Digital Marketing

8 Reasons to Create a Web Video

Sep062013
In my last blog post, I highlighted five fundamental principles to keep in mind when making your next web video. My first point was that when making a video, you should have a clear purpose in mind. That generated more than few conversations about why companies (and people!) choose to communicate through video. Here’s a rundown of the top ways companies are…

Sitecore 7: Benefits from a Marketing Perspective

Jun042013
With the highly anticipated release of Sitecore 7 finally here, I was anxious to see what they had in store for digital marketers. We’ve already been very impressed with Sitecore’s marketing offerings, and are strong advocates of their Digital Marketing System. Sitecore’s DMS excels at providing marketers with deep insights into their…

Digital Strategy and Cultural Institutions

Apr182013
I’ve been reading and having a lot of conversations lately around digital strategy, big data, and how it applies to business. As someone who is passionate about cultural institutions and museums, and has worked with many of them over the years, I can’t help but think about these topics through the lens of culture: how does digital strategy influence…

Improve Your Online Advertising with Google's Enhanced...

Feb082013
We live in a multi-device world. People are no longer connected to only one device. They swiftly shift from desktop to tablet to smartphone to laptop. Interestingly enough, when users switch devices they are often not changing their session – they are simply continuing it on a new device. According to Google, 90% of multi-device users move…

7 Ways Your PPC and SEO Can Work Together

Jan232013
Delving into search marketing can be an intimidating task. Right off the bat, most companies are faced with the same dilemma – do we invest in PPC or SEO? While paid and organic search are often viewed as two exclusive initiatives, they are in fact two sides of the same coin: search marketing. There are many ways in which PPC and SEO efforts compliment…

The Importance of Conversion Tracking in Google AdWords

Jan082013
Often times we see companies running Google AdWords campaigns blindly. They set up their campaigns, determine keywords, decide on a budget and hit go. Then they “track” the results. They look at impressions, clicks and cost – and then hop over to Google Analytics to look at their increase in overall traffic. And look, they sold a few…

Square: Bridging the Gap Between Physical and Digital

Nov152012
What excites me most about the web and mobile is the ability it gives to the average user to participate in engagements. Every so often a new technology comes along and radically advances our ability to participate; here’s another one of those game changers that we’ve all been waiting for. Some of us might not have known we were waiting for it, but hey,…

Dig Deeper, Market Better with Sitecore's Digital Marketing...

Sep202012
Measure. Report. Analyze. As marketers, we are told to do this every day. And it’s true. To truly understand our audience and the effectiveness of our efforts, we must track everything and optimize appropriately. While there are plenty of reporting tools available to marketers, few of them offer full integration into other tools or platforms that…

Turn Leads into Conversions with Google Remarketing

Aug022012
So you’ve set up your first Google AdWords campaign. You’ve successfully targeted the right audience, and driven lots of qualified traffic to your website. Users are going in, browsing your products, filling their shopping cart and then – leaving without checking out? Clearly, this is not the action you want them to take. However,…

iA Writer: A business case for great user experience

Jul312012
Content strategy. Content marketing. SEO. Blogging. Voice and tone. What do all of these eMarketing techniques have in common? They all rely on well-produced written content. In that case, a tool that helps create more and better content would be pretty useful, right? Well, it exists, and it costs $4.99. Right now, I can’t see anything but the words I’m…

How To Use Keyword Match in Google AdWords

Jul252012
Every day, millions of people turn to Google to find what they are looking for. They enter in a query and within a fraction of a second, they are presented with a detailed list of results, both organic and paid. Amazing, right? But how does Google do it? In the most basic terms, think of Google as an enormous book with an extremely detailed index that tells…