In April, 2021, Apple announced that the latest version of its iOS software would provide users with much greater control over the extent to which developers, marketers, and merchants could track their devices. Beginning with iOS version 14.5, iOS and iPadOS (will) require developers to get your permission before tracking you or your device across […]
Contextual marketing has been in existence for more than 25 years on the internet; it relies on the intelligent placement of ads and marketing messaging within and/or adjacent to editorial content on web pages.
“Expert” content — in the form of blog posts, social media posts, videos, or courseware — positions the marketer as an authority, building trust and brand affinity.
A number of recent announcements from tech giants Apple and Google concerning the future of third-party tracking cookies has led to considerable hand-wringing – and even panic — among many digital marketers. This past March, Apple announced that its popular Safari browser was now blocking all third-party cookies. Google, which back in early 2020 announced […]
Understanding customer points of pain is an essential task for every business because without doing so, companies risk being stuck in a “what I do/what I can sell” mindset, not in a “what do you need/how can I help?” mindset.
Marketing research is an essential effort that allows brands to better understand their customers, competitive environment, and the effectiveness of their current marketing activities, including advertising. While the discipline has been around since the 1930s, the internet has radically changed how research is conducted, with traditional methods such as focus groups yielding to online polling […]
Content hubs — unlike navigational hubs — consist of content whose links point laterally (perhaps to content living outside the content hub itself) and/or “up” to higher-level pages.
Businesses fielding B2B websites typically employ a number of analytical software packages – the most popular being Google Analytics – to measure traffic, behavior, page popularity, and other metrics. But while this data is useful to have, it’s insufficient to meet a core need of B2Bs, which is to zero in on site visitors that […]