Digital Marketing Coach

Michelle (Corsano) Pellettier is a senior marketing strategist and digital marketing coach based in Toronto, Canada.

Michelle teaches Digital Marketing Management (#SCS2844) at The University of Toronto, School of Continuing Studies.

Burst Technology Marketing helps organizations grow their business and advance purchase consideration by engaging customers through digital communications and converting web visitors to leads.

Please connect with me through the social links below.

#DigitalMarketing | #InboundMarketing #ContentMarketing | #DemandGeneration
#MarketingStrategy | #WebMarketing
Recent Tweets @
Posts I Like

White, Male Workforce Dominates Tech Sector

Tech giants (and others) are grossly pasty white and male dominated in this major sector that is fueling economic growth in North America.

Having worked in the sector for 20+ years, I can attest to this as a female minority. 

What can we collectively do to diverse these growing workforces?

  • Promote and support, encourage education in tech for females and diverse ethnic students.
  • Motivate startups to hire and train outside of their white, male comfort zones.
  • Encourage our family and friends to consider tech careers.

Michelle (Corsano) Pellettier

B2B versus B2C Digital Marketing, 2014

StanVentures’ 2014 State of Digital Marketing survey reveals the top challenges and objectives for B2B and B2C Companies - among other trends.

The main B2B focus is lead generation and driving sale; whereas, the main B2C focus is driving sales and awareness. 

Other interesting references in this study include:

  • Most marketers are investing only 25% of budgets on digital
  • Many still struggle with social media ROI
  • Emails with social sharing buttons increase CTR by 158%
  • 50% of companies have content marketing strategies

Michelle (Corsano) Pellettier

Bounce

One of the most useful and not to be overlooked web analytics metrics is bounce rate. Thanks to Kissmetrics for publishing this infographic!

It really is a first look signal to what is NOT working on your website - which visitors are unqualified or simply the wrong audience - what content is not relevant or resonating with your visitors - and which pages are not working for your business.

Fixing what is not working on your website is a good first approach to improving your user experience and increasing time on site and loyalty for return visitors.

Michelle (Corsano) Pellettier

Maxwell Live #Toronto

Follow http://maxwell.tumblr.com/

How Advertisers are Spending on Social Media
Only a small portion of social media spend is going to advertising. The recent Ad Age reader survey revealed 45% of marketing executives spent less than 10% of their marketing budgets on social media, while 38% spend more than 30%. 
The advertisers for the most part see social media advertising as a branding/awareness channel, followed by a means to drive traffic to their websites.
More survey respondents plan to increase their ad spending on Twitter, while more said they plan to decrease their spend on Facebook. 
Promoted tweets are the favored tool on Twitter, moreso than promoted trends or accounts. 
Michelle (Corsano) Pellettier

How Advertisers are Spending on Social Media

Only a small portion of social media spend is going to advertising. The recent Ad Age reader survey revealed 45% of marketing executives spent less than 10% of their marketing budgets on social media, while 38% spend more than 30%. 

The advertisers for the most part see social media advertising as a branding/awareness channel, followed by a means to drive traffic to their websites.

More survey respondents plan to increase their ad spending on Twitter, while more said they plan to decrease their spend on Facebook. 

Promoted tweets are the favored tool on Twitter, moreso than promoted trends or accounts. 

Michelle (Corsano) Pellettier

Small Business (Interactive) Guide (Twitter)

Twitter recently launched this interactive guide geared to helping small businesses - whether you don’t get it at all; want to build a strategy; or take your Twitter marketing to the next (paid) level!

The guide walks your through the basics of tweeting and #hashtags, finding people to follow and setting up your company profile. 

Better still, it includes templates you can use to setup a content calendar, write tweets and advice on how to use Twitter to engage and converse with prospects and customers. 

The more advanced section covers how to drive sales through Twitter, and how to measure results - and of course how to use the Twitter paid ad platform.

It is worth checking out as you are assured some “Aha!” moments given that it is a new paradigm for most small business operators and marketers.

Michelle (Corsano) Pellettier

Interview: Mastering Digital Marketing

The era of the traditional marketing campaign is ending. In this interview, McKinsey’s David Edelman explains what companies get wrong when it comes to digital marketing and the changes needed to better engage consumers.

Michelle (Corsano) Pellettier

Tinder for Politics, Health and…

An Ontario election candidate is using Tinder, the dating app, to gain awareness - I am interviewed by CityTV in this video about the strategy.

Other novel uses of Tinder of late include for men’s public health awareness and TV media promotions. 

Michelle (Corsano) Pellettier

LinkedIn Ups Its Game for Paid Membership

For so long now the majority of LinkedIn’s 300 million users pondered exactly what the value is in paying for premium membership on the otherwise free professional networking site.

Finally, LinkedIn is upping the ante for premium members with some new and more valuable features, including:

  • Slicker, more graphical profile designs for premium members
  • Show up more frequently in search with keyword optimization
  • Larger profiles for premium members in search results
  • Open profile option allows premium members to receive messages and make their profile visible to anyone on LinkedIn. 

LinkedIn membership fees now only comprises 20% of company revenue - these new features place greater emphasis on paid memberships. 

The open profile option and search optimization features in particular are of great value!

* Source: Mashable

Michelle (Corsano) Pellettier