Online Marketing

Privacy and personalization: a marketers’ Catch-22

By Rachel Serpa Coined in Joseph Heller’s classic satirical novel of the same name, ‘Catch-22′ is a term that refers to a situation in which a person is trapped by completely contradictory goals or circumstances. In Heller’s book, the only way for a pilot to escape his WWII flying mission is to request psychiatric evaluation due to mental instability, and ...

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9 Pillars for a Killer Content Marketing Strategy

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By Nelson Dias Image source Would you like to generate more leads, sales, and business? Want to improve conversions and effectively establish your brand? Two words: content marketing. Maybe these stats will help convince you… 80% of American Internet users interact with blogs and social media. 70% of people would rather learn about a company through articles than through ads. ...

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How to use Google Analytics URL builder to track campaigns

By Graham Charlton We’re pretty big on measurement on this blog, and we use analytics to identify key topics, improve our content, and prove our effectiveness. To this end, we’re big users of Google Analytics, supplemented by paid tools from Moz and others. We use a bunch of custom reports, segments and dashboards for measurement but I’ve only recently come ...

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Avoiding the Boring: Naming Your B2B Brand

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By Danielle Hill Starting a new business is an exciting time. Yet too often when we’re approached with a startup B2B brand, the name of the company comes as an afterthought. It’s understandable that service delivery and sales is what keeps a business going—but taking the time to establish the foundation of your brand helps out in the long run. ...

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Zurich and Allianz: online form showdown

By Christopher Ratcliff It’s a case of form and function. Just as a little road-test, I’m going to check out the functionality of two UK based insurance providers in terms of online user experience. When getting a quote for car insurance, web forms are very time consuming and require a lot of detail. It is therefore incredibly tempting to go ...

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Enhanced Campaigns a year on: how have marketers adapted?

By David Moth In early 2013 Google overhauled the way PPC worked with the announcement of Enhanced Campaigns. The new system enabled (or forced) marketers to manage their mobile and desktop PPC bids within the same campaign. While the stated aim was to simplify how PPC campaigns were run and reflect the way consumers shift between devices, some marketers felt ...

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Increase Your Productivity: Declutter

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By Susan Poirier We have all heard that time and again, but it holds true. If you live and work in disorganization, your mindset and output will reflect your surroundings. Sure, we have some disorder or “organized piles” of stuff, but when there is overload, it overflows. Clutter influences the way you work and the way you live. It impacts ...

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The era of data-driven marketing [Infographic]

By Graham Charlton Analytics produces insights which drive business improvements, though more companies need to provide the staff and resources to make the most of this technology. Our Measurement and Analytics report, produced in association with Lynchpin, found that there is an analytics skills gap which is holding back implementation. Skills shortages are most apparent in the use of digital ...

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#039: The Best Way to Upset and Insult Loyal Customers

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By Scott Stratten Subscribe on iTunesRSS Feed On this episode of the UnPodcast, we covered two primary topics: loyalty programs, and restaurant tipping. Among other things we discussed what businesses REALLY need to do to increase customer loyalty and when loyalty programs backfire and leave a bad taste in the mouth of customers. We also talked about an inappropriate response ...

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Post Marketing Persona Creation: Help–What Do I Do Next?

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By Heidi Cohen 7 Steps To Add Personae To Your Marketing (Do Not Skip #3!) A persona is a key element of social media, content or really any type of marketing. BUT persona creation is NOT a marketing destination. You develop a persona to facilitate your marketing creation and enhance its effectiveness. By employing a well-developed persona, you no longer ...

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