Marketing Google

The massive disruption of COVID-19 is forcing many of us to rethink everything we do. And right now, our community needs fresh ideas on how to manage the overwhelming situation.Here are some encouraging stories from marketers who made quick changes to adapt.Digital to digitalThe Challenge: We were a 15-month-old startup running out of money. In January 2020, cookies were crumbling and brand activations were thriving. We had finally found the sweet spot for our mobile tech: first-party data gathering at live events. A few weeks later, the ground began to shift under our feet.I started to get nervous when my son wound up in the ER for neck pain on March 1 and was asked to wear a mask.By March 7, the NBA had been advised to prepare to play without fans.On March 11, COVID-19 was declared a pandemic.It became clear that live events would be eliminated for the foreseeable future. Our funding would not survive this timeline.The Solution: So, where were all our clients going? Online.We had a …

In a continued effort to slow the spread of COVID-19, local and state governments have issued orders for nonessential businesses and establishments to close their doors. These orders, combined with the lack of consumers making their way into physical stores, have had a major impact on small businesses across the country. Many brick-and-mortar small businesses have determined the only way to stay open and serve customers is to transition operations to online ecommerce business, which is something several businesses will do for the first time.For brick-and-mortar businesses suddenly struggling to figure out how to bring their stores online during this unprecedented time, there are several key considerations. Here are six steps that can be taken to quickly establish an ecommerce business presence and continue reaching customers.1. Set up an online platformThe first step for any business owner considering ecommerce is to research the platforms available to determine which best fits the ne…

The post ML 20200331 appeared first on Marketing Land.

via Marketing Land

Your company’s website often makes the first impression on customers before you ever meet them in person. But how do potential customers find your site? How can it compete with the larger sites of enterprise corporations with huge marketing budgets? One solutions is investing in SEO services that can help improve your website’s marketing functionality.The key is to find small business internet marketing services that work for you. The process starts by understanding the difference between enterprise and SMB SEO. Then, you likely want to know the specific benefits SEO services can bring your company. This white paper from Boostability will help you gain a deeper understanding of how to move forward with SEO.Visit Digital Marketing Depot to download “The Difference Between Small Business & Enterprise SEO” from Boostability.

The post The difference between small business & enterprise SEO appeared first on Marketing Land.

via Marketing Land

Marketing automation platforms form the backbone of many B2B marketing operations, increasingly serving as sophisticated marketing orchestration platforms. A range of platforms is available to marketers depending on their firm’s size, budget and level of digital marketing sophistication.The more basic functions of marketing automation have become somewhat commoditized, so platform vendors mostly look to differentiate their platforms based on the ability to scale, as well as usability, ease of implementation and customer experience.MA platforms prioritize user experiencePlatform vendors are also looking to differentiate themselves by offering more support for increasingly sophisticated customers who have adopted the software and who are looking to justify the investment by proving ROI.Vendors continue to expand training programs, as well as add-on professional services available to customers, to improve platform use. Online communities – for both customers and developers – have also be…

The post ML 20200330 appeared first on Marketing Land.

via Marketing Land

“This is definitely a pivotal moment,” said former teacher turned entrepreneur Lisa Abel last week. Her business, selling the series of specialized classroom materials she developed, is in its second year. Abel sells exclusively on Amazon and relies on its Fulfillment by Amazon (FBA) program for all order processing and shipments.Amazon’s decision to stop accepting inventory shipments for non-essential items to its warehouses for a four-week period has left sellers like Abel scrambling. Further, once unimaginable supply chain disruptions have rendered existing, best-practice processes anything but reliable.‘Expect the unexpected’“We see various things. So expect the unexpected,” said Frank Koshenash, president of Wunderman Commerce North America. “We’ve seen an essential FBA seller get disrupted because the factory is disrupted rather than Amazon.  We’ve seen some [purchase orders from Amazon] come through when we would have expected otherwise. It’s hard to predict.”Non-essential item…