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Ginger Gatewood

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A Mobile-Optimized Website Is Even More Essential After Facebook's Update

Posted by Ginger Gatewood on September 29, 2017 at 1:56 PM

Mobile-optimized websites are becoming the standard across the internet, and businesses that have yet to make this transition are about to suffer another major setback. After Google set the bar for mobile optimization — by establishing a mobile website index that prioritizes a mobile-optimized website over a non-optimized competitor — Facebook has announced it is taking a similar approach to content appearing in user news feeds.

Over the next few months, mobile-optimized content will appear more frequently and more prominently in Facebook users' news feeds. This change is part of an effort to maintain a better user experience by connecting users with content that loads quickly on their mobile devices.

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Topics: Mobile Optimization and Advertising

How to Create a Facebook Business Page and Drive Engagement

Posted by Ginger Gatewood on August 18, 2017 at 11:48 AM

Whether you're wondering how to create a Facebook business page or simply want to increase the engagement of an existing page, investing time and effort into this social network is a wise decision. Regardless of age, location or behaviors, one thing is for certain: your audience is on Facebook.

As of March 2017, the social media giant had nearly 2 billion monthly active users, according to Facebook. To put that in perspective, that's more than one-quarter of Earth's population. But with so many people on Facebook — and so many businesses using the network to attract and engage potential customers — how can you make sure you're getting noticed?

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Topics: Social Media Marketing

Women in Marketing: Then and Now

Posted by Ginger Gatewood on June 21, 2017 at 2:17 PM

Today's marketing industry is filled with prominent female leaders, whether they're conference keynote speakers, chief marketing officers or digital marketing managers. It's easy to look around and forget that this equal footing didn't always exist.

Women in marketing had to fight an uphill battle to reach the positions of power they enjoy today. As the marketing world has been transformed by new innovations in recent decades, it has also been infused with strong leadership and expertise from women who are getting the opportunities they deserve. There's more work to be done to create a truly equitable professional environment, but the progress made in recent years is encouraging for the future of the marketing industry.

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Topics: Digital Marketing Strategy

Digital Creative: Where It's Been and Where It's Going

Posted by Ginger Gatewood on May 5, 2017 at 9:45 AM

The world of digital creative began back in the mid-90s when Wired invented the banner ad. According to HubSpot's chronicle of the beginning of digital ads, Wired devised a plan to set aside portions of its website to sell space to advertisers and charged them by the hour — not per click — for the chance to showcase ads on their website. These early days were a time of experimentation, and with such a small amount of the U.S. population online, click-through rates were high and banner ads seemed like the wave of the future.

Fast forward to today, and click-through rates for banner ads are less than one-half of one percent. Marketers care more about impressions, building up brand familiarity and gaining the trust of potential customers than just simple clicks. So, how did we get here?

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Topics: Digital Marketing Strategy, Interactive Design & Creative

Landing Page Design: 4 Improvements You Can Make Right Now

Posted by Ginger Gatewood on December 9, 2015 at 10:29 AM

You only get one chance to make a first impression, as the old adage goes, and while that doesn't specifically apply to landing page design, it's certainly comparable. If you are running campaigns without optimizing your landing page, your chance to make a good first impression is lost. As a result, consumers may be bouncing at a higher rate.

Though there are many ways to optimize your landing page design, here are some quick fixes you can do right now to reduce bounce and encourage conversions.

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Topics: Website Design & Development, Interactive Design & Creative

The Difference Between Good and Great Banner Ads

Posted by Ginger Gatewood on November 6, 2015 at 3:13 PM

Banner ads are one of the oldest forms of advertising online (circa 1994), but time hasn't rendered them ineffective. MediaPost notes that 80 percent of brands in a recent HubSpot survey still use banner ads to showcase themselves to their target audience. This time-tested marketing channel remains a staple of monetized strategies online.

Because of that long track record, the makings of good banner ads are well understood, but truly great banner ads are a more rare find. Even a relative newcomer to online marketing can find a simple road map for building banner ads with a modest degree of success. But ROI, conversion rates and other performance metrics are constantly coming under the microscope and being compared to performance seen in social media, content marketing and other emerging digital campaigns.

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Topics: Premium Display and Banner Ads

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