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Marketing Strategy

Traditional vs Cloud: Small Business Environments

March 26, 2014 by Dabrian Marketing Group Leave a Comment

‘The cloud’ is a scary phrase to just about everyone in an organization. When the idea of the cloud was released, industries went haywire. Some people feared data security, while others were simply unsure of what the idea of the cloud was.

Today’s idea of the cloud has changed drastically, with more and more services being offered in this platform. Various companies, such as Google, have improved security of data centers to quell users’ fears of security.

“Traditional” Office

Office Building
Creative commons attribution: “this city will squash you #4” – mugley

The traditional office is a setting that any office worker is probably used to. The setup is simple. Usually there is some sort of server. This server may manage email, file backups, the primary domain, network policies, or any number of services. The server can be in house, remote, or in house with a remote backup. The combinations are endless, but the unifying factor is that there is a secure network for all computers, and that they are unified by a server environment.

There are some super awesome things about having a traditional kind of setup. The most obvious positive trait of a traditional office is the comfort factor. New people who are coming in are more likely to have used the software, understand the infrastructure, and know how to use office software. If there is software that is specific to your organization, a new user may require training on it. Otherwise, they will probably be good to go.

Another great thing about the traditional office is that it is managed locally. If you need to get something off of the server, it might be in the next room. That same server can define rules for the entire network, and keep users from looking at pictures of cats all day. The server itself can run local services, and can be easily protected within the network.

One definite downside to a traditional environment is its cost. Large organizations can foot the big bill of operating systems, office software, and server software. However, a small business or a small business that is growing quickly might find that this sort of environment is not feasible to stay in the black.

In addition to base cost, the cost of managing and maintaining such an environment can be very costly, and it is imperative that maintenance is continually performed. IT firms can charge over $100/hr, while hiring an internal IT worker could cost up to $30/hr depending on their specialties. Experienced IT professionals always come at an increased cost. Large companies may be able to afford an entire team of IT people, while a small firm looks at outsourcing that expertise at over three times the cost.

A final difficulty of a traditional environment is the disaster recovery. IT professionals are trained closely on disaster recovery. A DR plan is not only important for planning purposes. You may have to use that plan some day. If the backup of the server is local, and the building is irreparably damaged or unusable, all the files will be lost. Having a remote backup is an option, but depending on the level of security and redundancies, this can be extraordinarily costly.

The Cloud Office

Clouds
Creative commons: Gratisograhpy

The cloud is another way to look at office productivity. Cloud opportunities such as Google Drive, or any other software that is not hosted locally, can provide a higher level of freedom from the burden of high costs and being tied to a server.

The easiest way to describe a cloud environment is to think about it just like a traditional setup. There are still servers, there are still local computers, and there is still a network. However, instead of a local server, applications are both hosted and stored on a remote server. In the case of Google Drive, the documents and the office software are both accessed through a browser. The functionality is the same, or very similar, to a traditionally installed local piece of software, but it can be easily accessed from anywhere you have internet access.

This brings me to the biggest positive point of the cloud: flexibility and connectivity. If you are in Brussels, and your office is in New York, it doesn’t matter! Just hop on the internet and get to work. If your small business has a catastrophic event, you’ll only have to worry about the structure and finances, which are the things you should be worrying about. Your important files will be in the cloud and your employees can continue work from anywhere.

A major concern about the cloud is security. Services like Google not only encrypt data (and are even HIPPA compliant!); they also store it on multiple servers to ensure that disaster recovery planning is easy, or even nonexistent.

IT people? You might not need them. Cloud services are often managed already, or use an admin panel that anyone within the organization would easily be able to use.

Unfortunately, as with any technology, there are definitely downsides. Cloud services and cloud based infrastructures are still relatively new, and therefore many people may not be comfortable with using the software. Someone who is used to a Microsoft Office environment may have some difficulty getting used to Google Docs.

In addition to familiarity, cloud services for large organizations can be just as costly, if not more costly than a traditional environment. Users may need training on the new environment, and may not take to it easily.

Finally, some software may not yet (or ever) be available in the cloud. Do you have users of very specific programs (like, Adobe Software)? Are your programs hardware intensive? If yes, then the cloud might not suffice for all of your needs.

Other Cloud Products

Cloud usage is not limited to ‘all or none’, and is definitely not only limited to office software. Project management solutions such as Mavenlink (the one we use!) are completely in the cloud. At DMG, this allows us to be able to keep our tasks in check, and for our project manager to keep us moving forward. For more information on cloud project management, see Deb Wagner’s article on making the move to Mavenlink!

Cloud project management isn’t the only solution. Bitnami will host a development server for you (in pretty much any platform) which means no more local installs. Services like Gliffy even allow the creation of complex diagrams, something that only local software has done in the past.

Which Path is Right For My Organization?

Road

There really isn’t an answer for this question, because there are so many possible combinations. You could use one solution or maybe the best of both. Some software may be unavailable in the cloud, and therefore you have to at least keep one traditional environment in your office.

The cloud opens up the freedom to move away from consistent operating systems or supplement an existing infrastructure with flexible, always available software, with no IT department required.

Is your organization considering a switch to a cloud platform? Were there any hurdles you had to jump to complete the transition? Tell us about them in the comments!

Filed Under: Marketing Strategy Tagged With: cloud, office, productivity

Tips for Choosing Cloud-Based Project Management Software

March 5, 2014 by Dabrian Marketing Group 1 Comment

So You’re Moving to the Cloud--Now What?

You put in the time to research the idea of cloud-based project management solutions—you know they are secure, provide amazing accessibility, and give you the ability to work from home on snow days—so now what? As impatient as you may be to dive in head first, remember your first project management best practice – proactively plan – and follow these tips:

Determine Your Budget

Whether you have an annual budget to work with or you’re lucky enough for a special circumstances budget to move to the cloud, you have to know how much money you have to work with. All cloud services are not created equally, and you need to be prepared to field some standard questions:

1. Is it better for you to pay monthly by user or space limits?

2. Are you committed enough to pay annually to get the discount they’ll surely offer you?

3. Does your budget have any wiggle room or is it set in stone?

Determine Your Needs

Regardless of whether you’re managing a team of 10 or 100, there are suitable options for cloud-based software. Important questions to answer before reaching out to any company are:


1. How many users (team) do you need logins for?

2. Will your clients need access? If so, what all do they need to be able to do (file upload, communication streams, approval functionality, etc)?

3. Do you need integration with any other platforms (Google Apps, Salesforce, Quickbooks, Office, etc)?
The cloud is a competitive space—being up front and clear about your needs will ensure you get the best software to fit them.

Do the Demonstrations

Alright, you’ve narrowed it down to some potential companies to work with…I know, I know—you’re busy. But this part is super-important: make time available to do demos of the software you’re looking into. You’ll gain not only a better understanding of the company’s offerings, but also their company culture, and how responsive they’ll be to your needs. The ultimate factor in what led to me choosing Mavenlink as our cloud-based project management solution was not how great of a solution it is (which it is, and no, they’re not endorsing me) but how great they are—I felt confident starting a partnership with them based on how they held themselves during the demo (and of course the meetings after) I made time for.

Go Forth and Research!

Now that you’re armed with some useful tips to get the ball rolling, you’ll soon be able to tack a closed sign on your traditional project management software and officially change your address to the cloud. Determine your budget so you don’t get caught up in wanting something you can’t afford. Determine your needs so you have all your bases covered and hunker down for some software demos (you won’t regret it when you find the perfect solution). Just remember to let your team know you’re diving into Research Land and try to have some fun along the way!

Have a question on cloud-based project management or a tip we missed? Fire away in the comments!

Filed Under: Marketing Strategy Tagged With: cloud, project management, tips

Sequential Messaging in Digital Advertising

January 15, 2014 by Daniel Laws 5 Comments

Defining Sequential Messaging

If you’re a follower of @DaBrianMarket or @DanielLawsJr, you have most likely seen our past tweets about sequential messaging. Sequential Messaging is generally a technique where messages are recorded in a preset order and executed individually based on the each activation of a device (tablet, smartphone, etc.).

Sequential messaging has been a hot topic for us on Twitter.

So, What’s the big deal with sequential messaging?

Sequential Messaging has an opportunity to leverage the initial user interaction into a micro-conversion and target high quality leads. As an example, a shopper would click on a banner ad on a newspaper site for a new tablet. This action identifies the shopper as being interested in a new tablet and generates a series of sequential messages specific about the new tablet. The series of sequential messages could be on banners, emails, and perhaps in search engines. In some cases, the ad mix can be modified based on the shopper’s engagement with them.

What are the Future Possibilities of Sequential Messaging?

I think the future of sequential messaging is positive but contingent on the availability of technology to executive effective campaigns. I think there’s an opportunity to “connect the dots between digital advertising, TV advertising, mobile and gaming consoles.” It’s going to get easier to customize messages across devices with online tool-based logins, smart TVs, mobile devices, and gaming consoles offering more functionality and capabilities.

Take me for example. I’ve got a Samsung smart TV, Galaxy S4, Kindle, and more. My cell phone, which is connected to my Kindle, can change my TV channel. Thus, there’s no reason advertisers can’t create customized sequential messages across multiple devices. The capabilities of ad technology will be important to align with customer behaviors across multiple devices in order to customize the user’s overall experience with the brand. More specifically, it’s important that we obtain insights from sequential messaging to increase the effectiveness of marketing budgets and the ability to increase lead generation or sales.

What are the Challenges of Sequential Messaging in Digital Advertising?

In my opinion, one the main challenges will be measuring the effectiveness of sequential messaging in digital advertising and optimizing the process. In addition, the measurement of sequential messaging along with A/B or Multivariate testing across multiple devices. With the increasing importance on customer privacy, it will become increasingly challenging to track prospective customers, and with the recent Target data security breach, customers are becoming aware of the negative aspects of data collection and value their privacy. Furthermore, the tracking of sequential messaging will most likely require the tracking of customers’ unique logins as well as combining the data on their behaviors across multiple devices. Without educating customers on the benefits of doing so, it could be seen as intrusive and encounter a legal backlash from customers.

What about Measurement?

Last month in AdWeek, I read an article from Garett Sloane of Omnicom Digital which spoke of “sequential messaging as digital advertising’s next act.” I agree with Sloane’s point that sequential message could be the next step in digital advertising, but the execution requires powerful technology as well as perfect coordination. I think there will be a few businesses that look at sequential messaging as the next buzzword (right next to “big data”).

No matter the approach, it still needs to solve a business problem. Without measureable ad technology and the capabilities to collect the data, we’re going to have challenges measuring whether or not a message is resonating with the “right” customers. The right message, right person, and right time require the right analytical approach to improve the impact that sequential messaging has on delivering return-on-investment.

Is sequential messaging on your organization’s radar? Share your thoughts in the comments!

Filed Under: Digital Analytics, Marketing Strategy, Multivariate Testing Tagged With: Analytics, digital, sequential messaging

Measure to Make the Most of Your Marketing

October 23, 2013 by Dabrian Marketing Group Leave a Comment

The secret to better business decisions isn’t magic. It’s not rocket science either. The problems of missed opportunities, wasted budgets, and ever-elusive marketing ROI can be solved using one thing—data. It’s no doubt that both traditional and digital marketing tactics have a place in the business world, but the difficulty of justification so often rears its head. If you’ve allocated time and money to campaigns because “that’s what you’ve always done,” listen up. This post could save you major time and aggravation.

First Things First

Let’s clear something up. When it comes to marketing success, what matters most is the way your business uses its data, not the sole act of collecting it. In our experience, data in isolation is data wasted. With that being said, there’s more to this process than taking simple measurements. If your website saw 1,866 visits this month vs. 979 last month, you probably think you’re on the path toward more customers and visibility. Unfortunately, you’d very likely be wrong. With any piece of information you collect, your question should always be “Which of my goals does this data inform?” If you can’t determine one, then your measurement is either too vague or your goals poorly defined. In either case, you aren’t gathering the actionable insights you should seek.

Setting the Stage for Success

Solid goals should be the first place you start. Construct a detailed plan that incorporates specific, goal-centric measurements. Do you wish to gain a more established presence on social media platforms? Start by defining what constitutes “established” and assigning metrics that will show improvement over time. Some could include an increase in social media brand advocates, a greater volume of inbound social media conversations, more positive audience sentiment, etc. When it comes to determining progress, think about your goals using the SMART framework (Specific, Measurable, Attainable, Relevant, and Time-Bound). That way, you’ll avoid the pitfalls of collecting hollow data.

Putting Your Plan in Place

Once you’ve got some solid goals established, it’s time to collect and analyze your information. For example, if you’re working to determine whether your business’s billboard ads are worth the cost, you may place a “vanity” URL (a unique web address that redirects to your desired landing page) on the billboard. Using your chosen analytics platform, you can then filter traffic to those that entered your website using that URL to determine how well the billboard’s message resonated and how effective the medium was as a whole. Some additional components to keep in mind when analyzing include gathering benchmarks (standard measurements through which adequate comparisons can be drawn), testing campaigns (and components within campaigns, such copy or design), and honing in on audience trends (such as behaviors within your online shopping cart).

This information is far from exhaustive, but it serves to highlight a very specific point: marketing campaigns without data to back them up aren’t worth your time or your budget. Taking the time to map out SMART goals and the meaningful metrics by which you’ll determine your progress will be well worth it now and in the future.

Filed Under: Marketing Strategy Tagged With: measurement

A Guide to Marketing Yourself Using Content

September 11, 2013 by Dabrian Marketing Group Leave a Comment

This week, we’re taking time to explore a topic that’s a little different. You. Yes, you. Not your business, not your marketing campaigns, but you on an individual level. If you think about it, the time and effort invested in marketing yourself plays just as crucial a role as marketing your business. This is especially true when it comes to goal achievement. If you work for a large corporation, growth is always welcomed, and if you’re employed by a local start-up, brand establishment is the name of the game. Both of these can benefit from the individual efforts of employees, but the question is, “what’s going to be your approach?” Well feast your eyes on the steps you’ll need to get started!

Step 1: Realize That LinkedIn is Your Friend

Your position as a thought leader is highly influenced by the people your message reaches. That should be a given. You wouldn’t want to spend your time and effort crafting content that embodies both your work and your personality, only to have it sit in perpetual stagnancy. The best remedy here is social networking, particularly using LinkedIn, self-proclaimed as the “World’s Largest Professional Network.”

LinkedIn contains distinct advantages over other popular platforms like Facebook or Twitter, including:

  • An environment for professionals to connect. This works to filter out audiences that may ignore your message
  • Groups that allow you to hone in on audiences within your industry, your geographic location, or your level of experience
  • An environment that’s becoming a big part of recruiting and talent acquisition processes

By taking advantage of this powerful networking tool, you’ll be able to easily contribute to the industry-wide conversation, connect with influential people in the space, and explore opportunities to progress in your field.

Step 2: Seek out Media to Showcase Your Insight

While LinkedIn is a very powerful tool for getting your name out there and having discourse with others in your industry, the platform can sometimes lack recency and structure from the standpoint of interesting and innovative content creation. In other words, LinkedIn may offer a place to discuss your thoughts on a particular topic, but you’ll need a way to more formally (and regularly) share your ideas. In this regard, a great place to start is by using the resources already at your disposal.

Get together with colleagues and propose a company blog or YouTube channel if they don’t already exist. If they do, you’ve got a few options. You can develop a regular blog series that appears alongside your company’s posts or set up a YouTube playlist that features content that incorporates your unique personality. If you’re comfortable exploring digital roads-less-traveled, there are a host of less-traditional content outlets at your disposal, including SlideShare, infographics, screencast tutorials, or microcontent sites like Vine and Instagram).

No matter the avenue you choose to carry your message, keep one thing in mind—whether you try to or not, you are always representing your employer when interacting online. Your individualized content marketing endeavors should be approved by the higher-ups, portray your company in a positive light, and offer relevant information to your intended audience (Basically, upload those cat videos on your own time).

Screencast tutorials can be a great way to use content as an individual digital marketing tool.

Step 3: Maintain and Measure!

When your personal digital marketing gets off the ground, there are a few important maintenance items to consider. First off, don’t embark on any content-driven marketing medium if you can’t maintain it. You’ll have to be strategic about allocating your time to satisfy your existing work responsibilities and your chosen “side project.” This point can be summed up very succinctly: “Any digital asset, if left to languish, will leave you worse off than if you hadn’t created it in the first place.”

In addition, consider your process for demonstrating the value of your efforts. If you’re approached by your supervisor and she wants to see the “results” of your self-marketing campaign, what will you do? Incorporating a measurement plan that shows your time is paying off with tangible goals, key performance indicators, and metrics will be invaluable. Not only will you be able to quell your boss’s wariness, but you’ll also begin laying appropriate procedural groundwork, should your content become company policy down the line.

What form of content best suits you? Share your thoughts and ideas in the comments!

Filed Under: Content Marketing, Marketing Strategy Tagged With: content marketing, digital marketing, LinkedIn, self marketing

Importance VS Urgency in PPC Advertising

August 28, 2013 by Justin Miller 2 Comments

A few years ago I had someone explain to me the difference between urgent and important. From what I can remember from this conversation, urgent matters were those that needed a decision within a short period of time. Important things were those that are crucial and must get done to accomplish a goal or task. This was explained to me so that I would 1) understand the difference and 2) not confuse the two. In today’s world of instant gratification, it seems that urgency is being given more and more importance, and the two are being blended and confused. One area where this is becoming increasingly evident is in advertising, specifically Online Advertising. Ads are written in a matter to entice the user to not only click, but to convert (buy, sign-up, or another desired action) after the click. As the writer of PPC ads it is up to us as to how to entice them. Should they be pressured into making a rushed decision or shown the benefit and importance of what they could get?

Urgency within PPC Ads

Urgency in PPC ads is easy to spot. All one has to do is look for the call to action – Buy Now, Sign-up Today, etc. Although creating a sense of urgency in a user may lead some to quickly buy, it may also push others away resulting in a loss of a sale. In some cases a sense of urgency already exists, like for repair services. For instance no one wants to wait forever to fix a leaky pipe. So an ad copy that reads “Call Now for a Plumber” creates urgency, but it matches the already urgent situation. Whereas “Buy Shoes Today” is creating urgency just to create urgency. A new pair of shoes is rarely, if ever an urgent matter.

Showing Importance in PPC

Rather than cresting urgency, the Ad Copy could tell the importance of purchasing the product or service. Focusing on the importance tells the user of the benefits of your product/service. Instead of creating urgency in the call to action in the shoe example above, explain that the shoes are the latest style, cheaper, more comfortable, or any other feature and/or benefit. Give the user a reason to click the ad and take a look at your shoes, instead of trying to pressure them into a rushed purchase. Below are examples of urgency vs. importance focused Ad Copy.

Urgent Ad
This Ad Copy pushes Urgency through “Limited Time Only” and “Buy… Today”
Important Ad
Features and Benefits stress the importance of the purchase in this Ad Copy.

The first Ad Copy is very pushy. Focused heavily on price and getting you to buy and buy NOW. The second on the other hand is more tailored to the use of the shoes and the importance/purpose of the purchase of the shoes.

Is Urgent or Important Better for Your PPC Ads

Neither is wrong or right, rather there is a time and place for both types and focuses. And of course they can be a combination of both focuses within the character limits. The question is which focus and tactic is best for your product/service. The only way to know is through continual testing of PPC ad copy.

Here are a few questions to ask to help discover which focus might work best for your Ads:

  • Is there a natural time crunch with your product/service? (i.e. resolving a leaky pipe for plumbing services.)
  • Is your ideal customer concerned with features/benefits or speed/timing?
  • Are impulse sales sustainable for your company?
  • How long is your sales cycle – does it make sense to try to rush potential customers?

Try focusing ad copy on both urgency and importance, and let us know the results of your testing in comments. Is urgency needed to generate clicks and conversions? Or are people searching for features and benefits of your products/services? Whichever may be the case, remember to stay focused on your customers and give them what they are searching and your PPC will help increase your sales (today – if you are looking for urgency.)

Filed Under: Marketing Strategy, Paid Search (PPC), Plumbing Marketing Tagged With: Pay Per Click, PPC, SEM

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