When people think of what a digital marketer does, they likely imagine someone behind a computer screen tweeting and updating Facebook posts, but there’s a lot more to this career than that. Beyond simply having a social media presence, digital marketers must have an intimate knowledge of consumer habits – they must understand what drives the behaviors and motivations of their target audiences. Using data, they must synthesize analytics and communicate with customers. Digital marketers are chasing moving targets all the time because they must drive campaigns while measuring the impact of all those moving parts of the campaign – all while managers are asking for updates. They must analyze real-time data of consumer behaviors, and tell what’s working and what’s not and offer ways to transition to bet…Read entire entry »

Google released Remarketing Lists for Search Ads (RLSA) in June of 2013, along with subsequent updates. While Search professionals agree RLSAs are viable tools, developing a strategy for their use is a MUST to be effective. It is also important to know what they are designed to do and where they fit in with your marketing plan. What are RSLAs? RSLAs are used to show ads to returning consumers who are familiar with the brand. They may have made a purchase, which makes them a customer, but it is possible they did not. The idea is to reach out to keep focus on your products or services. The objective is to get them to buy or repeat a purchase. What is the Process? In order to take advantage of RLSAs, a snippet of code is added to the website and/or mobile app. Next, remarketing lists are defined. Finally, a remarketin…Read entire entry »

When it comes to SEO and websites in general, there are a million and one tools that everyone says should be a “must-use”, especially those companies that build said tools.  Some tools cost ridiculous amounts of money and just generate “pretty looking” reports and dashboards while others just regurgitate data from another source into a different layout that is “executive friendly” or more “presentation ready”.  That is one thing I really like about working here at Vizion Interactive. We, as an independent agency, are constantly testing, exploring and re-testing various tools across our organization.  Given we all have robust experience (minimum of 7+ years), often with slightly different concentrations, we also get a diverse view of any tools we use from our internal reviews. …Read entire entry »

In a world saturated with technology, it often seems impossible to separate ourselves from digital touchpoints in our daily lives. When you should be spending time with your spouse, you are surfing Facebook on your tablet. You should be enjoying dinner with your children and find yourself continuing to pick up your phone. Instead of hanging out with a friend, you sit asking Alexa to tell you another joke. Notice in these examples that not once did I mention someone sitting on the couch, at the dinner table, etc. engaging with their desktop computer. While we may make resolutions to break away from portable devices in our daily lives, how can we harness this in our professional lives? Ultimately, what is mobile traffic worth to your company’s bottom line? Mobile-Bound For those o…Read entire entry »

When some business owners think of analytics, they cringe. They think of analytics as the tools that penalize their websites if the content is not good or if keywords don’t generate traffic. Thus, business owners associate analytics with lack of clients and revenue. However, analytics do not deserve this negative reputation. Business owners can glean many positive opportunities from analytics. With the onset of 2017 comes more technological change, an increase in existing opportunities, and brand new opportunities. How Analytics Work Every analytics tool is different, but many have some of the same features. Google Analytics is a popular choice. Google Analytics is made up of three parts – JavaScript coding, a data collection service, and a processing engine. The JavaScript code goes on each pag…Read entire entry »

The term “programmatic” is becoming as widely used as gluten, and this buzzword is as easily misunderstood. It is being applied to numerous industries that are fearful the word automation might be seen in a less-than-favorable light. Simply put, though, that is exactly what it is. The actual meaning of the word is only part of the equation. It is important to fully understand the term and to realize its benefits for media buying. Programmatic media buying entails purchasing advertising without human negotiation. The entire process is handled by machines. With Programmatic media buying, the machines learn the best approach and targeting that drive conversions and deliver the impressions most likely to increase your ROI. That explains it in a nutshell, but to go deeper, let’s look at the be…Read entire entry »

One might think that a quick review of your top Organic Search landing pages will show you your most important site pages . Well, they are — sort of. For the time being, they are your most important Organic traffic driving pages A better question to ask youerself is, are they your richest pages? Do they provide you with your greatest traffic and conversion potential? Simply looking at your best performers to date is very much a “bump-along” approach to understanding Organic performance. With a little help from Google Search Console and SEMRush we can quickly assess the pages of our site that we need to nurture as they will be the ones that take us to the next step. A quick walk through analytics tells me that these are my most important pages: …Read entire entry »

In the late summer of 2016 Amazon.com, Inc. rolled out their new self-service PPC tool, Amazon Marketing Services (AMS), available to all Amazon vendors. AMS allows vendors to build and manage targeted PPC ads that help drive customers to specific product pages on Amazon. The tool includes three products, or types of ads that can be created, which all uniquely target customers in different areas of the Amazon platform. AMS, although in its early stages of development, has already changed the game for advertising on Amazon.com. It eliminates the need for businesses to have large marketing budgets to place their product ads on Amazon. Instead, sellers can create ad campaigns based on their budgets, objectives, needs, and only pay when shoppers click on their ads. …Read entire entry »

Mobile technology has boomed in recent years, and now more people than ever prefer using a smartphone or other mobile device instead of their computers for a variety of things – work, email, social media communication, shopping, and countless other tasks. Google created the term “micro-moments” to describe the quick interactions people have with their mobile devices, such as quickly pulling out a smartphone to look up something, find an address, answer a question, or interact with others. Essentially, a micro-moment in Google’s eyes is any time someone uses a smartphone because they want to know something, do something, buy something, or go somewhere. The Shift to a Mobile-First Mentality There a…Read entire entry »

Google's keynote this year centered around the importance of the customer being at the heart of our all of our marketing efforts. It is our job as the marketer and as the brand, to deliver to our consumers: “relevant, frictionless, and useful experiences whenever, wherever they ask for them and sometimes even before they ask,” said Sridhar Ramaswamy, senior vice president at Google, and that is exactly what Google is helping us to achieve this year. The Google Marketing Next 2017 keynote presented the exciting new innovations, tools and technologies that will be available to all Adwords, Analytics, and DoubleClick users by December 2017. Here are just some of the highlights: Did you know that 87% of smartphone owners turn to search first in their moment of need? Also, 20% of searches are now done by voice. Search is our go-to path for assistance. With that being said, less than 1/3rd of brand experiences are described as “helpful” by consumers. Pretty sobering …Read entire entry »