Digital marketing, for the most part, is simple. Nowadays anyone can set up an ad campaign on Google or Facebook and start driving the clicks. The competition is high and looks everyone wants a piece ...

Doing business in a hypercompetitive landscape requires transformational performance to succeed. Conventional models of marketing and brand strategy continue to falter as digital disruption and ...

For too long, marketers have clung to the marketing funnel, blissfully unaware (or, in some cases, willfully ignorant) of the reality that today's consumers follow a buying journey that doesn’t follow ...

In our Marketing Funnel Lexicon series, we have looked at how to balance marketing programs and drilled down into some specific top-funnel and mid-funnel strategies. Now let’s look at the final stage ...

The traditional marketing funnel, which guides customers from awareness to advocacy, has long relied on a mix of data-driven insights and human intuition. However, the rise of digital touch points and ...

When working with a new PPC client, I help them establish goals aligned with their business objectives. Surprisingly, many lack clearly defined campaign goals beyond boosting traffic or conversions.

KPIs are not ROI, and in search and digital marketing, we need to bridge the gap between our KPIs and business outcomes. In an ever-increasing world of messy attribution – thanks to privacy law ...