Be In The Know Blog

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

Rebranding Part 3: Keys to Successful Brand Implementation

Posted by Carlye Creel on April 17, 2018 at 9:51 AM

Rebranding presents the opportunity to introduce an improved image to prospective customers, and to re-energize loyal customers whose interest may need a jumpstart. But to keep in good graces with your base, you'll need to be careful about the changes you implement.

Brand implementation must be conducted in a very thoughtful way during the rebranding process, particularly if you already have a large customer base that's gotten used to your website or platform interface.

Below, we'll share some tips on brand implementation, following up on our previous installment of our rebranding series about identifying the parts of your brand that need a revamp.

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Topics: Digital Marketing Strategy

Your Facebook Data Breach Questions Answered

Posted by Apryl Pilolli on April 13, 2018 at 1:44 PM

After two days and hundreds of questions, Facebook's chief executive officer Mark Zuckerberg survived 10 hours of questioning by Congress.

Facebook's data practices were the official topic of the hearing, prompted by its issues with Cambridge Analytica, a political consultancy that improperly accessed 87 million Facebook users' names, "likes" and other personal information.

Even after all the testimony, however, many Facebook users and businesses still have questions about what the data scandal means, from what to do if an account is affected to what data Facebook has collected about them. Here are answers to some of the Facebook data breach questions below:

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Topics: Social Media Marketing

Rebranding Part 2: Pinpointing Where You Should Revamp

Posted by Ashley Rios on April 12, 2018 at 2:14 PM

Rebranding a business is no small endeavor, but if you've seen the signs that it's time to rethink your design, messaging or strategy (or maybe all three), then don't put it off any longer.

In this post, the second of our rebranding series, we'll cover how to identify what parts of your brand need an overhaul based on some of the troubling metrics we covered in the first article in the series — including high bounce rates, declining engagement and a decreasing customer lifetime value.

Below, we'll discuss how these metrics correlate with different aspects of your brand and give you some ideas on what you may need to revamp:

Website Design and User Experience

A high bounce rate and poor web traffic metrics generally indicate that your website needs some work. Your site design could be to blame, and an outside opinion is the best way to determine if that's why people are turning away. Agencies can give you an expert perspective, while customer surveys can give you a firsthand impression of what your most important visitors think.

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Topics: Digital Marketing Strategy

Rebranding Part 1: Metrics That Prove It's Time to Rebrand

Posted by Allison Sturtevant on April 10, 2018 at 11:45 AM

Signs that it's time for a rebranding strategy may not always be obvious, and many companies fail to recognize them until it's too late.

To ensure your brand remains fresh and relevant, it's always helpful to stay in touch with your clients or customers — whether via email, social media or even phone calls. But while B2C interaction is great, it isn't always reliable. It can be difficult to tell if an issue is a widespread problem or the grievance of an outspoken individual.

Numbers, on the other hand, don't lie. In the first installment of our rebranding series, we'll walk through some of the business metrics that may indicate it's time for a brand audit.

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Topics: Digital Marketing Strategy

Automotive Advertising Fails: Lessons Dealerships Can Learn from Big Brand Flubs

Posted by Carlye Creel on April 5, 2018 at 1:18 PM

If it seems like every other commercial you see is advertising a car, it's not just your imagination. The automotive industry is the No. 1 category in advertising spend, with automakers comprising nearly one-fifth of AdAge's list of the world's largest advertisers.

But while they may be prolific, it doesn't mean they always get it right.

As a car dealership, there's plenty you can learn from automotive advertising fails. While automakers can spend several million dollars on PR efforts to bail themselves out after a massive marketing blunder, the same mistake could permanently destroy the reputation of a smaller business.

Here are two important lessons local dealerships can learn from major automotive fails:

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Topics: Automotive

How Ad Viewability Standards Will Affect Your Video Marketing

Posted by Zuri Stanback on April 3, 2018 at 9:57 AM

As an advertiser paying for impressions, it's important to know that the people you're serving ads to are actually seeing them. After all, if your video ad plays while a user is actively browsing within a different tab, is it really fair for the publisher to charge you for the impression?

Ad viewability is one of the industry's most hotly debated issues, and as of now, there is no single standard of measurement.

But what does viewability mean for video marketing, and what exactly are marketers debating? Let's dive in and take a look.

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Topics: Video Advertising

Online Reputation Management Challenges — and How to Overcome Them

Posted by Ashley Rios on March 29, 2018 at 12:58 PM

Online reputation management is more important than ever, as research proves that reviews, testimonials and social media pages hold heavy influence over a prospect's likelihood of becoming a customer. In fact, Search Engine Land reported that 88 percent of people are as likely to trust your digital reputation as they are to trust a recommendation from a friend.

Whether they're managed by you or someone else, you'll want all facets of your digital presence to paint your company in a positive light. But realistically, that won't always be the case.

In this post, we'll discuss some of the challenges to managing your digital reputation and how you can train your team to respond promptly and appropriately. Let's start with the most common problem facing brands with a digital presence: the negative review.

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Topics: Search Engine Optimization (SEO)

4 Digital Display Ad Trends to Watch This Year

Posted by Jesse McCambridge on March 27, 2018 at 9:53 AM

Targeted digital display ads are booming, with U.S. advertisers estimated to spend $49 billion on them in 2018, according to eMarketer. With digital display ad trends on the rise, now's the time to beef up that line item in your ad spend budget. 

What Are Digital Display Ads Again?

Digital display ads are highly visual and utilize photography, video and graphics, unlike text-based ads. These types of ads are not integrated directly into the body of editorial content, which makes them more prominent and visible.

You see digital display ads in the form of an above-the-scroll or margin banner ad. Sometimes they pop up over the content you're reading. They're generally labeled "Sponsored" or "Ad" so viewers know that they're seeing a paid placement and not something that's part of the website's organic content.

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Topics: Premium Display and Banner Ads, Digital Marketing Strategy

These Social Media Updates Go the Extra Mile on Facebook and Instagram

Posted by Ginger Gatewood on March 22, 2018 at 2:39 PM

Starting a social account for your business, auto-posting links from your company blog and waiting to be found is not a social media strategy, but it is how public accounts get lost in the shuffle. Be proactive in putting your message in front of your audience by exploring all the features of the platform.

Frequent social media updates can help you build a loyal following, leading to an uptick in word-of-mouth marketing via online reviews and ratings. Your new social posse could also foster more conversations among readers, developing your brand reputation and bolstering a positive image among current customers, according to Social Media Today.

Facebook and Instagram are constantly implementing new features to help businesses connect with fans and customers. But are you taking full advantage of these new avenues to engagement?

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Topics: Social Media Marketing

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