Calculating attribution is hard. The above makes it sound like marketing attribution is a relatively straight forward thing to calculate. It could be if the customer only visited one channel, but what happens when they concurrently visit multiple channels? The calculation becomes much harder. Let’s say a customer receives a catalog in the mail, goes to […]

It’s no secret that a person who talks endlessly about themselves is a bore. For years, businesses have been guilty of this “look at me” approach when it comes to positioning and messaging. Mission statements, inward value manifestos and the overuse of self-serving superlatives result in a dead end of unfocused and uninspiring brand messaging. […]

It’s testament to how rough stocks had it in February that the last two days, a stretch that would’ve qualified as the worst selloff in all of 2017, barely shows up in a monthly graph. Not that it wasn’t painful. The S&P 500 Index slid 2.4 percent over Tuesday and Wednesday to cap the biggest […]

Following Mark Zuckerberg’s personal post on Facebook’s recent newsfeed changes, the social network’s share price fell as much as 6.1 percent. With Facebook’s key advertising space for brands reverting back to its original purpose (actual, personal news from friends and family), the brand marketers who have relied on in-feed advertising to drive traffic and revenue […]

As the barriers to opening a business fall, competition increases. We see evidence of this trend every day in new articles worrying over everything from the competitive threat posed by Chinese companies, to the need to invest in culture to maintain competitive advantage. Related: 15 Free Online Learning Sites Every Entrepreneur Should Visit We even […]

Recently, industry analyst Brian Solis wrote a column that speaks volumes about the importance of customer reviews in a business’s location marketing strategy. In “Empowered Consumers Are Searching for the Best and Worst Brands Before They Buy,” he noted that: According to Google, mobile searches that include “best” have grown by more than 80 percent […]

LONDON–(BUSINESS WIRE)–Technavio market research analyst forecast a CAGR of close to 17% for the global digital marketing software (DMS) market for the period 2018-2022, in their latest report. The report segments the global digital marketing software market by deployment (cloud-based model and on-premises model) and by geography (the Americas, EMEA, and APAC). It provides a detailed illustration of the major factors influencing […]

Ever hit a performance plateau? Contributor Elizabeth Laird looks at three ways to jumpstart your marketing efforts when you’re stuck and spinning your wheels. One of the joys of digital marketing is the ability to quickly see the results of an implemented strategy. With a lot of real-time data and the ability to accurately attribute […]

For business owners, established content marketers and new-to-marketing marketers, it is always important to update, improve and beef up your content marketing plan. After all, content is one of the most effective tools in a marketer’s bag. Content is a great way to educate the marketplace and identify those who are most interested in your […]