Digital Marketing Online advertising

Online advertising, also called online marketing or Internet advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser..

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Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.

– Steuart Henderson Britt, US author


6 Marketing Lessons From an Economist

Last year, I took a class in microeconomics, which makes me sound way more technical and impressive than I actually am. However, in the middle of production functions and indifference curves and trying to figure out what on earth a derivative is, I found myself scribbling down some notable quotables that applied directly to my […]

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The 3 Topics Marketers Care Most About In 2018

There has never been a more exciting time to be a marketer. With notable industry-wide changes, big questions loom in the minds of marketers everywhere. You’ve got social selling, the resurgence of email marketing, new regulations, and countless others. We looked to you, our readers, with a recent content subscriber survey to find out what […]

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4 Reasons Your Story Is Your Most Valuable Marketing Asset

By now, you must have seen the viral Marketing Technology Landscape Supergraphic, right? Nicknamed the Martech 5000, the image shows that the MarTech landscape reached a total of 5,381 solutions at the start of 2017. And as you know if you’ve seen the image, saying the landscape is complicated is a vast understatement. From CRMs […]

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4 Simple Steps to Great Community Management

Many social media pros believe that having lots of followers is key. Most of the metrics they use to measure success directly link back to the size of their following, but size is not everything. Having a smaller but engaged community can actually prove more valuable. Someone may have followed your brand, but it doesn’t […]

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What I Learned Rebuilding My Company’s Lead Qualification System

Are you chasing the golden goose, or are you on a wild goose chase? When you’re first starting out and trying to scale your company, it’s hard to know for sure. When we were still a small, scrappy team, we took a piecemeal approach to developing our sales process and didn’t involve anyone who actually […]

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The Marketer’s Glossary of GDPR Terminology

When the General Data Protection Regulation (GDPR) becomes official May 25, 2018, it’ll usher in a new era of data security and transparency. The measure is designed to give people control over their data while simplifying the legal environment for businesses around the world. If that overly simplistic definition isn’t enough, we have you covered. […]

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3 Keys to Maintaining Your Business as Marketing Budgets Shrink

It would seem that marketing budgets are the first to go on the chopping block when performance isn’t what’s expected in Q1. After marketing budgets saw a modest increase in 2017, Unilever announced for 2018 that it was cutting its ads by 30% and that it was slashing the number of agencies it works with by half. P&G made […]

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3 Questions to Ask Before Launching a New Campaign

With savvy marketers with their finger on the pulse of popular social trends, it’s no surprise companies are trying to find ways to ride the wave of rising social and political activism to move the hearts and minds of their potential buyers. Unfortunately, those efforts don’t always work out as planned—just ask Pepsi or Dodge Ram. Without great care and input […]

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How to Find Your Brand’s Social Media Voice & Tone

More than ever, consumers seek authentic brands with a clear mission, voice, and tone. Strategically developing these features is vital to reaching and connecting with your audience. Every brand has a unique story and way of communicating that can be honed and practiced over time. Here are a few steps to help your brand find an […]

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#Zenith2018 Keynote Q&A: Duane Forrester on Data, Insight & Conversion

With search and digital marketing chops that span two decades, Duane Forrester has built a career at the forefront of our industry. In his current role as VP of Industry Insights for Yext, he and the Yext team help companies gain better control of their brand across digital services, such as Apple Maps, Bing, Facebook, […]

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Facebook Split Testing: More Options, Fewer Problems

Facebook split testing has traditionally been pretty difficult to execute…and often not worth the investment (in time or money) to structure a campaign for scientific results. Now the game is changing. Facebook’s latest split testing update makes it much easier for advertisers to step up their marketing games in a big way. A View of […]

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5 Cartoons for the Fearless Marketer (+ Caption Contest!)

Tom Fishburne, known fondly as The Marketoonist, has spent 15 years chronicling the challenges, absurdity, and laughable moments in marketing through hundreds of cartoons. He’s used this creative outlet to expose the nonsense of jargon, reveal uncomfortable truths, and act as a voice of reason in the marketing industry. Marketo is delighted to bring Tom […]

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Target SPECIFIC (/KNOWN) Individuals – Twitter’s (Unbelievable) Targeting Secret

There’s been quite a flap over Facebook data privacy lately. The political establishment’s fixation on Facebook is ironic to hardened marketers.  Whilst Mark Zuckerberg testified before Congress last week, paparazzi snagged pictures of his printed session cheat sheet. Those prep notes suggested Facebook’s CEO was ready to throw other digital channels under the bus. Yep, […]

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Will the Real Key Email Metrics Please Stand Up?

You received some solid data from your recent email marketing campaign, but are these the real indicators of success or are they just imitating? There are some key marketing metrics out there that, if interpreted incorrectly, could give a false account of positive return on your campaigns. That’s why it’s important to know what to […]

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The Alexa of Marketing: Helping Win Customers and the Boardroom

Marketing has always struggled to show its value. Perhaps this explains why there are still a small number of CMOs in the boardroom. Only 21% had a marketing background among FTSE 100 CEOs. The annual Robert Half FTSE 100 CEO Tracker showed that majority of CEOs (43%) have a background in finance. That big discrepancy suggests a […]

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5 Ways AI Can Help Sales and Marketing Alignment

Artificial intelligence (AI) is all around us. It’s how Google answers our searches, Amazon recommends products, and Pandora plays another song. For marketers, AI enables scalable growth, drives revenue, and personalizes customer experiences. Savvy marketers are discovering that AI is an exceptionally powerful strategy. It empowers them to excel in their roles by engaging with […]

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Diversity Is Not a Band-Aid: A Company Culture Overhaul

Last week, we hosted an incredible panel on women in technology. It was well received and sparked some phenomenal questions and conversations surrounding diversity and in the workplace. (You can watch it here if you’re interested!) After the panel wrapped, I returned to my desk and talked with a coworker about the most significant takeaways […]

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How to Write a Marketing Budget Your CFO Will Enthusiastically Support

Does it feel like presenting your marketing budget to the CFO is like pulling teeth? Do they ask countless questions and fail to understand, rationalize, or translate your work into business value? Here are seven specific best practices to get there. 1. Ask for Organizational Goals up Front I can’t tell you how many times […]

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B2B Tech Marketers Make the Shift From Funnels to Lifecycles

For SaaS and subscription companies, winning a customer is only the first step of the journey to customer lifetime value (LTV). This is why it’s imperative for B2B tech marketers to shift their focus from buying journey funnels to full-on customer lifecycle management. However, customer acquisition is where most marketing strategies stop. The traditional funnel […]

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Google Knowledge Graph: the What, Why, and How

As the years roll by, it’s getting more and more difficult to cut through the noise and make it to the top of Google’s search results page. It all started with AdWords ads, occupying the sweetest spot of the search results page. These days, it’s not only ads taking the best real estate. Google now aims […]

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Metrics That Matter For Web Personalization

You know you should be personalizing your website, but where should you start? What should you test? Who should you target? These are all questions that marketers face as soon as they have access to a web personalization tool. They move from can’t to can, and then suddenly find themselves having to think of questions […]

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3 Things to Know About Customer Success Marketing

We are all familiar with the customer journey. We know it’s essential to help our customers to be successful. But what about customer success marketing? How much do you know about it, and how does it affect us as marketers? In this blog, I’ll cover what customer success marketing is and how it fits into your […]

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Alexa: How Can I Create a Voice Experience People Will Use?

In 1962, at the Seattle World’s Fair, IBM demoed the ‘Shoebox’—a machine that could understand 16 spoken words in English (10 of them were actually just digits, from ‘0’ through to ‘9’, but at the time, this was genuinely groundbreaking stuff). Four years later, an early episode of Star Trek aired, featuring a conman trafficking […]

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EXPOSED: Fake Facebook Pages Used to Cloak Ad Origins

Recently spotted in the Facebook News Feed was this sponsored link ad from Facebook Page Coupons & Cabernet. Leading to this URL, which I’ll leave here in all its kangaroo-tagged glory: An obvious lead-gen blog post written by a mysterious, yet oh-so-relatable “I” on wikibuy.com/blog. Checking out wikibuy’s blog, it’s full of types of “blogs” you […]

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#Zenith2018 Keynote Q&A: Adam Singer – Digital Insight Unleashed

Adam Singer embodies the drive, focus and data-driven mindset inherent among today’s digital marketing pros. As Analytics Advocate at Google, Adam lives at the epicenter of search analytics. He sees trends and shapes how analytics can benefit marketers and brands around the world. Adam’s stated personal mission is to “be a catalyst for all industries […]

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RIP Facebook Custom Audience Insights (for now), Northeastern’s Bug Bounty Bullseye, & Workarounds

Facebook has removed the ability to analyze Custom Audiences everywhere it was previously possible (API, Audience Insights, Campaign Reach, etc.). This development is troubling on a few levels. This post explains the cause, ramifications and offers workarounds, so we can still gather FB data about audiences. The solution is not elegant as straight-up study of […]

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One Design Does Not Fit All

Regions vary regarding their perception of design. While a particular design may resonate in one place, the same design may fall flat in another. There are a variety of reasons for regional differences in response to design. In this blog, I’ll explain why one design does not fit all and how to adapt to regional […]

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Be an Inclusion Rider: Elevate Women In Tech

I will never stop doing my part to make the tech industry more welcoming for women, especially in technical roles. With all of the intense discussion surrounding the subject of equality in the workplace, this is a great time to look at five easy steps you can take right now to make a change for women […]

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Why You Need a Sales & Marketing Process Flow to Achieve Alignment

In the year that I’ve been with Marketo, I’ve gained some interesting insights into enterprise organizations’ challenges around sales and marketing alignment. My background is fairly unique for an enterprise account executive. Before joining this team, I established and grew marketing divisions for two separate organizations. I’ve also implemented multiple marketing automation systems, the last […]

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How to Create an Equal Work Environment

It’s 2018. And as my CEO has said, this is the year to stand for something. As a woman who knows more about SEO, whiskey, and coding than housekeeping, I stand fearlessly alongside those who are focused on making the world a more equal and less gender-defined place. I take March as a time to […]

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