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Marketing

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“How well is your marketing working?” It’s easy for D2C brands to feel stumped by this simple question — the connection between a company’s success and metrics like video views and website visits can be murky. To find an answer, marketers not only have to comb through an overwhelming amount of data, but they also must understand topsy-turvy customer journeys that warrant different attribution models. No need to stress: We compiled this cheat sheet of…

Strategy and workplace culture come hand-in-hand when you’re growing and promoting your business. A company without a solid strategy will soon collapse. However, strategy without workplace culture unnecessarily hamstrings the trust a company needs in its community and in its offices.  In today’s world, social awareness and empathy cannot be secondary functions of a business, large or small. Instead, companies must learn to express their values at each level, from production to marketing. In a…

There has been a lot of chatter around cookies recently, and not just because it’s Girl Scouts season. Web cookies — which, for years, have impacted how we shop, browse, and search online — are undergoing major changes with enormous implications for ad publishers, users, and brands.  We know how difficult it can be for marketers to keep track of the flurry of activity surrounding web cookies. This guide provides an in-depth overview of how web…

Whether we are conscious of it or not, people are pack animals. We need to feel part of something, we need one another, and we need to socialize. Thus, the purchasing decisions we make are influenced by what the people around us think and choose. Every time you need to make a purchase, your brain will use a shortcut to help you make this decision. A simple way to do this is to look at…

While the old adage goes, “Beauty is in the eye of the beholder,” there are some key trends that have taken the beauty industry by storm. As a massive category poised for continued growth, we looked at some brands that have been riding this wave and adding their unique spin.  But First — the State of the Industry The size of the global beauty marketing was $465 billion in 2017 — and by 2024, it’s…

Cybersecurity: It’s an issue consumers, business owners, and marketers need to be on high-alert about — more so than ever before. It doesn’t help that the lexicon of internet privacy terms continues to grow as new hacks are created in the ongoing war between web users and the organizations that want their data.  We know it can be hard to keep up with all the acronyms and technical lingo involved in that tug of war…

Becoming a thought leader is a great way to increase brand awareness and boost your career. However, it takes time to establish yourself as one. Here are a few tips when starting your journey to becoming a thought leader.  Narrow Down Your Niche To become a thought leader, the first thing you need to do is pin down the niche you’re going to focus on. You might already be working or involved in a particular…

If there’s one constant in online marketing — or life in general, actually — it’s change. Marketers are conditioned to adapt to everything, from algorithms changing and channels rising and falling, to acronyms coming in and out of popularity and strategies constantly evolving. But the silver lining is while these changes can be challenging, they also yield opportunities. Now in 2021, marketers are facing another dual challenge and opportunity: the death of third-party cookies, resulting…

Ecommerce is big business right now, and nowhere is the digital marketplace busier than Shopify, the web’s leading ecommerce selling platform. If you’re new to the Shopify game, getting started can be a bit intimidating — with so many other brands competing for consumers’ attention, trust, and dollars, how is a new brand supposed to stand out from the crowd and start building an audience? The answer: a strategic Shopify marketing plan. Though there’s a…

“Retargeting” and “remarketing” are terms that are often thrown around the world of digital marketing as if they are universally understood. In truth, though, retargeting has been around as a marketing practice for decades, even before ecommerce, display ads, Google, and social media. Before the Internet, brands sent communications to their customers via TV and physical mailers, suggesting products and services that might have interested customers based on what the brands knew about their interests…