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 …

Path to Purchase diagram

The Path to Purchase: Has the Buyer’s Journey Changed?

Business moves fast. Marketing moves faster. You’ve no sooner developed a good grasp on the latest craze in marketing when something newer comes out. It can be tough to know which trends are worth pursuing (video, for example, is still white-hot with no signs of slowing down) and which trends will fizzle (how much time and money did you spend …

Top Brands on Social Media

Top Brands on Social Media: What They’re Doing Right That You Can Too

By Adam Buth –  No longer just a fun and easy way to communicate, share and stay connected with friends, social media has grown to become an important platform for companies to reach new followers and build brand reputation. As a brand, being “good” at social media is challenging. If you want to maximize engagement, you must understand your audience …

Attribution Modelling Google Analytics

Attribution Modeling: Which Conversion Measurement Method Is Right For You?

Which attribution model is right for my business? What is attribution modeling? In a nutshell, attribution modeling is about what is and isn’t working for your company’s digital marketing efforts. Most marketers use several possible conversion paths to reach their marketing goals, and accurate measurement makes all the difference when you need to track your sales and their origins. Since …

Chief Marketing Officer

Three Things Today’s CMO Should Know About Digital Marketing

Everyone knows about GoPro cameras – and yet very few people actually engage in activities that would justify purchasing a Hero camera. GoPro is an excellent example of a successful digital marketing strategy. You don’t need to look at the GoPro website to understand how this brand achieved recognition. All you need to know is that the brand is tagged …