Be In The Know Blog

Digital Campaign Measurement: Know When the Price is Right

Posted by Jenny Sutton on June 30, 2017 at 9:50 AM

Building a digital campaign isn't the end of a marketer's hard work. Measuring performance is crucial to understanding value and future campaign decisions. Marketers and their leadership need to understand the cost of these campaigns relative to the value they bring in, particularly when compared to other digital campaigns.

No company wants to waste money on marketing strategies that don't pay off. Here's a simple guide to identifying the right metrics, measuring performance and making business decisions based on campaign ROI.

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Topics: Digital Marketing Strategy, Analytics

Why Google is Critical to Restaurant Success

Posted by Ashley Rios on June 28, 2017 at 1:35 PM

While food delivery used to be most closely associated with Chinese food and pizza, online delivery services have provided consumers a whole new world of choices for breakfast, lunch, dinner and even dessert. Even though restaurant owners might vaguely know about these services — or perhaps even use one or two of them — there are even bigger opportunities for restaurant owners to bring their world-class dishes to as many guests as possible. Here are a few reasons why Google is critical to restaurant success:

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Topics: Search Engine Optimization (SEO)

3 Home Services Marketing Tips for This Summer

Posted by Ashley Williams on June 26, 2017 at 12:02 PM

The lazy days of summer are finally here, and for most, that means the time for vacations, grilling and plenty of relaxing. However, if you own a home improvement or services business, that may also mean less activity since home owners are preoccupied with summer fun. While this trend may have been true in years past, here are three solid home services marketing tips to implement this year so consumers come to your business, even as temperatures rise.

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Topics: Digital Marketing Strategy, Home Services

Why an Explainer Video is a Powerful B2B Lead Driver

Posted by Alyson Phillips on June 23, 2017 at 9:58 AM

Imagine you order a piece of furniture online. Much to your chagrin, it arrives unassembled in a box filled with various parts, dozens of tiny nuts and bolts and an instruction pamphlet the size of "War and Peace." But before you dive in, you search online and discover the manufacturer has created an easy-to-follow, step-by-step video. Less than an hour later, you're admiring your new piece of furniture from the couch with a cold drink.

Convenience is just one of the many reasons people love videos and why YouTube has more than one billion users, the video website explains. An explainer video or a short clip that gives a simple and concise description of a company's product or service helps break down complex topics and makes brands more memorable.

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Topics: Video Advertising

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

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

Online-to-Offline Marketing Attribution Boosts SEM and Social ROI

Posted by Pete Stafford & Apryl Pilloli on June 16, 2017 at 1:21 PM

When customers keep their activity online, this attribution is easy to track. Even activity across multiple devices can be properly attributed to its source marketing content. But things change when customers leave the digital realm: Offline marketing results are more challenging to accurately attribute. Too often, marketers are forced to either estimate the offline impact of their SEM, social and other digital campaigns, or they don't factor them in at all.

This creates a distorted view of how these channels are driving returns on investment (ROI). Accuracy in measuring ROI is essential in helping you know how to allocate your resources. Fortunately, improved approaches to offline marketing make it easier to pin down concrete numbers.

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Topics: Paid Search Engine Marketing, Digital Marketing Strategy, Social Media Marketing

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

Web Development for Small Businesses: 4 Common Website Design Mistakes

Posted by Ashley Rios on June 12, 2017 at 1:06 PM

Pushing the "publish" button on a new website amplifies a small business launch. But when time runs short, a grand opening looms and social media fans clamor for information, it's not unheard of to activate a website early. Don't get in a rush with web development and fall victim to these four brand-damaging and potentially profit-squashing website design mistakes.

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Topics: Website Design & Development

Why Fast Food Marketing Has Gone Mobile

Posted by Zuri Stanback on June 9, 2017 at 10:55 AM

The key to any successful marketing strategy is reaching your key audience in the location they frequent most. When it comes to fast food marketing, millennials — a substantial 25 percent of the population — spend more money on dining out than any other age group, according to Restaurant Marketing Labs.

The average millennial shells out $174 per month on restaurant food, compared to non-millennials, who spend $153 per month. The $21 difference could easily translate into two or three more fast-food lunches per month, and a significant bottom-line boost for quick service restaurants (QSRs). How can you take advantage of mobile marketing offerings at your OSR?

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Topics: Mobile Optimization and Advertising, Food & Beverage

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