Out with the old and in with the new. With 2019 in full swing, you’ve probably done one of two things: charged into the new year and are intent on keeping your resolutions or you’ve already fallen back into your old habits. Continue reading “5 SEO Tactics to Stop in 2019”
From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our CEO, Lisa Maier, discusses the recent Branding Strategy Insider article, “Brand Management in the Age of AI” by Kevin Keohane.
This is an interesting article because it begins to explore what AI and rapid consumption and integration of customer data might mean for the expression of a brand. In the past, a ‘brand’ has been a stalwart of consistency until such time there is deemed to be a need for a wholesale change, after which it again locks into position of what the author calls “ruthless consistency.” After all, this is what is needed for a brand to be crisply understood and related to by its target market segments.
But there is an increasingly strident argument that no brand can maintain its relevance in the most effective manner … Continue reading
We live in the age where information and data analysis has become key to good business practice. The goal is simple: Gain understanding of precise attribution, in a timely fashion, to learn which marketing campaigns lead to higher conversions and lower acquisition costs.
What is true attribution?
True attribution is the holy grail for digital marketers. Many say it is the most pressing issue today.
Attribution ensures that you can learn from your data and every unique visitor’s content consumption pathway beginning at their first contact all the way through to conversion.
The usual outcome most marketers are mired in instead?
A virtual avalanche of data, much of which is incomplete, out of date and/or insignificant. Working through this overwhelming amount of data to find something clear and actionable can take weeks of valuable time better spent elsewhere.
Without full and “true attribution” marketers are at a loss on what … Continue reading
Small businesses with a local physical address are reliant on local SEO to grow their business and help expose their brand to more potential customers. In the last few years, the growth in mobile search has resulted in a big boost in local search volumes. A lot of these search queries include state name or the city and sometimes even specific neighborhoods and area codes. Local SEO has undergone many transformations through all of last year but the fundamental ranking factors remain more or less the same. Local businesses still have a much better chance of ranking higher locally than a nationwide company, with a properly optimized site that feeds Google with all the right information. Here are a few pointers on what inbound marketers and small businesses can do to design an effective local search strategy to help them dominate the rankings. Continue reading “Powerful Local Search Strategies for Small Businesses”
If Facebook isn’t currently a traffic source for your website, perhaps it should be. Considered one of the most successful social media advertising platforms, studies show that nearly 96% social media marketers worldwide believe Facebook advertising produces the best ROI. With a daily average of 2.27 billion active users on Facebook, it’s an advertising platform you can’t afford to pass up.
While this sounds good, Facebook’s advertising system is complex. The idea is to rapidly target the right audience for your business, using your time and budget wisely to realize the full potential of Facebook advertising. Fortunately, there are some really great tools available to help you avoid the learning curve of Facebook ads and establish campaigns quickly. We’ve listed our favorite:
Manage Your Ads Effectively
- Facebook Ads Manager
Why are some ecommerce businesses so incredibly successful and others aren’t? What’s the secret that the successful businesses know?
Information? Yes, that’s correct. Knowing what’s working and what isn’t when it comes to the marketing and promotional decisions made for a business is crucial. Without that knowledge, a business is likely wasting a good deal of time and money because they have no idea if their efforts are beneficial or not. Without that knowledge, there’s no chance that the success of that business can be improved upon.
And just having the data isn’t sufficient. Wise marketers must know what to look for and how to use it. There are thousands of metrics available out there yet only a few present the true state of a business’s success and the insights needed to make changes that lead to real growth.
The cycle for the successful ecommerce business follows this path:… Continue reading
“Businesses often forget about the culture, and ultimately, they suffer for it because you can’t deliver good service from unhappy employees.” Tony Hseih
10 years and going strong. Congratulations DirectiveGroup team members. What a milestone! As I age and look back, 10 years doesn’t seem very long. BUT… OMG… when I look at the past 10 years through the lenses of digital marketing, the reality of the rollercoaster becomes apparent. Digital marketing truly moves at warp speed which provides countless opportunities for learning.
Going back through time – the year, 2008 – On a scorching hot, Saturday afternoon, in Phoenix, I proudly walked up to the graduation podium to take possession of the master’s degree in marketing for which I sacrificed many hours of sleep to earn. Little did I know then, that 10 years later most everything I learned about marketing would be obsolete. However, there are always … Continue reading
The next technology revolution has already arrived in the form of Artificial Intelligence. For marketers and businesses, it offers more flexibility, deeper insights on consumers based on faster data retrieval, the ability to automate tasks and also vast improvement in customer service with fewer human interventions. In fact by 2020, 80% of brands will be using chatbots for customer service and interactions. Continue reading “How Businesses Can Use Bots As Part Of Their Facebook Marketing Strategy”
The digital footprints left by users sharing personal data online with web cookies tracking every click has given modern marketer’s an unprecedented insight into consumers. Digital data informs the way businesses serve up solutions tailored to users’ individual needs. It informs communication strategies and definitely affects customer experience. This makes personal data ever so valuable and also – unfortunately – prone to theft or misuse. Rightfully, consumers want to know how companies use and store their personal data.
With social media sites like Facebook, Twitter, LinkedIn and Instagram becoming a huge part of users’ daily lives, there are legitimate concerns about users’ online privacy. There are more than 1.86 billion monthly active users sharing personal information on Facebook, which is why there has been massive public outcry about its ongoing, ever-deepening privacy debacle. While this was sparked by the Cambridge Analytica scandal, wherein the political consulting firm harvested data from … Continue reading
Google Ads is the new moniker of the erstwhile Google Adwords. But the aim of the rebranded Google paid search ad service remains the same- to “help businesses of all sizes connect with relevant customers across all of our channels and partner sites,” through the introduction of Smart Ads and other automated features.
So, why the change and what does it really mean for users?
With mobile becoming a huge part of daily life, most people jump from device to device or channel to channel. The consumer journey is highly fragmented, as people switch from clicking on display ads to performing brand searches, then discovering and watching videos or digging deeper through the content, to going back to the website to purchase maybe. Marketers have multiple opportunities to reach consumers where they want to be reached across different channels, screens and formats. Google has a treasure trove of consumers’ personal … Continue reading