Category: Marketing Strategy

Turn your monthly marketing report into a decision-making tool, not just a data dump. Monthly reporting time. Again. You’ve got dashboards, spreadsheets, maybe even a slide deck. But what your CMO really wants isn’t more data—it’s a narrative. A business-minded digital marketing performance report that answers three core questions: At Silverback Strategies, we help in-house… Continue reading The CMO-Ready Marketing Report: What to Include (and What to Skip)

When to Hire a Digital Marketing Agency (And How to Know You’re Not Just Being Hard on Yourself) You’re not imagining it—marketing is harder than it used to be. Channels multiply, platforms evolve weekly, and even seasoned teams struggle to keep up. If you’re wondering, “Should I hire a digital marketing agency?” you’re probably already… Continue reading When to Hire a Digital Marketing Agency

The great decoupling is here—clicks are down, impressions are up. Here’s what to do about it. AI Overviews have led to a 15–64% decline in organic traffic across various industries. As users increasingly get the answers they need directly from AI-generated summaries, fewer are clicking through to websites. Welcome to the great decoupling of search—where… Continue reading AI, AI Overviews, and LLMs: How New Search Behaviors Are Impacting Your Organic Marketing

How to Strategically Integrate AI Into Your Marketing Tech Stack (Without Losing Your Mind or Your Budget) AI in marketing is no longer optional—it’s your competitive edge. But with thousands of tools flooding the market and “game-changing” promises coming at you from every dashboard, the real challenge isn’t access. It’s integration. At Silverback Strategies, we… Continue reading How to Strategically Integrate AI Into Your Marketing Tech Stack

Creativity without a strategy is art. Creativity with a strategy is advertising. Silverback Strategies shows you why your business needs a creative approach to digital advertising. We’ll show you where to start and the pros and cons of various creative team structures.  The Importance of Creative Strategy in Digital Advertising  Creativity is the most significant… Continue reading Creative Strategy in Digital Advertising

Rapid technological advancements in recent decades have significantly transformed business communication and marketing. Artificial Intelligence, or AI, has played a key role in this transformation, driving a significant shift in the marketing industry. However, mistrust in AI due to a lack of transparency and inconsistent results hinders its potential. Establishing an ethical framework for AI… Continue reading Ethical Considerations of AI In Marketing: Balancing Innovation with Responsibility

When it comes to business budgeting, two popular approaches stand out: top-down and bottom-up budgeting. Which one you choose will have lasting effects on how your departments spend their money. One place where this really matters is your marketing department. Many companies cut their marketing budgets when times are tough, even though this has proven… Continue reading Top-Down vs. Bottom-Up Budgeting: Which Should You Use?

A robust digital marketing strategy framework is essential to streamline your marketing and increase sales. As a marketing tool, frameworks can save your company time and resources and provide valuable insights into audience behavior. Before long, you’ll start to see real results in terms of efficiency and effectiveness. Here’s everything you need to know about… Continue reading Digital Marketing Strategy Frameworks