The world gathers data at an alarming rate – 2.5 quintillion bytes of data every day. We’ve become extremely proficient at collecting data – be it from enterprise systems, documents, social media, or email and collaboration services. Our challenge as marketers is how to use that data well.
As a veteran of several software startups, I’ve been involved in my share of attempts to write mission statements and extol the companies’ differentiators in marketing collateral. I wistfully read articles describing forward-thinking companies in which HR, company positioning, and actual day-to-day management were in concordance with each other. But then I had to go
Price-conscious shoppers are a popular target for marketers, but there’s a lot beyond deals and coupons that influence consumer perception of a business’s pricing. Using these more subtle factors can be a valuable tool for crafting effective marketing copy. Consider this: you are planning a party, but now isn’t the best time to be spending
We’ve long held the belief that bidding on your brand terms in paid search advertising is inadvisable for most advertisers. In order to make your marketing dollars work hardest, we reason, why pay for users who are already aware of your business? Instead, use paid search advertising to attract new prospects who were searching for
Too many people think that good SEO is about structuring your site a certain way and flooding your page with keywords. In actuality, more than 50% of your site’s ability to rank for whatever keywords you’re trying to rank for comes from off-site factors. The biggest piece of that is the quantity and quality of
Wherever you’re marketing, you’re often directing consumers to your website to continue the conversation. Wouldn’t it be nice to be able to see the results of those marketing efforts measured in website traffic? Google Analytics offers a way to label and differentiate traffic from any source—as long as you tag the link. By default, Google
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