Many small-business marketers feel that marketing automation is out of reach.  That's according to new data from small-business marketing platform ActiveCampaign.  In fact, 41% of US small business marketers surveyed for the December 2017 study felt that way.  And, that's just one of the reasons some haven't adopted the software.  

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Marketers are on a quest for marketing nirvana, where every message recipient, whether prospect or customer, is receiving the perfect message at the perfect time in the perfect way. And while this kind of perfection can happen, I would hazard a guess that it currently occurs less than 10 percent of the time for most marketing organizations.

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The move into 2018 also comes with a shift in digital marketing. New trends are entering the marketplace and your company needs to pay attention or you may be forced by the wayside. With the need to become more visible and reach more customers, the digital marketing of tomorrow offers advancements in emerging technologies as consumers demand a more integrated experience.

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How effective is your online advertising strategy? The art of an effective online advertising campaign combines marketing creativity with thoughtful analysis. Implementing the best advertising strategies will help your business use resources more effectively, and increase sales and conversions.

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The team at Adobe Stock has been looking ahead. We've been tracking the visual conversation around the world from shows and galleries, to brand campaigns, to our own stock collection to put together a list of the biggest visual trends to watch in the coming year.

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Account-based marketing is an exciting step forward for marketing as an industry and, by including advertising and sales, it is changing the way outbound works. You can’t define ABM without also defining account-based advertising (ABA) and account-based sales (ABS).

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Looking to boost conversions on your website? With nearly 60% of web activity is now occurring from mobile devices, re you're leaving money on the table if you don't optimize your site for a mobile audience.

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It turns out longer is better—at least when it comes to writing headlines for branded content.

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The images, logos, photos and designs you use to promote your business make up your visual brand. You may not realize it, but your visual brand tells the story of your business, including your company's values, personality and purpose, and it can be one of the best tools you have of communicating with customers.

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Scammers are showing high levels of creativity as they forge new methods for creating ad fraud.

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According to a survey of business-to-business (B2B) marketers, owned media wins the highest share of marketing budgets.

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Author Dave Eggers scared millions with The Circle, his tale of AI-driven surveillance that's since become a movie starring Tom Hanks and Emma Watson. And why not? Decades of science fiction have trained us to believe machines will eventually replace humans in everything -- even when it comes to marketing.

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We see a lot of prediction pieces every season, and they're often similar in tone: "This will be the year of mobile!"  "Digital will pull in more than TV in 20XX."  These positive predictions are spun to make everyone feel optimistic about the future of the industry, to ensure that we're able to communicate that positivity to our brand and agency clients who -- upon seeing the bright future of the space -- will feel confident in spending more, more, more!

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I was having lunch with Jen Pike, founder of Rockethouse Consulting, when we began lamenting a somewhat popular point of view among a segment of executives — that marketers don’t matter anymore.

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Do augmented reality and virtual reality seem to be out of reach for the typical B2B marketer? While indeed they can offer a futuristic brand experience, there are easy ways to leverage AR/VR and mixed reality for B2B marketers that are practical, affordable and extremely productive.  

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Digital marketing budgets are increasing, new technologies are creating enhanced ways to boost ROI, and advertising executives are highly sought after.

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Search engine optimization (SEO) isn't new anymore. People have been working to increase their rankings in search engines since, well, search engines started gaining popularity. Today, thousands of firms have dedicated themselves to helping clients rise through the organic search rankings, and tens of thousands of businesses are actively fighting for space near the top of those search results.

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Content creation is extremely important for building a trustworthy brand or business online. However, text content isn't the only game in town. Check out these three working methods to get creative with your content creation while also increasing customer engagement.

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Publisher LittleThings recently said it increased its video advertising rates by 20% by implementing a unified auction strategy, which is also called header bidding.

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The customer relationship management (CRM) system was once considered to be an all-powerful marketing and sales tool for business-to-business (B2B) companies, but these systems aren’t always enough. Chris Rothstein, CEO of sales enablement technology Groove, spoke with eMarketer’s Maria Minsker about what’s missing from B2Bs’ marketing technology stack, despite the bustling landscape.

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Business-to-business (B2B) marketers know what a long haul it can be driving leads to conversions. Unlike the business-to-consumer (B2C) segment, the path to purchase for B2B products can be winding, often requiring the input of many players before a purchase is made.

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A website itself is merely an opportunity. For marketers and small business owners, it's the chance to create a lead-generating asset. With three main components, you can build a framework of online growth that is based on creating value for potential customers.

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Email marketing isn’t what it used to be. Which is not to say that it's become any less effective. Quite the opposite, actually: Email continues to offer the best return on investment around -- outperforming other digital marketing channels substantially. In fact, according to the Data & Marketing Association and Demand Metric, email has a median ROI of 122 percent.

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Innovation typically produces beneficiaries and victims.

Today, technology is rapidly evolving and is drastically upping the stakes regarding the outcome of innovation. Some new technologies could potentially threaten the Facebook, Google, Amazon triopoly, while other developments might help the firms continue to dominate digital advertising and e-commerce. Other changes are likely to create thorny challenges across the digital advertising industry.

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For a long time, business-to-business (B2B) marketing has valued events as a solid way to generate new sales leads. But research from Sagefrog Marketing Group shows that B2B marketers are augmenting that traditional method with a digital-minded approach.

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The marketing technology landscape is busy, but there isn’t a solution out there for everything. Multitouch attribution solutions that help marketers map their customers’ path to purchase, for example, are still scarce.

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There’s no question that technology will continue to shape the future of advertising. We’ve already seen dramatic shifts in form and factor, powered by technologies such as 3D, artificial intelligence, augmented reality, and virtual reality. As the landscape continues to change, advertisers that don’t follow suit risk getting left behind. 

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Concerns over advertising fraud kicked off the year in full force when Procter and Gamble CMO Marc Pritchard said the media supply chain wasn’t transparent and, at worst, fraudulent.

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Innovation often provides opportunities for nimble businesses to rapidly grow their earnings by disrupting industries.

In the process, companies that embrace innovation can succeed at the expense of businesses that fail to embrace change. Yet, innovation also creates challenges, including the growing need to recruit employees from a labor force that may be struggling to keep up with change.

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Influencer marketing has become one of, if not the most powerful, tool in a marketing team's toolbox today. With the majority of brands using this new technique in 2016, it's not expected to disappear anytime soon. In fact, research shows that it's probably going to continue growing throughout 2017.

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There are three crucial Google Adwords checks you should do regu­larly that ensure your pay-per-click (PPC) campaigns remain healthy.

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Good news: A growing number of businesses are investing in innovation strategies to future-proof their brands in an ever-evolving digital landscape, according to new research from Altimeter Group. However, for many companies, the “digital” in “digital transformation” implies technology, which isn’t the only part of the maturity equation. 

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To better manage its intricate sales cycle, influencer marketing platform Traackr began its account-based marketing (ABM) journey at the beginning of the year. More than six months in, eMarketer’s Jillian Ryan spoke with Evyenia Wilkins, Traackr’s vice president of account-based marketing, about implementing ABM without technology and adopting new performance metrics.

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More cost-conscious than their enterprise counterparts, small and medium-sized businesses (SMBs) are particularly careful about their technology investments. But make no mistake: They’re serious about marketing technology.

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Marketers are pushing the concept of storytelling as a powerful tool that can differentiate content in a crowded field of digital promotional items.

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Businesses and consumers alike rely on emails for information and as a primary communication channel. As a result, email marketing is a high priority for businesses of all types and sizes.

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