When the internet was beginning to be commercially adopted in the early 1990s, few predicted how it would completely overhaul the marketing industry over the next two decades. Ingenious search engines that navigate a plethora of budding websites, along with the first online display and search ads, marked a drastic turn of marketing dynamics as individuals’ active search behavior allowed for much more relevant and efficient ad delivery.
Monitoring the competition’s content marketing efforts is an essential step for brands developing their own content marketing strategy. Finding out what works for a competitor allows brands to gain insights about the type of content their audience might also respond to and their needs.
With the negative press and declining fortunes of social media suggesting that another path is needed for content marketers, one route that’s emerging is a not-so-dusty throwback: search engine optimization. Here’s an SEO refresher.
As I look at my digital marketing calendar for the year ahead, I’m equally enthusiastic and challenged by how I’ll need to fine tune my company’s digital marketing platform in 2018. My past and current marketing efforts have helped me further brand recognition, increase online leads and establish my company as an authoritative resource in the home-care industry. Next year, I want to push our marketing efforts even further.
When I graduated from Kellogg Business School and went to work in brand management for General Foods, then one of the most coveted firms for a newly minted marketing MBA to start their Marketing career, the work of a marketer and the brand strategy they developed and executed against, was far, far, simpler than today. There was generally only one brand positioning statement. It included:
For 2018 trends, we asked an expert on what entrepreneurs can expect this coming year in marketing.
Traditionally, you raised money from friends and family, bootstrapped, lost money for one to three years and then you became profitable and got acquired or went public. That was the cadence of entrepreneurship. But because Amazon for its entire life has made no money,