Which content will be most persuasive for your next marketing program?
Gordon has researched forms of content typically used in marketing campaigns on how persuasive they are. As he ranked them, some forms of content frequently used by marketers fell flat, while others did better than expected. In a time when the way customers receive and consume content is rapidly changing, this study found that the kind of content that persuades has also changed. Some specific questions to be answered:
· Do current customers and non-customers view content differently?
· How persuasive is educational content versus promotional content?
· How persuasive is new product information?
· How persuasive are customer user stories?
· How important is content that makes direct product comparisons?
Upon completion of this webinar attendees will have an understanding of how the persuasiveness of content is changing with the growth of digital communications.
Josh Gordon is the President of The Strategic Content Group, which implements marketing services that empower salespeople to win. The company provides strategic tools, such as sales lead generation, persuasive content, training, and strategy that enable sales people to win. Our research based approach helps clients better understand their customers, and with improved customer understanding come better results.
Gordon is author of four books on selling and persuasion, including “Presentations That Change Minds,” a Sales Book Award gold medal winner. He has been covered on CNN, CNBC, National Public Radio, The Fortune Business Report, and Wall Street Journal TV. His books have been translated for publication in Germany, China, Korea, and Taiwan.
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Find out what the “end of online equality” means in practical terms for online merchandising in 2016. Not all channels are equal. Mobile First has a corollary: Desktop Second. And not all products are equal - brands are fighting back. They’re hiring ex-retailers to change their former employers’ List-Curate-Automate approach.
Zoe O’Neil, Director of Paid Search, ClickThrough Marketing
Understand the importance of regularly auditing your AdWords account to ensure it adheres to best practice principles to drive improved growth, performance and efficiency. Plus, we will dig into the trends and considerations for your 2016 paid search strategy.
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Jason Falls, Senior VP, Digital Strategy, Elasticity
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In 2014, Passle undertook detailed research of 400 top professional service firms (law, accountancy & consulting) to determine which firms have been most effective at both building their presence and demonstrating their expertise online. We have now carried out this research again in 2015, which has enabled us to map a number of significant changes across those industries. We will go through this research pulling key trends and insights from the data.
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According to Econsultancy’s 2014 email marketing census, 36 per cent of marketers cite poor measurement and analytics as barriers to effective email marketing. They know that the right metrics will drive the right business results but while the essential metrics (delivered, opened, clicked or click to open) have served us well, they are not necessarily the ultimate measure over a period of time.
In this webinar Skip Fidura of dotmailer takes a look at:
How marketers can measure engagement though 'click and open reach' and 'dwell (or read) time'.
The term 'the halo effect', how it can be measured and how it's in line with multichannel marketing measurement.
The 'post click funnel' metric and making sure your campaign assessment isn't incomplete.
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2. Which brands do this well and why - in retail, financial services, travel, utilities, other verticals.
3. Final tips, tricks and solutions.
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