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A Marketer’s Guide to Improving Outcomes, from Google

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A Marketer’s Guide to Improving Outcomes, from Google

With multiple customer touchpoints, every customer journey presents brands with multiple opportunities to connect with consumers. From our post on Situational Search Advertising, we know that we can ensure that the right message occurs at the right time, but that’s just the beginning. How can we be sure that each customer touchpoint is performing optimally […]

Does Online Activity Really Affect Offline Behavior?

How important where a sale happens is becoming less important than how to make it happen at that moment. In this study, Sameer Samat, VP Product Management at Google talks about the 3 new realities of retail and how to reach customers by better integrating online and offline experiences and by caring less about where […]

Results: Driving Targeted Traffic To A Homebuilder Community

November 6, 2014
in homebuilder, Marketing, Search Engine Marketing
Richard Bergér
Driving traffic

In our recent post on strategy and tactics, this client example serves as a perfect illustration of when strategy and tactics come together to create conversions – which for the client, are interested homebuyers. The goal was to increase the amount of interested homebuyer traffic to a new home development in a desirable community, competitive […]

Why Measuring Cost-Per-Acquisition is Rarely Correct

Updated October 21, 2022 Homebuilder Case Study: Display Campaign CPA Many times, once a client is up-and-running with advertising campaigns, the question arises as to value of the effort. The Cost-per-Lead, or Cost-per-Acquisition from paid search, social media, and trackable print efforts, too. In today’s market, these channels are indeed all measurable. But how do […]

Strategy and Tactics and Objectives, Oh My!

It’s nothing to be frightened of. Yet, I often hear from clients how they don’t truly understand the difference between a strategy and a tactic, or between a goal and an objective. This is such a critical part of marketing and business development success, that it’s worth ensuring we fully understand the differences between these […]

Content is King. Context is Queen. Conversion is the Royal Heir.

October 7, 2014
in Content, Marketing, Thought Leadership Series
Richard Bergér
Content Marketing

Updated October 7, 2022 It’s like this: Content is King. Context is Queen. Conversion is the Royal Heir. We were just finalizing this axiom and the related graphic, when we ran across this awesome post by Alexandra Maia. Great minds think alike, indeed. Our version includes a third part and viola: a New Royal Family […]

Customer Segmentation First, Then Personalization

Do you know who your customer is? Do you have a customer/buyer profile that you use in your marketing efforts? Does your website segment buyers by type? Do you even need to be concerned with buyer types? The answer is – absolutely! Especially in today’s market, where things like buyer affinities, geotargeting, location-based advertising, remarketing […]

How to Create a Successful Email Message

Of all the channels to spend your time optimizing, email is one of the best. Email provides the single most direct line of communication for conversion to sales. With an ROI of approximately 4,300% (according to the Direct Marketing Association), it’s also quite cost effective – virtually paying for itself. With proper relevance, cadence and […]

Owned, Earned and Paid: The Golden Content Triangle

The content tripartite known as Owned, Earned and Paid media has been shaping marketing and advertising for the last five or six years and is proving more important than ever in today’s messaging marketplace. Owned Media and Paid Media both have their place in the content mix, but Earned Media is often considered the holy […]

The Seven Deadly Sins of Marketing and Advertising

All advertising, marketing, messaging and sales professionals have faced difficult times at some point in their careers. Sometimes, these difficult circumstances are brief; like “writer’s block,” lasting only a day or two. Or, these challenges can persist for months on end. It all really depends on your perspective – regardless if these challenges are external or […]

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