The Digital Marketing “Black Box”

The Digital Marketing “Black Box”

Digital Marketing Have you ever gotten a monthly report from your ad vendor and felt more confused after reading it than before? If you've ever bought digital ads at any time, ever, I'm betting the answer is, all the time. This is typically done by design, and sometimes just done by accident. Either way you have found yourself in the digital marketing black box. The largest publishers and media companies sell their own ads and that is how they make the majority of their revenue in the digital space. The name of the game for them is to just sell inventory, just like the dinosaurs still selling print ads and TV ads. Traditional media companies and these publishers sell their ads based off of price or the "data" they use to target people on their site. That's the only way they can really differentiate themselves. Don't get me wrong, banner ads still have their place in the digital world, but the ROI just...
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Is it “Worth It” to Become Google Certified? 

Is it “Worth It” to Become Google Certified? 

Most people in digital marketing these days have either head or, or are "Google Certified" by either passing a test for google analytics or what used to be called google adwords (now Google Ads). Many people who are not certified have asked me in the past, as someone who is and has been, is it worth it? My answer to these people is always yes. There are 3 main reasons why I would say it's worth it. Certification helps you learn about a very important component to digital marketing. Whether you are a small business owner, or someone working for a global marketing agency, learning how Google Analytics or Google Ads work can provide you with an immense additional level of knowledge that can help your business or your overall knowledge base grow. Being Google Certified can help you with your resue For those just starting out in the digital marketing space, and just out of college; you need all the help you can...
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SEM vs Display Advertising

SEM vs Display Advertising

Where’s the best place to spend marketing and advertising dollars? In the world of paid digital advertising, two of the biggest players are search engine marketing (SEM) and display marketing. On the surface, search engine marketing (SEM) programs like Google AdWords might seem like the best channel to maximize return on investment (ROI). “US marketers will spend more than $103 billion on search, display, social media, and email marketing by 2019—but search will remain the largest share of interactive spend (about 44%).” Why are marketers spending so much on search? Because search spending works. However, let’s not overlook another important aforementioned piece of that $103 billion pie: display marketing. (Think banner ads.) So what’s the best strategy for your next effective paid digital advertising and marketing campaign? By pairing display marketing with an effective search engine marketing strategy, you’ll be able to reach more prospects and customers—but to see real ROI, the trick is knowing how and when to use display marketing. Here’s our rundown...
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Witch Hunts and Twitter Advertising

Witch Hunts and Twitter Advertising

Twitter has always been somewhat of a mystery in the larger social media picture for many advertisers I talk to. They have heard of it and have mostly made fun of the premise. During its formative years, before the "witch hunts", the platform was mostly sharing quips with friends and of course sharing food pics. Saturday Night Live even made fun of the hashtag phenomenon, wherein people spoke in "hashtags" in real life and degraded normal conversation even more than we've already accepted. However partly due to certain elections and political development over the last couple of years, Twitter has shifted quite a bit towards a more trusted source of news and information sharing than it ever had been. (source) Smart people have said correlation doesn't equal causality for decades and this certainly fits, but Twitter advertising revenue and effective marketing promotion results have skyrocketed in the last two years. This presents an interesting opportunity for marketers and their advertising clientele. In the...
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13 Reasons Why….You Need to Increase Social Media Advertising

13 Reasons Why….You Need to Increase Social Media Advertising

Going viral is something that can happen for almost anything to these days. It refers to a message or video posted online by someone or a company that gains so much traction online and in social media that it spreads like a virus. Last year a show on Netflix "13 reasons why" went viral due to its' subject matter. Social media spend in ads has grown to $15B this year and all metrics show it growing even more next year. One of the reasons these shows gain such a following is due to social media. 13 reasons why got over 3.5 million tweets in the first week it was released. Social media creates an incredible ecosystem for fans of content to live in. This creates a highly trackable audience that can be segmented later on. If your brand needs to have its' message in front of teen girls than utilizing fans of "13 reasons" and shows like it would be a great way...
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