WebTrends Webcasts RSS Feed

Economy got you down? Try this 90-day, low-cost, high-ROI integrated online campaign fix

Thu, 15 May 2008 18:06:03 GMT

On-demand Webcast

In a dimming economy, promotional budgets are a bean counter's favorite target. These budget crunchers have been eagerly waiting to put the kibosh on Marketing's endless string of spendy events and exorbitant promotions, along with their nebulous "results." When the market takes a downturn, every marketing program has to go above and beyond to meet its return on investment (ROI) or return on advertising spend (ROAS) objective. In this webcast, we'll walk through some key success factors and a model you can use or customize to build an effective, specifically measurable, low cost and high ROI integrated online campaign.

The Webcast will cover:

How to build an effective integrated marketing campaign from setting objectives, to defining metrics, to deciding on the order and use of promotional mix elements.
How to develop a campaign that will build your brand and generate qualified leads - cost-effectively and in 90 days.
How to educate decision makers on what constitutes an effective integrated campaign and ensure that they don't cancel your campaign mid-stream.
How to monitor and report on results to permit mid-course corrections and keep everyone informed of the campaign's progress.

Check out the webcast's corresponding article, authored by WebTrends Chief Marketing Officer Kathleen Brush: "Want a 1200% ROI Improvement? Read on..."

How to Focus Online Marketing to Reach Target Customers

Thu, 15 May 2008 15:59:43 GMT

Thursday, June 12, 2008 at 11AM PDT

The endless stream of visitors to company Web sites can be both a blessing and a curse. The habits of these visitors — how they arrive at a site, what they do when they're there, how long they frequent different pages — offer marketers a Rosetta stone for translating the wants/desires/expectations of current or potential customers. But extracting this valuable information from the data can be daunting. Targeting specific customers can, at times, seem impossible.

In this installment of the Work-Smarter Webcast Series, WebTrends, a market leader of Web analytics and online marketing solutions, will explain how to make the seemingly impossible possible. During Five Steps to Focused Online Marketing, Kathleen Brush, chief marketing officer of WebTrends, will offer ways to pinpoint target customers online and generate cost-effective quality leads.

Synchronizing online search and targeting strategies.
Utilizing analytics in targeting.
The importance of defining target customers and uncovering what they think about a company's products and services.
Analyzing the paths and patterns of Web site visitor.
The overlooked costs of "free" e-mail blasts.

Kathleen, a published author and former professor of international marketing, will also answer questions submitted by viewers during the live webcast.

Pre-registration is required for the webcast and Q&A, which debuts June 12 at 11 a.m. PST.

Check out the webcast's corresponding article, authored by WebTrends Chief Marketing Officer Kathleen Brush: "Are your online search and targeting strategies working at cross purposes?"

Do you have the Marketing Skills that Matter in 2008?

Thu, 15 May 2008 15:58:21 GMT

Thursday, May 29, 2008 at 11AM PDT

The growth of the Internet and worldwide markets, along with continued advances in the technology that runs both, are redefining the skills needed to succeed in marketing.

Marketing professionals must be adept at promoting their brands in Baltimore and Beijing via digital, virtual and mobile technology. But, unlike the technology overhauls we do every time there's a new version of Windows or a new iPod, marketing professionals can't simply rip and replace the tried-and-true skills of the past with bright, new shiny ones.

In this second edition of the Work-Smarter webcasts series, WebTrends, a market leader of Web analytics and online marketing solutions, will provide concrete advice to marketers on how to identify and maintain the old and new skills that they need to succeed in today's results-driven, global markets.

Kathleen Brush, chief marketing officer of WebTrends and a published author on business and marketing strategy, will describe:

The global, technological and other skills and perspective that marketers must possess.
How to create the right mix of promotions with global campaigns.
The role of marketing research to identify product opportunities anywhere in the world, compelling product elements, and the characteristics of target audiences.
The role of core marketing skills.
How to combine the old and new skills to create successful global, online campaigns that remain on budget and deliver ROI.

The four-part Work-Smarter series continues, with additional webcasts in the coming weeks. They will focus on how to target audiences and other practical instruction. The first of the four webcasts detailed how to create low-cost online campaigns that provide high ROI within 90 days.

Check out the webcast's corresponding article, authored by WebTrends Chief Marketing Officer Kathleen Brush:
"A Career in Marketing – Success requires a skills upgrade"

The New Language of Marketing: From the Four P's to the Four R's

Tue, 29 Apr 2008 15:27:43 GMT

The Four P's of push marketing (Product, Price, Place and Promotion) were used to move people through the buying cycle of Awareness, Interest, Desire, and Action. Targeting customers en mass, through magazines, television, radio was the one-to-many marketing model (1:N).

But now that consumers are listening to each other (not to marketers) and are getting bombarded with too many messages to make sense of it all, marketing is transforming from the traditional Four P's of push marketing to the Four R's of consumer-centric marketing (Reveal, Reward, Respect and Retain).

Watch this webcast and find out how to speak the new language of marketing. Plus, take an in-depth look at this new model through the lens of a fast-growing company, Kettle Foods.

Turbo Charging Your Web 2.0 Strategies

Tue, 22 Apr 2008 23:07:57 GMT

New technologies like RSS, consumer-generated media, AJAX, and video are used in marketing every day. The standard page-to-page navigation is giving way to interactive and incredibly engaging and online experiences. But how do you measure them?

This webcast will give you an overview of best practices for measuring and optimizing Web 2.0 and consumer-generated content strategies. Get a definition of Web 2.0 technologies including Rich Internet Applications (RIA) such as AJAX and Flash, as well as broadcast media like streaming media, RSS and Mobile/SMS. Learn about the value of consumer-generated media (CGM) such as consumer reviews, wikis, blogs, and forum participation when it comes to building brand engagement. And see real-world examples of how WebTrends customers are getting the most out of Web 2.0 marketing strategies.

Discover the Power of WebTrends On Demand

Tue, 22 Apr 2008 23:07:53 GMT

Web analytics is evolving and smart marketers are focusing on optimizing their return on investment, building better relationships with customers, and increasing their value over time. Many organizations are realizing that the best way to gain competitive advantage through web analytics and Marketing Performance Management is by adopting hosted on-demand solutions.

WebTrends On Demand is a hosted solution that delivers real-time metrics while eliminating application management and infrastructure costs. Watch this webcast with Scott Roth, WebTrends Product Marketing Manager, to see the benefits of WebTrends On Demand and learn how two customers have decided to switch from their on-premise software to WebTrends On Demand.

What you'll learn:

How WebTrends On Demand can deliver real-time insight for your marketing team
What the benefits of WebTrends On Demand are
The differences between WebTrends software and WebTrends On Demand
Why customers consider switching from WebTrends software to WebTrends On Demand
How two customers, Brulant and ICI Paints, switched to WebTrends On Demand to achieve ongoing success.

Take 10 on Financial Services: Optimizing Performance, Building Relationships, and Increasing Conversion

Tue, 22 Apr 2008 23:07:46 GMT

How can you determine which marketing programs and online services are delivering the highest ROI? How do you increase the lifetime value of customers? How can you ensure privacy and security while continuing to improve your conversion goals? Watch the Financial Services Take 10 presented by Kevin Bobowski to find answers to these questions and more.

Take 10 on Travel: How to Build Customer Loyalty through Web Analytics

Tue, 22 Apr 2008 23:07:43 GMT

There's no doubt that today's online travel industry is competitive. According to TIA, approximately 101 million travelers are already on the internet and a majority of them are looking at a variety of online resources when researching, planning and booking trips. So how can your organization survive in this competitive landscape? How can you build relationships with your customers to build loyalty and improve your business? Watch the Take 10 for Travel presented by Karen Gragg to find answers to these questions and more.

Proving and Improving the Performance of Your Online Marketing Programs

Tue, 22 Apr 2008 23:07:39 GMT

Marketers need a standardized performance measurement framework to help them justify online advertising expenses and continuously improve their results. Learn how to use marketing performance data to gain insight into the effectiveness of your marketing, identify opportunities for improvement, and demonstrate the success of your advertising strategies.

What you'll learn:

How to develop a framework for measuring advertising performance using WebTrends Campaign reporting
Best practices for measuring success beyond the initial click-through
The importance of accuracy in determining unique visitors
How to identify opportunities for optimizing marketing spend

Best Practices for Optimizing Campaign Acquisition with WebTrends

Tue, 22 Apr 2008 23:07:35 GMT

New marketing media are coming online faster then ever. Marketing costs are rising across digital channels. In this session, you'll get practical tips you can use to consolidate all of your campaign reporting and optimization through a single metrics framework. Learn how to prevent the common campaign double-counting issues that keep you from clearly accounting for campaign ROI. This session will show how to optimize your search marketing, compare campaign creative across channels and implement the Key Performance Indicators (KPIs) you need to optimize your campaign spend.

What you'll learn:

How to use WebTrends to measure all of your online campaigns consistently
The five KPIs you need to track in order to measure campaign spend
How you can overcome the common double-counting issue and properly credit your campaigns