In part one of this three-part series on using aligned digital media strategies to boost business objectives, I reviewed considerations for new customer acquisition via digital channels and tactics. While acquisition remains a top priority for marketers today, it is equally important to retain those customers once they’re acquired. Customers dictate their relationships with brands […]
Google’s announcement of a bevvy of changes to the AdWords and Analytics platforms at their Performance Summit last month felt like a list of long-awaited answers to questions that search marketers have been asking for years. When are they finally going to monetise the maps channel? When are we going to be able to modify […]
For more than a decade, paid search has been a go-to channel for digital marketers. It’s not hard to understand why. It’s measurable and accountable. It plays right at the bottom of the funnel where the action happens. It’s flexible and scalable. Last but not least, when executed with even a moderate degree of expertise, it almost […]