemented about a month ago, now has the ability to handle more complex queries and better voice search. Google has also added a handy compare tool for similar things. Try Googling “compare coconut oil and olive oil”. It appears that google is trying to answer your questions without you having to dig through the search results, or show more relevant results higher. This is set to shack up the world of SEO (search engine optimization). The change has effected about 90% of websites across the internet. Search rankings have been reordered to better answer your search queries right on Google. Once again, Google has thrown everything we though we knew about SEO, right out the window. But, like we’ve always said, Google is all about relevancy. If your content is the most relevant to the users search query, you should be OK.

4th Annual Fall Promo

September 20th, 2013

Print Combo Promotion

Valid on orders placed September 3rd through November 1st.

4 x 9 Rack Cards

Full color, two-sided, printed on 80# gloss cover stock

  • 12,500 = $645
  • 25,000 = $839
  • 50,000 = $1,216
  • 100,000 = $1,983
  • 150,000 = $2,731

3-Fold Brochures (or 2-sided 8.5” x 11”)

Full color, 8.5 x 11 flat or folded, printed on 70# gloss text stock

  • 12,500 = $1,175
  • 25,000 = $1,528
  • 50,000 = $2,190
  • 100,000 = $3,344
  • 150,000 = $4,618

Getting Social with Niche Networks

August 30th, 2013

Getting Socialwith Niche Networks

These days it seems like everyone is on some form of social media network. This makes social media an incredibly valuable resource for companies. Never before have businesses been able to reach such a large group of people while also be able to interact with them instantly without breaking the bank.

The idea that a business could market to almost anyone with an internet connection sounds great until they actually get started, then it becomes incredibly overwhelming. This is where niche social networks come in handy. By definition a niche network is a specialized subset of a larger network.

Niche social networks revolve around a common interest or hobby and they are a great way to interact with a specific target market. They may not have the membership numbers that giants like Facebook and Twitter have but they make up for it by having specific target audiences readily available.

Kaboodle – A website for people who like to shop. Kaboodle doesn’t offer items for sale, it is instead a social network where people can recommend, share and discover products. Kaboodle has over 800,000 registered users and sees over 12 million monthly visitors.

CafeMom – If you’re looking to reach mothers, CafeMom is a great place to look. CafeMom appeals to women with children or mothers to be and claims to be the largest social networking site for women.

Gentlemint – Founded in 2011, Gentlemint is like Pinterest for men. You wont find any cute kittens or girly things, Gentlemint is the place for manly things.

Quora – Have question you need answered? Quora is a question and answer community that claims to be your best source of knowledge.

Those are just a few examples of the seemingly endless amount of niche networks out there. Finding the right networks that will bring you and your customers together is only the first half of the battle. With any social media network, big or small, you still have to create a marketing strategy and provide useful content to your followers.

Overwhelmed with social media? It just so happens that we love social media and we would love to help you get started. Call us today at 419-626-9000.

Pinterest Ready Images

August 23rd, 2013

It’s no secret that Pinterest is on one of the fastest growing social media networks. Since being launched just 3 years ago Pinterest has gained 70 million users world wide and that number keeps on climbing. A large, active user base is just one of the reasons Pinterest can be a valuable resource for businesses. According to a report from The Washington Post, the average lifespan of a tweet can be measured in minutes and a Facebook post in hours but a Pinterest pin can last thousands of times longer. The reason for this long lifespan comes from the fact that 80% of pins on Pinterest are repins, which means pins are being posted over and over again amongst users making the chance of a pin going viral much higher than on other social media sites.

If that doesn’t impress you enough to start using Pinterest this might, customers coming from Pinterest spend significantly more while shopping than customers coming from Facebook and Twitter. The average Pinterest shopper is spending $140-$180 on checkout versus the average $80 and $60 purchases from Facebook and Twitter, respectively.

One way to get content from your website to Pinterest is by making images on your website Pinterest friendly. There are a few things to keep in mind when adding Pinterest friendly images to your website:

  • Images with a vertical or portrait orientation display best on Pinterest. All images are scaled down to a specific width on the website and horizontal images tend to show up very small in Pinterest feeds making them easy to skip over.
  • Add text to your images. Images with descriptive text inside the image itself are popular. If you don’t have image editing software there are web services, such as PicMonkey , where you can add text, image effects and make collages.
  • Add support for Rich Pins. Recently Pinterest added a feature called Rich Pins. Websites that display recipes, movies, and products for sale can modify the code on their pages and add valuable content to pins from their website. (If you are interested in adding Rich Pins to your website we can help you with that, contact us today at 419-626-9000)
  • Give pins a description. Add a pre-filled description to images that will display when a user pins from your site.

Adding Pinterest descriptions in Wordpress

When a visitor pins an image they are required to have a description of some sort. Often when pinning from a website Pinterest will pull a description from the website’s source code. 9 times out of 10 when a pinner pins an image from a site they will leave any pre-filled text in the description box. You can use this to your advantage by ensuring pins are saying what you want them to say and are including your company’s name. Wordpress, Mark Advertising’s choice for CMS, makes it easy to add and edit the descriptions that shows up when a user pins an image and as an extra bonus adding this descriptive text has SEO value.

  1. When editing an existing page or creating a new page click the Add Media button to insert a new image or click on an existing image to edit and select the picture icon in the upper left corner.
    Step 1 - Pinterest Ready Images by
  2. In the Media Library either upload a new image or select an exiting image. When an image is uploaded title text is generated from the image’s file name. It is good practice to name images with all lowercase letters, use dashes in place of spaces, and name it something descriptive. This doesn’t effect Pinterest but it will help when search engines scan your site.
    Pinterest Ready Images by
  3. Replace the text in the Title field with the description you want to display on Pinterest, this text will also display in lightboxes. It is also good practice to add text to the ALT Text field for each image.
    Step 3 - Pinterest Ready Images by
  4. Once you are finished editing your image text Update/Publish your page and your images will now be Pinterest ready.
    Step 4 - Pinterest Ready Images by

It’s that simple! Your images are now Pinterest ready. Don’t forget to follow Mark Advertising on Pinterest, we regularly pin helpful marketing tips and tricks.

Our Blog

Digital marketing done right requires an integrated process whether you choose to recognize it or not. I don’t make that statement lightly but from knowledge and experience. The results of Adobe’s Digital Distress Survey proves the point clearly. Marketers express doubt about theirskills, effectiveness and ability to measure impact as indicated by the statistics below.

Marketers are not confident Read More…

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