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Codee Fuquay

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How to Calculate Your Automotive Advertising Budget

Posted by Codee Fuquay on May 31, 2018 at 3:20 PM

If statistics are any indication, your automotive advertising budget probably isn't getting any lower. According to Statista, ad spend by auto dealers rose from $566 million in 2010 to $2.4 billion in 2017.

That's a sizable increase, with the steepest hike occurring between 2015 and 2016. One likely reason car dealers are spending more on ads is that they've seen firsthand that paid tactics can increase sales, and they've also probably observed changing customer behaviors.

Getting Started

Over the last decade, more people have begun to research and shop for big purchases online — even cars. Keeping up with the trend means upping the ante on your ads, but how do you set an automotive advertising budget that doesn't cut into your profit margin?

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Topics: Automotive

Transparency in Advertising: Which Metrics Should You Measure?

Posted by Codee Fuquay on May 3, 2018 at 10:18 AM

Amid a backlash of fake news claims online, the advertising and marketing industries are keeping a mindful eye on audience response. To maintain credibility and bolster relationships, integrity and honesty have become elevated priorities for publishers of all types. That's why transparency in advertising is the latest guiding principle for marketing pros everywhere.

In 2016, the Association of National Advertisers (ANA) named "transparency" the Marketing Word of the Year and even created a Production Transparency Task Force to police nontransparent advertising agency practices and develop ways to improve. Nearly a year and a half later, it remains as important as ever.

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Topics: Digital Marketing Strategy

What is Contextual Targeting?

Posted by Codee Fuquay on April 19, 2018 at 2:35 PM

When you attend a wedding, you make sure your outfit matches — dress with shoes, tie with jacket and the entire ensemble with the formal setting of the event. The same principle should be applied to your advertising efforts. Contextual targeting ensures the content in your ad matches the content on the page where the ad is displayed.

A Growing Trend in Digital Marketing

As publishers get smarter about ad placement, the conversation is moving beyond weighing the benefits of banners and side margins. Instead, publishers are working with marketers and advertisers to ensure that the web page where an ad resides shares common themes with the ad shown there. That's contextual targeting.

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Topics: Digital Marketing Strategy

Marketing to Nontraditional Students: What You Need to Know

Posted by Codee Fuquay on January 19, 2018 at 3:05 PM

When you hear the term "college student," what comes to mind? If you're imagining someone in their late teens or early 20s who lives on campus, depends financially on their parents and attends classes full time, you're only partially correct. Over the past decade, the number of nontraditional students has grown exponentially and continues to change the face of universities across the country.

But what exactly classifies a student as nontraditional? The National Center for Education Statistics (NCES) categorizes a nontraditional student as someone who has at least one of the following characteristics:

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Topics: Digital Marketing Strategy, Higher Education

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

Is Your Value Proposition Working For You?

Posted by Codee Fuquay on September 13, 2017 at 1:54 PM

From a Marketing 101 class to the boardroom of a multi-billion dollar organization, business-minded individuals at every level know a value proposition can make or break a company's digital success.

If that sounds dramatic, remember that this simple message is your single best bet for convincing your audience to take the next step. Done well, a value proposition can help retain loyal customers; done poorly, it can stifle growth.

Many companies fail to display any values at all online. Peep Laja, founder of CXL, noted that a poor (or missing) value statement is one of the most common shortcomings of business websites.

If you have yet to share yours, you're not alone. This article will explore how to create and test your value proposition.

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Topics: Digital Marketing Strategy

How Your Travel Marketing Strategies Can Touch the Entire Customer Journey

Posted by Codee Fuquay on June 19, 2017 at 11:03 AM

Traveler purchases are big decisions involving an unknown number of questions. Where to go, what to do. Where to eat, where to stay and where to play.

Travel marketers have their work cut out for them. When it comes to travel marketing, the journey can be long, winding and unpredictable. It's a highly competitive space, with travel brands jockeying for position to land the business of customers faced with no shortage of attractive options.

Travel brands can't just set up shop and wait for the customer bookings to roll in. They have to hustle to get noticed, and this means building a marketing strategy that targets the entire customer journey. Where the travel industry is concerned, this customer journey has some unique wrinkles to be accounted for. Here are some tips for brands to get prime positioning at every point in the customer journey.

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Topics: Digital Marketing Strategy

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