Business owners and executives have long been debating whether or not to hire an internal marketing team or partner with an agency. On one side you’ll hear “I don’t want to pay the agency fees, let’s start our own internal team” and on the other, you’ll hear “Interviewing, hiring, training, onboarding, etc. will be too […]
Do your 2021 marketing plans include automatic, strategic outreach that seamlessly creates opportunities for your sales and support teams? If you are not using a marketing automation tool, you are certainly missing out on the full potential your marketing plan could have. And if you are, here are some different strategies to add to your […]
This year, I have read countless articles about consumer privacy. I’ve watched our government bring big tech leaders like Mark Zuckerberg and Sundar Pichai in for hearings with questions centered around trust and privacy. Most digital ad industry news is dedicated to privacy issues.It’s not a surprise that the government and consumers in general do […]
When it comes to digital products such as websites or apps, I’d imagine most of us can recall some type of frustrating interaction while using them. For the 61 million American adults with disabilities, and over 1 billion worldwide, the lack of accessibility within a digital product can turn a normally frustrating experience into one […]
Businesses have never had as much access to data as they do today. In the age of digital marketing, a massive amount of information is collected on everyone and everything connected to the Internet. The ease and scale with which a marketer can conduct research, track user behavior and connect the dots between dollars spent […]
Years ago I managed PR for a multi-national CPG company. One product in my portfolio was a popular morning beverage many people take with cream and sugar. I was invited to join the team on a three day immersion into their current consumers’ habits, needs, and lifestyle. I was assigned to shadow a woman who […]
Done correctly, inbound marketing is a strong driver of lead generation. But we all know what isn’t measured doesn’t matter so it’s critical that B2B marketers clarify how their team’s work makes an impact on the company’s bottom line. Staying focused on the tactics that drive sales benefits the entire organization’s growth and, in turn, […]
If you’re thinking of how to leverage content marketing to grow your prospect pipeline and deliver solid leads, taking one early action can make all the difference in how that content is received by your target audience. That action — align your content directly to their pain points. Aligning content to your prospects most pressing […]
Technology has changed and largely improved every function within our businesses. Marketing has arguably been affected the most and the quickest. It started modestly with digital advertising using banner ads and email blasts back in the late 90s. Just 20 years later, digital marketing technology provides capabilities that marketers never dreamed of. One of the […]
For brick-and-mortar retailers, real estate has always been a very important factor in their success. I remember learning in a college marketing course that the three most important decisions that any retail business will make are “location, location, and location.” This passed as humor in an otherwise dull marketing class. Today, most businesses have a […]
Before you begin developing a content marketing plan, it’s important to clearly define the target audience. We do this by developing personas. These personas go beyond the basic demographic information that we use when we target audiences with advertising. We dig much deeper to define what makes the person tick. You need to understand the […]
According to research conducted by Google, 69% of shoppers use search engines when they want to figure out where to go. Even more important, 48% of purchasers were influenced by a relevant search. For retail marketers, it’s imperative that your stores appear on the search engine results page (SERP) when a potential customer searches for […]
