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..
Storytelling is one of the most effective ways to build a connection with your audience. But how can marketers build narratives that resonate with customers on an emotional level? Here's what brand storytelling involves, why using empathy to drive narratives is important, and how to do it. Read the full article at MarketingProfs
Marketers are accustomed to a changing environment--from algorithm updates to new acquisition channels and technology. Even so, the widespread cancellation of live events made even experienced professionals take a deep breath and rethink their strategies. But it can be done. Read the full article at MarketingProfs
Sales enablement--providing sales teams with the knowledge, skills, content, and tools they need to meet the needs of buyers--is fast becoming a core function of marketing departments. And no wonder: the benefits extend even beyond greater win rates. See how to maximize sales enablement ROI. Read the full article at MarketingProfs