Planning for Success in a Time of Changing Consumer Behavior

Posted by Lisa Nielsen on May 13, 2020 at 9:30 AM

The old adage “Change is the Only Constant” hardly seems to capture the rate of change that has impacted consumers and brands since the onset of the COVID-19 pandemic. The rules of retail are in a state of flux as consumers learn to navigate new social behavior requirements, working from home or job loss, financial uncertainty and home-schooling children. How does a brand ensure that they will not just survive but thrive?

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Topics: Brand Marketing


1 Minute to a Better Homepage

Posted by Chris Kelley on April 30, 2020 at 11:47 AM

Your website’s homepage is your company’s calling card. For most company websites, the homepage is the single most visited page. And since the homepage is referenced by the company’s root domain – yourcompany.com – it is often the easiest website address to promote and for visitors to remember. The homepage also sets the tone for the content on the rest of the site and serves a utilitarian function to introduce the navigation and other technical and design features.

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Topics: Responsive Web Design


4 Marketing Tips to Guide Your Business Through This Challenging Time

Posted by Chris Kelley on April 8, 2020 at 9:02 AM

The world is going through an economic earthquake right now. There’s no doubt that the global pandemic has shaken business and personal life at an incredible pace. What just two weeks ago was a strong and fast-moving economy, today has many customers playing it cautious and scrambling to adapt, or even to survive.

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Power Up Your Content Marketing to Personalize the Buyer’s Journey

Posted by Chris Kelley on March 24, 2020 at 9:15 AM

Shoppers have always responded favorably to a helpful, personalized buying experience. Online platforms have only increased that expectation. Retail platforms like Amazon and Wayfair, and services like Netflix and Uber have conditioned consumers to get what they want, when they want it, with an even greater expectation of a shopping experience that is personalized just for them.

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3 Things I Love About Icons (and 3 Things I Don’t)

Posted by Corey Fraley on March 10, 2020 at 10:58 AM

As modern-day consumers, we come across icons in all aspects of our daily lives. They are the little graphic symbols used to represent an action, feeling or thing, and they seem to be popping up more than ever lately.

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6 Social Networks for Business (and how to make them work for you)

Posted by Chris Kelley on February 26, 2020 at 8:15 AM

Marketing on social media can be daunting for businesses just getting started. Unlike advertising in trade publications and other traditional media, social networks enable a two-way conversation. You post and promote your business’s marketing messages, and your followers can reply, share, and comment on your posts.

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Topics: Social Media


5 Tips to Get the Most Out of Your NPS Customer Survey

Posted by Roger Peterson on February 12, 2020 at 2:19 PM

What do different customer groups think of your brand or products? How loyal are they? Do they like your brand enough to recommend it to their friends or colleagues? For a marketing/communications manager, these are important things to know about your customer base.

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Topics: Consumer Research


Changes in Digital Marketing Keep Us Re-Thinking It

Posted by Loren Heinzeroth on November 22, 2019 at 8:30 AM

Whether your business involves Consumer or B2B products and services, changes in the digital marketing landscape continue to expand the potential role digital activities can play in your media outreach. Newer tactics such as retargeting campaigns, contextual advertising, programmatic buys, chat bots and other ways of engaging with customers certainly make digital activities as complex as anyone would want to manage. 

To maximize effectiveness of an advertising media plan, one of the basic questions still remains: Should you place greater emphasis on digital initiatives today? Or should you continue to allocate a significant share of your budget for traditional activities such as print advertising that you have used in the past? What is an appropriate mix? The balance of this article provides general thoughts on that central issue.

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Topics: SEM Campaign, Brand Engagement, Digital Ad Campaign, Integrated Communications, Brand Marketing


Discover The Right Balance In Your Retargeting Campaigns

Posted by Loren Heinzeroth on November 19, 2019 at 12:06 PM

 

Connecting with website visitors after they have left your pages is certainly a powerful tool in digital marketing. And while consumers today are more aware of "cookie" tactics, and we might say they benefit by receiving reminders that are relevant to their interests, there is always a tipping point at which retargeting ads may be too frequent and annoying. At that point they are doing more harm than good for your brand. Here are some guidelines for keeping your program safely inside that line and not wasting impressions.

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Topics: Content Creation, Messaging, Digital Ad Campaign, Inbound Marketing


Blogging Generates 55% More Website Traffic, Revs Up Your Content Marketing

Posted by Loren Heinzeroth on February 22, 2019 at 11:23 AM

 

Illustrating the many marketing advantages of having an active blog on your website, this infographic by WebsiteBuilder provides insightful data that anyone involved with content marketing should find interesting. For example, having an active blog is said to yield 55% more site traffic and 97% more inbound links.

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Topics: Content Creation, Bloggers, SEO, Inbound Marketing