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    Focusing on ROI Alone Can Yield Lackluster Results

    Performance marketing—or advertising strategies with a focus on measurable outcomes and the ability to demonstrate performance—is becoming increasingly popular. While performance marketing is vital to lower funnel conversions and allows for real-time optimizations and budget allocations between channels, focusing solely on performance marketing is likely reducing your overall marketing effectiveness. This is especially true when […]

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    Optimizing Search Engines for Your Success

    Search engine marketing (SEM) and search engine optimization (SEO) are two ways to direct more internet traffic to your website. Each has different benefits and requires different investments of both time and money. SEO and SEM: an overview. SEO is the practice of optimizing a website to improve its organic ranking on search engine results […]

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    Social Media Metrics Definitions

    If you are fairly new to creating social media content for a brand, all of the terminology may be a little overwhelming. Here’s a quick overview of the key terms and metrics when discussing social media organic content strategies and paid social media. Boosted Post: A Facebook post that you put money behind to increase […]

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    Is your message getting through loud and clear?

    Millions of consumers see video content throughout the day via TV, smartphone or computer. But most of them, about 75%, are watching it on mute. If your video ad doesn’t have captions, your message is likely not getting across.   A new product called Dynamic Captions automatically adds captions to videos. Will it make a […]

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    Three Reasons Not to Search Your Own Google Ads

    When a new search campaign is launched, your first impulse may be to run to Google and search some of the keywords to see whether the campaign is indeed up and running. Next time you’re tempted to do this, remember that you are negatively impacting your own PPC campaign by intentionally seeking out the ads. […]

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    Common Digital Media Terms and Definitions

    The world of digital media and marketing can be fraught with an insane amount of acronyms and confusing terms. In addition to providing helpful guides like our SEO vs. SEM blog, we thought a list of common terms and their definitions would probably be helpful. You’re welcome. Average Session Duration – In web analytics, a top-level […]

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    Pros & Cons of Media Types

    While not inclusive of all pros/cons, this table outlines general considerations of specific media types as we evaluate them against our target audiences, while optimizing for the budget. Since the media landscape changes quickly, note that the following was updated in Fall 2020.  Broadcast Television Pros Cons Television is the premier medium, with the largest reach […]

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    Facebook eases ad restrictions; social media managers rejoice.

    Facebook recently announced changes to a longstanding rule that ads on its site must contain no more than 20% text within the image. This brings a huge sigh of relief from social media managers everywhere. Facebook’s previous restrictions caused headaches for many advertisers. Even though the company changed its rules two years ago to allow […]

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    SEO vs. SEM – What is it and why does it matter?

    If you have any exposure to digital media or marketing, it’s highly likely that you have come across the terms “SEM” and “SEO” in your research. Both terms relate to a website’s position on the Search Engine Results Page (SERP), which is the page of listed results you see when you search for something online. […]

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    COVID-19: Trends in media consumption.

    Throughout social distancing, sheltering-in-place and now the gradual, phased reopening of communities, there has been a dramatic shift in how, when and why we consume media. Weekly, we receive updated data, facts and figures regarding media consumption trends and forecasts for which changes may stay long after restrictions are ended. While the data varies weekly, […]

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