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Author Archive

Time to get persona(l)

January 7th, 2014

In the Fall of 2013, Arketi hosted its 7th annual Tech CMO Roundtable with PR and marketing executives. While BtoB marketers discussed a number of items from industry challenges to marketing activities, participants also discussed strategic and tactical plans.

For example, participants at the Tech CMO Roundtable were asked,

“Are you using buyer personas as a technique to plan your marketing or PR activites?”

Below are their collective responses.

 

Tech CMO Roundtable 2014 - It's time to get persona(l)

For more findings from the Tech CMO Roundtable, get your copy of the white paper at http://arketi.com/techcmo or check back in a few weeks for more stats.

Our Very Special 12 Days of Christmas

December 23rd, 2013

The holidays are a fun and special time for us at Arketi Group. But instead of your typical holiday card, we wanted to be a little different and display some of our creativity. So we’ve combined our favorite holiday stats with some “gratuitous and entirely unrelated Arketi factoids” to share a little of our personality.

We are especially honored and look forward to our holiday card being showcased on Christmas day on the Adobe Muse Site of the Day page (http://muse.adobe.com/site-of-the-day). And don’t be shy about spreading a little holiday cheer and sharing Akreti Group’s Very Special 12 Days of Christmas.

Happy Holidays from Arketi!

We hope you enjoy our interactive holiday card (Click below).

Arketi Group's Very Special 12 Days of Christmas

Were there any surprising facts or figures you found most interesting? Let us know so we can be sure to include other fun stats next year!

 

 

Weekly Reads for June 11, 2012

June 15th, 2012

Here are our top 10 picks for this week:

 

Can you hear me?
from RepMan
One should NOT engage with an audience until one first listens to their wants, needs, hopes and dreams. By not listening first and engaging second, these firms are committing a fundamental mistake. Today’s strategic communications begins with listening (ongoing listening also dictates the myriad twists and turns a campaign makes along the way).

7 Ways to Increase Your Blog Visibility With Social Sharing
from Social Media Examiner by Janet Aronica
Are you looking to drive more traffic to your blog content? Social sharing is critical. But how can you make your content as shareable as possible? Follow this process, and consider the following 7 tips.

Make room for data
from BtoB Magazine
The rise of Big Data has complicated direct and digital marketing as never before. While new technologies have increased marketers’ understanding of their customer and prospect databases, the amount of data flowing into those databases is overwhelming the technology—as well as marketers’ state of mind.

Social sharing closely matches SEO
from BtoB Magazine
Facebook and Twitter link sharing is closely correlated with how prominently a website ranks in Google search results, according to a study by search analytics software company Searchmetrics Inc.

Compounding The Return On Your Content
from My Three Cents by Ken Makovsky
Last month, a survey of 329 senior executives in North America — by digital consulting firm PulsePoint Group and the Economist Intelligence Unit — found that an astonishing 84% of senior execs in North America reported improved marketing/sales effectiveness as a result of investing marketing budgets into social media initiatives.

DMA finds direct-mail response rates outperform digital
from BtoB Magazine
While direct mail has been marginalized in favor of digital channels in recent years, direct-mail response rates outperform digital programs, according to a report from the Direct Marketing Association.

10 ways brands should use images online
from Ragan.com
With the $1 billion acquisition of Instagram and the meteoric rise of Pinterest, it’s clear marketers are paying more attention to images and how people share them online. How might a brand use images to encourage follower feedback, promote social sharing, and drive Web traffic? These 10 tips are a solid place to begin or review current photo-posting strategies.

Marketing Campaign: 4 Top Tips to Generate Demand
from Fearless Competitor
As demand generation is all about managing marketing towards customer’s interest along specific stages in their decision making process, it is important to understand what that process is. Taking the time to study your customers’ habits is invaluable, through feed-back forms, focus groups and even conducting questionnaires in the field.

4 Ways to Create Content That Sells
from Social Media Examiner by Marcus Sheridan
In this article I’ll discuss 4 ways companies can create blog content to bring in more sales. Adapt the principles here to your industry or niche to get more business with your company’s blog.

5 Integrations That Will Amplify the Power of Your Lead Nurturing
from HubSpot’s Inbound Internet Marketing Blog by Magdalena Georgieva
In this blog post, we’ll explore some ways in which lead nurturing relies on and impacts other marketing elements, and exactly how you can take advantage of these optimization opportunities.

B2B Marketing News Ranked 3rd Best B2B Blog of 2012

June 13th, 2012

Arketi Group’s B2B Marketing News has been named the third best B2B blog of 2012 in The Best of BuyerZone series, which highlights great business blogs and sites on the web. BuyerZone, an online small business resource center, ranked B2B Marketing News #3 for its dynamic content and expert contributors.

In the article, BuyerZone applauds Arketi’s strong mix of knowledgeable contributors with diverse BtoB marketing and PR thinking, saying, “The Arketi Group stands out from the rest of the blogs because their blog is genuinely a group effort. As blogs have become more visual, Arketi has responded, by including videos, webcasts and infographics.”

B2B Marketing News is also recognized for content that packs a punch. One reader said, “One of the best things about this blog is the amount of killer content – in blog, video, and podcast form. I love the weekly roundups – unlike many company blogs, it isn’t totally self-serving; they share the best third party information as well. Definitely worth an RSS subscription or follow.”

The Best B2B Blogs of 2012 highlights blogs that provide valuable tips and expert advice on B2B hot topics, including, lead generation, sales, lead nurturing, marketing and more. Winners are nominated by the public, then reviewed, selected and ranked by BuyerZone’s editorial staff. Each blog was ranked on content freshness, blog age, social media presence, and engagement with readers.

To read more about the Best B2B Blogs of 2012, visit here. To view a social media news release, visit here.

Sources That Give the Scoop

June 6th, 2012

With the increasing demand to produce new content on tight deadlines, it’s no surprise that 36 percent of journalists indicate more than 75 percent of their news outlet’s website is original content that does not appear in the print publication. When asked to reveal where journalists get their story ideas, journalists reported the following.

Sources that give the scoop

 

For more results on how BtoB journalists are using technology, check out the 2011 Arketi Web Watch Survey.

Weekly Reads for May 28, 2012

June 1st, 2012

Here are our top 10 picks for the week:

 

Dear [insert business name], what’s your promise?
by Brian Solis
You say you want to get closer to customers, but your actions are different than your words. You say you want to “surprise and delight” customers, but your product development teams are too busy building against a roadmap without consideration of the 5th P of marketing…people.

99.9% of Reporters Love a Good Survey (And PR Pros Do Too)
by Kate Ryan, Tech Affect
While I clearly made that headline statistic up, in my experience the intent behind it couldn’t be more true: reporters love their data. As such, surveys can often be a treasure trove of high quality and interesting statistics  – but only if you do them right! Here’s my personal list of best practices for when it comes to running a survey, as well as how to promote the final results.


Study: Positive content most likely to go viral
from Ragan.com
What inspires you to share content you read online? More than likely, it makes you feel something. Virality is partially driven by physiological arousal. Content that evokes high-arousal positive (awe) or negative (anger or anxiety) emotions is more viral.

Comms integration: the key is sharing
from PRWeek US
The sharing of information has exploded exponentially as social networks have grown. This is not just a trend; it’s a fact of life. There will be more sharing, not less.

There is no passive marketing with social!
from BtoB Magazine
Traditionally, marketers think of outcomes like they think of the weather, says Paul Dunay on the Social Media Darwinism blog—they sit back and see what happens.

How to Use Pinterest to Drive More Traffic to Your Blog
from Social Media Examiner by Charlene Kingston
Are you wondering how Pinterest could increase your blog readership? Pinterest drives more traffic to websites than YouTube, Reddit, Google Plus and LinkedIn combined according to new research. With this in mind, here are six easy steps for tapping the power of Pinterest to drive more traffic to your blog.

5 Simple Metrics to Track Your Social Media Efforts
from Social Media Examiner by Jason Miller
Are you looking for simple, straightforward metrics to measure the impact of your social media efforts? Here are five simple metrics to find out whether your social media effort is paying dividends.

10 LinkedIn Tips for Building Your Business
from Social Media Examiner by Jeff Korhan
Are you using LinkedIn to grow your business? With 161 million business members, LinkedIn provides a lot of opportunities. The real value of LinkedIn for businesses is to connect one-to-one with other business professionals.

How to craft an email that gets a reply
from CNN MoneyWatch
Put the bottom line up front. Don’t write a long preamble and expect the recipient to read 500 words before getting to the action — in the news business, this is called “burying the lede.” Instead, put the request at the top of the mail and then provide as much context as your heart desires afterwards.

Seeing Is Believing – Why PR People Should Take Infographics More Seriously
from CommPRO.biz
Infographics are cool. If you are reading CommPRO.biz, you probably get fed infographics every day on Facebook and Pinterest, you follow the Infographic of the Day on Fast Company, or you have at least browsed at or played around with Google Fusion Tables. Yet most PR people have not realized the immense challenge—to our analytical and visual competencies—that infographics have presented.

The Way of the Webinar

May 30th, 2012

If webinars are not part of your BtoB marketing mix, they should be. More than half of BtoB journalists found company-sponsored webinars helpful. Check out the infographic below to see what type of webinar they find most helpful. For the full report on BtoB journalists and how they use the web, download your free copy of the 2011 Arketi Web Watch Media Survey here.

Weekly Reads for May 21, 2012

May 25th, 2012

Here are our top picks for this week:

 

10 basic tech skills every PR pro should know for a crisis
from PR Daily
There are so many technical aspects of your social media crisis plan that need to be executed quickly and efficiently in a crisis. If you’re equipped with a webmaster, IT professional, or in-house Web developer that’s great. However, one thing we know for sure about social media crises is that they tend to happen at the worst possible moments. So what happens if your Web-savvy employee isn’t there that day?

Reversing the Times Square effect
from PRWeek US
Increasingly, we hear clients talk about “engagement.” They want to connect consumers but find it difficult to elevate the brand-consumer relationship to a higher plane. This hit home for me the other night as I walked through Times Square after a Broadway show. Although it was 11:15 p.m., the square was lit up like midday. We were bombarded by lights and flashing signs and giant brand names — all competing for our attention.

SEO for PR: Google’s ‘Penguin’ update could affect your search results
from PR Daily
On April 24, Google announced an update to the way it ranks web pages. The update is called “Penguin” or the webspam update. Since the Penguin update, some brands may have seen changes in the way their articles or websites rank in Google, but for the most part, sites which adhere to Google’s SEO guidelines or quality guidelines should be safe from any serious changes to their organic search traffic and rankings.5 benefits of Twitter’s new ‘Stories’ email
from Ragan.com
Twitter announced a new email delivery service called “Stories” where you can receive a weekly email digest delivered to your inbox. The weekly summary will feature “the most relevant Tweets and stories shared by the people you’re connected to on Twitter,” according to Othman Laraki, director of growth and international at Twitter. The email will be in digest format similar to its “Discover” feature with its140-character signature.

Fave How To: Predict what online content will go viral
from Sarah’s Faves
Why are certain pieces of online content more viral than others? That’s what Jonah Berger’s and Katherine L. Milkman’s recently released research shows us. he research pair looked at data from all New York Times articles published over a three-month period and how emotion shapes virality. Most striking? POSITIVE CONTENT IS MORE VIRAL THAN NEGATIVE CONTENT.

Learn how to make simple infographics for PR or for fun
from The Publicity Hound’s Blog
If you’re on Pintereset, you’re probably noticing all the really cool infographics, from the big, fancy ones that cost several thousand dollars to the sticky notes that include pithy sayings and quotes.

How can email marketing contribute to a customercentric marketing strategy?
from BtoB Magazine
In a recent IBM study, CMOs acknowledged that to remain relevant they must understand the individual, not the audience. They must speak to each person in a give-and-take, one-to-one dialogue. Email remains the most effective channel to fuel such personalized and relevant communication with individuals across your sales funnel.

A simple, one-minute exercise to eliminate ‘ums’ and ‘ahs’
from Ragan.com
So, um, this story is … ah … about vocal flotsam, which is, like, the garbage words that some speakers drop in their presentations unknowingly. You saw them in the previous sentence: “um,” “ah,” “like.” Last summer, media trainer Brad Phillips shared one easy trick to eliminate these verbal tics.

Drive Buyer Intimacy and Deliver More Revenue

May 21st, 2012

Know your buyers and their true needs? If so this gives you the upper hand in moving individuals though your sales cycle and ultimately converting them from prospect to customer. Today the right strategy combined with technology makes this happen and even accelerates the buying cycle.

The first webinar in Arketi’s Stop Selling. Start Listening. series, led by Vice President Micky Long, will focus on marketing automation. Titled Drive Buyer Intimacy and Deliver More Revenue, the free webinar will be Wednesday, May 23, from 2 p.m. to 2:30 p.m. EDT.

This 30-minute webinar covers five ways implementing a marketing automation solution can help you build better intimacy with prospects. In the short timeframe, you will learn:

  • How to distinguish what prospects say vs. what they do
  • How to identify prospects most likely to buy now
  • What to measure to ensure you’re moving closer to key prospects
  • How to use marketing automation tools to make sense out of Big Data
  • How to make your marketing automation platform more than an email engine

To register, visit http://www.arketi.com/buyerintimacywebinar. We hope you join us!

Weekly Reads for May 14, 2012

May 18th, 2012

Here are our top 10 picks for this week:

 

Study: B-to-b companies lag b-to-c in social media tracking
from BtoB Magazine
B-to-b companies trail b-to-c companies in tracking social media and responding to social media customer feedback, according to a new study by customer experience software company Satmetrix Systems.

6 Tips for Using Pinterest for Business
from Social Media Examiner by Mitt Ray
Pinterest was the fastest stand-alone site ever to reach 10 million monthly unique visitors. One study shows how Pinterest has been bringing in more traffic to websites than LinkedIn, Google+ and YouTube put together. Brands are benefiting with Pinterest in generating traffic and sales. So if you’d like to attract a lot of traffic to your website using Pinterest, check out these 6 tips.

25 Link-Building Tips to Drive Traffic to Your Website
from Computerworld
Relevant inbound links from authoritative, trusted and/or quality websites are every search marketer’s dream. To help your site develop a quality inbound link profile, we’ve collected 25 top link-building strategies and tips from three experts.

Is Social Media Killing the News Industry?
from March Communications by Meredith L. Eaton
Schools.com has created an infographic that aims to show how “social media is replacing traditional journalism as a news source.” The research depicted in the infographic shows that 59.5% of people get their news from TV, 28.8% from newspapers, 27.8% from social media and 18.8% from radio. Of the 27.8% using social media as their news source, 59.5% use Facebook, 19.9% use Twitter, 12.7% use YouTube and 11.6% use Google+.

How to create a Facebook page your fans visit frequently
from Ragan.com
For social media managers, Facebook brand pages are a relatively simple way to connect with fans in real time. We rely on fans seeing our posts in the news feed to drive “likes” and inspire people to leave comments. Making your Facebook page a destination isn’t easy, but some brands are doing it with aplomb.

Bringing humanity back in a technology-driven world
from  PRWeek US
Last month, I sat on a panel with several other practitioners to discuss how the role of PR has evolved in recent years.

Taming PR’s latest trend: Big Data
from PR Daily
Big Data is the practice of collecting the information scattered across the Web to better target consumers, and it has a promising future for the public relations industry—from predictive analytics to mining data from social media interactions.

Using content marketing for leads-to-sales optimization
from BtoB Magazine
The growing importance of content in online marketing is nearly matched by the increasing competition for prospects’ time and attention. According to Intel Corp., every minute there are 3,000 photos uploaded, 100,000 tweets, 1.3 million YouTube video views, 2 million Google search queries, 6 million Facebook views and more than 200 million emails sent.

4 ways to make your logo effective
from Ragan.com
When businesses, new or old, take it upon themselves to hone their identities and tell their brands’ stories through their logos, they embark on a huge endeavor. Since brands are living things with personified characteristics, it is important they stay current and relevant.

The power of CSR in building consumer relationships
from PRWeek US
Understanding the need for human connection is critical for any company that wants to create deeper relationships with its consumers and to elevate them to brand supporters and advocates.