Testing the Effectiveness of Responsive Ads

Testing the Effectiveness of Responsive Ads

by Dan Wachowski –  Responsive ads are relatively new in Google Display, so the Lever Interactive media team developed a study to test the effectiveness of responsive ads in comparison to traditional image ads. Since not every ad type performs the same across all verticals, two Lever Interactive clients from separate industry verticals were chosen for this study. Before implementing, …

Marketing to Gen Z

Marketing to Generation Z

An extraordinary amount of time and energy (not to mention digital ink) has gone into investigating millennials. It’s become a cliché: articles about what millennials are (and are not) spending their money on, what industries they are killing next. But for all this effort, comparatively little has been written about the generation that comes after them. Generation Z refers to …

How Customer Intent Improves Marketing Strategies for Service Businesses

How Customer Intent Improves Marketing Strategies for Service Businesses

In the ever-changing conversation about marketing, much of the focus tends to be on businesses that offer tangible goods. It’s easy to think the same rules and ideas apply for service businesses, but that’s not necessarily the case. People research services for one main reason: to solve a problem. And to effectively market to these people, it’s crucial for service …

Digital Media's Impact on Luxury Purchases

Marketing Luxury: Digital Media’s Impact on Luxury Purchases

In the past, luxury brands traditionally reached customers through print advertisements. With the rise of digital marketing, however, the way luxury brands interact and engage with customers has evolved. For example, the number of times that consumers visit a luxury car dealership before making a purchase has diminished. When people finally do reach the parking lot, they are already ready …

B2B-Digital-Marketing-Guide

B2B Digital Marketing Guide

Around the world, B2B businesses that are embracing digital marketing are generating a substantially better ROI with their marketing spending in comparison to businesses that stick to offline marketing methodologies. For example, online events and webinars generate an average return of 21%, which is a great deal higher than the 18% ROI generated through offline events and seminars. What’s more, …

Digital Marketing Trends For 2018

Digital Marketing Trends For 2018

Lever Interactive and Google recently hosted a Digital Marketing Trends for 2018 event at Google’s Chicago office. Through presentations from Laura O’Connell of Google and Brian Yaro and Jen Davis of Lever Interactive, we learned about the direction digital marketing is going in and practical trends that marketers need to be aware of and master in order to get ahead in …