How can you better measure the success of your mobile marketing?

To create more effective advertising campaigns, there is one key question marketers need to ask: what was it that persuaded a consumer to make a purchase? Determining attribution in digital advertising is one of the most difficult challenges in the industry today, and this is made even more challening with the rise in mobile devices. […]

Dissecting the content marketing funnel

Content is king, and for your business to excel in today’s fast-paced marketplace you need a solid content marketing strategy to generate leads and turn them into paying clients. According to CMI’s study 2015 Content Marketing Benchmarks, Budgets and Trends, consistently creating engaging content, and on a variety of subjects, are the biggest challenges that […]

Why “Dewrito” will never appear in stores: stunt marketing and B2B

Doritos-flavoured Mountain Dew, the food hybrid that launched a thousand headlines and a million winces. Attention sought? Mission accomplished. But don’t believe Pepsi expects to actually sell any; this is an example of the dark marketing art known as stunt marketing. Stunt marketing has a long history, stunt product development a shorter one, mainly in food […]

What you need to know about the state of online video display advertising

With online video display advertising poised for significant growth in the next five years, two factors are top of mind: quantity and quality. Online video, in some ways similar to television with its ability to “tell stories” that are particularly strong at creating brand awareness, is a medium unlike any other, especially for advertisers. According […]

5 things law marketing can learn from the Kansas City Royals

I’m not a sports fan but have loved baseball since I was a pre-schooler. So I watch the World Series every year regardless of which clubs are playing. This year’s championship got me thinking about some lessons the legal marketing industry can take from the games. When the plucky Kansas City Royals, with its tiny payroll and no […]

A B2B content marketing editorial calendar program for anyone

Rule #1: don’t put them to sleep. Content marketing is effective, but it’s not easy to plan. If it isn’t aligned to corporate priorities, it won’t get the right results. Without a focus on relevancy and customer needs, it might cause drowsiness. A recent study showed that nearly 50 percent percent of the 88 percent […]

Walks become runs: ‘Moneyball’ lessons on digital measurement

I grew up watching all kinds of sports with my father, and to this day I love baseball. Though my brother, the other sports fan in the family, says baseball is ponderously slow, there’s something about its rhythms to love. I remember as a kid watching the larger-than-life baseball heroes of the ’70s and ’80s, […]

From funnel to digital customer relationship: the evolution

One of those reassuring little white lies we tell ourselves as marketers is this: People make linear decisions. It’s simpler to draw straight lines about people’s behavior, so to date we have typically pushed people through carefully scripted marketing processes. But does that really reflect people’s actions and the ways they find information? Of course […]