MARKETING INSIGHTS
Thought-Leadership for Digital Marketing Leaders
UNLEASH THE POWER OF E-E-A-T & YMYL
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5 Marketing Trends to Watch for in 2021
2020 is almost over and I think I can speak for all of us and saying we won’t be sad to see it in the rearview mirror. As we head into the new year, here’s some things I’m going to be watching for in marketing.
Internal vs. External Marketing Spend (Video)
Would you be able to go in front of your Board or your CEO or your annual Shareholder meeting and explain, in detail, how those Marketing dollars are getting spent without getting some serious challenges and it getting really uncomfortable?
The Best Destination for PPC Traffic (Video)
Several years ago, I was invited to Mountain View to discuss go-forward strategies, alpha and beta test opportunities and ways that my company could partner more effectively with Google. At the end of the day, they shared some emerging capabilities and tests they had in market at the time.
Lifetime Value vs. ROI: Which Marketing Metric Should You Use?
Marketing measurement performance is notoriously difficult. Were that not the case, the famous adage from John Wanamaker about not knowing which half of his advertising spend was wasted would not be cited in so many marketing texts.
What Should My Team Do After a Major Google Algorithm Update?
Hopefully, your brand has been committed and invested in its SEO program for many years. If so, the notion of a core algorithm update is likely welcome news as you know you’re doing the ‘right things’ that will continue to drive incremental growth from organic search. If you are not in this group, keep reading.
In-Housing Trends Continue
Gartner’s Annual CMO Spend Survey is always an interesting read. It provides a peak into the minds of CMOs and the issues they are dealing with leading large marketing organizations. One thing that clearly continues to be top of mind is the trend of in-housing work that, historically, was managed by agency partners.
Is Google Monetizing Local Search?
One of the most significant trends in search over the last five years has been the emergence of voice search. Whether it’s through the growth in home smart speakers or the increased adoption and use of mobile phones as user’s primary means of accessing the internet, search volume and, increasingly, voice search volume has seen explosive growth.
The Importance of the Marketing Mix
One of the more challenging things I’ve experienced in my career is working with companies that do not understand or appreciate the unique role each channel plays in a comprehensive marketing plan. When I think of how marketing should work, I think of the analogy of baking a cake.
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