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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.…

How do you know if your campaigns and initiatives are working? Having the right measurement tools and being able to attribute results to activities allows you to claim victory when you’re making a positive impact, and fix problems when they arise. As you work through this section, think about how you evaluate the effectiveness of what you’re doing, and how you would like it evaluated by others. Measuring Key Performance Indicators (KPIs) Now that you’ve…

In this special Unrolling double feature, we’ll look at LOLA and Hims, two hot health and wellness brands focusing on reproductive health. That might make some of our readers uncomfortable — lean into that feeling because it’s is critical to understanding how these two companies have been able to gain so much traction so quickly. Readers may also find that they react differently based on their sex or the gender they identify as — this is…

Hubspot’s chief marketing officer, Mike Volpe, advises marketers to experiment creatively with their marketing. However, even the most creative marketing has to be tempered with some thoughtfulness. History has shown that many companies were perhaps a little too creative in their marketing, with efforts that cost sales and damaged reputations. While it’s always a good idea to learn from our mistakes, what better way to avoid making them than a glimpse at the world’s most…

The consumer of today is omnichannel. What this means is that when they’re interacting with an e-commerce brand, they’re constantly jumping around different channels. Think about it — people rarely make an online purchase during the first site visit. This is why it’s critical to build customers’ trust by creating a seamless buyer journey, from the first touchpoint to the last, with omnichannel marketing.  These days, marketers understand that customers find companies’ services and products…