Time really is money, and if 2017 is a dollar, we’re down to our last quarter. That’s a little joke for the planners out there, but the truth is, we’re running out of year–and it’s time to start thinking about how you’ll be spending the commercial currency we call 2018. If you haven’t put together a serious marketing budget for next year, now’s the time. Like a lot of marketers, you probably have dreams and goals for not just your department, but your company as a whole. Penetrating new markets. Leveraging trends. Putting your money where it will generate not just leads, but customers. The marketplace is constantly evolving; today’s hot channel is tomorrow’s abandoned curiosity. So how do you set up a marketing plan, and a budget to support it,that will help …Read entire entry »

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 »

Concern about “fake news” is dominating the mainstream media these days. Since the advent of the internet, savvy online users have learned to be wary of misleading advertisements, scams, and other methods of digital deception that are rampant. I’d like to say most internet users know better than to respond to emails claiming they are the long-lost relative of a recently deceased monarch, they’ve won a contest they never entered and other similar email scams. Unfortunately, most people don’t apply the same measure of caution when it comes to reading so-called trustworthy news outlets, especially when exposed to it on social media. The recent presidential campaign seemed to bring out the worst in both the left-wing and right-wing media outlets, and the conflict has grown to the point th…Read entire entry »

If a picture is a worth 1,000 words, a gif must be worth at least 10,000. These 15 gifs perfectly sum up search engine optimization (SEO) – its strategies, goals, and the trials and tribulations it gives today’s marketers. SEO rules are constantly changing, telling people what they can and cannot include on their websites. First keywords, then not too many keywords, next backlinks, but only high-quality backlinks… Navigating the rules of SEO isn’t easy, but it’s necessary. SEO can feel like taking one step forward and two steps back. Between the never-ending Google algorithm updates and new SEO trends making headlines, website managers might think they’l…Read entire entry »

Marketers are only human, but some of the mistakes we’ve seen over the years go beyond simple errors and into the realm of total catastrophes. From controversial product decisions to plain bad tact, several marketing fails found new life thanks to the effects of “viral marketing.” These five brands lucked out with their blunders – but they probably won’t try for the same effect twice. Mountain Dew – Puppy Monkey Baby When Mountain Dew’s Super Bowl ad debuted its “Puppy Monkey Baby” creation, no one expected it to achieve much success. Viewers complained that the main character was frightening, leading a 54% negative reaction to the ad. Yet, somehow, #PuppyMonkeyBaby trended, with more than 65,000 mentions shortly after the ad and 22 million views on YouTube. This stran…Read entire entry »

Vizion had the pleasure of speaking with Keynote Speaker Ann Handley at this year's Dallas Digital Summit. She's the Best Selling Author of Everybody Writes and the Chief Content Officer for Marketing Profs. Check out our interview with Ann below, as she gives us a sneak peek into what she loves doing in her free time (when she's not writing best selling books), also her content marketing pet peeves, best practices, and predictions for what's to come in the world of content marketing. Check out more interviews with the DDS 2016 digital mark…Read entire entry »

The holidays are here and although many of us worry about the toll this season will have on our waistlines, I doubt anyone would complain about having a fatter wallet and website success. We love organic rankings and we love gobs of website traffic. In my opinion, I think most of us enjoy positive growth trends in site goal conversions as well as e-commerce revenue. At the end of the day, the greatest of rankings and thousands of site visits mean little (aside from branding) if you do not understand the pathways of your traffic and the hiccups, roadblocks, and confusion you are presenting to your site visitors. Below, we will initially harness the power of Google Analytics, and then we will move to Lucky Orange for a review of common behaviors from site users. Where to Start? We must begin with Google Analytics so that we can understand the common pathways of converting site visitors, the non…Read entire entry »

Many companies look at business goals on a yearly, maybe even a quarterly, basis. However, they may not evaluate how their online goals fit into the overall picture. As a result, many executives look at online efforts as a nonproducing expenditure and cut the digital budget. Marketers and website administrators understand the return-on-investment (ROI) potential of online activities, but may not adequately express their strategies or existing progress. Every other business process warrants regular evaluation, and online activities are no different. Executives should make time to stop and reflect on online activities, and marketers need to understand how to convey value to a management team, and not only theirs, but all the teams that support what they do from IT to Product Development. …Read entire entry »

Social media allows companies to reach audiences in authentic and immediate ways. Sometimes, companies hit the mark and create worldwide trends, and sometimes they fail miserably. We’ve compiled the best of social media wins and the worst fails: WIN – NASA made space exploration a worldwide point of interest through social media interactions in 2015. NASA’s social media account activities (the agency has 500 accounts) keep the agency in global online conversations. The Mars Rover missions, in particular, generated significant interest on Twitter and other social networks. Social media serves the public outreach mission the agency has pursued since 1958. Photo credit: …Read entire entry »

Analytical segmentation can be a helpful tool when marketing to customers. It would be impossible for a site to tailor itself to the entire population; segmentation helps by dividing site users into meaningful groups with similar characteristics. Thus, a company can tailor its marketing strategy to appeal to a few or several target markets. Site owners have access to a variety of marketing tools that can help them analyze their users. Once they decide on a tool, they can collect and integrate data from various sources and put it together to be analyzed. But the results of the segmentation are where the real magic happens. Site owners can effectively implement marketing strategies…Read entire entry »