Website Upgrades and Email Marketing Dominate B2B Budgets
Nearly half of a typical B2B marketing budget is allocated to web site upgrades and maintenance, and email marketing according to a recent survey of 80 U.S.-based B2B marketers. The study sponsored by the Business Marketing Association (BMA) found marketing initiatives among these companies were prioritized and budgeted as follows: 23% Web Site Upgrades & Maintenance 19% E-mail Marketing 12% Social Media, primarily LinkedIn and Twitter 10% Video, podcasts, webinars 8% SEO 7% Pay Per Click advertising 6% Display advertising 5% Mobile 5% Affiliates Source: Internet Retailer, Jan. 24,...
Read MoreHow to Build an Information Architecture
By Jean Steckler Information Architecture is the plan of how users will find the content within your website. Consider the Information Architecture as the blue print for the website, clearly laying out the site’s structure, hierarchy and navigation. 1. Audit the Current Site The audit summarizes the existing content of the site and its organization. In addition to editorial content, the audit identifies all Call to Actions and Landing Pages, graphics and multimedia. For very disorganized sites, the content is placed on cards to facilitate sorting of content. An organization mapping of the...
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