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Watch this column for the latest tricks, tips, and trends for marketing to engineers.

karen_polaroid.pngThe EE Journal Marketing Insider is a new feature of EE Journal - designed specifically for high-tech marketers. We at EE Journal have more than a decade of experience working with dozens of companies on hundreds of online marketing campaigns - all targeting the engineering community.  

During those ten years, we have gained significant insight into what makes a successful marketing program in the engineering world, and we want to share that knowledge with you. Watch this space for regular articles that will help you kick your marketing programs into high gear, and sign up for our Insider email newsletter that will bring you the latest each month.

-- Karen Simon, Director of Digital Marketing Solutions
and Business Development

Click-Thru-Wrong

Understanding and Transcending the Venerable CTR

by Kevin Morris

“What’s my Click-thru rate?”

“How does our CTR compare with your other advertisers?”

“What can we do to improve our CTR?”

We get these questions all the time from customers using our “Targeted Sponsorship” display/banner advertising programs on EEJournal.com and in our email newsletters.  Read More

 

Video and the Digital C-Suite

by Karen Simon

Following up on last weeks Marketing Insider post regarding the Forbes Insights/ Google study that debunks the myth that executives don’t use the internet as much as the rest of us, Who Says Executives Don’t Use the Internet?, there is another interesting study I’d like to share regarding the C-Suites behavior towards video called Video in the C-Suite.

This study surveyed more than 300 C-level and senior executives at large U.S. companies ($500 million-plus in annual revenues) to learn more about how they are approaching Web video as a source of business-related information. The findings showed that, although text is the preferred format, executives appear to take action based on viewing video as much as they do from reading an article. As was the case with last week’s article, younger executives are taking the lead, not only in viewing video, but also in creating and sharing it. Here are some of the most interesting findings…  Read More

 

Who Says Executives Don’t Use the Internet?

by Karen Simon

There seems to be a popular perception that executives do not use the web as much as the rest of us. Perhaps this is a convenient excuse for marketers to avoid focusing on yet another demographic. But Forbes Insights, in conjunction with Google, published a study last year that debunks that myth.

“The Rise of the Digital C-Suite: How Executives Locate and Filter Business Information” is based on a survey of 354 executives of large U.S. companies with annual sales of $1 billion+. The findings show that executives clearly utilize the web as their most valuable resource for business information.  Read More

 

The 5th P of Marketing- “Personas”

by Karen Simon

I know, you learned in college the “4 P’s of marketing”- product, place, price, and promotion - as the ultimate rules for successful marketing. But in this new digital age, isn't it time to go beyond the basics? This month’s Marketing Insider will focus on the steps to creating a marketing plan that focuses on your buyer first. In order to do this we will need to introduce a 5th P to the list - the Buyer “Persona.”

According to Wikipedia:

“personas are fictional characters created to represent the different user types that might use a site, brand, or product in a similar way.”

As opposed to a “one size fits all” campaign, developing specific buyer personas allows you to develop a program that will speak to your customer or prospect in a way that is meaningful to them.  Read More

 
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