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


5 Metrics You Can Use To Clarify Marketing's True Impact

Posted by Loren Heinzeroth on October 29, 2018 at 12:39 PM

 

When the annual budget process comes around, marketing managers naturally hope to see all key elements of their marketing plan receive funding. Wouldn't it be nice if top management could evaluate your proposed budget along with some supporting evidence of marketing's positive and measurable impact on your business? These 5 metrics may be a bit theoretical and simplistic, certainly not the end-all rationale for setting budgets. For certain types of businesses, they might also be difficult to calculate. Still, knowing things such as your Customer Acquisition Cost may make it possible to explain and verify marketing's impact while establishing some new benchmarks for future tracking.

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Topics: Brand Engagement, Brand Marketing


Do You Know What Your Retailer's Buying Team Really Cares About?

Posted by Loren Heinzeroth on August 23, 2018 at 8:20 AM

MORE PLANNING IDEAS FOR SUCCESS IN PRODUCT LINE REVIEWS:

Considering the wide range of point-of-sale tracking tools available to help you prepare for your next Product Line Review (PLR), you may be missing the boat if you aren't equipped to address the metrics your merchant is most concerned about. Chances are, you may otherwise be inclined to go  over things that many buyers consider to be a waste of time. And even if you are bringing loads of information, perhaps it isn't presented in the way your buyer wants to view the figures. To help you plan for your next presentation, here are some thought starters you might keep in mind.

 

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Topics: Merchandising, Consumer Retail, Market Research, Consumer Research, Brand Strategy, Line Reviews


Demystifying SEO - 10 Common Mistakes To Avoid

Posted by Greg Surufka on June 5, 2018 at 8:15 AM

Are you feeling a bit defeated by all the technical jargon and constant barrage of new rules affecting how your website ranks in search engines? The reality may be that trying to stay on top of ever-changing search algorithms used and insider secrets is probably not going to yield better results than focusing on a few proven website basics.

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Topics: Web, SEO