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Creative Agency Selection Criteria: 5 Things to Consider image

What does it take to select a marketing agency? From the creative review to the final contracts, the agency selection process can seem like a daunting task that leaves CMOs worn out. But what should you seek from your next agency? By what criteria are other leading companies measuring agencies? We look to share some of the top things to look for when selecting your next marketing agency. Examples of Creative Agency Selection Criteria As part of our recent whitepaper shared with the, we would like to offer you both a preview of this guide and a few pointers on selecting your next marketing agency. Agency size: This may seem like an odd criterion to consider, but it is important to recognize ...

Google Panda 4.0: A Modern Marketer’s Survival Guide image

Here it comes again, another algorithm update that will have a profound impact on web rankings. That is, of course, if you are either the best of the best or the worst of the worst in content creation. For the best, you will see a boost in search due to providing quality and timely content. For the worst, low quality content will be the downfall of your company, or at least your search rankings. What can you expect? How can you recover? How do you avoid taking an eBay sized hit? What is Panda 4.0? Google’s Panda algorithm is designed to prevent sites with poor quality content from working their way into Google’s top search results. Google told Search Engine Land ...

Case Study: Dek Division (Tyco Electronics) image

A provider of data communication tools, the Dek Div. of Tyco Electronics (Now TE Connectivity), was in need of brand assistance. What did leading Naperville Marketing Agency Modern Marketing Partners do for the company? Read on to learn the benefits and services offered to improve the company brand image. Challenge: Market New and Existing Product Lines Dek Div. of Tyco Electronics is a fast-growing manufacturer of data communications products. After adding several product lines through both acquisition and internal development, Dek needed a unified and distinctive brand presence– along with a high-powered marketing program to enter new markets. Solution: New Graphic Theme, Improved Website Modern Marketing Partners created a brand structure and bold new graphic theme that carries through all executions. A comprehensive ...

Canadian Anti-Spam Law: A Marketer’s Guide to Compliance image

One of the most important changes in marketing is coming to an inbox near you. No, it’s not Content Marketing World in September, or one of the thousands of emails from your LinkedIn Groups. No, this upcoming change could cost you hundreds of thousands of dollars if improperly planned. This act, the Canadian Anti-Spam Legislation (CASL), was created with users in mind, and hopes to reduce the amount of unsolicited Email in Canadian inboxes from British Columbia to Newfoundland. How can you prevent fines and penalties as a result of CASL? What is the Canadian Anti-Spam Law (CASL)? The Canadian Anti-Spam Law is Canada's law prohibiting the distribution of unsolicited and unrelated email, passed in December 2010 and, following a Governor in ...

Case Study: USG Sheetrock Tools image

When a leading building materials company seeks to launch a new product line in a highly competitive market, they turn to Modern Marketing Partners. Check out the following case study that includes branding, new product development and launch, packaging, merchandising and more. Challenge: USG Sheetrock New Product Launch USG Sheetrock seeks to leverage leadership in drywall and joint compound, and enter the drywall tools market. The only problem—the category is crowded with established and new competitors. Also, in addition to specialty distributors, retail (home center) channels are increasingly important volume drivers. Solution: MMP Offers Product Development and Launch Modern Marketing Partners engaged at the product development stage to assist in product strategy, branding, messaging and positioning. Focus groups generated insights that resulted in ...

How to Develop a Successful Mobile Website image

If you don’t have a mobile-friendly website, you are putting yourself at risk for lost leads, unprofessional looking posts, and unfortunate search results in search. With studies showing that over 70% of visitors likely to return to mobile websites, 67% of users more likely to buy from a mobile-friendly website, and 61% likely to leave a non-mobile-friendly website; you need to improve your mobile impact today. Why must you have a mobile website? How do you effectively leverage mobile web? Read on to learn more. 3 Reasons to Have a Mobile Website If the numbers in the opening paragraph didn’t surprise you, here’s one more. That was a 2012 study. Before the tablet market took off and the United States had ...

Case Study: Experian image

When a leading provider of credit and information to financial institutions needs a memorable tagline and brand imagery to improve its impact on automotive dealers, to whom do they turn? This is where Modern Marketing Partners, a leading marketing agency in Naperville, Illinois, shines. What did we do for Experian? Read on to find out more. Challenge: Product/Service Launch One of the leading providers of credit information services to banks, financial services, and auto dealers, Experian sought to launch a new product/service to the auto dealer vertical including brand name, logo, graphic theme and messaging. Solution: Brand Image, Tagline Modern Marketing Partners benchmarked competitors and created alternative branding concepts, including the tagline, Dealer Friendly, with the intention of overcoming negative perceptions of the ...

10 Content Ideas to Improve Your Brand Personality image

Is your content marketing strategy missing the point? Even worse, is your brand story going untold and unshared? With so many different types of content available to tell your brand story, and so much potential for distribution, what can your company do to build credibility, virality, and personality? In this, we would like to share with you some of the best opinions from across the web, including ‘Is your content like spinach?’ and ‘Creative Content Ideas that Aren’t just Articles.’ We hope that the information will help to improve your content and brand personality. 1. Photos Photographs can be used either unaltered, or modified to augment your content. Since most mobile devices now come equipped with easy-to-use cameras and image enhancement apps, ...

Case Study: Concentra Healthcare image

What happens when a leading health service provider achieves rapid growth? The team needed to attain a new image in order to continue meeting strategic brand goals. This is why Modern Marketing Partners (MMP) offered assistance and consulting to Concentra Health in Logo Design and Graphic Imagery. Read more to learn about the challenges, solutions, and results. Challenge: A leading healthcare cost containment service provider, Concentra grew rapidly through both acquisition and organic. As a division of Concentra Medical Centers, and after entering the healthcare provider network, messaging and branding required a refresh. Solution: After careful planning and analysis, Modern Marketing Partners found the following solutions for Concentra: a new logo and graphic identity created and implemented in digital, print and ...

Lead Generation through Landing Page Development image

When developing a lead generation strategy, many factors go into leads. One of the most important considerations in both website development and lead generation is the creation of landing pages that are both SEO friendly and will motivate visitors to act. How can you do this? Where should you start? Read on to see the guide to landing pages. With special thanks to Tuesday Marketing Notes author Eric Gagnon, we would like to share with you Developing Effective Landing Pages for Successful Lead Generation. Landing Pages for Lead Development Previously, we've covered the techniques for writing effective, response-generating text ads for Google AdWords and other keyword search marketing programs. This week, we’ll cover the very important techniques required to develop effective landing ...

Link Building: Cautionary Tales and Best Practices image

Link building, along with guest blogging, have been at the top of strategies deemed questionable since the releases of Google Panda, Penguin, and Hummingbird. However, is link building dead? What is link earning? How can all of this improve your content strategy? Many websites have gotten penalized for questionable link building tactics over the course of the last year. Rap Genius, Expedia, even Google’s own browser, Google Chrome, have been hit with penalties in the past few years. Related: Google Hummingbird: Questions and Answers Of course, this was a big topic at Search Marketing Expo West (SMX) last month. But just as the algorithm changes, so do your tactics. Kaila Strong, Director of client strategy at Vertical Measures, has this to say ...

Press Release Writing for Driving Reader Action image

As a marketer, you understand the viability of small changes that can drive website growth and improve search authority. But what happens when you take this mentality and move it to your press release? How can you format a release based on what readers want to see and encourage readers to take action? Enter the F-Shaped press release, your press release designed around user reading styles. Obviously, you want to fuel more growth than just media coverage. You want measureable results and social interaction just as you would want on your current content marketing strategy. For instance, if you wanted to announce an app release, your goal would less of expanding your reach and more receiving downloads. That’s why we ...

9 Top Web Design Trends in 2014 image

As companies and brands update websites and blogs to match the trends and needs of users, it is important to consider what’s here for good and what trends are fleeting. What do you need to know when designing your next web page? Following are 9 of the top trends in website design for 2014. We’ve looked at the top trends, from the simplistic to the obscure, and bring you the top trends as a result of studying Business to Community author John Hind’s article “Top Web Design Trends in 2014” and 99 Designs “Top 10 Web Design Trends for 2014.” Parallax Design: Here to Stay? This website variant is undoubtedly popular with all sets of user demographics and it has definitely made ...

10th of February, 2014
In: Direct Mail, Marketing Best Practices
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Direct Mail Best Practices: Part 2 image

Direct Mail Campaigns are still a viable option to convert potential leads into customers; but this said, direct mail provides challenges and campaign structure. In Part 1, we covered the development and planning of your mailing list, including best practices on how to do so. In part 2, we will cover the development of your direct mail from package design to letterhead. Thanks again to Eric Gagnon, contributor to Tuesday Marketing Notes (TMN) of the Business Marketing Institute, we would like to share the insight provided in Tuesday Marketing Notes: Executing Your Company’s B2B Direct Mail Projects Direct Mail Package Design Next to your mailing list, the direct mail package is the most important element in your company’s direct mail projects. The ...

7th of February, 2014
In: Direct Mail, Marketing Best Practices, Marketing Strategies
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Direct Mail Best Practices: Part 1 image

What do you need to know about direct mail campaigns? Still a viable option to convert potential leads into customers, direct mail provides challenges and campaign structure. In this three part article, we will teach you the best practices for developing and managing your mailing list, designing your content for direct mail, and the planning and execution needed to succeed in such a campaign. With special thanks to Eric Gagnon, contributor to the Business Marketing Institute, we would like to share the insight provided in Tuesday Marketing Notes: Executing Your Company’s B2B Direct Mail Projects Benefits of Direct Mail Campaigns Next to a promising mailing list and a hard-hitting, effective direct mail package, rapid, timely execution and diligent oversight are the two ...

Top 20 Free Infographic Directories and Submission Tips image

An infographic is a visual image such as a chart or diagram that is used to represent complex information or data that can be quickly and easily consumed by an audience. And their use is exploding! Maybe you’ve even started to build your own infographics. But, if you build it, they won’t necessarily come. Infographics, though viral by nature, can reach a wider audience through the process of submitting them to infographic directories/blogs – while boosting your SEO at the same time. A misconception of infographics is that they do not have SEO value. While it is true that a search engine cannot derive the content of your infographic, your audience can. An infographics can benefit a SEO campaign if it ...

16th of January, 2014
In: B2B Marketing, Content Marketing, Information Technology Marketing, Social Media
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Social Media Importance for B2B and IT Brands image

As the content marketing generation proceeds, how will you continue to tell your brand’s story? Social media was once limited to consumer or retail brands. Now, Social Media Marketing (SMM) is becoming increasingly important to business-to-business (B2B) marketing develop leads and create customers. In a recent Ad Age Article aptly titled “Social Media Increasingly Important for B-to-B Marketers,” the link between B2B Marketing and Social Media was confirmed. We studied this report and offered our knowledge on how this will affect marketing strategy in 2014 and beyond. Social Media: The Single Most Important Factor in IT Buying Decisions B-to-B marketers have traditionally used a steady diet of white papers and nurturing initiatives to form relationships with prospects. But a new study ...

1st of January, 2014
In: B2B Marketing, Marketing Best Practices
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CMO Predictions for 2014 image

It’s the month of predictions for next year, and this is an important one for B2B Chief Marketing Officers (CMO’s). International Data Corporate (IDC), offered their prediction regarding what Business-to-Business Chief Marketing Officers (CMO's) can expect for the year of 2014. Learn 10 things you can expect as a CMO in the next year. 1. Increasing Complexity and Augmented Job Description As ways to best reach clients changes, so does the job description for a CMO. The concept of marketing is becoming more and more complex, and as firms adapt, so will their needs. Ideas have even come across as the development of a position known as the “Chief Content Officer” to augment the C-Suite, focusing strictly the company’s voice and ...

MMU on LinkedIn: Newly Improved Group image

One of the most important aspects to any campaign is its ability to remain topical and competitive on social media. In respect to this, we at Modern Marketing University would like to invite you to connect with us on our newly improved LinkedIn Group. We post discussion topics and polls about changes in the marketing world, and provide our answers to any questions that you ask. In Addition to this, we also offer our insights on many other Social Media Profiles: Twitter (@ModMktgUniv) Google+ (Modern Marketing Partners) Facebook (Modern Marketing Partners) Feel free to comment and discuss using the tools ...

Google Hummingbird: SEO Questions and Answers image

“Precise and fast” – the two words Google uses to describe Hummingbird. Hummingbird is Google’s new search ranking algorithm that reportedly impacts more than 90 percent of searches. Undoubtedly, you have been hearing A LOT about this Hummingbird update over the past couple of months. But, what does Hummingbird really mean for your company? Below we describe a brief overview of Google Hummingbird, who is affected, and the top 4 things you can do (or keep doing) to stay atop search engine results pages (SERPs) after Hummingbird. What is Google Hummingbird? The latest and most significant search algorithm update by Google, experts believe Hummingbird was implemented in September of 2013. Bottom line, Hummingbird is focused on semantic search, helping users find the ...

CMO vs. CIO: Clash in the Cubicle image

Only 10% of top marketing and IT executives believe collaboration between their corporate functions is sufficient. With increased popularity and demand for a digital marketing presence, and with marketing being increasingly reliant on technology, marketing and IT alignment is now a requirement for success. Customer relationship management (CRM), mobile applications, marketing automation, data warehousing, and social media are just a few marketing initiatives that can create an increased need for marketing-IT collaboration. And in the digital world, a disconnect could prove futile. Below we will share an infographic based on Accenture's 2013 study, The CMO-CIO Disconnect, detailing the divide between departments, and provide recommendations for improving the CMO-CIO relationship. CMO vs. CIO Tips For Marketing-IT Alignment Having shared goals and metrics encourages both ...

1st of November, 2013
In: Paid Search, Search Engine Optimization (SEO)
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2 Simple Steps for Using Paid Search to Improve your SEO image

The beauty of paid search, or PPC (i.e. Google AdWords) is that when developing a list of keywords for your campaigns, it forces you to rack your brain & use keyword tools to find everything and anything relevant that could potentially pull your ad up in search. If you’re setting your campaign up correctly, you develop massive lists of keywords based on keyword research tools (i.e. Google Keyword Planner), put related keywords into different ad groups, and each ad group has a different and unique landing page. And without even realizing it, you are actually on your way to developing a deep SEO strategy. See how below. By optimizing PPC campaigns, you are able to: 1.) Optimize your on-page content for organic ...

Google Introduces Social Endorsements image

Social endorsements are coming to Google, starting November 11th, 2013. Similar to what Facebook has been doing for some time, Google’s social endorsements show users’ names, photos, ratings, and comments in ads across the web, endorsing a marketer’s product. On Friday, October 11th, Google announced this update in their new terms of service. Unlike Facebook’s privacy settings, fortunately users are able to opt out of Google’s Shared Endorsements, by changing their Google+ settings. An article written by Claire Miller & Vindu Goel of the New York Times explains the change in detail: Privacy Concerns On Thursday , too, took a step to show personal information more broadly by changing its search settings to make it harder for users to hide from other people ...

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