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Do you know which channels are delivering the best results from marketing campaigns? Marketers are under pressure to prove their impact on revenue, and focus spending on channels with the highest returns. But how to know for sure which marketing mix brings results? “Marketers faced with budget challenges automatically gravitate to channels that offer clear, immediate metrics, and de-emphasize channels that are expensive or touch consumers earlier in the purchase funnel,” says Ewan McIntyre, Senior Director Analyst at Gartner. “A better approach would be to use the tools available to understand which channels and marketing approaches best suit their cost optimization needs.” Consider the following three techniques for measuring marketing return on investment (ROI): Technique 1: Reach, cost, quality assessments (RCQ) RCQ is a high-level framework for evaluating and comparing the impact of advertising channels. Include all the channels in your company’s mark...

How to Develop and Create a Wikipedia Page that Sails Through the Approval Process When I first decided to create a Wikipedia page for my client’s technology, I had no idea what I was in for. I had made simple updates to existing pages, so how hard could it be to create a new Wikipedia page? Hahahahaha. I’m here to tell you it was incredibly difficult. Writing for Wikipedia is akin to writing a college term paper — you can’t get by with just creating easy, breezy marketing copy for this type of project. But, the effort was worth it. My client’s industry-changing technology — which their founder invented — is now an official part of Wikipedia. The Wikipedia page tells the story of the technology and includes photos of my client’s product. Most importantly, the page generates traffic to my client’s site. Reasons to create a Wikipedia page Wikipedia is a living, breathing encyclopedia where anyone can add their own pages, article...

8 Types of Apps Every E-Commerce Business Should Be Using Right Now If you’re an e-commerce business owner, you know that you’re required to wear a lot of different hats at any given time. Here is a list of the eight types of apps you should be using right now, regardless of the current hat you’re wearing. 1. Productivity and Organization Stay productive by using a time tracker app. Document which projects take you the longest and which projects you aren’t focusing on enough. Most time tracker apps offer reporting features too. Use these to send reports to clients with their billable work hours, as well as to track your team’s progress on assigned projects and tasks. Another way to stay productive is to keep your documents and files organized in an app that uses the cloud. If you save your documents and files in the cloud, you’ll be able to easily share them with others and access them on any device. 2. Customer Support Help Desk Use ...