A reflection on modern marketing strategies: My contribution to Forbes' expert panel
I'm excited to share that I've been featured as one of the contributors in a Forbes Communications Council article published on August 21, 2023, titled "A Deep Dive Into The Tools And Trends Shaping Business Strategies".
The article brings together insights from 20 marketing experts, including me, exploring current marketing tools, channels, and trends that businesses should either adopt or rethink.
My take on conversion rate optimization
In the article, I discuss the importance of prioritizing Conversion Rate Optimization (CRO) in our marketing strategies. At ION, we shifted our focus from paid campaign landing pages to optimizing our consolidated company website for conversions. The move was not just a tactical one; it was deeply strategic. By investing in an ongoing testing program, we've managed to improve the conversion rate of our new website. The result? We're on track to surpass our lead generation goals for 2023.
Why conversion rate optimisation matters
Conversion rate optimization is not a new concept, but its importance has grown manifold with the increasing competition online. Brands today cannot afford to lose visitors due to poor website experience or confusing customer journeys. That's why we decided to choose a CRO platform carefully and integrate it with our overall marketing strategy.
Key takeaways from other experts
The article features a multitude of insights from other industry leaders:
Kathy Sucich of Dimensional Insight explores the merits of shifting social media resources based on engagement metrics. Cord Himelstein from HALO talks about the diminishing returns of text messaging for B2B lead generation. Alyssa Kopelman of Healthline Media shares her success in leveraging LinkedIn for enhanced audience engagement. ... and many more.
Looking ahead
It's a challenging yet exciting time to be in marketing. Strategies that were effective a few years ago may no longer hold the same impact today. Adapting to these fast-paced changes is not optional; it's a necessity.
For all the marketing professionals out there who are keen on learning about the latest trends and tools shaping the industry, do check out this insightful article. And while you're there, remember to read contribution 19.
Read the full Forbes article here
Would you like to discuss any of these strategies in detail? Feel free to connect with me. Let's shape the future of marketing together!
