Let’s be clear from the beginning — this is not going to be a post about Bing’s sneaky run at the Google throne. Google is the search king. It’s not even close. But there is a place for Bing in your paid search strategy. Bing’s Place in the Search Engine Market According to GlobalStats Statcounter, Google owns… Continue reading It’s Time to Rethink Your Bing Paid Search Strategy
Category: Paid Media
10 Characteristics of a Healthy Marketing Team
Top marketing performance happens when the right strategy is executed by the right people, working together toward a shared goal. But sometimes it’s hard to assess your marketing team’s strengths and shortcomings. It becomes easier when you know what to look for. But what are the traits of a healthy marketing team? How do you… Continue reading 10 Characteristics of a Healthy Marketing Team
A Digital Marketing Team Structure Built for Performance
People are the biggest driver of performance. That’s why business leaders need the right digital marketing team structure in place. In this article, we explore the essential roles within a digital marketing team, how teams can be structured, the agency-client relationship, and key ingredients for high-performing teams. Essential roles within a digital marketing team structure… Continue reading A Digital Marketing Team Structure Built for Performance
Paid Media Marketing: Elements of a Successful Campaign in the AI Era
AI is already making most of the decisions in your paid media accounts. The important question is whether anyone’s checking its work. A successful paid media campaign has always required creative, copy, targeting, budgeting, and careful execution working together. That hasn’t changed. What’s changed is who (or what) is making the moment-to-moment decisions inside each… Continue reading Paid Media Marketing: Elements of a Successful Campaign in the AI Era
Brand vs. Performance Marketing: Why the Best CMOs Stopped Picking Sides
Most marketing orgs still treat brand and performance as rival budget lines, fighting over the same dollars and the same credit. That’s the wrong fight. Here’s the part that changes the math. Brand and performance don’t add together. They multiply. A stronger brand doesn’t just sit next to your performance program contributing its own slice… Continue reading Brand vs. Performance Marketing: Why the Best CMOs Stopped Picking Sides
Digital Marketing Objectives to Support Market Share, Revenue and Profit
Let’s start with a question: “Are your digital marketing objectives designed to deliver the outcomes your organization needs to succeed?” To non-marketers, this may sound like a simple question. To experienced-marketers, this question probably triggers some level of anxiety. I’ve come across many marketers who answered with a quick “yes”. Once we dig a little… Continue reading Digital Marketing Objectives to Support Market Share, Revenue and Profit
5 CMO Pain Points and How to Overcome
Marketing combines both art and science. It applies a wide range of intellectual disciplines and touches many parts of an organization. With such variety it also brings many business challenges. This is one reason Chief Marketing Officers (CMOs) have the shortest tenure in the c-suite. In this article we’ll explore five CMO pain points that,… Continue reading 5 CMO Pain Points and How to Overcome
Advertising on Facebook Metaverse: What Does the Future Hold?
We all know Facebook. Where your Grandmother posts gushing photos of all her grandchildren and makes awkward comments in front of all your friends. She joined, along with nearly 3 billion people, the social media giant before it became Meta. But does she even understand what the Facebook Metaverse is? Do any of us? If… Continue reading Advertising on Facebook Metaverse: What Does the Future Hold?
In-House vs Agency: Pros and Cons for Paid Media Performance
Giving paid media the investment it deserves isn’t cheap — it’s a cost you need to justify every quarter. If you don’t have the right pieces in place like a creative feedback loop and end-to-end measurement, it can be hard to prove the impact of your campaigns. One big question looms as you assess your… Continue reading In-House vs Agency: Pros and Cons for Paid Media Performance
A Full Funnel Marketing Strategy for Lead Generation
There are different ways to think about demand generation and the flow of buyers interacting with your brand. One easy concept to understand is the marketing funnel. But a “funnel” is simply a framework marketers created to visualize a system. It does not reflect actual human behavior. This article explains how to build a full… Continue reading A Full Funnel Marketing Strategy for Lead Generation