Ansira
How does search engine optimization (SEO) impact your marketing messages? Through keyword research, brands can identify the words and phrases people use in their online searches to inform the brand’s website and campaigns for maximum marketing return on investment (ROI). Ongoing content development is also imperative to SEO. By creating relevant content that’s updated and […]
Editor’s note: A more recent post, 4 Ways to Measure the Value of Your Loyalty Program, is a great companion to read with this piece as it showcases how thinking has evolved specific to Loyalty Program design and implementation. Read below to get a sense of what was critical in 2018, and then take a […]
“Customer experience” describes the marketing journey a person takes when interacting with a brand. Although every journey is different, there’s one common element: the human factor. By looking at marketing through the lens of the human experience, rather than the customer experience only, the brand can enrich and lengthen its relationship with the customer, leading to greater profitability. […]
It’s difficult to know where to go when you don’t know where you’ve been. Although marketers understand the importance of having a content strategy, often they don’t know where to start. This is precisely why a comprehensive content audit is so valuable. What Exactly Is a Content Audit? A content audit is the brand’s looking […]
Brands and their channel partners put enormous effort into the creation of their co-op advertising guidelines to ensure everyone plays by the same rules. At the heart of every decision is one overarching goal: return on investment (ROI) for each distributor and retailer. Getting the most out of a co-op advertising account depends on a […]
Serial shows, music streaming, and entertainment services are gobbling up market share from traditional media at a breakneck pace. With so much content being consumed though digital devices, advertisers and marketers need to pivot to meet consumers where they spend the most time: online. The Digital Marketing Evolution With streaming services like Netflix, Amazon, and […]
No doubt you’ve heard about blockchain technology in the context of Bitcoin, the cyber currency that has promised to disrupt the way we currently contextualize and spend currency. Bitcoin is made possible through blockchain technology, an encrypted, indestructible virtual ledger shared among peers without a central authority governing their actions. What makes blockchain so interesting […]
Facebook and Google made up a combined 58.5% of all U.S. digital ad dollars spent in 2017, according to eMarketer. Despite brand safety issues, data leakage concerns, and other recent complications, this digital duopoly is projected to continue to see applicable revenue increases for the next several years. However, AT&T might just be the dark […]
The marketer’s role is evolving. In addition to creating and executing effective campaigns, a critical part of the job is demonstrating the link between sales and a specific channel, message, customer action, or technology. Today, marketing attribution — giving credit for the sale to a specific touchpoint — has become a new mandate for success. […]
A conductor would never instruct every musician in the orchestra to play the same songs with the same notes at the exact same time. With little harmony or texture, the music would become a snooze fest, and patrons would leave the venue uninspired. So why do marketers run same-note campaigns across channels? Successful campaigns draw […]