Articles in the Digital Marketing 101 – The Basics Category

Once you get the hang of it, digital marketing can seem like old hat. Before then, it’s important to learn the basics. In our Digital Marketing 101 blog posts, we offer an education into the ins and outs of the digital marketing landscape. Read these blog posts to learn digital marketing basics, such as creating campaigns, writing effective ad copy, and more.

August 25 2014

Confessions Of A New Digital Marketer: 3 Tips For Gaining Clarity into Your Online Efforts

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Danielle Leitch’s article in the MoreVisibility July Newsletter described marketers of today as having to juggle various efforts … and she couldn’t be more right! As a marketing manager just arriving onto the digital advertising scene, I’ve come to realize that what you learn in this position can become quite powerful and even overwhelming at times. When this happens, you’re unsure of where to look for the right answers. I call this the “little brother” syndrome, a feeling of being in way over your head when it comes to all of the platforms and options available to you. Lucky for me, I’m surrounded by many “big brothers” – digital marketing experts with vast experience in this space – who I can always rely on for a quick consult.

For those marketers who don’t have experts to consult with and are interested in implementing specific digital marketing strategies, I encourage you to do the following: First, understand your company’s marketing history. Next, test, test and re-test. And, of course, evaluate all of your successes and attempts.

Let’s take a more in-depth look at how you can gain some clarity around what you can do to enhance your future marketing efforts.Read More

August 23 2013

The Eye-Opening Future of PPC Advertising

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Remember the days when the thought of computers reading your mind seemed so futuristic?  Well, welcome to the future.  We’ve all heard of PPC (Pay-per-click) advertising.  But how about Pay-per-gaze and even…wait for it…Pay-per-emotion?  Ready or not, it’s coming to a device near you.

Google recently patented a Google Glass-based ad system called pay-per-gaze which would charge advertisers any time someone physically looked at their ad.  “But how?” you ask.  The answer is simple, through an eye-tracking device.  When wearing the device, sensors would detect when your pupils pointed in a certain direction and how long they stayed there.

Take it a step further, if said ad made your pupils dilate — perhaps a picture of a juicy burger invoked some sort of interest in you — it would charge the advertiser even more.

Sounds like something from Total Recall, right. I agree.  This technology has not officially been introduced on the market as it’s currently in beta.  But rest assured, once rolled out it’s sure to raise some eyebrows.

November 17 2011

Black Friday and Cyber Monday – How Will You Compete?

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Both online retailers and shoppers wait with great anticipation for these sacred two days to roll around, and for very good reason; Black Friday and Cyber Monday are two of the biggest online shopping days of the year and as a retailer, you do not want to disappoint!  On the flip side, as a shopper, you do not want to be disappointed! The expectations are huge. What kind of promotions have you got up your sleeve? How will you compete with all of the retailers who will be aggressively marketing their websites? The answer is really simple: By advertising offers that are too good to pass up! Below are just a few of the most popular tried and true offers that statistically perform well year after year.

HINT: Be sure to include coupon codes in your ad copy. They work wonders in terms of tracking which ads/offers performed best.

Exclusive Time Sensitive Promos. Sort of like an “early bird gets the worm” deal. For example: 6 am to noon special savings. Most retailers make these the biggest offers of the day. Be sure to specify time zones.

Free Shipping. This one is a biggie, perhaps the biggest and shoppers have come to expect it. If you do not offer it year round you should definitely do so for Black Friday and Cyber Monday. Sales will likely be lost otherwise.

Site Wide Discounts. Also a big one and very common. It gives your shoppers the freedom to purchase whatever they want and receive a nice savings.

Free Gift with Purchase. A great incentive – especially around the holidays. Shoppers are getting another gift they can either keep for themselves (if they are greedy, ha ha) or give to someone else.

Free Gift Wrap. Shoppers love this. Gift wrapping can be tedious and cumbersome and many wait until the night before to get it all done. This way — they get their gift shipped and wrapped. What could be better?

Take advantage of these two huge shopping days and capitalize on the increase in traffic and sales. Happy Holidays!

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