MARKETING & BRANDING

The social aspect of social media is at an all-time low. Friends engaging with friends has been supplanted by a torrential downpour of ads and organic posts from brands, squelching the casual conversations and independent creators who attracted users to social media platforms in the first place. So where can people go to be social…

From Overwhelmed to Organized: Craft a Winning Marketing Strategy That Drives Results You’re sitting at your desk staring at an empty notebook or a blank Google Doc labeled “Marketing Plan.” You’re overwhelmed, unsure where to start, and wondering if this year will be another one of trial and error. Sound familiar? The truth is, most…

How diverse-owned businesses can break through the noise, build trust, and seize growth opportunities In today’s crowded marketplace, visibility isn’t just a saying—it’s essential for the growth and survival of your business. The quest for visibility comes with unique challenges and unprecedented opportunities for diverse-owned enterprises, including minority-, women-, and LGBTQ+-owned businesses. As an entrepreneur…

The rise of AI-generated copywriting and video scripts has been rapid and, in some corners, difficult to keep up with. Marketers who are not yet familiar with generative AI and large language models are already falling behind their peers. Harnessing these tools can make the creative process for marketers more efficient and, in many cases,…

By now, the phrase “reject all cookies” is more closely associated with browsing the internet than dieting.  In June, Google announced it would allow users of the Google Chrome browser to opt-in or opt-out of third-party data collection, effectively reversing its earlier decision to phase out third-party cookies in the second half of 2024. Businesses…

Are you ready to take your digital marketing game to the next level? If so, we’re about to dive into the magical world of storytelling—and trust me, it’s not just for bedtime anymore. Once Upon a Time… (aka Why Storytelling Matters) Let’s kick things off with a mind-blowing stat: your story can increase conversion rates…

Viewers retain 95 percent of a message when they watch it in a video, compared to 10 percent when reading it in text. This stark contrast highlights the power of product videos in today’s digital landscape. Most marketers understand the importance of not just capturing attention, but holding it. That’s where product videos come into play. Teams…

Navigating the dynamic of our modern market landscape requires more than just awareness of trends. Actionable strategies are needed to meet consumers’ evolving demands. That’s easier said than done, of course. Incorporating prevailing trends into your marketing strategy, while ensuring relevance, resonance, and results, is rarely a seamless transition internally. Externally, clients and consumers want…

Marketing leaders understand the importance of authenticity and value alignment these days. But what does it take to transform these principles into a robust marketing strategy that resonates with both your company’s goals and your customers’ expectations? Amidst a backdrop of diminishing public trust in institutions, where skepticism is the norm, value-driven marketing emerges as a…

There is a nugget of truth underlying the debate around whether to invest in brand-based or performance-based marketing. In every organization, human and financial resources are scarce. Time and money are finite quantities. There’s competition for all of a marketing department’s resources, and both buckets can’t get their fill. In reality, the buckets aren’t totally…

In a way, automated marketing campaigns and healthcare-focused businesses ought to go hand-in-hand. Email reminders are a great way to motivate consumer behavior. Care providers are constantly reminding patients to take some sort of action—to book a check-up exam, to get the latest recommended vaccinations, or pay a bill, for example. Spurring another person to…

The role of artificial intelligence (AI) is growing in many industries. That includes social media. The power of AI to harness text, image, audio, and video uses introduces opportunities for content creation, data analysis, and more. Along with these benefits come serious concerns about privacy and safety. As B2B organizations explore opportunities to leverage AI,…

The days of placing an advertisement in a print publication and guessing at the amount of sales growth it achieved are gone. Even social media growth, engagement rate, and organic traffic have passed the point of being “buzzwords.” The landscape of marketing metrics is constantly evolving. As we gain new ways of harvesting more granular…

“Work smarter, not harder” is the overriding mandate in the marketing world―once sage advice, now a universal corporate edict. Budgets are smaller. Tactics that guarantee measurable results are the new default. The need to maximize every minute of your time and dollar of your spending allotment is paramount. Against this backdrop, the fundamentals of digital…