TopRank Online Marketing

Alexis Hall

3 Keys to Conversion Optimization: Mikel Chertudi of Adobe

Alexis Hall on Aug 23rd, 2012     Online Marketing, Search Engine Strategies

In the 1989, Greg LeMond overcame a 50 second deficit in the final stage to win the Tour de France by 8 seconds.  He clocked the second fastest time trial ever recorded in the Tour de France.  So how did LeMond secure a stunning victor after 3 weeks and 2025 miles?

Optimization.  The optimization of his equipment, including aerodynamic handle bars and helmet, allowed LeMond to shave crucial seconds from his time and ride to victory in front of his less well optimized competitors.

Optimization results had a big impact on this race and they can have a big impact on business as well. I recently attended a session by Mikel Chertudi, Senior Director of Marketing of Adobe on Conversion Optimization: From Strategy to Execution. He offered strategies for businesses to optimize their digital marketing, in order to move ahead of the pack and secure a victory.

Ashley Zeckman

Are You A Guilty Marketer? Opening Keynote at #SESCHI by Mikel Chertudi of Adobe

Ashley Zeckman on Nov 15th, 2011     B2B, B2C, Online Marketing, Search Engine Strategies

mikel chertudi keynote SES ChicagoMikel Chertudi, Senior Director, Global Media & Demand Marketing at Adobe Systems, presented Tuesday morning’s opening keynote at SES Chicago. The goal of his presentation was to take a deep dive into:

  • How the value of what marketers do is often viewed incorrectly
  • Mistakes that many marketers are guilty of
  • What questions marketers should ask themselves in order to invest marketing dollars appropriately

Changing the Marketing Conversation
Often times, as marketers we talk too tactically

Many marketers today still refer to marketing dollars as “spend”, “budgets”, or “cost centers”. One of the things that Chertudi urges online marketers to do is change the conversation. What does this mean?  Organizations should begin considering marketing costs as an investment and not just a cost. Instead of focusing on the “burn rate” we are urged to focus on determining if our investment is large enough to fuel the growth of the company. This will enable marketing to be properly viewed as a means of growing the organization instead of being perceived as a cost center.

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