Blogs

How to Improve Google Landing Page Experience and Ad Quality Scores

Learn how to improve Landing Page Experience, which is one of three important criteria Google uses to assign an Ad Quality Score.

The Value of Brand Communications During Chapter 11 Bankruptcy

Corporate bankruptcy does not mean a brand will become extinct or that it's time to halt all marketing and communications. Instead, a Chapter 11 filing is an opportunity for a business to restructure debt and remain in operation. A strategic approach to brand communications leading up to, during, and following a Chapter 11 filing is…

Models Are Built, But the Job Isn’t Done Yet

Model-based targeting is a long series of iterative adjustments, and there are many things to be checked and tweaked.

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Learn how to improve Landing Page Experience, which is one of three important criteria Google uses to assign an Ad Quality Score.

Learn 5 common mistakes businesses make with landing pages that can cost hundreds to thousands in lost sales.

Learn how to use your customer avatar to guide important decisions about your Google Ads campaigns.

Marketing Strategy

Corporate bankruptcy does not mean a brand will become extinct or that it's time to halt all marketing and communications. Instead, a Chapter 11 filing is an opportunity for a business to restructure debt and remain in operation. A strategic approach to brand communications leading up to, during, and following a Chapter 11 filing is…

What constitutes “too big” in the Information Economy?

If you’re looking to market to the under-30 age group of Millennials, Gen Z, and upcoming Gen Alpha, TikTok is the place to explore.

Marketing Automation & CRM

Model-based targeting is a long series of iterative adjustments, and there are many things to be checked and tweaked.

Before you get started, you must recognize that there are multiple steps in predictive modeling.

AI-based software and apps can be used at every stage of the buyer’s funnel – Awareness, Consideration, Decision and Loyalty.

Measurement & Metrics

A new report on how brands can recognize unique customers across platforms underscores how tough this job is for data-driven marketers.

I’d like to share what is working and what influencer marketing needs to do to become a trusted channel.

These tips will help you make improvements to drive more eCommerce sales from your different marketing channels. 

Branding, Agency & Creative

Brands in 2020 need to go back to their core customers, and remind their audience of their authentic values in the Age of “Re-“.

Successful rebranding, regardless of the impetus, starts with a thoughtful assessment of why, what, how, when, and where.

The only way for business leaders to effect the change they write about in their statements is to back them up with an action plan.

Content Marketing

In content marketing, partnerships can prove the truth behind the idea that the whole can be more than the sum of its parts.

When building a content marketing program for your organization, creating content is only the first step.

You’ve got to know what’s out there if you’re going to attract the audience you want.

Data

COVID-19 and its recessionary impacts may be hanging around. How may this have changed marketing mid-year, and possibly permanently?

Here are three questions data-driven marketers need to ask in order to evaluate their resource allocation.

Beware of technology providers who insist on a “one-size-fits-all” customer data solution.

Direct Mail, Print & Postal

Depending upon which experts you heed, the U.S. Postal Service is either just a few months away from…

As marketers, we have to ask ourselves how much "noise" we will be required to make to have our offerings heard against this cacophony of messages and how much our customers and prospects are willing to tolerate?

Many marketers are struggling to generate leads that convert to sales, and it’s clear that more efficient strategies are needed.

B-to-B

Ruth Stevens talked with Roger McDonald to gather his views on what’s going on with B2B marketing and offer insights.

The event business has been turned upside down, so my annual post covering B2B marketing conferences of 2020 is due for a refresh.

People always ask what they should read to keep up on B2B marketing. Naturally, I have favorite sites, since I need to keep up myself.

Social Media

Should brands act, behave and communicate like people? Authenticity must be the measure.

Reese Witherspoon’s Draper James fashion line’s free dress for teachers giveaway launched earlier in April has turned into a debacle.

Every day, advertising trends are emerging. These trends and tactics are newly developed as a means to best reach a target audience.

B-to-C

Barefoot Wine re-edited a summer ad campaign shot before the pandemic to ensure it was still spot-on.

La-Z-Boy has a new campaign that combines a considerate donation with some heartfelt user-generated content.

Pedigree has a new campaign helping animal shelters provide virtual dog adoption interview possibilities via Zoom.

Online Marketing

The barrage of website options can be hard to resist, which is why so many websites begin to look like Frankenstein’s monster.

Amazon Business is expected to reach $52 billion in sales by 2023; Alibaba and eBay are also competing actively in the B2B space.

I thought it would be a wonderful idea to talk to one of the original greats in video advertising, Tim Hawthorne, founder of Hawthorne Advertising, who will be bestowed a “Lifetime Achievement” honor by Marketing EDGE as part of its EDGE Awards.

Email

Don’t take email marketing for granted. It’s time for email strategy to evolve because Google is changing the game.

A solid email marketing program should always be a part of your digital arsenal, now matter what’s going on in the world.

For today’s “What Were They Thinking?” post, Melissa shares some COVID-19 emails I’ve received from brands and nonprofits.

Mobile

Last year, I reported on some of the things my students wrote about who gains from the value exchange of convenience-for-personal-data.

Over time, the simplicity of Google’s results page has clearly eroded. The Google SERP today is visually very noisy, with lots of distr

This year, I want to take a more childish approach and write an SEO wish list for Santa.