May 21
Google+ was expected to be the search giant's breakthrough initiative that finally dislodged Facebook from social networking supremacy. Two years later, however, Google+ has barely made a dent in Mark Zuckerberg's empire. Although it has failed to achieve mass adoption, Google+ still deserves a place in your marketing portfolio - just not for the reasons you'd typically expect.
Apr 28
Attribution modeling allows marketers the ability to learn what channels website visitors interacted with prior to completing a conversion. But simply configuring a tool, such as Google Analytics Multi-Channel Funnels, only solves half your problem. Even when you know all the channels involved in the conversion cycle, how do you properly assign credit?
Apr 24
Let's face it - "I know half of my marketing dollars are wasted, I just don't know which half" is no longer accepted the way it used to be. Boardrooms are demanding to know exactly what gains were produced as a result of their online marketing investment. If you need to calculate the economic value of your digital marketing initiatives, where do you begin?
Apr 22
Five minutes. That’s all. It took just five minutes for Oreo to put together what became one of the most buzz-worthy pieces of advertising material of the entire Super Bowl. After a partial blackout in the Mercedes-Benz Superdome in New Orleans, brands that were already planning to be particularly active on social media kicked into high gear. Now, while putting together an operation of Coke’s or Oreo’s scale might be difficult for most brands, making your brand socially agile can start right now by adopting a few best-practices.
Apr 15
According to a recent survey conducted by Ad Age of nearly 600 marketers, content marketing is now consuming 12 percent of marketers' budgets - a figure that is projected to grow in the coming year as 55 percent of marketers report their content-marketing budgets are expected to increase.
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