As with any marketing initiative, success flows from setting the right objectives and ensuring you have the resources you need to achieve them.
The Periodic Table of Marketing Attribution displays the key components necessary for a fully functional, data-driven attribution strategy.
In 2012, Google along with Jim Lecinski published a fantastic book that explored how digital customers made decisions in what Google refers to as “The Zero Moment of Truth.” The ZMOT as it’s abbreviated, helps…
Brand equity is a key construct in the management of not only marketing but also business strategy. It demonstrates that a brand is not only a tactical aid to generating short-term sales but also a…
Integrated campaign planning is more in-depth than just co-ordinating different media channels, and we are now seeing brand marketers apply integrated methodologies to their everyday campaigns as a matter of course. In the most part,…
Creativity takes many forms in the way companies communicate today. It can be in the way a business turns a reputational challenge on its head with a promotion so inventive in its simplicity; in a…
Marketing automation is an extremely valuable tool. Why and how can marketing automation can help your BTL and TTL marketing campaigns?
Nine out of 10 startups fail due to poor marketing. The #1 advice: Avoid high-impression/low-conversion marketing strategies.
Content marketing has taken over and by using the the PESO model, you have a framework that helps you get started with content marketing.
Many approach SEO and PPC as separate strategies. And while different, they're being two sides of the same coin: Search.