Marketo's Secrets to Campaign Optimization

Millions of people search the web on their computers and mobile devices. Search engine marketing (SEM) is how you can get your ads in front of these future customers when they’re searching for businesses like yours. You set your own budget and are charged only when your ad is clicked. This makes SEM an affordable way to reach more customers for businesses of all sizes — including yours.

The current paper answers two key questions: how direct mails affect different online and offline consumer activity metrics throughout the purchase funnel and how they interact with digital marketing communication tools. Analyzing data from two experimental studies from a large European insurance firm, the results reveal that direct mailing significantly influences consumer activity metrics in the online channel (i.e., online search and clicking behavior), in support of cross-channel effects of direct mailing. Additionally, the results show positive synergy between direct mailing and display advertising. Therefore, despite the rise of digital, direct mailing still serves as an effective marketing tool, both by itself and in combination with digital marketing.

The perfect storm of digital, data and devices is empowering India’s online consumers and creating newer challenges and opportunities for marketers and brands. In 2019, a whopping 93% of Indian marketers are planning to increase their digital investments. Overall India digital is growing at 30% year over year.

Wondering how you can simplify the steps between ad serve and checkout to drive sales? Are your customers frustrated by disjointed experiences between seeing your ads and landing on retailer websites? Join Jivox and Shoppable® for a walkthrough of how to solve these challenges by connecting personalized ad creative, integrated branded checkout pages, and purchase insights in one cohesive commerce marketing campaign. In our previous webinar, we introduced viewers to the concept of headless commerce through our partnership with Shoppable® and shared strategies for reducing friction in the conversion process taking into account industry trends.