Strategy Analysis for Technology Ventures and Media

So far, it has been quite a busy time for e-commerce analysts: A whole crop of numbers sprang up to put some definitive, quantitative stamp on the digital economic boom (see “B-to-Beware the Numbers,” p109). So here, let’s reflect on strategy analysis for technology ventures and media.

The U.S. Department of Commerce weighed in with an industry summit in May on the topic of tracking e-business, and in June it released its second annual report on e-commerce, “Emerging Digital Economy II.” See also this interesting Boston Consulting Group video:

Also in June, a study released by the University of Texas – and funded by Cisco Systems – found that the Internet economy generated $501 billion in U.S. revenue in 2016, buoyed by a workforce of 1.9 million people, which puts it in the same macroeconomic neighborhood as cars ($550 billion) and telecommunications ($470 billion).

Two Google Conversion Tracking Options For Your AdWords Campaign

We’re trying to track what keywords in our Google AdWords account are converting for us. You have no idea what an important question this is!

I am amazed and annoyed when people bring to be their failing AdWords accounts to review and they haven’t even bothered to try and measure the simplest of performance statistics – the number of conversions each of their keywords is achieving.

It’s really simple to do and the information provided can actually save you tons of money and time in wasted effort. The absolute minimum that every AdWords account holder should do is set up conversion tracking for all their AdWords keywords.

Always be open and straightforward. Otherwise, the customer will compare you to any car sales business and it won’t be long before you’ll have to rebrand or re-start your entrepreneurial efforts all over again.

How to set up a B-to-B online promotion

Business-to-business: It’s not the sexiest segment of the New Economy. And true to its nature, B-to-Bs’ advertising strategies are a lot more pedestrian than those of its wild-and-woolly consumer-oriented e-commerce cousins. This post is about how to set up a B-to-B online promotion.

Business-to-consumer dot-coms debate whether to work with one or multiple agencies to create a big brand boom. But the main question for business-to-business dot-coms is rather more mundane. It revolves around when and how their ad campaigns should introduce targeted, narrower messages and when to launch broad, branding themes.

B-to-B dot-coms generally need to explain their products to customers more extensively than do consumer dot-coms. At the same time, they need to create broad, accessible messages.

This makes their marketing job all the more difficult since they’re on the same tight time frames as consumer-based businesses. B-to-B advertisers need to create tactical messages to attract new customers, but they also need to build a brand.