Report: Personal health data should be off-limits to common marketing practices

From the cover of the report Personal wearables that track health data can boost your exercise routine or monitor a medical condition. The devices — including digital watches, sensor-equipped clothes, and apps in smartphones — can track heart rates, sleep patterns, calories, stress levels, and someday may store information on our DNA. But, according to…

Read More

SEO in 2017: Mobile optimization as a competitive advantage

In 2016, the inevitable happened, and mobile overtook desktop as the primary device used to access websites. This didn’t come as a huge surprise because, as far back as 2015, Google reported that more searches were conducted on mobile than on any other device category. In many industries, this may be conservative and, at the agency I…

Read More

Improve your paid search & social through relationship marketing

A major shift I’ve observed taking place in both the paid search and social advertising industry is a move toward relationship marketing. Brands can no longer be available to customers only when they’re ready to convert. Advertisers must now be ready and willing to provide value to their customer’s days, weeks, or even months prior…

Read More

Cross-device ad tech: How to vet potential partners providing this critical stack element

CMOs are charged with managing a brand’s relationship with consumers, but the CMO’s most tangible relationships are more likely with the partners and service providers that comprise their full tech stack. Building, selecting, integrating and managing the right tech is the first step in understanding and interfacing with consumers. At best, both the advertising and…

Read More

How your startup should be using Google AdWords

If you’re just getting started with your business, figuring out who should manage your AdWords campaigns and what to do first can be a challenge. Columnist Brett Middleton offers tips to get you on the right path. Brett Middleton on December 22, 2016 at 1:03 pm For the founder sitting in coworking spaces like The…

Read More

How to Engage with Customers Using Facebook Live Video

Facebook Live is among one of the remarkable developments in the social media marketing world in 2016. According to Unmetric Discover, the number of brand mentions of Facebook Live to date is close to 40,000. One of the key features of live videos is its flexibility. It can be used for a wide range of…

Read More

Small business owners: 3 steps to creating accurate Google Analytics reports

Raw traffic data in Google Analytics isn’t always accurate. In this helpful how-to, columnist Dianna Huff shows Analytics beginners how to create a filter that excludes spam traffic and traffic from internal sources. “Our traffic is going down,” said a client in a recent email. Attached to the email was a chart showing this year’s…

Read More

Trust & transparency: Why we need it more than ever in 2017

Can technology help to create transparency and therefore restore trust in brands and agency partners? Columnist Carl Erik Kjærsgaard weighs in. With 2016 coming to a close, it’s time for marketers to think about the past year. Was it the year we pushed our industry toward a better future, or just another year with minimal…

Read More

51% of US adults have bought something online via their cellphones [Pew data]

It’s no secret that the cellphone has had a huge impact on commerce — whether online or in-store. More than three years ago, we were writing about “showrooming” — when consumers research products in-store but buy online — and more recently we’ve talked about “webrooming” — the flip side of that. The latest e-commerce report…

Read More

Google studying ways to fix offensive search suggestions & results

As Google has come under fire for search suggestions like “are women evil” or actual results questioning whether The Holocaust happened, those who oversee its search engine aren’t ignoring the issue. They’re just taking time to figure out the best and most comprehensive response. This week, I met with several engineers and executives involved with Google’s search…

Read More