Demand Generation: Precision + Persuasion

SEM Bridges Traditional Marketing.
;

Demand Generation: Succeeding in an Omni-Channel World.

  • Craft Strategy

    Discover & Plan

    In the new world of channel fragmentation, it takes a whole lot of planning to realize success. Our planning stage includes audience understanding, competitor analysis, Keyword Guide, paid advertising plan, inbound marketing plan, re-targeting plan, and of course the marketing calendar.

  • Orchestrate Campaign

    Digital & Traditional

    Singularity of voice in digital channels or traditional channels is money in the bank. For the voice to come through website, online display, social media, kiosks, out of home, or print ads is harder than it looks.  Elliance excels at orchestration of paid, earned and owned media.

  • Iterate & Adapt

    Test & Focus

    We use analytics/testing to narrow winning messages and weed out losers. We rely on A/B testing to guide creative and geo-targeting refinement. Instead of solely relying on traditionally linear research-write-measure sequences, we increasingly use intuit-write-measure-adapt loops.

  • Report Performance

    Intelligent. Insightful. Smart.

    What’s working and what’s not? How does it compare to industry benchmarks? Our data scientists will present the cross-channel metrics and the bottom-line numbers; then our strategists will tease the meaning out of the numbers and tell the story behind them.

Recent Blog Posts

  • Cause marketing and the battle for meaning.

    January 26, 2023

    Second in a three-part blog series on a concept that author R. Todd Erkel calls “the battle for meaning.” We will look at the evolution of cause marketing and its relationship to code, content, Google’s algorithm, and page one organic search results. Organizations and companies once believed that possessing knowledge was enough to win hearts and minds. Later, they believed that communicating knowledge – through traditional media and c ... Continue reading

  • Vaccine Confidence and the Battle for Meaning

    January 06, 2023

    First in a three-part blog series on a concept that author R. Todd Erkel calls “the battle for meaning.” We will look at the evolution of cause marketing and its relationship to code, content, Google’s algorithm, and page one organic search results. Organizations and companies once believed that possessing knowledge was enough to win hearts and minds. Later, they believed that communicating knowledge – through traditional ... Continue reading

  • The Ten Faces of Successful Marketing Leaders

    November 06, 2022

    Great marketers are a rare breed. They are shapeshifters who play ten crucial roles and gracefully switch between them: S T R A T E G I S T As strategic thinkers, they imagine new possibilities, combinations and offerings that don’t yet exist. They don’t confuse strategy with planning or tactics. They play to win. D I R E C T O R The daily work of a marketing leader is to orchestrate in-house and out-sourced talent in service of larger ... Continue reading

  • 7 Habits of Highly Successful Marketers

    August 21, 2022

    As an agency that has served more than 250 corporate, higher education and non-profit brands, here is what we have concluded: successful brands invest in cultivating and nurturing these seven powerful habits with fierce intentionality: 1. Keyword Habit: The SEO Keyword Lexicon includes a variety of keywords that prospective buyers will use on Google to search for your products and services. It includes groups of keywords related to your ... Continue reading

  • Three Ways for College Presidents to Communicate and Lead Going Forward

    March 31, 2020

    A familiar Chinese proverb instructs: “To know the road ahead, ask those coming back.” The current situation in higher education defies that enduring wisdom. Change arrived suddenly, with little regard for institutional history or might. In this respect, all colleges stand on relatively common ground. All college presidents, to a degree, have become new college presidents. It might be tempting in this moment of great uncertainty to th ... Continue reading

  • Public universities pose a new threat to private non-profit colleges

    July 02, 2019

    After two decades of brushing aside concern for how digital would disrupt higher education, college presidents recognize that the wolf may be arriving in the form of large, gold-plated public universities investing hundreds of millions to capture a winner’s share of the adult/online and military market. Penn State Global, Arizona State University, and Purdue Global will soon be joined by the University of Maryland Global Campus, which plans to in ... Continue reading