Committing actions on a site but not converting--such as when a user places an item in a shopping cart prior to purchasing it--is the foundation for remarketing, so why don’t other channels with more precise bid management capabilities leverage the same upper-funnel qualification to assume potential value?
P&G's CEO says he's cutting his ad spend and laying off employees because of the efficiency of new channels like Facebook and Google. But the assumption that digital media is free is one that too many marketers fall into. Success in all marketing channels lies in the way you integrate them with one another.
“Content is king” has been an online cliché for years now, but it’s not true. It’s never been true. Content all by itself — even terrific content — is just content, until you add one thing: business goals.
Once you have a pretty good sense of the audience you’re targeting and what kind of content you will most likely need to create, the next step is to create an editorial calendar that lays out when and where to share that content. Here are 7 simple steps to set up your own editorial calendar.
People experience Super Bowl ads as content because they choose to watch them and because the content is awesome. Sadly, on Monday they hate ads again. The reason is simple: everyday ads seem determined to hate them back. More than at any other point in advertising history, consumers have the power to choose what they watch, and it's harder and harder to acquire their attention by interrupting them.
Brands should get smarter about their retargeting programs as a priority and stop pouring good money after bad. To do so, they need to learn what retargeting really is, how best to use it, and why it can be a valuable tool for both optimization and new customer acquisition.
Compelled to tap what many experts predict will be the next big Internet mother lode—online advertising—Google and Facebook laid down very big bets. Together, they might have finally gotten the average consumer riled up about privacy.
Google shareholders might not like lower costs for a click, but advertisers think it's excellent news. Here are three online trends that are pushing down the amount Google can get per click.
To maximize its effectiveness, develop your marketing plans around the four pillars of content marketing: context, channels, connections, and commerce. They will enable you to attract prospects to your offering, build a relationship with them, and persuade them to purchase.
Whether you're keeping your search efforts in-house or have decided to outsource--and no matter the size of your business--three experts weigh in on what to look for when hiring an SEO specialist.