Resources
Marketing in a Recession: Why Cutting Your Budget Doesn’t Pay Off
Many companies are quick to reduce marketing budgets and ad spend during periods of economic uncertainty or recession. Marketing shouldn’t be the first thing on the cutting room floor. Historically, marketing and advertising during a recession has helped organizations increase brand awareness and capture market share. Long-term, the data suggests that recessions are the ideal…
Walmart Connect: Advertising In-Store and Everywhere Else
Walmart is the world’s largest retailer, pulling in over $648 billion in revenue and serving 255 million customers every week. In addition to incredible purchasing power, labor force leverage, and retail influence, it has something else with even greater value – customer data. With Walmart Connect, the company is gradually changing the advertising landscape and…
Marketing’s Role in Customer Retention and Acquisition in Banking
Customer retention in banking is critical to retaining reliable deposit levels and offering community-building financial services. For decades, bank customer retention was built on creating high-friction processes that made switching banks downright painful. Over the past several years, effective customer retention strategies for banks have focused on convenience and perks to make staying easier. This…
Earned Media vs. Owned Media vs. Shared Media: What’s the Difference?
The internet is made of content, and some of it, just a slice, is about you. Every piece of content, every image or snippet of text, plays a role in building brand awareness, influencing your audience, and generating sales. Quality content grows your business, but you don’t have to make it all yourself. A comprehensive…
Is YouTube Promotion Worth It?: Basics and How-To’s
YouTube promotions offer marketers a quick and convenient way to achieve specific platform goals at remarkably low costs. Promoting a YouTube video for fresh channels and videos seems like a no-brainer – but is it really worth it? What Are YouTube Promotions? Sometimes called “creator promotions,” YouTube Promotions is a tool designed to let channels…
Zapier: Integrations and Automations for Marketers
There are never enough hours in the day to get it all done, but Zapier automations could save you enough time to drink your morning coffee before it goes cold. Zapier and no-code alternatives like Make and Integrately are smart ways to automate repetitive tasks and free up more time for big-picture thinking. If you’re…
Ethics and Marketing: A Line in the Sand
Marketing ethics go beyond industry regulations or platform terms of use. Ethical concerns in marketing go deeper, forcing organizations and agencies to evaluate strategy, content, and tools to respect consumers’ rights. In an industry known for toeing the line, modern technologies like artificial intelligence and murky privacy rules have made doing the right thing murkier…
Advertising on Amazon: Costs, Fees and Strategy
Amazon advertising is a great way to increase ecommerce sales, increase brand awareness, and gain valuable insight into customers’ changing tastes and habits. As the largest ecommerce platform in the world, Amazon sellers often have a love/hate relationship with the site; it’s a game you have to play to be successful, but you’re always playing…
Lookalike Audiences: How to Use Existing Data to Improve Paid Efficiency
Effective paid media campaigns check off three key boxes: Getting in front of the right audience at the right time at the right price. While it sounds simple, it’s far from easy. One of the most underutilized tactics is lookalike targeting, or using existing data to find users who look like your existing and past…
A Higher Education Marketing Case Study
Higher education recruitment is a competitive market, especially at the graduate level. Reaching a qualified audience at the right time isn’t easy, and higher education marketers face increased competition from other institutions, online alternatives, and a labor market with historic wage gains over the past two years. With those challenges in mind, an elite East…
Google Ad Rank: Ways to Rank Higher Without Spending More
Some Google Ads users who are running search ads assume the ubiquitous bid-based PPC structure is relatively straightforward. Doesn’t the highest bidder get the top spot on the search engine results page (SERP), and the next-highest bidder slides in right below them? That would be elegant. But that’s not even close to how ad ranking…
How to Determine KPIs for Marketing and Sales Goals
Goals establish a destination. KPIs, or key performance indicators, measure how far you’ve gone and how quickly you’re covering the ground on the way there. Setting and monitoring specific metrics (KPIs) can lead to improved efficiency and drive real-world results in marketing, sales and life. Learn how to establish KPIs based on your goals, tips…
