In this day and age, when data and analytics have an increasing influence over organizational decision-making, there’s no excuse for being in the dark on who your target audience is and what exactly they want. The growth of technology over the last decade has empowered marketers to collect and leverage massive amounts of data across the varying stages of their buying cycle. The times of blanket mass broadcasting have long disappeared. Sophisticated tools are now paving the way for marketers to reach wide audiences with pinpoint precision. You no longer have to guess the demographics of your audience. Instead, you can build accurate and relevant strategies just by following the […]
ADVERTISEMENT There’s a stereotype about us men that we don’t like to talk about our health challenges. That really needs to change. There are a few among our digital marketing friends who have set a great example by sharing their own stories. I want to follow their lead by sharing a bit about something I struggled with in the past. About five years ago, I was soaring to new heights in my career. I’d started with a great team at my first agency SEO job after having been in-house for 12 years. I moved to Austin, Texas, and was employee #1 at the agency’s office there. I had also started […]
The other night I was searching “Best Pasta Dish Recipes” on Google. I clicked the first link and was stopped by the dreaded error code. I’m willing to bet something similar has happened to you, at one point or another. When that happens, it’s not just my brain experiencing technical difficulties. These error codes are HTTP status codes. If you receive an error code, something went wrong when your browser requested the information from a web server. An HTTP status code is sent every time you go to a new web page. However, you’ll only see them if something isn’t right. For marketers, it’s important to discover and fix these […]
There’s a lot of hype and misinformation about the new Google algorithm update. What actually is BERT, how does it work, and why does it matter to our work as SEOs? Join our own machine learning and natural language processing expert Britney Muller as she breaks down exactly what BERT is and what it means for the search industry. Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Hey, Moz fans. Welcome to another edition of Whiteboard Friday. Today we are talking about all things BERT and I’m super excited to attempt to really break this down for everyone. I don’t claim to […]
Social Media Marketing Industry Report In our 11th annual social media study (46 pages, 60+ charts) of 4800+ marketers, you’ll discover which social networks marketers most plan on using, organic social activities, paid social media plans, and much more! Get this free report and never miss another great article from Social Media Examiner.
In 2011, Patagonia released an ad on Black Friday advising consumers not to buy their jackets. In 2015, Dove released a campaign that celebrated women, rather than showcasing their deodorant or body wash. The tactic used in these campaigns is called “reverse positioning.” It’s a unique marketing strategy that emulates this quote coined by marketing cartoonist Tom Fishburne: “The best marketing doesn’t feel like marketing.” So, what goes into reverse marketing, and why does it work? Also called breakaway positioning, this marketing strategy uses techniques such as informing consumers about the different features of products, how they were made or function, or even their appearance. This builds consumer trust and […]
European antitrust chief Margrethe Vestager said yesterday at a conference that Google’s efforts to drive more traffic to European comparison shopping rivals have essentially failed. This is a reversal of her previous, qualified support for the changes Google made in response to a European Commission finding in 2017 that the company had “abused its market position” in shopping search. The $2.7 billion story. That 2017 determination, which Google has appealed, came with a penalty of nearly €2.4 billion ($2.7 billion). In addition, Google was required to provide “equal treatment” to European shopping comparison competitors on the SERP. That turned out to be a remedy involving bidding for placement in Product Listing […]
Published Nov. 8, 2019 Are you looking for ways to increase sales on your eCommerce website? Or perhaps you sell your products on external websites like Amazon, eBay or Facebook Marketplace, or even within social ads and posts, and you want to improve the performance of your listings? The team from ForSaleByOwner share their tips for selling more online in this infographic. Here’s a quick summary of what they cover: Find an emotional tie Present the facts Anticipate needs and concerns Highlight price drops Utilize comparisons Check out the infographic for more detail. A version of this post was first published on the Red Website Design blog.
We deal with a variety of clients, from startups to enterprises, and while some smaller businesses still use spreadsheets to track contacts and sales tasks, most businesses have a customer relationship management (CRM) system. And eventually, every brand wants, or needs, to move to a new one. Companies switch CRMs for lots of reasons – they want more functionality, different functionality, different integrations with other tools, or the new VP of Sales just likes one tool in particular. While the reason for switching CRMs is unique to every client, if you’re considering making the switch, there are some key considerations and tips you need to keep in mind to ensure the […]
Back in April, Instagram announced that it would begin a new test of hiding total like counts on posts, a move which sparked much concern among platform influencers and those who use Likes as a proxy for their relative content performance. How would the removal of Like counts change user behavior? Would users be less inclined to tap ‘Like’ if they didn’t have the context of how many others had done the same? And how would that impact overall on-platform engagement? This week, influencer marketing platform HypeAuditor has released a study of content from more than 154k Instagram influencers, each of whom sees at least 30% of their following coming […]