Anyone who runs in marketing circles has probably heard the phrase “banner blindness”, and most people (marketing circles or not) suffer at least occasionally from the phenomenon. Banner blindness refers to the fact that consumers today are so inundated with display advertisements, particularly during online content browsing, that they’ve both consciously and subconsciously started to tune...
Join a gym, start that diet, call your parents more and turn over a new leaf for your SEO strategy.
Whether you’re a stickler for New Year’s resolutions, or the very thought makes you roll your eyes, reviewing your SEO habits for 2018 should be a priority for every business and digital marketer.
You don’t need me to tell you how fast-paced the digital world can be, with the pressures of...
Can your company’s content pass the “no-logo test”? When I work with digital strategy clients who are struggling with content marketing, I always ask them to take the logo test, inspired by this excellent Content Marketing Institute article. You should try it, too.
To do that, copy and paste articles you’ve written, along with articles from your competitors, into Word...
Whether you just launched your ecommerce business or even if it has reached the point of maintaining a massive userbase, it is important to create a killer marketing strategy to stay ahead of the curve. When it comes to ecommerce businesses, the only way for consumers to find out about your brand is through effective marketing.
But sadly, there are many brands that only focus their efforts and...
In PPC, we often talk about eye-catching ad copy — but columnist Jacob Baadsgaard suggests that, rather than focusing on different ways to catch your customer’s eye, advertisers should start by looking at what customers are already responding to.
Online advertising experts love to talk about the importance of matching your landing page content to your ads. And you’ll get no...
In today’s contextual algorithmic world, building a website that reflects SEO best practices while delivering results begins with creating the right architecture and building content that is smart and easily discoverable by your audiences.
What Is Smart Content?
Simply put, smart content is:
Discoverable (easily found).
Optimized (from point of creation).
Profitable (measurable).
Easily...
Sometimes, the key to increasing ROI is not to expand your targeting, but to refine it. Columnist Kristopher Jones shares a case study where hyper-targeted advertising based on detailed customer personas produced award-winning results.
Paid advertising on social media platforms like Facebook and Instagram allows you leverage your existing customer data (emails, names, addresses) to create...
Whether you’re a manager at a large national chain of convenience stores or heading up a local family business, it’s important that your advertising budget is wisely spent. A badly run advertising campaign will not only be a waste of carefully guarded company funds, but may also damage your company’s reputation.
Here are six ways you can improve your current, and future, convenience store...
Email marketing isn’t what it used to be. Which is not to say that it’s become any less effective. Quite the opposite, actually: Email continues to offer the best return on investment around — outperforming other digital marketing channels substantially. In fact, according to the Data & Marketing Association and Demand Metric, email has a median ROI of 122 percent.
So, all...
As a strategy, content marketing is anything but quick — but that doesn’t mean you can’t see small ROI improvements early on.
From pop-ups and banner ads to high-budget prime-time television commercials, traditional advertising methods are struggling to be effective. Audiences are tuned out, and with so much data available for marketers to segment, consumers demand that their...
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