When it comes to having a brand strategy, it’s not enough to simply have a few bullet points of what you want to do. Brands today need both a thorough understanding of why they choose certain strategies and a detailed outline of what their strategies will be. Why? Because the more detailed you are in […]
Building a brand strategy: Essentials for long-term success Read More »
The Ask the SMXpert series continues with the question and answer (Q&A) segment of sessions held at Search Marketing Expo (SMX) West 2018. Today’s Q&A is from the All Google Manual Penalties Explained session with speaker Kaspar Szymanski, with an introduction by moderator Chris Sherman. Moderator Chris Sherman: For those of you who don’t know Kaspar, he
Ask the SMXpert: Google manual penalties explained Read More »
Many would argue that Google’s move to pull the plug on its controversial “First Click Free” policy was inevitable, following The Wall Street Journal’s decision to boycott the feature earlier in 2017. In reality, the move highlights Google’s acceptance that subscriptions are driving a refreshed approach to publisher monetization. Now, instead of Google dictating that
Why the end of Google’s ‘First Click Free’ is a step in the right direction Read More »
Leads — they drive business forward. We advertise, blog, curate social accounts, use social networks and directly pay for leads because they are a means to profitable ends. Then why does collecting leads often create more questions than it answers? In my more than 25 years in marketing, I’ve come across countless people who struggle
Meet the “Affluencers.” Columnist Peter Minnium explains why marketers should be paying attention to a powerful target group who are heavy spenders, early adopters and major influencers. Please visit Marketing Land for the full article. Source link
The influence of affluence: How to leverage the ‘Affluencers’ Read More »
As I settled into a conference room at a large fund, the executive assistant asked if I needed help connecting my laptop for displaying on the TV. “No, thank you,” I said. I wasn’t going to use my laptop. The assistant looked uncomfortable. I was there for a pitch meeting with the partner. And a
As an agency, we’re in a results-oriented business. We get paid to deliver upon specific marketing KPIs. In its simplest form, we need to bring the client more revenue and cut their cost per acquisition. And that difference had better far exceed our own pricing. That’s all clients care about at the end of the
Why agency communication needs to pivot from reporting to analysis (and how) Read More »
As a marketer, you know how much competition there is just to maintain your own position. It’s a churn-and-burn world, and companies aren’t retaining their CMOs like they used to. It’s becoming a huge problem. Executive leaders are constantly looking for new talent with fresh ideas to innovate. In other words, they’re looking for the
Are you a marketer? You need to be marketing yourself Read More »
Today, brands market and sell their products in an environment that is more competitive than ever. Consumers are subjected to so much marketing content that it is hard for any one brand to stand out, leaving them trying in vain to outshout their competitors. Products are so advanced that even the most basic models far
How to build an audience of consumers in today’s highly competitive environment Read More »
The average American sees several hundred ads a day (PDF) as they peruse the internet, watch TV or consume other ad-supported media. Surprisingly, this number has remained fairly constant since the end of World War II. We may see ads in different places today than we did years ago, but the number of ads isn’t substantially
5 futuristic advertising channels and the first rule of advertising dynamics Read More »
