June 01, 2015
Content marketing is now a mainstream activity for all marketers and will continue to be used more and more because of this known factor: the web is a matrix of locations and applications that people use to explore and share ideas, exchange information and purchase goods, products and services. Some of those goods, products and services require long purchase considerations like houses, cars or cloud computing providers. Others are quick wins, like clothing, fast-moving consumer goods (FMCGs) and...
May 29, 2015
In the last post of this Bing Ads and You series, we discussed how a strong brand could lower the cost of search engine marketing and how to adopt content marketing to promote your brand. Since then, I have read Anders Hjorth’s, “The Missing Link in Digital Marketing,” discussing the challenges to properly credit the efforts across Brand Marketing and Performance Marketing, Anders called out: “When you invest heavily in brand exposure it has an impact on the performance of your conversions. You...
May 20, 2015
Have you ever watched those baking competition shows where the hopeful contestants say that if they win, they'll use the prize money to open up their very own shop? For most of those small business owners, they're making their cakes, cupcakes and doughnuts out of their own kitchens at home. Sales are based primarily on word-of-mouth and, for the more marketing savvy, advertising for catering services. To have a brick-and-mortar storefront is a dream for many entrepreneurs who aren't standing on...
May 03, 2015
How many times have you been shopping online and got to the point where you were almost ready to make a purchase, but you just had a few questions that could be easily answered with a quick phone call? After picking up the phone, how many of those calls resulted in your being able to chat directly with an actual human being, as opposed to pushing buttons through layers and layers of automated menus? If you had to navigate through those menus, how many times did you actually wind up making a...
April 22, 2015
In the last post in the Bing Ads and You series, we went over collecting audience insights to anchor your marketing plan. Today, we will again leverage MaternaLIFT’s case study to illustrate how to plan a successful search engine marketing (SEM) campaign. Bing Ads teamed up with Kelly Malm, Digital Marketing Strategist and owner of Digital Conflux to develop a campaign proposal for MaternaLIFT. The following insights summarize what we've learned from Kelly while crafting the plan. 1. The...