News & analysis on digital marketing & analytics
Spring has sprung in Cleveland, and you can tell by the swaying temperatures that go from sunroof to snow shovel in the span of a week. This time of year is ideal for getting out in the yard to prepare flowerbeds for summer’s blooms, and cleaning out closets as you pack away sweaters and hang up your capris. It’s also a great time for cleaning up your website, checking for blatant errors and those coding cobwebs that you’ve let sit far too long.… Read the rest
Marketing automation provides an exciting way to generate more leads and turn them into willing buyers that ultimately become customers. Every marketer should understand the value of this concept. Let’s look at it from a realistic and practical standpoint.
When a business decides to invest in marketing automation, a whole host of questions emerge about how it actually works. Is it like magic? Once you sync up with some powerful software, you snap your fingers and the revenue comes flying out like a pigeon from underneath a top hat?… Read the rest
Every month at company meetings, a handful of Fathomers are recognized in front of the group for extraordinary manifestations of our four core values (“everyone a leader,” “be the consigliere,” “make order from chaos,” “the gun will be there”). This space immortalizes their accomplishments for the world to see. I hereby present the 17th edition of Core Value Stories:
- Everyone a Leader, Chad Sutton (pictured, right) – Chad has contributed strongly to client and internal communication and training.
Last week Facebook announced a new form of targeting options called “partner categories.” The use of “partner categories” allows an advertiser to target audiences based on offline data collected from third parties Acxiom, Datalogix and Epsilon.
The example below is from the Acxiom data category defining “high-end retail buyers.”
Using the data of offline activity from these third parties can only help make ads that much more relevant to your audiences.
In the past, if I were targeting someone for a site that sells expensive clothing, I likely would use interest targeting around brands of clothing sold on that site, like “Gucci,” “Versace” and “Dolce & Gabbana.” Now, with the data provided by those third parties, I can include targeting options—“upscale department store card,” “above average online buyer,” “fashionistas,” “high-end retail buyers”—for people whom I would deem wealthy enough to purchase the products I was selling.… Read the rest
When creating a PPC campaign from scratch and estimating performance for projections, Google Keyword Tool and Google Traffic Estimator are two great tools for research. However, these tools provide very different data and there is not too much consistency. This can be very frustrating!
Google Keyword Tool is a great tool to find monthly search volumes, average cost-per-click (CPC), analyze the competitive nature of a specific query, find additional keywords, a quick snapshot of seasonality, and more!… Read the rest