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


Summit or Bust: 5 Reasons You Can’t Miss Marketing Nation Summit

attend Marketing Nation Summit

Author: Rick Siegfried

Attending Marketing Nation Summit is almost a rite of passage. There really is only one industry event for anyone that's marketing in this transformational age. So, if you're curious whether the Marketing Nation Summit has something to offer you, here are the top five reasons you need to be in San Francisco on April 23rd-26th.

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Marketing and Artificial Intelligence: Make Your Job Robot-Proof

leveraging artificial intelligence in marketing

Author: Jacob Shama

Artificial intelligence (AI) is one of the newest technologies gaining widespread momentum today. By approaching AI with an open mind, marketers can lead emerging technologies in transforming the way business and society works. Here are four ways that marketing can stay ahead of the curve.

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How to Generate More Leads from Your Webinar Recordings

webinar lead gen

Author: Jon Spenceley

Webinar recordings offer a really great benefit that many marketers overlook: They extend the lifespan of your content for as long as you want to promote it. Webinars take planning, and you promote the heck out of them to build your live audience. Continue to do that with the recording! In this blog, I’ll explain how you can generate leads from your recorded webinars and make the most of every asset.

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Why It’s Time for SMBs to Implement ABM

ABM for SMBs

Author: Mary Kate Francis

In the past, ABM was a fairly tedious, manual, and sales-driven process. However, the introduction of new digital ABM technologies has removed the barrier that kept small and medium-sized businesses (SMBs) from employing the strategy, allowing organizations of all sizes to do ABM at scale. Read this blog to learn how ABM benefits SMBs and how they can get started in their ABM journey.

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3 Simple Presentation Techniques to Engage Your Audience

engaging presentation techniques

Author: Kyra Johanson

I recently had the opportunity to watch Jamie Gutfreund, Global CMO at Wunderman, present. Needless to say, she's incredible.
Afterward, I was lucky to be able to pull her aside and get the scoop. She attributes her mad skills to "Own the Room" training, which taught her how to lower filters and engage audiences of all sizes with simple techniques. I took the course and thought I'd share a few techniques that you can apply today!

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7 Things You Can Learn from Influencers at Marketing Nation Summit

industry influencers at Marketing Nation Summit

Author: Ellen Gomes

Influencers are even more dynamic, interesting, and engaging in person. There is no substitute for asking your question in person and having a discussion. This year at the Marketing Nation Summit, we’re bringing 18+ influencer sessions to life. Read on for 7 things that you can learn from them.

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3 Criteria for Selecting an Enterprise-Ready Marketing Platform [Whitepaper]

IT guide for marketing platforms

Author: Graham Gallivan

With marketing increasingly playing a critical role in company growth, it’s important to find a viable solution that brings order to the overwhelming volumes of data from prospects and customers. Read on for a primer to help you wade through the morass and successfully satisfy your organization’s needs with the right marketing platform.

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5 Email Reactivation Campaigns That Win Subscribers Back

reactivation campaign examples

Author: Mike Madden

As children, we left it up to flower petals to determine if our crush liked us back. Simpler times, am I right? But as marketers, we know that the emotions of our subscribers aren’t so black and white. In every email database, there’s a portion of subscribers who you might refer to as the “love me nots.” In this blog, I'll share five powerful reactivation campaigns to get some more love out of inactive subscribers.

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Live Video in 5 Steps: From Creation to Measurement

live video strategy

Author: Cameron Jahn

Live video has tremendous power to bring people together. And with the popularity of live streaming platforms like Facebook Live, Periscope, Instagram Live, and YouTube Live, it’s becoming increasingly important for brands to use live video in their marketing strategy. In this blog, I’ll walk you through five steps to kick off your live video strategy from beginning to end.

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Straight from the Champions’ Mouths: What to Look Forward to at Summit 2017

Marketo Champions share their thoughts on Marketing Nation Summit

Author: Katie Pope

In just a few months, thousands of people will descend upon San Francisco for the Marketing Nation Summit. While we're certainly excited for another great event, we understand that it can sound like we're beating our own drum. So, don’t just take our word for it! In this blog, our Marketo Champions will share why they've attended past Summits and what they're looking forward to this year.

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Zenith Digital Marketing Conference 2017! 3 FRESH Tracks, World-Class Speakers

Zenith Digital Marketing Conference in Duluth, MinnesotaNow in its sixth year, Zenith Digital Marketing Conference is back Thursday, April 27, in Duluth, Minn., with world-class speakers and fresh tracks for marketers of all levels. What can you look forward to this year? Start the day with Christi Olson, Microsoft’s search evangelist, for the morning keynote. Wrap it up with Michael King, […]

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Google Display Network Targeting: Boost Top-of-Funnel Traffic for Uniform Audiences | Psychographic Hot House

audience-at-concertDriving top-of-funnel traffic for any audience can be tricky, diverse or not. On the bright side, certain verticals allow you to tap into the wide range of targeting options in the Google Display Network (GDN). If done correctly, the GDN can be a great option for driving top-of-funnel traffic, as well as direct response. Understanding […]

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Slay Search Terms Report Analysis to Save Serious Cash

slay-search-terms-report-analysisLet’s face it, analyzing the search terms report can be both hard and time consuming. This report, available in both AdWords and Bing, could be one of the most underutilized, yet most powerful sets of data out there. Many advertisers use this report to generate negative keywords that don’t resonate with their brand, identify search […]

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Make the Shift from Automation to Engagement Marketing

engagement marketing

Author: Patrick Groover

Simply dabbling in multi-channel marketing is no longer an option, and your ability to deliver personalized and connected messaging at scale will determine your success over the next five years. While automation is a core component of engagement at scale, the main difference between traditional automation and true engagement is the ability to centrally deliver content and messaging across multiple channels in a highly coordinated and interactive fashion. Read this blog to learn how to shift from automation to engagement marketing.

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How to Create Evergreen Content with Lasting Engagement

evergreen content that's engaging

Author: Anna Talerico

Evergreen content is important for SEO, but does it really engage your audience? There’s a simple solution for keeping evergreen content engaging while retaining your rank: make sure your content experience evolves, even if the content itself remains evergreen. Adding a quiz, video, infographic, or other interactive element could be the update your content needs to get back in the game.

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3 Ways Marketing Automation Changed My Life

benefits of marketing automation

Author: Mike Madden

Many of us can look back to a single moment in our careers and say, “That’s when it all changed.” For me, my career changed the moment I was introduced to marketing automation. I know, real original. A guy at Marketo is about to drink tons of Purple Kool-Aid and tell us how marketing automation changed his life. However, using a marketing automation solution powered by a marketing platform changed the trajectory of my career. In this blog, I’ll explain why.

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Account-Based Marketing and SEO: 4 Reasons They’re Perfect for Each Other

how to optimize ABM with SEO

Author: Nate Dame

Whether you're just getting started with account-based marketing or you've been doing it for a while and just aren’t seeing traction, you may be looking for new ways to maximize your efforts. One effective way to amplify the results of your ABM approach is to make sure it’s incorporated into your SEO strategy. A strategic approach to SEO as part of an account-based marketing strategy increases personalization, drives engagement, and enables data-based decision-making. For these reasons, SEO and ABM are a perfect pairing.

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How Digital Connectivity Impacts Marketing Teams

improve team collaboration

Author: Nina Brakel-Schutt

In a 21st-century buzzword tournament, “connect” would make the finals. Everyone and everything is connecting. But that doesn’t mean people feel connected or necessarily benefit from it. Why? My colleagues and I at Widen, a digital asset management (DAM) provider, decided to investigate this. In this blog, I’ll share key insights from our 2017 Connectivity Report and how it impacts marketing teams.

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5 Simple Ways to Shape Your Content Through Your Culture

shaping content through employee culture

Author: Josh Ritchie

Content marketing is a long-term process to turn strangers into supporters of your brand. The first step is introducing yourself—showing your audience who you are, how you see the world, and why anyone should care about any of this. Conveniently, these are the very same elements that comprise your company culture. When you approach content from this angle, your stories inherently capture your unique and authentic perspective. Here are 5 ways to turn your culture into incredible content.

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How Marketers Should Think About Customer Marketing in the Engagement Economy

engagement-economy-and-the-customer-lifecycle

Author: Chandar Pattabhiram

Smart brands must understand that in order to compete in the Engagement Economy they must rethink their approach to engaging with their customers. This begins with getting rid of the phrase “retention marketing,” and instead, think of retention as an outcome of smart marketing across the entire customer lifecycle.

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How to Run an Effective Employee Advocacy Program on Social Media

running an employee advocacy program

Author: Lisa Marcyes

You’ve probably heard it before: The best way to build a brand is to start within your own four walls. But how many companies truly take that advice to heart? Employees are a vital component in helping brands expand their reach. In this blog, I'll explain how to build an effective employee advocacy program on social media.

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The Marketo Approach: 3 Ways to Invest in Your Customers Through Education

invest in customer success

Author: Toby Emerson

It’s a given that any company should want its customers to succeed. After all, customer success translates into company success. But it’s one thing to want customer success and another to invest in it. What does an investment in customer success look like? It starts with education. This blog covers three ways to ensure your education program empowers your customers.

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#BankSocial: The Bank & Credit Union Marketing HOT Ticket | John Siracusa Exclusive

computer-on-fireWith testimonials like “the best conference I have ever attended,” it’s no wonder #BankSocial is making a name for itself among bank and credit union marketers. We recently caught up with conference founder John Siracusa for the lowdown on the unique event. But first, a little background. Fusing social media and retail banking, #BankSocial is the […]

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5 Myths About Sales and Marketing Alignment Debunked

sales and marketing alignment myths debunked

Author: Stacey Thornberry

When it comes to sales and marketing, there are plenty of misconceptions due to lack of understanding and collaboration. To strengthen marketing and sales relationships so both teams can more effectively and efficiently work together to drive revenue, we consistently need to squash any negative myths in the universe that exist. Here are five sales and marketing alignment myths that you should stop believing right now.

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How to Protect Your Company’s Reputation on Social Media

protect your social media reputation

Author: Sapir Segal

Every company that engages in social media marketing needs to uphold a strong and credible reputation while looking for ways to continuously improve it. Controversial posts, account hacks, and inadvertent mistakes are all examples of threats that could harm your brand's reputation. Luckily for marketers, many of these troubling factors are avoidable or correctable. Here are three common mistakes that plague social media marketers and the best ways to avoid them.

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The Next Generation of Influencer Marketing

influencer marketing

Author: Ellen Gomes

As influencer marketing becomes more commonplace amongst marketers, its evolution is something that marketers looking to innovate must track, understand, and keep up with. The latest report, Influencer 2.0: The Future of Influencer Marketing, from TopRank Marketing, Traackr, and Altimeter Group reveals the ways that influencer marketing is evolving, possibly into a field called influencer relations. Here are the four top takeaways.

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5 Ways to Find Marketing Inspiration in Your Daily Life

find marketing inspiration

Author: Mike Madden

We’ve all been there before. Some call it writer’s block, others might call it having an ‘off’ day. How can a marketer expect to be creative all the time? Athletes have bad days, so why can’t we? The truth is that we are inundated by thousands of marketing messages every single day and it’s up to us, the marketers, to draw inspiration from our peers. When I’m having a ‘stuff my face with cake instead of write marketing emails’ kind of day, these are my usual sources of marketing inspiration.

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Virtual Reality Is Now a Marketing Reality [Gifographic]

virtual reality in marketing

Author: Elaine Ip

Once an out-of-reach technology, virtual reality is now an out-of-the-box technology—accessible by consumers and brands alike. From Oculus Rift to smartphone-powered headsets, anyone can immerse themselves and others into a virtual world. Marketers, from both B2B and B2C brands, stand to make huge gains with VR campaigns. Check out this gifographic to discover how you can leverage VR in your marketing.

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4 Delicious Recipes to Sweeten up Your Marketing

4 marketing recipes

Author: Lisa Marcyes

Just like in baking, a marketing strategy includes several components that require expert measurement and precise mixing to produce the results you’re looking for. To that end, I thought it would be fun to pull together four Valentine's Day marketing recipes to contribute to your overall marketing success! And for those who delight in a sweet treat at the end of the day, I’ve also included four of my favorite recipes I hope you’ll enjoy.

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4 Value Selling Tools to Move Leads Down the Funnel

increase revenue with value selling tools

Author: David Svigel

It's up to marketing to create and guide the conversation throughout the customer lifecycle. Thankfully, you can prepare for this by leveraging tools that sell value, rather than features, to increase lead quality and sales velocity. In this blog, I'll explain how you can use value selling tools in conjunction with your marketing platform to enhance the buyer’s journey and ultimately grow your revenue.

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