Let’s be clear: while there are other search engines, Google is the dominant force in cyberspace. If you want to know if your digital marketing plan is performing, you need to understand Google Analytics terms and how they tie back to your other marketing metrics. As a digital marketing pro, both on the corporate [...]
What do you do when the marketing plan you’ve been working from gets stale? Staying on the present course would be a perfect example of continuing to do the same thing but expecting different results, and that’s never a good idea. You basically have two choices: rework underperforming parts of the plan or scrap [...]
In both our personal and professional lives, the start of a new year brings a time to set our faces toward living out our best selves. Where do you want to go, and how will you get there? Same old, same old won’t cut it, will it? Reaching your 2019 goals will require setting [...]
Today’s customers are inundated with marketing messages, news updates, goofy memes and personal social media threads. All but the most urgent have become easy-to-ignore white noise. How can your message stand out in all that cacophony? What’s more, your customers don’t respond to out-and-out advertisements in the positive way people used to. In fact, [...]
A new year often touches off a flurry of forecasts about what’s coming, both in popular culture and in our professional lives. For instance, in 2019, what innovative thinking and technology will move from the wings onto center stage? How will current marketing trends continue to evolve over the next 12 months? What are [...]
It’s been five months now since the European Union rolled out the General Data Protection Regulation, or GDPR. And before you know it, the California Consumer Privacy Act will take effect. Both laws aim to provide a set of standardized data protection laws for their citizens. In a nutshell, if you are a marketer [...]
One of the most frequent questions executives ask of marketers is how the marketing plan is delivering. In other words, what is its return on investment (ROI)? How can they gauge the value of use of marketing dollars when the indicators are things like clicks and views and shares? Does that even relate to [...]
Do you like intrusive ads and pushy sales pitches? Yeah, we thought not. Your customers don’t either. If you’re wondering how to generate quality leads for your business, outbound marketing is out and inbound marketing has taken the lead. Outbound marketing means you’re shoving ads in front of people without any indication they might [...]
Is direct mail dead? Nearly everyone on the planet is reachable electronically these days, right? So why would you keep forking over cash for the printing and postage of actual printed advertising? The big players all do it. Grocery ads, back-to-school big-box ads, home improvement store ads all arrive in our mailboxes every week. [...]
How do you tell potential customers how wonderful your products or services are? That’s a trick question, because it’s best if you let someone else share how much they love you. Their excitement about their experience with your products or services will sell more people than your sales copy ever could because their opinions [...]
