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Your customers’ own words are more important to your brand than any marketing tagline you can write. More than 90% of consumers say they trust recommendations from others – even people they don’t know – over branded content! User generated content (UGC) – the pictures, videos, tweets, reviews and social media comments from real customers […]
Are you getting enough people to register and attend your webinars? Webinars are one of the best tools marketers have to generate leads and drive pipeline. As webinars become a bigger part of our demand generation strategy, it is more important than ever to master the science of building your webinar audience. Join ON24’s Mark […]
Consumer expectations about the digital shopping experience have never been higher. Today, consumers expect relevant, personalized content and offers that cater to their needs in any given moment. But what does it mean to ‘personalize’ your marketing? Many marketers mistakenly think that personalization means segmentation. But personalization based on segmentation often provides the wrong experience […]
Google has doubled down on Accelerated Mobile Pages (AMP), its open source initiative designed to improve webpage speed and performance for mobile users. More than 2 billion AMP pages have been published from over 900,000 domains, and many online publishers report significant gains in both traffic and conversions as a result of AMP adoption. But […]
We are now in the age of the self-educated buyer. Two-thirds of buyers complete their decision-making before they contact a sales rep. They take in content in their own way, on their own time. To deal with this new reality, you must have an effective on-demand content strategy that puts your content in a buyer’s […]
Many organizations are struggling to optimize their staffing and skills to compete in a rapidly changing marketing world. What worked yesterday in marketing and technology may not work today – or tomorrow. With the rapid infusion of technology into the marketing organization, tensions between marketing and IT are inevitable. How do you structure marketing to manage martech? […]
Your display advertising targets specific audiences, but what about your search marketing? It’s time to think beyond the keyword, and tailor your PPC campaigns based on who is actually viewing or clicking your ad. With a people-based approach to your search marketing, you can improve the cross-channel customer experience, optimize PPC campaign performance, and ultimately […]
With more than half of internet use now on mobile devices, brands – especially multi-location retail businesses – are focused on bridging the gap between their digital presence and in-store sales. Today’s consumers research products on the go, using their smartphones to find and choose at which nearby business to make a purchase or eat […]
Search advertising is quickly becoming personal – as mobile dominates desktop and keywords are only part of the equation. If you’re not using RLSAs – Remarketing Lists for Search Ads – you are missing out on a key opportunity to make highly targeted, personalized ads an important part of your paid search strategy. But like […]
Pepsi….Fox News….Uber. Look at recent headlines and you’ll see the impact social media can have on a brand. In today’s 24/7 news cycle, responding quickly and appropriately to customers on social media can be the difference between success and disaster. Why do brands still struggle with social media? It’s complex – new social networks and […]
New marketing technologies are making it faster and easier for customers to reach your business over the phone. Voice search now accounts for 20% of queries on Google’s mobile app and Android devices. Inbound call volume is continuing to increase even as messaging apps and chatbots become more popular. Facebook expects 37 billion call conversions […]
As a digital marketer, odds are that you rely on digital analytics as a major part of your toolkit. With its massive adoption in the market, odds are also good that the tool you’re using is Google Analytics. But are you really getting the most out of your analytics platform? What’s more, have you outgrown […]
Four out of five B2B buyers start their journey with a web search. Nearly three quarters of the buying process is complete by the time a prospect is ready to engage with your sales team. With customers now in control, how do you create an effective marketing plan that resonates with target audiences? Compelling content, […]
National brands with hundreds – if not thousands – of locations face a daunting challenge. With nearly one third of all mobile searches now related to location, the competition for visibility at the local level has heated up. Once a brand has submitted its data to data aggregators, then what? How can brands leverage performance […]
What is the real value of a great customer experience? And once you know, how do you create one? The answers are here. A Harris Interactive survey recently commissioned by Lithium found that happy customers – those that have a great brand experience – spend up to one-third of their disposable income with those brands. […]
Ask any marketer what shape their customer data is in and chances are good you’ll hear: “poor customer data.” In this webinar, we’ll learn about how to fix that, and how to build a solid foundation with your customer dataset. If you think network data means gathering business cards at lunch, you’re in for a […]
Marketing data is everywhere. With so many new consumer touchpoints – from chatbots, to in-store beacons and virtual assistants – the sheer variety and volume of data is exploding. Beyond your out-of-the box product dashboards, custom Excel spreadsheets, and basic data visualizations – are you really leveraging your data in meaningful ways? Isn’t it time to […]
Digital ad spend is now being evaluated and optimized on the basis of online-to-offline impact. And in today’s smartphone world, that means phone calls. How well Facebook and display advertising influence and generate phone call conversions can make or break ROI in 2017. Marketers must now take the same data-driven approach to calls as they […]
Content may be a critical part of your marketing toolkit, but do you know how it performs against your business goals? With content attribution, marketers can identify and double-down on the best performing content assets to generate a lift in conversion rates. Content attribution enables you to influence content in real time and guide users […]
Mobile devices now account for nearly 60% of all searches. Are your local sites and landing pages in the best position to show up in the SERPs and engage mobile consumers? The mobile journey zig-zags across devices from search results to social media to customer reviews. Maintaining and syndicating business listings may sound simple… but […]
Are you struggling to keep pace with rapidly changing customer needs and market demands? Are you slowed down by organizational silos, hierarchies, and processes? It may be time to get Agile. More than 90% of marketers who have adopted Agile marketing say it has improved their speed to market for ideas, products, and campaigns. Whether […]
Today’s customer operates in a ‘post-digital’ world, where the boundaries between physical and digital have disappeared. Empowered customers demand more from brand relationships, and expect an experience that is personal, relevant, and technologically seamless at every touchpoint. To stay on top in this fiercely competitive world your marketing organization needs to be constantly chasing and […]
Product Listing Ads (PLAs) across desktop and mobile have taken the majority of retailers’ budgets and are driving search advertising growth. But mastering Google Shopping campaigns requires more than just a basic understanding of bid management and product feeds. You need to engage shoppers with a richer, more intuitive search experience by aligning product titles […]
It seems like every marketing organization is spending more on technology – in fact, 70% of marketers surveyed expect their martech budgets to increase in 2017. But are marketers getting enough bang for their bucks? Only 3% say they are getting the full value out of their tools. It’s not enough to build a martech […]
We all know the creative process is messy. Its non-linear nature often causes frustration, delays, unplanned expenses, and burnt out creative teams. But with the right communication and collaboration, your teams can spend their time focusing on the creative, not the process that gets in the way of amazing work. Join brand expert Lesya Lysyj […]
Most marketers still look at digital as a marketing channel. But digital is no longer just a website or mobile app. Nearly everything in the world is becoming connected and acquiring digital properties. The marketing world is in the middle of five major disruptions that are reshaping the industry. Microservices, artificial intelligence (AI), vertical competition…. these are […]
Congratulations! You’ve built a best-of-breed marketing stack. Now, how do you leverage it all to drive marketing’s impact on your business while optimizing your marketing spend? According to McKinsey and Forrester, an integrated marketing analytics approach can free up 15-20% of marketing spend while driving higher campaign conversions. But, with four out of five marketing […]
Video is the new darling of digital marketing. With more than 400 hours of video uploaded to YouTube every minute, consumers have grown increasingly comfortable with video. Smart marketers are responding by generating compelling, shareable content that delivers relevant brand messaging across multiple devices. Join us as video marketing expert Mark Robertson and senior research […]
Are you ready for your social media marketing to grow up? Or do you like struggling with the day-to-day challenges that come with managing an overwhelming volume of social content, channels, and tools? Social media is now an integral part of marketing — spending on social media is expected to double to 25% of marketing […]
Black Friday and Cyber Monday are just weeks away. If you’re an e-commerce marketer, are you getting the most out of your Google Shopping campaigns? Google Shopping ads are hot; PLAs account for nearly 40% of clicks on retail search ads. Have you made your PLAs a priority? Are you confident in your bidding approach? […]
Are you losing control of your content? If you’re like the majority of marketers, you’re going to produce more content in 2017 – but feel less than confident about your content marketing operations. The biggest challenges of 2017 will be the creation, distribution, optimization, analysis, and management of an overwhelming volume of content generated on […]
Local marketing has become a nearly $150 billion business. Searchers now use a wide range of devices to shop for nearby products and services, yet it’s a challenge for brands to find consumers online in the “near me” moments that matter. It’s not enough to optimize websites for mobile devices; brands need to offer personalized, […]
Study after study confirms it: Search, Facebook, and display ads drive offline conversions and sales. Whether it’s a store visit or a phone call, you can’t measure CPL and prove ROI without offline conversions. But it can be a challenge. So how are marketers using online and offline data to understand and optimize the customer […]
Apple has Siri, Microsoft has Cortana… and soon, Google will have Google Home. Voice search is here… and it’s here to stay. Already, 60% of consumers are using voice search, according to the Local Search Association. The challenge for national brands that market locally is to adapt your SEO strategies to capture the unique intent […]
Despite a wealth of experience, businesses are still making too many digital marketing and optimization mistakes. Today’s digital marketers have been forced to embrace a wide range of roles – from data analyst to CRM wizard to creative genius – and some may be well outside your comfort zone. It could be that you’ve developed […]
The always-on, multiple-device consumer has changed all the rules of customer engagement. The customer journey is no longer a well-defined path, as consumers and buyers complete most of their journeys before making a purchase. Nearly three-quarters of in-store shoppers who use smartphones say their device has become more important than the in-store experience! How can […]
Facebook… Twitter… Snapchat… Pinterest… Instagram…YouTube… LinkedIn. The exploding social media landscape has made managing channels the most urgent challenge facing social media marketers today. How do you execute a cohesive social content strategy? How do you ensure brand consistency across thousands of social pages and accounts? How do you effectively engage your growing social communities? […]
U.S. consumers will make more than 100 billion mobile calls to businesses this year, and are relying more and more on their smartphones to make buying decisions. Nearly two out of three consumers say it’s very – or extremely – important to be able to call a business during their purchase journey. Call tracking and […]
Relevant, engaging content now plays a critical role in nurturing prospects into the purchase funnel to become customers. More than three-quarters of marketers already use content marketing – although nearly as many say they lack a consistent or integrated content strategy. The issue for most marketers is how to produce, distribute, and optimize well-defined content […]
When marketers think about Facebook ads, they don’t always think “phone calls.” But they should. Nearly 80% of Facebook ad revenue is mobile, and thanks to smartphones and click-to-call, Facebook and social ads will drive more than 12 billion calls to U.S. businesses this year. That number will triple to 36 billion in 2019, and […]