It used to be that if you were going to make a large purchase like a piece of heavy duty machinery or a car, the information that influenced your decision the most was obtained from face-to-face interactions with sellers or info you learned at trade shows. But all that has changed as the Web has become the central hub of information. According to MarketingSherpa the information sources that have experienced the largest increase are virtual trade shows and events, search engines, and business info/news Web sites. These info sources play the most influential role on purchasing decisions ...

Before you consider investing in another radio campaign or newspaper ad, consider the following forecast that Forrester Research recently released on interactive marketing expenditures. They predict that interactive marketing channels such as search marketing, social media, and mobile advertising will increase from 12% of organizations total marketing expenditures in 2009 to 21% in 2014. Search engine marketing expenditures are anticipated to increase by 205% in the next five years and will continue to capture the largest portion of interactive budgets. Social media expenditures are ...

With approx 80% of your Web site traffic being dependent on search engines, SEO and search engine marketing (SEM) is a very cost effective method of increasing the amount of qualified visitors reaching your site. Here are four tips to help you find a team of trustworthy SEO professionals that can get you the results you need. 1. Do they set realistic expectations? The best SEO professionals are very upfront and honest when discussing your Web site's SEO potential.  They will partner with you to set realistic goals and chart out a game plan to achieve those goals, all with the mindset that ...

Social media, like anything other marketing tactic involves an investment. When considering using social media in your integrated marketing mix consider the following questions. Do I have the time? Social media is most effective when it's consistently updated with fresh content. The social realm is constantly evolving and in order to keep your pulse on what's going on you need to be immersed in it daily. They are limited windows of opportunity to connect with your audience and provide valuable info at the precise moment they are looking for it, but this cannot be accomplished if you aren't ...

Recently I was taking an inventory of the integrated marketing tactics we had stockpiled in our arsenal. Engaging Web site - check. Social media - check. Email campaign - check. Print material - check. White paper.....wait, what? Major uncheck. So I began to do some research with the help and guidance of the marketing experts at Spearhead. They reinforced what I had been learning about white papers and their role as a marketing tool. A well-written white paper in the B2B world can help establish your credibility or expertise in area and provide valuable information to the reader. White ...