Marketing and Communications Articles
We research important marketing and communications topics and publish white papers for our clients and followers
During the course of that research we often find fascinating points that are of particular interest to our audience and deserve further discussion. These points of interest are turned into articles. Each article carries a link to the full paper.
Social Media Marketing versus Paid Social Advertising
You often hear the terms “social media marketing” and “social media advertising” used interchangeably, but the truth is that they’re very different. Both of these techniques can provide you with growth and profitability, but you must know the difference if you’re to use them effectively. S...
PPC versus CPM versus – Choosing the Right Payment Model
When it comes to online ads, you have plenty of different choices to make. You can choose to use Google’s AdWords network. You can join Yahoo’s ad network. You might opt for a smaller network as well – the sky’s the limit here. However, no matter what network you opt to join, you’ll need to make sure you’re c...
How to Develop an Effective Keyword Strategy for AdWords
When it comes to paid online advertising, you’ll find that Google AdWords ranks very high on the charts. It’s easy to use, and thanks to Google’s position as the number one search engine in the world, it’s very effective. However, you can’t rush blindly in here. You need to have a game plan in place before you ever...
Is Google Analytics the Best Option for Measuring Metrics?
You need to measure the results of your online efforts to ensure that you’re on the right track. Social media marketing, PPC marketing and content marketing aren’t things you can just set and forget. It doesn’t work that way. You need to be actively engaged, monitoring the situation, and measuring the results so that you can m...
Tips for Better Measurement of Website Metrics
Without a website, your business is missing a crucial tool. In fact, it cripples your chances of success. Even customers who prefer to shop at a brick and mortar location tend to use the Internet to find businesses in their area, and if you lack an online presence, you’re invisible to them. Of course, it’s not as simple as “bu...
Tips for Using AdWords Successfully
If you’re looking for a way to build traction online in the short term, there are a few options that can help. One of the best is PPC advertising. While there are plenty of different platforms out there, Google’s AdWords is one of the better choices. Not only does it embed your ads in organic search results from the world’s la...
Understanding PPC: What, Why and When
Chances are good that you know at least what PPC advertising is – you’ve encountered sponsored results when running a simple Google search. You’ve seen paid ads on Facebook (which, while part of social media marketing, also fall under the header of pay-per-click advertising). However, it’s just as likely that you don&rsq...
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Content Types: Choosing the Right Option
Let’s be frank – content marketing can get expensive, and it can do so quickly. That goes doubly if you&r...
Why You Probably Don’t Need a Mobile App
When it comes to connecting with your customers on mobile devices, chances...
How to Determine Intent: Mastering Mobile Optimisation
It’s no secret that optimising for mobile search is very different f...
How to Build on Good Website SEO for Mobile Success
You’ve done your due diligence. You’ve designed and built a re...
