All posts by Ted Vrountas

It’s as true in advertising as it is in life: to know where you’re going, you have to know where you’ve been. Higher ROAS is the result of careful analysis and optimization. But you can’t even begin the process without a way to measure your failures and successes. That’s where banner ad tracking comes in. What is banner ad tracking? Banner ad tracking refers to methods of measuring the success of banner ads, the long rectangular ad format that appears like a banner across a web page. Here’s an example of a banner ad from Sprint. There are a few popular ways to track banner ads across platforms and channels, […]

Ad tracking is the most effective way to measure campaign performance. Whether through Google or Facebook, mobile or desktop, search or display, methods of ad tracking like UTM parameters are what advertisers use to uncover better, more profitable campaigns. What is ad tracking? Ad tracking refers to the process of using data to measure ad performance. Clicks, impressions, conversions, and more, can be measured in several ways, with URLs, cookies, and even invisible images called “pixels”: Though ad tracking is sometimes considered “creepy” because it involves certain levels of user behavior tracking, it’s certainly legal. However, it’s more highly regulated than it once was due to increasing concerns over user […]

Sometimes you check your inbox and think, “how did (insert brand name) get my email address?” Well, you’re not alone. This is the result of bad permission-based marketing. Other times, you expect to get offers, like ones from your favorite retailers or coffee chains. Whether they’re promotions or loyalty rewards, this kind of permission-based marketing can boost trust and customer lifetime value. The latter can do just the opposite. Today, we look at how to get permission-based marketing right. What is permission-based marketing? Permission marketing, also known as permission-based marketing, refers to a type of marketing strategy focused on getting consumers’ permission to serve them promotional messages. The term “permission […]

For workers, remote collaboration is the new norm. But many organizations are struggling to reach pre-remote levels of productivity. It’s expected. When employees are used to in-person meetings, or simply dropping by another desk to talk out an issue, even small tasks can balloon into long email chains, missed deadlines, and forgotten IMs when they require remote collaboration. But it doesn’t need to be this way. Here are 8 tips to help you improve remote collaboration. 8 Remote collaboration tips 1. Reduce affinity distance For anyone, distance can be isolating, but that’s especially true for remote team members. More than just physical distance, there are two other types that teams […]

Most of the people in the market for your product won’t buy it. And that’s not because your product isn’t worth purchasing, but because there are so many competitors, products, and other categories of a solution, that the odds are against them picking you. But there are ways to increase the likelihood they become a customer of yours. And it involves delivering the right advertising at the right stage of the buyer’s journey. To do it, you have to understand the advertising funnel. Defining the advertising funnel When discussing the buyer’s journey, it helps to have a way to visualize how prospects move through various stages to purchase. For over […]

Traditional outbound advertising is a lot of one-way talking. “Buy this,” “visit here,” “sign up” on billboards and bus ads are common and not particularly moving. Why? Because untargeted mass advertising like this is irrelevant to most people. But, because it can move a very small selection of people to action, it continues. And it has moved online, too. Fortunately, conversational marketing has become a popular way to overcome the irrelevance to provide experiences that consumers find valuable. What is conversational marketing? Conversational marketing is a strategy that puts customer conversations at the center of driving engagement and growing business. It involves gathering feedback through conversational channels of communication like […]