How to Explain Secondary Audiences to Anyone

How to Explain Secondary Audiences to Anyone

When I was a child, I really wanted an Easy Bake Oven. Every time I saw a commercial for one, I was glued to the TV, marveling at the kids on the screen baking mini treats with their friends and parents. Seeing those ads, I knew they were made just for me. In reality, though, the main — or primary — audience was my parents. I was the secondary audience. As a child, I had no buying power, so I wasn’t going to be a good Easy Bake Oven consumer. I was the secondary audience for toy commercials. My parents, with the power to make purchase decisions, were ultimately the […]

Why Website Indexation Is A Must-Have for Marketers

Why Website Indexation Is A Must-Have for Marketers

How much do you know about website indexation? If it’s next to nothing, you’re not alone. Website indexation is not something you do as a marketer, but a process the search engine carries out when you publish new content online. What marketers need to know is how to ensure you’re set up correctly for indexation. An indexed website helps a site or page actually appear in search engine results — which is typically the first step to ranking and generating traffic. Now that we’ve covered why an indexed website matters for SEO, let’s explore how you can prepare to index your own site, next. What Does It Mean to Index […]

The 2020 Guide to Instagram Ad Costs

The 2020 Guide to Instagram Ad Costs

Do you remember in 2012 when Mark Zuckerberg bought Instagram for $1 billion? It was a gamble. At the time of the acquisition, the platform was valued at half the purchase price, had 30 million users, and wasn’t generating revenue. But as it turns out, Zuckerberg absolutely nailed it. Instagram blew up, and six years after the acquisition, Bloomberg estimated it was worth roughly $100 billion. The application’s 100-fold increase in value was paralleled by an equally meteoric rise in popularity. Today, the platform has over 1 billion active users worldwide. People of almost every background and walk of life are represented on Instagram — making it prime territory for […]

The Guide to Workplace Communication Channels You Didn’t Know You Needed

The Guide to Workplace Communication Channels You Didn’t Know You Needed

Emails and IMs and shared docs — oh my! With all the different communication channels we use every day at work, it’s easy to miss their nuances. Sure, email seems like a good go-to, but it has its downsides. And what about Google Docs or Confluence pages? When should they be open vs. restricted? Let’s be real: these are not questions that keep us up at night. Nonetheless, choosing the right channel for the message is a great way to boost productivity and reduce the frustrations of working with others. That’s why we put together this handy-dandy guide to using email, chat, documents, and real-time communication. You’ll notice a strong […]

Banner Ads Explained in 500 Words or Less

Banner Ads Explained in 500 Words or Less

Let’s talk about online advertising. Specifically, banner ads. You know the ones: when you’re scrolling through your favorite website, (Today, mine is The New Yorker), and are greeted with one of these beauties: Source Banner ads, also called web banners, are ads displayed on web pages. Generally, they’re more image-based than other digital ads to catch the web browser’s attention. They usually contain an image or short animation, like a gif. The goal of a banner ad is to drive traffic to a website. This happens when a browser clicks on the ad. Also, if your banner ad is a potential customer’s first introduction to your brand, it could make-or-break […]

Welcome to The New Decade of Marketing

Welcome to The New Decade of Marketing

Marketers, welcome to 2020. This year begins the next decade of our profession. We can’t predict everything that will change in the next ten years, but we can take a look at what’s happening today and use it to better understand the change that is ahead of us. Since 2010, the marketing world has changed … a lot. In the early 2010s, social networks were only starting to gain traction. Facebook reached one billion users in late 2012. Instagram was launched in 2010. Snapchat didn’t exist until 2011. Customer acquisition costs were low because we had new distribution platforms with hundreds of millions of users and only the early adopters […]

How to Automate Your Social Media Marketing Like the Pros

How to Automate Your Social Media Marketing Like the Pros

As a millennial, social media has been around since I was in elementary school. Myspace was created when I was nine years old. YouTube was founded when I was 11. And Facebook became available to the public when I was 12. Although using social media has been a daily habit for me since I was in high school, it wasn’t until I became a marketer that I understood the power of it. When I worked for a marketing agency, I’d spend days thinking of the best content to post and writing copy for different platforms. During that time, I learned about and used tools to manage social media for several […]

The 4 Reasons You Chose a Bad Company Name … Now What?

Picture the scene from the film The Social Network where a fast-talking Sean Parker (played by Justin Timberlake) glides into a lunch meeting with Mark Zuckerberg, Christy Lee, and Eduardo Saverin. Sean confidently expresses how he envisions the company’s thrilling growth, impressing two out of the three start-up enthusiasts. And then, right before his sudden departure, Sean offers a piece of advice to the crew, a recommendation that Eduardo passive-aggressively states was Sean’s biggest contribution to the company: “Drop the The. Just Facebook. It’s cleaner.” Would The Facebook have been as successful as Facebook? Many will argue no. Sean’s influence led Mark to update the company’s name and further pivot […]

17 Offbeat, Extreme, and Downright Unusual Ways Brands Have Promoted Their Products

17 Offbeat, Extreme, and Downright Unusual Ways Brands Have Promoted Their Products

If you’re a marketer of any kind, this phrase is probably lurking somewhere in the back of your mind when you start a new project: “How do we make this brand really stand out?” The constant battle to differentiate a brand in a crowded playing field is challenging, and it’s pushing some marketers to the extreme. We’ve rounded up 17 creative campaigns and promotions that rely on unconventional mediums to spread brand messaging to consumers. Check them out below for some unique inspiration for your next big campaign. Unusual Brand Promotions 1. Purple Instead of doing a normal ad for its mattress technology, Purple, a company that targets millennials and […]

Is Email Marketing Dead? No, But These Practices Are

Is Email Marketing Dead? No, But These Practices Are

99% of people check their email every day. With a statistic like that, it’s not hard to see why email marketing is a go-to for marketing campaigns. What’s confusing, though, is that sometimes, email marketing ROI can look a little bleak. An un-successful email campaign in a world where opening emails is such a big part of people’s lives can be confusing, and brings up an important question: Where is the gap between consumers checking their email constantly, but not clicking on your brand’s message? Before you pull the plug on email marketing completely, consider this — 73% of millennials prefer email communication when receiving marketing material. Ultimately, the problem […]