Be In The Know Blog

Rise of the Advertisement Blocker: What Marketers Need to Consider

Posted by Zuri Stanback on December 15, 2017 at 2:31 PM

Advertisement blocker technology has been popular among customers for years, and its presence continues to grow. According to a report from PageFair, the global use of ad blockers increased by 30 percent during the past year.

Customers may be happy with the software, but marketers and publishers are in the opposite camp. Some publishers depend on advertising as a key source of revenue, while others count it as their primary means of paying the bills. Meanwhile, marketers often use display advertising to engage a targeted audience.

However, with ad blockers becoming so common, it's almost impossible to build a marketing strategy without taking this hurdle into account. Here are some tips for adjusting your digital strategy to better consider the implications of ad blockers — and how you might be able to overcome the technology.

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Topics: Digital Marketing Strategy

How to Reach The Unreachables Through Advertising

Posted by Solomon Cormier on December 7, 2017 at 1:58 PM

Since the dawn of television, brands have used the platform to successfully deliver their messages directly to viewers' homes. From small, local businesses to global organizations, television advertising has been a staple of the traditional media mix for brands for generations. But over the past decade, TV consumption has changed dramatically — especially among one particular group.

The Challenge of the Unreachables

Coined by Heart & Science CEO Scott Hagedorn as "the unreachables" in a Wall Street Journal article, a significant portion of millennials and Gen Xers are shying away from traditional means of consuming television. Instead, these adults watch TV programs through apps on mobile devices and through streaming services like Netflix and Hulu.

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Topics: Digital Marketing Strategy, Integrated Marketing

Addressing Your 2018 Marketing Plan

Posted by Carlye Creel on December 4, 2017 at 11:48 AM

Before breaking out party hats and kazoos to usher in the new year, your marketing strategy deserves a final evaluation. After all, how can you draft your 2018 marketing plan without knowing what worked (and what didn't) in 2017?

This process, often referred to as a "post-mortem review," is an in-depth evaluation at the completion of a project. The University of California noted that the reflection allows everyone on the team to provide feedback in a structured way.

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Topics: Digital Marketing Strategy

6 Social Media Marketing Mistakes That Kill Engagement

Posted by Apryl Pilolli on December 1, 2017 at 1:53 PM

It's been less than 15 years since Facebook and Twitter were founded, but 69% of the public uses some type of social media according to the Pew Research Center.

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Topics: Social Media Marketing

How Programmatic Advertising Creates Value & Efficiency for Marketers

Posted by Zuri Stanback on November 29, 2017 at 10:34 AM

Programmatic advertising may have encountered a bumpy road on its path to mainstream adoption, but research shows that its time in the sun has finally arrived. According to eMarketer, 84 percent of all display advertising will be conducted through programmatic channels by the end of the year.

Overall, spending on this automated solution is expected to approach $33 billion by the end of 2017. This growth follows years of uncertainty and growing pains, as programmatic ad buying searched for a balance that best serves ad buyers and sellers. Many marketers feel that the programmatic market is now worth the effort. Here's a look at some of the benefits and recent improvements.

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Topics: Reach Extension and Targeting

Building a Brand on a Budget: 3 Tips to Keep in Mind

Posted by Codee Fuquay on November 27, 2017 at 1:46 PM

Most small and medium-sized businesses are familiar with the value of building a brand. Getting to know customers and making connections with the surrounding community can go a long way toward ensuring long-term success — no matter the industry.

While some business owners may have success pouring tons of capital into a multi-faceted brand building campaign, such an expenditure is not always possible, especially if you've recently opened a new business. If you're building a brand on a budget, here are three quick tips to help you get started.

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Topics: Digital Marketing Strategy

2018 Marketing Trends: What to Look For

Posted by Jenny Sutton on November 22, 2017 at 10:37 AM

There are still a couple weeks left in 2017, but marketers are already looking toward next year and the new marketing trends they should factor into their budgets. While it's impossible to know specifically what challenges the new year will bring, a few 2018 marketing trends are already forming.

Invest in Video Ads, Especially on Facebook

Streaming video on social media was one of the biggest growth drivers in 2017, so it comes as no great surprise that the trend will continue into next year. Recode reported that video ad spending is expected to grow 49 percent (to roughly $18 billion) in 2018.

As streaming on laptops and other large-display devices further declines, mobile streaming will continue to dominate other devices. Although mobile video has spread across the web, the most views in 2018 will still come from social media — specifically Facebook — making spending on this platform essential in the new year for even the most budget-conscious marketers.

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Topics: Digital Marketing Strategy

Why OTT Advertising Should Be Implemented and Supported by Complementary Strategies

Posted by Solomon Cormier on November 20, 2017 at 11:28 AM

It's no secret that film and television content is migrating to the internet at a rapid pace. When's the last time you logged on to Netflix, Amazon Video, YouTube, Sling TV, CBS All Access or Hulu? Yesterday? An hour ago?

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Topics: Digital Marketing Strategy, Video Advertising

Home Services Marketing: Top Three Lead Generating Strategies

Posted by Jesse McCambridge on November 17, 2017 at 2:19 PM

Local businesses face unique challenges (and opportunities) when it comes to generating leads and growing their base within their targeted service area. Home services marketing strategies typically have the luxury of using digital marketing channels while also finding continued success in certain forms of traditional marketing.

If you're a home services business owner who's eager to expand your lead-gen channels, there are three strategies that can help you broaden your business base and maximize your leads, and customer conversions.

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Topics: Integrated Marketing, Home Services

How to Drive PPC Campaign Optimization With Better Ad Copy

Posted by Pete Stafford on November 15, 2017 at 10:28 AM

Marketers know the importance of choosing the right keywords, selecting relevant audience filters and building a landing page that turns referrals into conversions. But if you're serious about PPC campaign optimization, then you also have to spend time hammering away at your campaign's ad copy.

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Topics: Paid Search Engine Marketing

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