Innovation is a constant where the internet is concerned, and trends come and go on a near-daily basis.

Take Vine, for example. Twitter's social video platform enjoyed a few years of big success before being shut down in January 2017. Although it helped evolve the state of video content online, with its future uncertain and competition fierce, Vine simply couldn't keep its footing. 

It can be hard to separate marketing technology trends from fads, but there are certain criteria that can help you figure out which new technology is worth your time.

When you try a new recipe and it turns out to be something amazing, let's say a mouth-watering homemade lasagna, you don't make it once and call it a day. It becomes part of your dinner rotation because you know every time it pops up on the menu, a satisfying meal awaits.

Think of your creative marketing assets in the same light. When you create an ad that gets people talking, thinking, engaging, and clicking, it's best to serve it up again to get the most bang for your creative buck.

When marketers are managing ad copy for a large brand with multiple locations, it can be a challenge to keep the messaging consistent.

Companies want tailored, local ads for each region they serve to speak to the differences in audiences (or products) between locations. At the same time, companies also want to preserve brand consistency.

So, can tailored strategies and cohesiveness coexist? And why is brand consistency important to your boss? The answers are yes, and it's complicated. In this post, we'll dive into how brand managers can implement a targeted approach within brand guidelines, while keeping corporate happy.

If you've ever been to a website and then noticed ads for that brand everywhere you go online, you've experienced remarketing. Honestly, who hasn't seen a remarketing ad by now? They are everywhere, and for good reason. Those ads, following you on purpose, are serving an important marketing strategy known as remarketing or sometimes referred to as retargeting.

If it's been awhile since you reviewed your marketing strategy, it's time to kick it up a notch. Whether it's a holiday promotion, product launch or annual strategy, your next marketing campaign needs to sizzle. Move beyond the catchy, yet expected, social posts and standard weekly branded video spots. The basic strategy you've been embracing needs a makeover. Here's how to improve your marketing strategy.

4 Bells and Whistles to Amplify Your Approach

You are the ultimate small business owner. By day, you develop and offer amazing products or services to an appreciative audience. In the evenings, you manage the books, crunch budgets and learn about branding. Kudos to you!

So, how's your marketing strategy performing this year? How many leads have you converted into sales? Is your social presence getting stronger and influencing your ideal customers? If you're feeling a bit deflated, don't. Many small business owners need marketing help. They have more responsibilities to manage than ever imagined, and marketing often gets pushed to the back burner during a busy week. We get it.

Don't Be Afraid To Ask For Help!

You have no hesitation calling your accountant friend when a question pops up during tax season, or asking your buddy from college for software recommendations. If you're feeling confused and lost about your marketing efforts, it's OK to ask for help. And you really should if you're facing any of these milestones.

Given the rapid adoption of social video by organizations of all sizes, it's safe to say video marketing is no longer "a trend," but a powerful strategy that connects brands and audiences like never before. A staggering 97 percent of marketers reported video helped them increase understanding of their product or service, according to HubSpot.

But while you may have focused the majority of your social video efforts on Facebook and YouTube, it may be time to add a third platform to the mix. The brand-new Instagram TV (IGTV) launched in summer 2018 and gives brands the ability to upload full-screen videos 15 seconds to 60 minutes in length — a powerful way to engage with your audience in a place where they're already likely spending a lot of time.

As a higher education marketer, you know engaging prospective students is harder than ever. While you may have more opportunities for advertising to students online, this young audience is bombarded by messages all day long.

Standing out from the noise can be challenging, but higher education institutions that successfully reach and establish a connection with prospective students enjoy higher enrollment rates and greater brand recognition.

Here's how to connect with prospective students from Gen Z. 

Which Types of Ads Perform Best When Advertising to Students Online? 

Here are the top five digital ad formats used by colleges and universities for engaging prospective students, according to eMarketer PRO:

Seasonal automotive marketing that isn't aimed directly at car sales usually isn't a priority. However, by leveraging seasonal trends and educating car owners, you can increase business for your service department. Stay top-of-mind with customers and drive traffic to your service department by reminding them of changing service needs that match the seasons.

For most car dealers, seasonal automotive marketing that isn’t aimed directly at car sales usually isn't a priority. However, tapping in to seasonal trends and needs is a great way to increase business for your service department. You can stay top-of-mind with your customers and encourage them to visit your service department by reminding them of changing service needs that match the seasons. In this 2-part series, we’ll outline the right solutions to share your message and then provide ideas to reach your customers with seasonal automotive maintenance promotions that's helpful to them — and profitable for you.