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Category Selected: Trends

Search engine marketing trends 2019: Are you keeping up?


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If anything is certain in the almost 20 years that Google has sold advertising, it’s that change in its policies and programs is a constant. Staying on top of these changes — many tweaks, some substantial — makes our job, if not interesting, a challenge. The work is worth the…

A content strategy for your talent brand: five steps to unlock your potential


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The role of content in today’s customer journey cannot be overstated. Thanks to the internet and social media, every company is now a publisher; and those organizations that invest strategically and execute efficiently are finding outsized success in their markets. One study, by the Aberdeen Group, found that website conversion…

Applying go-to-market discipline to your brand



It’s a truism these days that best-in-class organizations see brand as core to their end-to-end business operations, as well as to their end-to-end customer and talent experiences. “Brand is more than a logo”; you've heard it, you know it. So of course, most smart marketers ensure that any product, service…

How brands can combat the silo threat



  Your customers will be the first ones to notice We’ve all been there: After keying (or speaking) personal data into a customer support system, a human (or bot) comes on the line and promptly asks you for the exact same information that you just entered. Upon discovering that your…

Brand value & valuation



“If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you.” (John Stuart, Chairman of Quaker, ca. 1900) While great brands are often household names with substantial brand-building budgets —…

Finding the right travel influencer for your destination marketing brand


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Yesterday’s celebrity is today’s “influencer.” Or, more cynically, yesterday’s celebrity is forgotten, while today’s influencers — YouTube gamers, Instagram beauty mavens, cheerful mommy bloggers and the like — wield incredible power to sway public opinion about issues, brands, and what to drink (or not). Today, brands in nearly every industry…

Going social: five keys to successful destination marketing in the age of influencers


Young man taking photo with smartphone, next to boats moored along waterway.

One of the most effective ways to get your destination — from restaurant to resort, community to tourist region — featured on the print and digital pages of media outlets is to host a familiarization trip, also known as a press or “fam” trip. In the past that invariably meant inviting…

What do Facebook’s data privacy woes mean for advertisers and their audiences?



As social media goes, this week has been a rough one for Facebook following its mea culpa that 87 million users' data was harvested furtively by Cambridge Analytica. On Tuesday, Facebook founder Mark Zuckerberg exchanged his signature hoodie for a business suit and tie to explain to Congress what went…

Is Your Website Ready For The Google Mobile Update?


Blog post image - mobile phone screenshot

If your website isn’t mobile ready, it could begin suffering a hit in mobile search results. Today, Google rolled out their mobile friendly update, shaking up search results. The new Google search algorithm identifies whether websites are designed for mobile users, and gives preference to those websites by boosting their rank in mobile…

The Shift from Search to Social


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A recent report from Forrester Research indicates that half of all Internet users age 18 to 23, and nearly a third of all Americans, use social media as their preferred discovery method on the Internet. Along with the overall popularity of search engines trending downward, this is a clear sign…