The award-winning San Francisco interactive agency Traction presents a behind-the-scenes look at their recent B2B video marketing campaign produced for Lenovo, emphasizing the toughness of the brand’s laptops in “Users Happen.”
Archives for September 2015
If you’re old enough to remember when Al Gore invented the internet, it’s been interesting to watch the world of technology marketing become the world of marketing technology…
But be careful what you wish for. We have taller and taller technology stacks that promise more ways of reaching more prospects than ever before, but our research with B2B marketing directors shows that many are feeling overwhelmed by the plethora of toys they now have.
We’re all MADD with Marketing Attention Deficit Disorder. In this technology cacophony, marketing directors tell us it is increasingly hard to find the time and resources to lay out a clear strategy based on knowing exactly who your prospects are and why they are prospects… which kind of is our job.
Buyer personas to the rescue!? A tool which we have been happy to see emerge in the last few years is the buyer persona, the personified picture of exactly who your prospect is and why they might want to buy your product.
By Monica Hahn
One of the benefits of my “portfolio career” is that I am able to see the same management and marketing challenges from several different angles. Any good photographer knows that a change in perspective can completely alter the scene.
Recently, I’ve been talking with several of my coaching clients, with my fellow Elements Massage franchisees, and with my nonprofit colleagues about the importance of letting go of control. Theoretically, we all agree that we want to delegate more. We want to empower our people & free up our own time. We are also committed to results, and reluctant to take the chance that they won’t be delivered – often because we’ve been burned when extending that trust in the past. Here are six key lessons I’ve gleaned from the wise folks in my portfolio.
With the April 2015 Google algorithm update now including a site’s mobile responsiveness in the factors determining search engine ranking position (SERP), the SEO playing field has once again shifted into new territory. While this recent Google update only affects mobile search results and in effect, rewards sites for large text not requiring tapping/zooming and other user interface (UI) elements, all sites will benefit from testing their mobile responsiveness and relaunching with mobile CSS (style sheets) given that mobile visits have finally overtaken desktop and sites continue to see strong growth in site traffic from mobile (smartphone and tablet) devices and browsers.
In 2015, in order to identify leaders in mobile site design within the travel vertical, Leapup Marketing reviewed over 30 destination marketing organization, tour packager and travel supplier/outfitter sites. Based on their analysis, they were able to identify five best practices in mobile site design for travel sites, ensuring an optimal user experience in mobile. Learn more…