Programmatic or search engine marketing (SEM)? Clients often ask us which to use for promoting their products and services. It actually shouldn’t be an either-or decision. The two can work together very effectively as part of an integrated campaign. But each has strengths. SEM, formerly commonly known as Google AdWords, involves bidding on key words
Several clients have asked us recently about advertising during election season and whether they should back off due to rising costs and low inventory, or available ad spots. It is true that political campaigns gobble up advertising as the election nears. And every year, the campaign cycle seems to start earlier. We don’t recommend that
Photo Credit: Interactive Advertising Bureau (IAB) The COVID-19 pandemic has forced the cancellation or postponement of major trade shows and conferences all over the world. For many companies these shows represent their major marketing efforts for the year. Carefully designed and constructed booths, much anticipated VIP parties, important meetings scheduled months in advance, and of
With the COVID-19 pandemic upon us, businesses are asking themselves what is the right tone and frequency for marketing and social media content. Clearly these times are not business as usual. Thousands of people have died worldwide and we are not sure of the final human toll. Flip or jocular posts and captions might be
By 2050, Hispanics will account for more than half of the U.S. population, with a projection of 138.8 million total. According to the San Diego Union-Tribune, in California alone, the Hispanic population is expected to increase to approximately 41 percent by 2020. As the demographic landscape of the U.S. changes, so must the marketing approach.
When someone lands on your homepage, then leaves within a few seconds without clicking to other pages, it’s called “bouncing.” Not what you want. When people come to your site and stick around, visit other pages, and come back again and again. That’s called “sticky.” Definitely what you do want. You’ve probably heard the saying,
As a former journalist, I love statistics, numbers, data. I used to feel that this type of information is indisputable in proving a point. But as a writer, I’ve also learned that cold, hard facts often don’t move people. I remember an editor giving me guidance on a story I was working on and telling
Cities competing to attract what Richard Florida calls the “creative class,” or an educated workforce, to drive their local economies face a distinct challenge in presenting themselves in the best light. That’s because place branding for relocation is different than branding for tourism. Relocation of residency involves choices based on: lifestyle; longer term consequences such
Trends in website design tend to last three to five years. But when a client’s online presence starts to look dated and we recommend a makeover, often we’re asked, if the content of the website is solid, why be concerned about aesthetic issues like design? The answer to that question is that the look of