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4 Steps to Launching a Successful Strategic Marketing Campaign
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Content Marketing: How to Do it Right
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Digital Factoid: It's Scary Out There
An estimated 60% of all Internet traffic is bot-driven, and 31% of that activity is being done with malicious intent, reports Incapsula Inc., which monitors website traffic.
Half of the bot traffic is benign, representing search engine crawlers, for example.
And the good news is that Google last year apparently made inroads into curbing automatic link spamming, which declined by 75% in 2013, thanks to some curbs they put in place to prevent spammers from turning an unsuspecting website into a “link farm” that could result in a search-engine blacklisting.
However, the bad news is that there’s no slowdown of the malicious bots doing what they do:
• Data scraping (stealing and duplicating content)
• Stealing email addresses for spam purposes
• Reverse engineer pricing and business models
• Stealing data such as credit card info (e.g., Target; Neiman-Marcus; Michael’s)
• Hijacking websites and servers
• Posting malware/phishing links that can harm visitors’ computers
• Posting irrelevant content that annoys legitimate visitors
• Defacing websites or delete content
Top-tier hackers that implement Layer 7 DDos attacks can result in service degradation and website downtime.
Incapsula observed 1.45 billion global site visits over a 90-day period. The data was collected from 20,000 sites in Incapsula’s network.
It’s a tough world out there, and getting tougher.
How Big Is Google?
Google accounted for $17 billion (39.9%) of net U.S. digital advertising dollars in 2013, and is expected to grow its market share to 40.8% in 2014, according to eMarketer.
Facebook last year was a distant second at 7.4% at $3.17 billion and is projected to grow to 8.2% of the pie this year.
The rest of the pack is expected to stay fairly stagnant, as you can see from the chart.
Linx Helps Boost Client's Revenue by 1000%
How many e-commerce sites can boast a 1000% revenue increase, year over year, for two years?
The #1 lacrosse equipment merchant in the nation can!
Linx Welcomes a New Client (a New Challenge)
Lacrosse Unlimited began as a single brick-and-mortar store in 1990 on Long Island, NY. The lacrosse equipment merchant established its first online store in 2004 and approached Linx in 2011 for a market driven business strategy to boost online sales.
A Market Driven Business Strategy
With the goal of boosting online sales in mind, Linx completely redesigned the Lacrosse Unlimited website and developed a strategy optimized for:
- Merchandising: Better present products visually with enticing images.
- Site Traffic: Find potential lacrosse enthusiasts with highly targeted SEO, PPC and Google Adwords campaigns.
- Analytics: Eliminate low-performing SKUs and adjust site design.
- Aesthetics: Test and improve design, headlines and copy.
- User Experience: Optimize site functionality and ease of use for customers.
Our strategic marketing campaign to boost online sales helped Lacrosse Unlimited realize dramatic quantitative and qualitative results.
Quantitative results:
• 52% revenue boost since new site launch.
• 63% more transactions since new site launch.
• Traffic increased 83% since new site launch.
• Cyber Monday 2013 revenue jumps 165% (and sets daily record) compared with previous year.
• Overall 116% sales increase from 2011 to 2013.
• Site visits increased 54% year-to year (Dec. ’12 – Dec. ’13).
• Revenue up 133% year-to year (Dec. ’12 – Dec. ’13).
• Page visits up 30% year-to year (Dec. ’12 – Dec. ’13).
• Amount of time spent on site 19% longer year-to year (Dec. ’12 – Dec. ’13).
Qualitative results:
• Right formula of PPC expenditures found with product-based ads.
• Implemented coupons, deals & sales.
• Communicated to both influencers and decision makers.
• Converted higher rate of mobile visitors to buyers.
Exponential Sales Growth
Linx helped Lacrosse Unlimited gain a new base of loyal customers who will provide predictable sales behavior for years to come.
Today, we continue to fine-tune our marketing strategy by targeting the lacrosse enthusiast market through newsletters, pop-up ads, email list generators, pay-per-click, Adchoices and loyalty programs.
Our strategic marketing team helped Lacrosse Unlimited realize exponential e-commerce sales growth – and we can do the same for you.
Top 7 Online Marketing Trends to Dominate 2014
Forbes magazine recently put together a list of the top 7 online marketing trends for 2014. As a digital marketer, you need to understand these (more…)
