Be In The Know Blog

The Google Chrome Ad Filter: What Marketers Need to Know

Posted by Pete Stafford on June 5, 2018 at 11:25 AM

Ads are designed to command attention, but sometimes the disruption can feel intrusive or overwhelming. Google realized this and in February of this year, they launched an ad filter for Chrome users that was designed to improve the user experience.

This is good news for quality advertisers, ethical publishers and irritated web users. We all want better experiences on the web and Google is taking steps to reduce annoying content by removing ads from any website that doesn't follow the Better Ads Standards created by the Coalition for Better Ads.

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Topics: Digital Marketing Strategy

Google AMP: How Businesses Can Boost Their Mobile Experience

Posted by Ashley Rios on May 24, 2018 at 10:02 AM

Google Accelerated Mobile Pages (AMP) can help content creators and advertisers reduce bounce rates and increase conversions with fast-loading pages. But what is Google AMP exactly, and how can small and midsize businesses leverage the technology?

In this post, we'll give you an overview of the AMP Project and actionable tips on how you can improve your digital marketing strategy for mobile.

Prioritizing Page Speed

Page speed is just one factor on a long checklist of items digital marketers need to consider when optimizing a site for search. But it's one you shouldn't overlook — your customers' time is precious and even a few seconds can mean the difference between a bounce and a lead.

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Topics: Digital Marketing Strategy, Mobile Optimization and Advertising

4 Reasons Your Multichannel Marketing Is Failing

Posted by Katie Farmer on May 15, 2018 at 1:43 PM

A single channel rarely brings in much business for an organization. Customers just don't behave that way. Instead, they tend to engage with a number of channels and experience multiple interactions with brands before they finally make a decision.

For that reason, brands often have no choice but to embrace a multichannel marketing strategy. If your company has deployed one but is struggling to get results, some troubleshooting might be required. Start by checking for one of these common mistakes that brands make when rolling out a multichannel strategy.

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Topics: Digital Marketing Strategy

Brainstorm Tips: How Marketers Can Think Outside the Box

Posted by Carlye Creel on May 10, 2018 at 2:37 PM

As a marketer, coming up with fresh ideas is a significant portion of your job. But it takes a lot of creative energy to consistently think up unique strategies and lay the groundwork for the next winning campaign, so it's no surprise that the well runs dry once in a while. 

That's where some brainstorm tips might come in handy. The Association for Psychological Science reported that in one study at the University of Texas at Arlington, people came up with 37 percent more ideas when working as a group than when working alone. 

Brainstorming sessions are crucial to igniting creativity, but as you've likely experienced, some meetings are more productive than others. 

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Topics: Digital Marketing Strategy

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

Creating Content ROI: The Importance of a Distribution Strategy

Posted by Carlye Creel on May 1, 2018 at 11:36 AM

Great content is crucial to successful digital marketing, but content alone can't take your business to the top.

Fifteen years ago it may have been enough, but today's online landscape is so saturated that it's all but impossible for content to rise on its own. Great content doesn't naturally find an audience — it requires assistance. Driving strong content ROI requires a distribution strategy to deliver your content to a relevant online audience.

Too many brands overlook the importance of distribution, and their marketing ROI suffers as a result. If this describes your business, take a step back and examine what you're doing to set your content up for success.

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Topics: Digital Marketing Strategy, Content Marketing

How Cross-Channel Attribution Powers Smart Marketing

Posted by Brooke Huntley on April 24, 2018 at 11:12 AM

Integrating digital campaigns is key to building a seamless user experience, but marketing across channels can make it difficult to track which campaigns are driving conversions. When you can't pin down performance for separate campaigns, you can't apply optimizations with accuracy and ROI remains a mystery.

This is why cross-channel attribution is so important. Attribution is the process of accurately crediting separate campaigns with the results they drive on an individual basis. This isn't as easy as it seems — if one customer engages with a brand through three separate channels before converting, there's rarely a clear indicator of which channel was most instrumental.

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Topics: Digital Marketing Strategy, Analytics

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

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

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