Mapping out mobile’s role in consumers’ path to purchasing this holiday

Andrew Fuchs Marketers reach potential customers via a number of touchpoints before, during, and after the holiday season. Just think about the way you research and purchase items online: While streaming a digital video on your laptop, you see a commercial for a product you like. As you’re watching the video, you use your smartphone to browse a few retailers who sell the product. Later that day, you are served a Facebook video on your tablet about the product you researched. You click through to a landing page and sign up for the product’s email list, and get a coupon code in…

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Those magic moments: Using a funnel strategy to find customers during the holidays

Andrew Fuchs The holiday season is officially upon us, and it’s going to be another big year for online purchasing. On Nov. 17, Nielsen reported “e-commerce retailers stand to benefit from shoppers' continued affinity for online shopping...Consumers across all generations are spending more online. Millennials are leading the way with 25% planning to increase their online expenditures this holiday season. Overall, 19% of U.S. shoppers are planning to spend more online, up from 17% in 2015.” In the past, marketers have planned for this exciting, sometimes overwhelming, time by digging into the tried-and-true tactics, basing their targeting strategies on the devices and…

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Google AdWords Keyword Planner Changes: Evolution of Search, or Google Being Greedy?

Jordan Crawford For years, the Google AdWords Keyword Planner has been on of the most important tools in a digital marketer’s repertoire. Why? Understanding how people search for your business’ products or services is essential to successful search engine optimization (SEO) and paid search campaigns. Knowing which keywords are searched more often than others, and how competitive those keywords are, have are foundational elements of these programs. While there are other tools out there, the Google AdWords Keyword Planner is the most commonly used. It’s free, and perhaps more importantly, it is accepted as the industry standard because it is operated by…

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Meet the new Facebook Campaign Planner: Same data, now more convenient!

Janet Ford Beckley Meet Facebook’s latest business darling: the Campaign Planner. Gone are the days of jumping through the hoops by building out a full paid ad campaign without reach data: this new, user-friendly interface update makes life much easier for media planners who want to get a feel for how many impressions they earn for a particular audience and budget.  Why should you care about Facebook's Campaign Planner? Great question. Campaign Planner is just one in a long string of recent Facebook updates. Facebook tends to alternate their product upgrades, and there are two big types: Complexity and Data Focused: These are…

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