FAQ of Developing Your Marketing Strategy

Who should I be marketing to? Like many things in marketing, there isn’t a one-size-fits-all answer for this. Who you should be marketing to depends on the customer profile you create. This profile is developed based on a number of factors that help you build a representation of your customer, such as why they would […]

The Following Preview Has Been Approved for All Audiences

What can a marketing asset like a movie trailer teach you about marketing in general? If you’re like me, part of the experience in going to see a movie at the theater is equal parts wanting to see the new movie, wanting to sit and eat Reece’s Pieces and wanting to check out the trailers […]

4 Simple Ways to Increase Average Order Value

Recently, a prospective e-commerce client asked us for advice on how to go about increasing their average order value. It’s a great question, and with 2015 holiday season planning quickly getting underway, it’s something every Internet retailer should be thinking seriously about. So how do you do it? Here are four simple ideas to get […]

Retention Slips :: How Much Would Your Revenue Increase by Improving Customer Retention?

Your customers hang out online. Are your digital marketing efforts keeping them satisfied? Quick Takeaways: Small increases in customer retention rates result in significant revenue increases The Golden Rule is alive and well—the biggest reason customers leave is because they were treated poorly Social media is low-hanging fruit for retention strategy starting points Measure and […]

Why Was That Ad So Effective? Relatability

Under Armour’s launching a new campaign: “I Will What I Want.” The first ad features Misty Copeland, a ballerina who overcame much rejection but who ultimately succeeded at becoming a soloist for the American Ballet Theatre. The ad shows Misty warming up while a young girl reads a rejection letter. “You have the wrong body […]

Getting Spreadsheety – 7 Tips for Better Market Research

I really know how to shut down a party sometimes—and not in the 3am dancing on the tables kind of way. Often, when asked what it is I do, I can cause the eyes of the polite asker to glaze over. “I design and deploy research instruments for the sake of gathering meaningful information for […]

What’s up with inbound marketing? Why should you care?

Is everyone into inbound marketing these days? I’ve taken to tallying the number of times inbound appears while my colleagues and I read our morning trades (ahem, blogs). And it’s not just my anecdotal observation that inbound is garnering a lot of buzz, just ask Google.  You can see that queries for content relating to […]

Webinar : Optimizing Site Navigation for Conversion

On a recent webinar, “Optimizing Site Navigation for Conversion,” Oneupweb’s Sales & Marketing Director Carly  Wujcik and I talked about how B2C and B2B brands can leverage site nav as a marketing tool. It was a fun conversation and, I think, an important one for digital marketers. If you haven’t yet, consider a few of […]

Now It’s Personal: 4 Tips for Personas in Higher Education Marketing

Non-traditional students mean the end of traditional higher education marketing campaigns. But personas are more important than ever. For digital marketers, few categories are as challenging and rewarding as higher education, particularly when it comes to driving enrollment. From messaging and creative to channel selection, reaching and connecting with qualified prospective students is difficult — […]

3 Ways to Get More from Your Marketing Agency

Chances are good that your agency partners are working hard for you. Whether you employ a traditional agency, a PR agency, a digital agency, a social media agency or some combination of all of them and more—they’re working hard—there’s no doubt. But are you getting all that you can from that agency relationship? More important, […]

An Introduction to Big Data: Structured and Unstructured

From a marketing perspective, big data is the collecting, distilling, analyzing and applying of large amounts of detailed customer information to drive marketing decisions. But where do you start? Let’s break it down into two pieces. Big data is comprised of structured and unstructured data. Most marketers are familiar with forms of structured data: Market […]

In a World… Ruled by Video & Infographics

As we recently celebrated the 100th anniversary of Charlie Chaplin’s film debut and pondered Bob Dylan’s Super Bowl appearance (loved it, by the way), it’s a great time to reflect on the importance of video in marketing and advertising. For even (wait for it… cue the movie trailer voice) IN A WORLD… where traditional broadcast […]