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Pay Per Click Advertising Analytics & Management: Keeping it Simple

by Dan Linn on Jul 28, 2015 9:45:00 AM

Though pay per click advertising is a part of most comprehensive marketing strategies, it does come with its own set of advantages and disadvantages. Utilizing pay per click advertising analytics and management solutions provide the best chance of success with PPC advertising.

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Topics: Inbound Marketing, Integrated Marketing Communications

How to Overcome Audience Fragmentation

by Elise Homan on Jun 25, 2015 12:56:00 PM

According to Hubspot, one of the nine biggest challenges that marketers face today is fragmentation. Due to an endless stream of new communication technology, marketing audiences have become more separate and increasingly complicated. No matter the industry, audience attention is fragmented across a rapidly growing number of channels. Additionally, customers have become adept at perceiving whether or not marketing messages are meaningful or relevant to them, so they can ignore entire channels if they aren’t interested. Reaching all of these separate groups, or fragments, can be difficult, and the problem is one that marketers do not have much control over.

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Topics: Integrated Marketing Communications, Content Marketing, Branding

The Power of SMART Marketing Goals

by Dan Linn on Jun 8, 2015 2:52:00 PM

According to Heidi Cohen there are 72 definitions of marketing. Heidi further asserts that “marketing comes in a wide variety of flavors based on audience, media platform and business in today’s evolving and dynamic marketplace.”

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Topics: Inbound Marketing, Integrated Marketing Communications, Content Marketing

Seven Blogging Myths Debunked

by Elise Homan on May 27, 2015 2:28:00 PM

BLOGGING—it started as a platform for discussing political ideas, sharing personal anecdotes, and accessing news updates, and has now become a permanent and ubiquitous element of business and marketing.

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Topics: Integrated Marketing Communications, Content Marketing

Managing Your Print Collateral

by Dan Linn on May 20, 2015 3:17:00 PM

Conventional print still has its place in the marketing materials supply chain. In an effort to increase production efficiencies, control overhead costs associated with marketing literature fulfillment and reduce the costs of marketing to new customers, CEO’s and CFO’s of corporations are exploring new ways to manage their Marketing Literature Collateral.

One area of marketing that typically produces a significant amount of waste in corporations are the resources which are allocated to the purchase, management and fulfillment of marketing literature.

Perhaps the most wasteful aspect of the marketing supply chain could be summed up in one word……..Obsolescence. According to a study released by the CMO Council entitled “Understanding the Critical Factors to Achieving Marketing Supply Chain Operational Effectiveness and Optimization” there are two key aspects of Obsolescence, “the impact on the budget and the impact on the {customer} experience.”

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Topics: Print, Integrated Marketing Communications

Why You Should Create Negative Buyer Personas

by Elise Homan on Mar 9, 2015 11:19:00 AM

Creating buyer personas is a foundational step in any marketing strategy. Buyer personas are fictional, generalized representations of your ideal customers. They help you to understand your audience—both customers and prospects—better, and through this you can focus and tailor content to the specific needs, behaviors, and concerns of different groups. Importantly, they help to ensure your marketing efforts and resources are not wasted.

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Topics: Inbound Marketing, Personalization, Integrated Marketing Communications

Better Writing Practices for Any Marketer

by Elise Homan on Feb 24, 2015 11:45:00 AM

Today, marketing is all about producing great content. You brainstorm topics, gather your ideas, and then all you have to do is sit down and write. You know—just reproduce your thoughts coherently and effectively in order to engage your audience and help, persuade, and impact them with the written word. And make it interesting. And add your own distinct writer’s voice.

Easy, right?

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Topics: Inbound Marketing, Integrated Marketing Communications, Content Marketing

Some Insights on Marketing to Millennials in Colorado

by Dan Linn on Feb 17, 2015 11:42:00 AM

Millennials, also known as the Millennial Generation or Generation Y, are the demographic following Generation X, which is the generation born after the World War II baby boomer generation.

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Topics: Nonprofit, Social Media, Fundraising, Alumni, Integrated Marketing Communications, Content Marketing

Retaining Donors--Why It's Important

by Dan Linn on Feb 2, 2015 2:09:00 PM

Donor retention is one of the hottest topics in the nonprofit sector right now. Why? Because you’re best donor prospect is someone who has already given to your institution—which is why building relationships with your donors is so important.

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Topics: Nonprofit, Fundraising, Donor Retention, Integrated Marketing Communications

How to use the psychology of color in your marketing

by Elise Homan on Jan 26, 2015 9:26:00 AM

Writing quality content is the core of successful marketing, but making that content visually appealing is also paramount. Whether it is your product, website, or an email newsletter, presenting your brand in an aesthetically pleasing way is crucial. One of the most important visual choices to make is color. The color scheme you use can drastically effect the buying habits of your customers and prospects.

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Topics: Inbound Marketing, Direct Mail, Social Media, Email Marketing, Print, Integrated Marketing Communications, Content Marketing, Branding