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


7 Tips for Making Your Website Content Interactive

Whether you’re a news publication, a travel blogger, or a digital advertising platform, being aware of what drives or deters readers on your site is a marketing skill essential to any successful business. While we all can intuitively differentiate websites that speak to us from their not-so-pleasing counterparts, it’s not so easy to pinpoint the […]

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5 Ways Marketing Automation Makes Engagement Easy

As marketers, we are always looking for ways to automate, optimize, and make things simpler for ourselves so we are able to run more programs, produce more content, achieve higher ROI, and the list goes on. What’s more, less than half of consumers say that brands could do a better job engaging them. Customers now expect an engaging, […]

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3 Ways to Incorporate Digital Innovation Into Healthcare Marketing

With an ever-changing and complex landscape, healthcare marketers are facing more challenges than ever before. Growing consumerism and changing demographics in healthcare have led to higher patient expectations and demands. Regulatory uncertainties make it hard to strategize and execute on long-term growth. New entrants from retail and technology are shaking up the traditional ecosystem. Increasing […]

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The 1 Secret to Effective Customer Engagement at Any Scale

Customer engagement is the key to effective digital marketing in the Engagement Economy. The internet is saturated with content marketing, people’s inboxes are full of well-designed emails, and account-based strategies are quickly becoming a B2B standard. Improved customer engagement is the only answer to increasing customer expectations, but it can be a complicated strategy. Customer engagement […]

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How Facebook Local Will Affect Local SEO

If you run a local business, it’s time to reframe your view of Facebook as a purely social play to a social and search channel. Nearly half of people already use social networks to find local businesses. With the introduction of Facebook Local, that number’s about to go way up. Launched in early November in North […]

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3 Reasons Why Marketing Automation Is No Longer Optional for the Banking Industry

Marketing automation is no longer just an industry buzzword. In fact, 91% of marketing automation users agree it is very important to the overall success of their online marketing activities. Historically, the fastest industry adopters of marketing automation include software, internet, telecommunications, and business services. However, dramatic strides in digital advancement have shifted the world of retail banking […]

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3 Ways Automation Can Accelerate Event Growth

Hosting events is like growing a small business. You start with a shoestring staff and limited tools, but as your event gets bigger, so do your needs. More team members come aboard to handle the load, more technology and tools enter the fray, and what was once a straightforward task becomes a never-ending cycle of […]

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Why Marketers on Facebook Messenger Will Rule the Engagement Economy

The more marketing evolves, the more human it becomes. The early days of email marketing were about outreach—talking at people. Now, in the Engagement Economy, marketing is a two-way dialogue and marketers talk with people. But we have one more leap to make: talking like people. Marketers today are still trying to be everything to everyone. They’re […]

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SEO Cheat Sheet: Best Practices for On-Page Optimization

Anything worth doing is worth doing well, and that’s certainly the case when it comes your website’s Search Engine Optimization. It’s safe to say that SEO best practices are a moving target with Google’s dedication to innovation and a constant stream of updates since inception. To hit that target, you need a content marketing plan […]

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Enterprise Marketing Best Practices for 2018

20% of all market leaders will lose their dominant position to a company founded after the year 2000, due to a lack of digital business advantage. There’s a long way to fall for top companies that don’t adapt to this changing climate, but it’s not too late to take action. If your company is in […]

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7 Tech Trends in Email for Marketers

Four decades after its inception, email is still considered a top channel—fiercely competing with social media and organic search when it comes to delivering ROI. In the Email Marketing Industry Census 2017, conducted by Adestra in partnership with eConsultancy, 73% of email marketers considered the performance of email campaigns either ‘excellent’ or ‘good’ while SEO came […]

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Sales Velocity: The Critical Sales Metric Your Team Probably Isn’t Measuring

The more quickly you can convert leads into paying customers, the more successful your business. Time is money, after all. Yet, the sales metric that reveals the most about both time and money—sales velocity—is commonly overlooked. What is Sales Velocity? Sales velocity is a measurement of how fast you’re making money. It looks at how […]

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How Blending Can Boost Your Business

Until 1991, being lost in a multilevel mall parking garage might have struck you as more frustrating than funny. But Seinfeld took that universal and unpleasant experience and made us laugh about it. Everyone has searched unsuccessfully for his or her car; everyone has had to smile while complimenting an ugly baby. Seinfeld simply showed […]

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How to Run A Scaleable Holiday Marketing Program

The holidays can be a stressful time for marketing teams tasked with running the company’s holiday gift programs. The holiday season is a can’t-miss opportunity to recognize and thank customers, partners, and employees with gifts and rewards. But managing holiday gifting programs is not for the faint of heart! There are recipient lists to be […]

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Increase Conversions With a Content Marketing Platform

I remember many late nights at work trying to figure out how to show which individual articles on our website were working. By “working,” I mean generating quality new leads and engaging our already existing leads. My company challenged me to show ROI for our content marketing program. We had the basic metrics down but […]

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The Key to Successful ABM: Marketing and Sales Alignment

Account-based marketing (ABM) is a game-changer, but it’s not uncommon for sales to push back against implementing it as a new strategy. It’s understandable. On the surface, it appears that ABM is asking sales to work with fewer leads, and that kind of change can be a scary proposition. In my previous blog post, I touched on […]

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The Most Wonderful Time of the Year to Engage Customers: Tips for Holiday Marketing

Marketers, are you ready? It’s that time of year again. With the National Retail Federation expecting holiday sales to increase between 3.6 and 4% from last year, consumers will be shopping more and spending more money, meaning marketers and brands must work harder to connect prospective customers before their competition does. But, to attract and […]

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6 Tips For Email Marketing Success This Holiday Season

Black Friday and the holidays are fast approaching. Big box retailers have filled their storefronts with holiday décor, and Santa will soon to have hour-long lines at the mall. You’ve got a choice with your brand: to embrace holiday marketing or to let it pass you by. Of course, you know that your strategy, no matter […]

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Why Marketers Shouldn’t Shy Away From Long-Form Content

There are numerous studies confirming that long-form content works. It performs better in search and attracts organic traffic. But while everyone agrees that long-form content is the most efficient way to gain attention, not everyone can write as well as a professional journalist and keep the readers engaged. There is increasing pressure to write long-form […]

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#Pubcon Day 2: Marketing’s Age Old Challenge – Content that Wins

The second full day of Pubcon 2017 had marketers relying more heavily on caffeine (a couple days in Las Vegas have that effect) and focusing intensely on marketing’s hub – great content. Sessions continued across ten distinct tracks, but arranged with a heavier focus on the portion of marketing consumers consume. SEO, SEM and organic […]

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#Pubcon Day 1: Data and Deep Insight Informs Smart Marketing

Tuesday marked the official first full day of Pubcon 2017 (after a few hundred eager marketers took in a full-day jumpstart via Monday’s Masters Group Training workshops). Day-1 sessions opened ten fully packed tracks across multiple marketing disciplines – organic SEO, in-house marketing, lead gen, PPC, content marketing, social influencer marketing, social media, mobile SEO, […]

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#Pubcon Workshops: It’s All About The Audience, Marketers

The warmup day to the venerable Pubcon event is establishing itself as highly focused mini conference of its own. While Pubcon draws thousands of people, 300-400 marketers from around the world jumpstart their Pubcon experience through the one-day Masters Group Training Sessions. Masters Group sessions are limited attendance learning opportunities that dig deep into hot […]

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Facebook Job Title Debacle: Alternate Targeting & Workaround Hacks

Employment targeting in Facebook is a little…messy…right now. ProPublica set off a firestorm in September after it caught Facebook allowing advertisers to target anti-Semitic audiences, effectively allowing the social network to profit from hate. Confusion followed. Self-reported employment targeting fields were said to be gone, but as we discovered, they really weren’t. Incidentally, the same […]

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Personalization at Scale to Win in the Engagement Economy

For a long time, it was commonplace to hear people say, “The more things change, the more they stay the same.” But that truism has given way to a new one in the B2B world: everything has changed. It has done so profoundly and quickly—and will only continue in that vein. At the Marketing Nation […]

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Real Life Experiences in Cleaning Up Your Marketing Data

One of the best things about taking part in Marketo User Groups (MUGs) is that you get to hear from people that have “seen it, done it, and been there”. I had the opportunity to lead a panel discussion at the San Francisco MUG on the topic, Taking Out the Garbage: Real Life Experiences in […]

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How Marketers Can Make the Most of Dreamforce 2017

Dreamforce is nearly here! In just a few short weeks, some us will have our wishes granted when Alicia Keys takes the stage. Dreamforce is famous for mixing work with a great time—and there are tons of learning opportunities around the Dreamforce scene. So, even if you don’t have a full pass, you can go back […]

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8 Actionable Tips to Optimize Your AdWords Performance Today

The fact that Google receives the most global ad revenue every year tells advertisers that AdWords reigns as the ultimate acquisition channel. It also highlights that competition is stiff in search engine marketing. As marketers, we’re always looking for a way to get ahead of the competition. To boost quality score, reduce cost-per-click (CPC) and, […]

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6 Email Marketing Tips for the B2B Marketer

Content and social media marketing are excellent means of nurturing leads through the sales funnel, but they have their limitations. Getting site content in front of leads requires high search rankings for relevant keywords, and social media posts have a short lifespan and heavy competition. There is no guarantee that leads will discover content published […]

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7 Marketing Truths You Can Ignore

You’ve heard all of the adages when it comes to approaching a challenge: there’s more than one way to skin a cat, different strokes for different folks, or you could put those aside and look at it like bowling. You can get a strike by putting some “English” or “backspin” on the ball and arcing […]

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How to Achieve the Engagement Your Customers Are Looking For

Being in a constant state of flux has been a reality for marketers for decades. Entering the digital age has merely quickened the pace. Fictional 1960s advertising executive Don Draper from the AMC series Mad Men, said, “People want to be told what to do so badly that they’ll listen to anyone.” Well, maybe not […]

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