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Joseph Naylor

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How Purchase Intent Benefits From Integrated Media

Posted by Joseph Naylor on June 14, 2017 at 10:15 AM

While some marketers are very focused on conversion rates as the ultimate measure of success for a given campaign, there's something else worth keeping an eye on: purchase intent. This predictive statistic helps give marketers a sense of how effective their marketing message is and can help them identify not just if a message is being received, but how it's being received as well. For instance, high reach might show that consumers are seeing your ads, but if purchase probability is low, consumers are simply scrolling past your campaign. However, if you find yourself in a situation where purchase intent is high while other statistics remain low, you can use the power of integrated media to help close the gap between your metrics. Here's how:

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Topics: Integrated Marketing

Use Native Advertising to Convert Readers Into Customers

Posted by Joseph Naylor on June 13, 2016 at 11:21 AM

The most popular kid on the block these days is native advertising. And for good reason. These days, due to oversaturation, a lot of ads get the cold shoulder. So how can you reach today's savvy consumer? The answer is native advertising.

In a nutshell, native ads are designed to emulate the editorial content on a trusted media site. This allows you to capitalize on your host's reputation, offer more helpful and engaging content, and build trust with potential customers. Adding native into your mix can be very rewarding, but it requires a new kind of strategy.

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Topics: Native Advertising

Why Google My Business Matters to Your SEO Strategy

Posted by Joseph Naylor on May 9, 2016 at 11:38 AM

Google's launch of the Google My Business (GMB) API last year reiterated how important local search is to its algorithms, and it gave businesses a new way to organize and present their brands and locations on Google search and Google Maps. Take a look at what it can do for your SEO strategy.

Greater Importance on Local SEO

These days, a directory listing is much more than an address and phone number — it helps you to increase your overall visibility. You can provide maps, directions, opening hours, business descriptions, website and social links, ratings and reviews that allow consumers to engage with your business. According to Mashable, Google is used for more than 100 billion searches each month, and more than half of those searches are performed on mobile devices. GMB's API's emphasis on local directory listings can help get your GMB listing rank even higher in mobile search than your own website's listing. For local businesses, appearing on a Google map is key, especially on mobile, as it gives the user immediate access to all the information they need — and it's all easily loaded into Google Maps or a GPS app. Adding this to your overall SEO strategy will go a long way toward building awareness and increasing your visibility.

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Topics: Search Engine Optimization (SEO), Local Listings Management

Digital Political Marketing in 2016

Posted by Joseph Naylor on March 21, 2016 at 10:49 AM

Though it feels like the 2016 election began back in 2012, the "official" election season is finally upon us, which means voters are being inundated with ads across the Web and television, and even on billboards during their morning commute. Whether you're buying media for political campaigns or a marketer who'll be affected by the onslaught of ads in the digital political marketing landscape, here's how you can cut through all the noise and make an impact this political season.

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Topics: Integrated Marketing

2016 Digital Marketing Trends: 5 Predictions for the New Year

Posted by Joseph Naylor on February 17, 2016 at 9:51 AM

Digital marketing trends can be difficult to forecast day to day, let alone for an entire year. New platforms and companies are driven by the changing preferences of the continuing influx of new users. The risk of jumping onto what may be just a passing fad, however, is offset by the knowledge that failing to adapt your marketing tactics is never the strategy for customer retention. These five digital marketing trends will continue to dominate in 2016 and will be an important part of any marketing portfolio.

1. Content Marketing

Back in the day, brands merely posted a few coupons and engaged with any random audience, and then their content would practically share itself. Consumers today are savvier and more discerning than ever. Creating content with a focus on SEO (rather than actual human readers) can cause content fatigue, which makes it tough to attract, let alone convert, potential customers. Particularly when you consider the trends to follow, brands that will break through will be the ones that continue to find relevant ways to talk to their customers. KFC has done this with clever, viral videos, but it also works for smaller brands, like Intelligentsia Coffee.

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Topics: Video Advertising, Website Design & Development, Native Advertising, Content Marketing, Integrated Marketing

How to Make Small Business Saturday a Success

Posted by Joseph Naylor on October 29, 2015 at 11:25 AM

Small businesses often lament the fact that they're at a disadvantage against bigger brands, which not only have larger marketing budgets, but can afford to offer much lower prices. But local businesses still have their own attractions, including a focus on quality and a commitment to their communities.

Small Business Saturday has emerged as a smart means of raising awareness about the value of shopping local, as noted by Marketing Land. The event, which comes on the heels of Black Friday, encourages consumers to spend their money wisely with businesses that reinvest that money in their local communities. This national retail day depends on the entire small business industry to promote it for their mutual benefit. Local businesses need the support of their communities, and an annual day dedicated to this relationship can give businesses a big boost. Here are some effective digital strategies for raising awareness of the event and driving traffic to your stores on Small Business Saturday.

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Topics: Digital Marketing Strategy, Mobile Optimization and Advertising, Social Media Marketing, Content Marketing

The ABCs of Back-to-School Digital Marketing

Posted by Joseph Naylor on July 22, 2015 at 10:32 AM

It's that time again - time to gear up for back-to-school advertising! In a 2014 survey conducted by Accenture, 67 percent of respondents said that they planned to spend somewhere between $100 and $500 on back-to-school shopping, while 41 percent said they planned to spend at least $500. If you want your retail company to reap the potential rewards of this shopping season, you need to reengage with your existing customers and move new customers through the purchase journey quickly. Just remember the ABCs of back-to-school digital marketing: advertise, bargain and convert.

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Topics: Digital Marketing Strategy

Get Noticed With Digital Display and Radio

Posted by Joseph Naylor on July 1, 2015 at 10:51 AM

Are you trying to attract attention to your business? Though you might not immediately think that radio can augment a digital display-focused campaign, nothing could be further from the truth. You can bring your display and video marketing campaigns to the next level by using radio ads to create urgency and demand attention from consumers.

The "Window Shopping" Problem

Imagine that you own a car dealership. You promote your dealership through various active digital advertising campaigns that showcases new and used vehicles for sale. Your Web statistics look quite healthy, but your sales are not backing up your marketing efforts. How is this possible?

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Topics: Premium Display and Banner Ads, Digital Marketing Strategy, Integrated Marketing

Is Your Business Getting Noticed? Integrated Marketing Can Help

Posted by Joseph Naylor on June 19, 2015 at 9:22 AM

Millennials only care about their smartphones, boomers prefer to shop in store, and seniors are helplessly behind the technological times, right? You probably understand that things aren't really as black and white as that. The world is changing, and people — all people — are changing along with it, just in different ways. There are just as many ways for you to reach your customers, which is why an integrated marketing strategy is critical for your business.

Do Your Homework

Every business wants to reach as many potential customers as possible, but marketers can maximize efficiency by identifying just one or two demographics to focus on. Once you identify this sector, it is vital that you learn all you can about it. Although it might be tempting to generalize certain audiences (millennials only look at ads online, only those over 40 consume traditional media, etc.), it's important to perform some deeper research about the people you are trying to influence, as data can often subvert your expectations.

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Topics: Digital Marketing Strategy, Integrated Marketing

Don't Put All Your Marketing Eggs in One Basket

Posted by Joseph Naylor on June 3, 2015 at 10:08 AM

It can be an exhilarating experience to get that first real breakthrough on a marketing campaign. Whether a piece of content goes viral or a social networking channel passes a certain milestone, it feels great when you can demonstrate a proven success and count it as a reliable stream of revenue. However, just because you've found one marketing strategy that works, you shouldn't put all of your eggs in one basket.

Integrated marketing campaigns can help you grow your brand's presence even further. Though it can be tempting to devote all of your energy to a singular effort that has brought your business demonstrated success, investing your time to create an integrated plan will ultimately set the stage for long-term growth. Here are three key characteristics of any strong integrated marketing campaign.

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Topics: Digital Marketing Strategy, Integrated Marketing

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