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How To Develop A Digital-Led Marketing Mix For Enterprise Brands

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By Matt Bertram, Head of Strategy at EWR Digital & Co-Host of “The Unknown Secrets of Internet Marketing Podcast.” 

Modern enterprise companies, such as those in the Web3 and blockchain space, understand how to leverage the latest digital marketing tactics to engage with their target audiences. 

This is where digital leads all marketing, although many wise marketers understand how to leverage traditional platforms such as print and TV ads for added traction. In contrast, most traditional enterprises built their marketing before the fast-moving digital marketing era and depend only on traditional platforms. And many have yet to create a digital-led marketing mix.

Utilizing different mediums such as SEO and paid digital advertising complement traditional mediums such as TV, radio and print. This provides a multiplier effect to marketing efforts, creating additional lift and saving money on the high costs of traditional marketing (ever price a TV ad?). The goal is to create a digital-first holistic marketing strategy that connects where your customers spend their time. 

Ready to learn how to build a solid digital-led omnichannel marketing mix? Let’s dive in. 

Why Is Omnichannel Marketing Effective?

According to one report, the conversion rate for mixed marketing campaigns performs 287% higher than single-channel campaigns. Implementing a marketing mix into your customer experience is no longer an option. 

When customers can interact with your brand anywhere and anytime to learn about those fundamentals, you can: 

• Provide a positive experience through every stage of your funnel.

• Reduce overall churn.

• Turn prospects into loyal customers.

Digital Marketing Channels

The core of your marketing mix should be a website infrastructure that supports both digital paid ads and search engine optimization (SEO). With over 3.5 billion Google searches per day, the majority of your target audience is likely already searching for services similar to yours. 

Firstly, it’s crucial to have a website that has a clean user interface that loads fast and creates a good customer experience. Additionally, how the site is built helps explain your important keywords to Google. Changes are constantly needed to improve conversion rate optimization (CRO), so having a good tech team in place is paramount for success. 

You’ll want to focus on a few key digital channels, such as:

• Content marketing.

• Paid and organic social media.

• Google Business Profile (depending on your business model).

• Email automation. 

• Native ad platforms.

The goal is that all your channels work together in tandem to connect and engage with your target audience. However, which channels you ultimately choose depends on your products, budget and resources.

Traditional Marketing Channels

While you may be stuck in traditional marketing mixes that you know work, or be tempted to jump on the bandwagon with every new digital channel to reduce costs, it’s still important to prioritize traditional channels in your marketing mix. They support your digital tactics and ensure that you can holistically reach prospects regardless of their funnel stage.

Think about this scenario: Someone searches for your company’s product or service, and your website is ranking on the top first page. The user clicks on your website and visits a few pages. 

From there, they’re served Google, Facebook and YouTube remarketing ads, see a commercial on their streaming service and finally see an ad in their favorite magazine. You’re staying in the forefront of the customer’s mind —building brand awareness and authority until conversion.

Here are a few traditional channels to increase targeting and tracking.

• Television (OTT And CTV): Target particular geographic broadcasts through advanced TV or popular streaming services like Hulu with story-telling ads. Beware that TV ads are typically the most expensive.

• Radio (Satellite Or Streaming): While radio has less-advanced targeting, it’s more affordable if you want to promote your brand to the niche audience of a local radio personality. Consider Pandora or Spotify.

• Print: Print is not dead! How the world consumes information has changed. Branded publications now have a higher share of attention, allowing you to reach a niche audience with higher purchase intent. Many well-known print publications also offer digital extensions to make the most of your budget.

Selecting The Proper Marketing Channels For Your Business

Unfortunately, there isn’t an exact formula for selecting your enterprise’s proper marketing channels. The best way to get started is to consider key goals around your products and brand and where that falls in your marketing funnel. Do you want to build top of the funnel brand awareness? Increase conversion and sales at the bottom of the funnel? Your answers should sway your strategy and channel choice.

To help you get started, consider these additional ways to select the right marketing mix.

• Who are your customers? Create buyer personas to understand your target audience’s wants, needs and preferences as well as what platforms they interact with most often.

• What is your budget, and how large of an audience are you trying to reach? This will help you prioritize channels that typically drive the most ROI and dictate campaign frequency. 

• What is the KPI you’re tracking? Your channels will depend on how accurately you want to track results. Are you looking just to increase brand exposure and share of voice, or are you looking to track in-store conversions? All will influence how you allocate your marketing funds.

With these answers in mind, you can start building out a proper customer journey and use your marketing mix strategy to connect with your audience on their terms and platforms. Once you start running campaigns, it’s crucial to monitor for KPIs and optimize your channels and campaigns as you go to get the most out of your budget. 

Drive Growth With The Perfect Marketing Mix

If you’re looking to amplify your marketing strategy and get added uplift, it’s essential to look beyond just one or two channels. As the buyer journey evolves with new customer behaviors, businesses need to meet their audiences on their preferred platforms to drive more conversions and boost ROI. 

To get started, don’t be afraid to try out a few channels and test how they perform before making final decisions. And, remember: Customer behavior should dictate marketing strategy.

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Better together: Offsetting cybersecurity’s labor challenges with API integrations

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The labor challenges afflicting cybersecurity teams far and wide are no secret. A razor-tight hiring market coupled with surging demand and an accelerating threat landscape has created a perfect storm of complexity, resulting in a widening skills gap that is driving higher levels of burnout and human error across the sector. In fact, Verizon’s independently commissioned 2022 Data Breach Investigations Report found that 82% of breaches today involve some degree of human error. Whether it’s an unsuspecting end user or a bleary-eyed analyst, the vulnerabilities caused by cognitive overload shouldn’t be overlooked.  

Take the recent high-profile Uber data breach. A malicious actor, posing as an internal IT administrator, used digital collaboration channels to trick an Uber employee into giving up their VPN credentials, leading to a total compromise of the rideshare giant’s network infrastructure. The breach exemplified the consequences of a social engineering attack targeting the always-on hybrid workforce. And with the rate of such attacks accelerating in volume and velocity, it’s clear that more visibility of these threats is needed for security teams to effectively remediate them.

Many organizations are investing in a plethora of new, best-in-class security products in response to staffing shortages. However, reactive patchwork spending on the industry’s latest niche products shouldn’t be viewed as the answer, as the tool sprawl often creates additional complexity that hurts organizations more than it helps. Enterprises, on average, have 60 to 80 different security monitoring tools in their portfolio, many of which go unused, underutilized or forgotten. Forcing security teams to master a myriad of tools, consoles and workflows shifts priorities from managing risk to managing technology.

An integrated cybersecurity framework

The companies best positioned to offset cybersecurity’s labor challenges are those adopting best-of-breed security tools and platforms that offer a deep library of API and third-party integrations. Above all, an integrated framework empowers organizations to effectively navigate their unique environments by consolidating tools and reducing human error through the following three processes:

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  • Improved protection via security intelligence and threat sharing: This enables rapid recognition and response to incoming threats via machine learning analytics tools, strengthening a human analyst’s ability to formulate swift and comprehensive cyberdefense measures.
  • Improved efficiency via automation: This enables offloading of repetitive and mundane manual tasks to AI-enabled tools, streamlining human workflows by accelerating and improving key facets of incident response and vulnerability management.
  • Improved prevention via sharing and consolidating tool data: This enables complete, real-time visibility into an organization’s entire security environment to promote the creation of targeted alerts that uncover unknown threats.

In collaborating with a wider range of security vendors, organizations leveraging API integrations benefit from the combined knowledge of all integrated platforms to greatly improve overall security posture. The extensive access to timely threat intelligence allows security teams to align prevention, investigation and response plans across multiple security controls, as well as increase the speed of their detection and remediation efforts.

Amid the widespread adoption of cloud-based hybrid work environments, it’s increasingly clear that organizational security architectures must consist of scalable, tightly integrated solutions that combine the right balance of automated prevention, detection and response capabilities to effectively protect data across its lifecycle.

Enhancing detection and increasing cybersecurity efficacy

An open API integration framework is the embodiment of unlocking strength in numbers. It stitches together the critical functions and processes performed by foundational security tools — email security, endpoint security, web security, NDR, data security — into a single meshed framework that operates in unison and shares centralized threat intelligence data across its ecosystem. By connecting all the pieces of the puzzle, organizations gain the resources to enhance their prevention and detection capabilities in complex environments.

In one scenario, an API framework could enable automated processes to continuously flow between an email gateway and security service edge (SSE) to corresponding SIEM/XDR systems. This would allow security teams to share rich logging, metadata, indicators of compromise, malicious URLs, user activity, data movement and machine learning analytics in real time. The AI-powered SIEM platform automates the analysis of that threat data, sifting through the noise to generate actionable alerts with contextual information for security teams. Meanwhile, the real-time contextual insights provide simplified guidance for analysts to alleviate potential threats and, if needed, formulate a swift response to an attack.

With access to a wider range of threat data touchpoints, cybersecurity teams can also create customized scripts within the overarching API library. This gives them “targeted capabilities” that more directly align with their specific needs and skillsets. For instance, the team could create a script that simultaneously analyzes email security logs from Vendor A, data protection logs from Vendor B, web security click logs from Vendor C, and spam filter logs from Vendor D, based on which intel is most relevant to their specific use case. Filtering the exceedingly high volumes of incoming alerts enhances the efficiency of the entire team, empowering analysts to identify needles in the haystack by prioritizing the right alerts at the right times for maximized protection.

Automating manual processes and workflows

Despite the growing number of innovative, best-in-class products available on the market today, it’s important to remember that a multi-vector social engineering attack is exceedingly difficult for hybrid security teams to combat regardless of the tools in their stack. Quick and agile responses are non-negotiable in these situations, but with resources stretched thin and employees working from multiple locations, executing swift corrective action free of human error is easier said than done. Even the most experienced and skilled security teams are susceptible to mistakes while trying to remediate an attack. Therefore, identifying how to automate well-defined processes wherever possible is imperative for tightening these response durations and ensuring security teams can remediate quickly and effectively.

With access to an open API library, organizations can integrate the capabilities of additional AI/ML security tools into their existing security architecture to automate the repetitive steps of protection, detection, response, mitigation and intelligence sharing. Whether it’s informing an endpoint security provider of an emerging alert, or securely moving data from one storage solution to another, API-driven automation can handle the routine, error-prone tasks cybersecurity teams perform every day. Streamlining these otherwise human-centric workflows allows overstretched analysts to instead focus on more critical threat assessments requiring extensive time and attention. That, on a macro level, strengthens the security posture of the greater organization.

There’s no magic bullet that will completely reverse cybersecurity’s labor challenges in the immediate future. But there are proactive steps organizations can take now to provide the critical support their security teams need today. For effectively navigating a complex threat landscape, there’s no better place to start than with the applied adoption of a deep API integration framework.

After all, cybersecurity is a team sport. Why defend alone when you can defend together? 

Joseph Tibbetts is senior director for tech alliances and API at Mimecast.

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It’s foie gras season in unicorn land • TechCrunch

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W

elcome to the TechCrunch Exchange, a weekly startups-and-markets newsletter. It’s inspired by the daily TechCrunch+ column where it gets its name. Want it in your inbox every Saturday? Sign up here.

With most startups getting repriced behind closed doors, we love getting data that gives us a glimpse of what’s going on. This week, our new information comes from EquityZen, which shared insights on secondary stock sales. EquityZen also put up a few IPO predictions that gave us food for thought. Let’s explore. — Anna

A glimpse of repricing

How do you know when a unicorn has lost its billion-dollar valuation? Usually you only find out long after the fact, when — and if — the company raises a down round that makes it clear that its equity valuation is no longer in the unicorn realm.

The thing is, not many founders want to advertise that they have raised capital at a lower valuation than their previous round; in most cases, they just won’t disclose their new valuation.

As market observers, this leaves us with little data on a topic that our readers do care about: What kind of repricing they could expect. This is why we were grateful for Instacart, which made it public that it reduced its valuation through a 409A price change. This wasn’t good news, but it was a helpful data point for everyone involved. However, that was back in March.



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This Top-Rated PDF Solution Is 66% Off Now

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Opinions expressed by Entrepreneur contributors are their own.

Paper has made its way largely out of business, but that doesn’t mean you don’t still work with documents regularly. Instead, we’re just working with them differently: with the dreaded PDF. These static files can be great if you’re positive that a document is ready, but a serious nightmare when you have to make changes. When you’re working with a lot of PDFs, you need a quality digital solution.



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UPDF Pro is one of the top-rated PDF solutions on the market. Geeky Gadget writes, “UPDF is a potent PDF editor and PDF converter designed to stay up with advanced technologies. It ensures that whichever features you use are up to date. UPDF not only converts PDF to Word but can perform many advanced editing.” Fossbytes adds, “UPDF doesn’t have a boring interface like other PDF software. The design is stunning and eye-catching. On top of it, it is convenient to use. You wouldn’t be bothered with a complex design that is very time-consuming.”

These are just the tip of the iceberg of positive reviews for this all-in-one PDF solution for individuals and businesses. With it, you can edit any PDF document across Windows, Mac, iOS, and Android devices, adding or deleting text, editing fonts and color, and much more. The tool allows you to add, crop, rotate, replace, extract or delete images, watermark documents, and password-protect them for elevated confidentiality. You can also easily annotate PDFs, highlight, underline, or strike out text, add shapes and notes, and much more. Finally, it’s even easy to convert any PDF to Word, Excel, PowerPoint, and a ton of other file types in just a click.

Working with PDFs has never been easier than with a lifetime subscription to UPDF Pro. Grab it on sale for 66% off $149 at just $49.99, the best price you’ll find online.

Prices subject to change.

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