How to increase mobile app engagement with push notifications
The ideal app is useful, engaging, even addictive, so that people see it as an indispensable part of their daily routine. The mobile industry is booming, and mobile apps are completely dominating this arena. Companies of all sizes are seeing the benefits of having a mobile app. According to recent data, nearly half of small businesses are expected to adopt a mobile app by this year. However,...
Want loyal customers? Prioritize your customer service with these 4 tactics.
Customer insights. A welcoming environment. Transparency. You don’t need to be a rocket scientist to figure it out. What makes a brand strong in 2017? If you’re thinking top-notch social media strategy and cutting-edge product development you’re not wrong — but you’re still overlooking a critical component: customer service. Customer service doesn’t always generate the same media...
Beware these 7 sneaky PPC attribution tricks
You may think you’re hitting your conversion goals, but columnist Andrew Goodman warns that faulty attribution can lead to inaccurate or misleading performance data. PPC account managers are held to exacting performance standards. Their efforts are judged by KPIs like Return on Ad Spend (ROAS) and CPA (Cost Per Acquisition). That sounds simple enough. But it’s a lot easier to set tough...
Top tips to drive more engagement with data-driven native ads
It wasn’t long ago that most advertising pundits were ridiculing and criticizing the native ad format. Jump forward to 2017 and current forecasts estimate that native ads will capture 30% of the global ad spend by 2020. This quote nicely sums up the reason for this forecast: “Native advertising looks like a rare win-win for the industry: more effective for advertisers, more valuable for...
How to flip your lead generation funnel with Account-Based Marketing
If you’ve ever worked in B2B marketing or sales, chances are you’re familiar with the concept of the lead generation funnel. The traditional lead generation funnel starts with a wide pool of leads at the top, which gradually narrows down to prospective customers, then opportunities, and eventually to customers. This encourages sales and marketing alike to take a “spray and pray” approach to...
10 ways to be a terrible blogger (AKA, blogging no-nos to avoid at all costs)
When marketers like you set out to establish blogs, they want them to be successful. After all, what’s the point of putting your time, energy, and effort into a blog if nobody wants to read it or share it with their friends? Here’s the hard truth, though. Even though nobody wants to be a bad blogger, many people accidentally take steps that make them into mediocre bloggers. If you’re one of...
4 tips for creating epic nurture campaigns
Who says marketing has to be boring? Columnist Mary Wallace shares tips to help you shake up your strategy and craft a cool nurture campaign. Marketers are cool people. We tend to be very aware of the world around us — what’s epic and what’s yesterday’s news. We are thought leaders focused on driving change for others. And we want to be involved in doing legendary work. Running rad nurture...