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Greek philosopher Socrates famously coined the phrase, “Know thyself.” Since ancient times, it’s been a call to know who you really are and to stay true to those values in order to lead an optimal life. But for brands, this is only half the battle.  The U.S. alone has more than 380 million consumers. Research shows their attention span averages eight seconds, so getting your brand message across to the right consumers can be a…

It’s a miracle when a business becomes successful without investing in analytics. Mostly because it’s incredibly hard to grow without keeping track of your company’s data. Case in point: Every business needs reliable marketing analytics, which in turn help drive tactical and strategic decisions. The more attention and effort you dedicate toward it, the clearer and more informative your insights will be. As the CEO and founder of Improvado, a marketing analytics middleware company, I…

2020 is going to be the year when digital advertising finally accounts for half of the world’s advertising spend. For brands competing on ad networks, social media, and search platforms, there’s more competition than ever before and one of the most powerful differentiators at their disposal is copywriting. A recent analysis of ad copy across AdRoll’s massive dataset has uncovered several copywriting tricks that can boost ad performance. Here’s a rundown of the top data-driven…

Now that you’ve created your video and it’s out in the world (if you haven’t yet, check out Video Best Practices: Parts 1 and 2), it’s time to look at video metrics to measure success. Your definition of success for video marketing campaigns will determine which metrics are most important to you. Most video campaigns are geared towards driving awareness for your brand, and it’s traditionally been hard to see the long-term impacts of your…

Now that you know what type of video you need (if you haven’t yet, check out Video Best Practices Part 1: Pre-Production Strategies!) it’s time to think about how to handle the production process. We’re going to go through our tips and tricks for tackling production yourself, but know that if that’s not the route you want to explore, you can always work with a production company to handle the shoot for you. Depending on…

Have you ever done a quick search on getting away for a long weekend and suddenly started seeing digital ads for last-minute travel deals? Have you ever logged into Amazon and been greeted with suggestions that are just your cup of tea? You see these ads because of the actions you’ve taken on the Internet. These are just a couple of examples of behavioral marketing, which has completely changed how successful companies interact with their…

More and more, online shoppers are turning away from traditional branded advertising in favor of user-generated content (UGC). This organic form of online advertising is a powerful tool for brands looking to increase engagement with their followers. Here’s how it works, why you should learn to master it for your business, and some examples to help inspire.  What Is User-Generated Content?  User-generated content is any combination of text, imagery, and video posted by actual users, rather than created…

Email subject lines are the first thing that email recipients see in their inbox. It’s your introduction to the viewer, and it determines whether they will choose to engage with your brand or not. Those 40 characters could get someone excited to read your email or annoy them enough to send it straight to the junk folder.  Subject Lines: Best Practices Creative, compelling, and informative email subject lines capture the interest of recipients and encourage…

There’s no denying that these are tough times. When times are tough, it’s really common for brands to struggle with what to say, particularly on social media. Do you stick with your old messaging and pretend it’s still business as usual? (Hint: no). Do you commit your feed to only COVID-19 related posts from now on? (Hint: probably not). While we can’t answer these questions for you, we can give you a guide to putting…

In a consumer-driven, tech-based world, there’s no shortage of startups trying to turn great ideas into money-making products — but actually succeeding is quite another matter. About 90% of new startups never make it off the ground, and 95% of new products struggle to find a market and end up failing. Before taking on the risk and cost of developing an idea into a commercial product, there’s a crucial step that every business must first take.…