Advertising/Targeting

24th of April, 2024
In: Advertising/Targeting, Graphic Design
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You Shouldn’t Let AI Design Your Ads. Here’s Why. image

With the much-discussed advent of generative AI — artificial intelligence that can produce various kinds of content based on prompts from a user — it’s become easier than ever to plug your information into an algorithm and let it do the work for you. But should you? It’s true that AI is constantly learning and getting smarter. But the truth of the matter is that, for now, AI tools still struggle with creating certain kinds of imagery — for example of human hands and feet. Then there’s the fact that AI learns by scraping existing information off the internet. What this means in practice is that any kind of design AI creates for you is going to be based on something ...

Grow Your Business With Full-Funnel Digital Marketing image

I’m sure you’ve heard at least one or two people talk about digital marketing, and maybe you’ve heard mention of a decision-making sales funnel too. But how are the two related and what do they mean for your business? The sales funnel is a way of visualizing a potential customer’s decision process. At the top of the funnel, you have customers researching a vague problem and discovering potential solutions. In the middle of the funnel are customers who have defined their problem and the sort of solution they need. At the bottom are customers who are ready to make an informed purchasing decision. Ideally, you want customers to discover your brand as a potential solution for their problem right at the ...

16th of October, 2023
In: Advertising/Targeting, Content Marketing
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SEM: What Is It, and How Does It Fit Into Your Digital Marketing Plan? image

Search engine marketing, often referred to by its acronym SEM, is a way for businesses to appear higher in search engine results. While search engine optimization (SEO) is an organic digital marketing strategy (meaning it creates traffic to your business over time rather than using paid methods), SEM is a “pay-per-click” (PPC) method of advertising in search engines. PPC means that a business will pay anytime a consumer clicks on their search engine listing. SEM involves identifying keyword phrases and trends in a target market and utilizing those keywords to show your advertisements on search engine results pages via Google Ads, Bing Ads, etc. It’s important to understand your audience and use pertinent keywords so that the most relevant consumers are ...

31st of July, 2023
In: Advertising/Targeting, Content Marketing
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Think Visitor Guides Are Dead? Think Again image

While consumers do turn to the internet for much of their information about travel destinations, printed guides remain relevant in the digital age. For example, a Destination Analysts study has found that more than 50% of U.S. travelers consult printed materials before making travel decisions. That said, you still need to find a way to help your publication (and destination) stand out from the pack. Here are three tips for doing just that. Embrace Magazine-Style Writing While newspapers have been losing readers, magazine readership has held strong, with the total number of magazine readers in the U.S. remaining above 220 million every year between 2016 and 2020. And when it comes to travel, research by the University of Massachusetts Amherst demonstrates that travel ...

CTV and OTT: Game-Changing Acronyms for Your Digital Strategy image

It seems like every day there is a huge tech breakthrough of some sort — whether it’s artificial intelligence, medicine, space exploration, energy or any other number of areas. It should come as no surprise that things are the same with digital marketing. As a brand in search of new customers, you’re always looking for new and better ways to generate brand awareness, establish yourself in your market and capitalize on consumer shopping habits. Ways to reach your target audience digitally have been around for decades now, but the old ways are fading. That’s where CTV and OTT come into play. What are CTV and OTT? In short, CTV and OTT are internet-connected devices and platforms that allow a user to ...

17th of April, 2023
In: Advertising/Targeting, Branding, Content Marketing
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Winning New Customers Online: 5 Strategies That Work image

Having a well-designed website and an active social media presence is a great start. But if you really want to keep customers interested, you’ll need to get creative — and interactive. Here are some tips to get you started. 1 | Get Your Name Out on TikTok TikTok is having a major moment as the place to be for brands, but getting it right and getting noticed can be a challenge. Luckily, TikTok itself has put together a guide to success, with tips on how to come across as authentic and creative. 2 | Launch a Customer Loyalty Program One of the simplest ways to reward loyal customers is with a points program. Let customers earn points for actions like following you on social, ...

17th of April, 2023
In: Advertising/Targeting, Branding, Content Marketing, Uncategorized
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Internal Newsletters Done Right: 5 Easy Tips image

two office workers viewing content on a laptop

Internal newsletters are a great way to keep employees engaged and let them know what’s going on with the company or their co-workers. But how do you craft a compelling newsletter that employees will actually want to read? Here are a few easy tips. 1 | Ask Your Employees The best source of information about content is always the audience for that content. So if you’re wondering what employees would like to see in a newsletter from their company — ask them. Send out an email encouraging feedback, launch a survey with perks for completion (e.g. a drawing for a gift card) or even ask people to volunteer for a brainstorming session that represents different departments and diverse viewpoints. 2 | Choose a ...

12th of January, 2023
In: Advertising/Targeting, Content Marketing
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5 Travel Trends You Need to Know About image

With the world adjusting to COVID as a fact of life, travel is making a roaring comeback in 2023. And that comeback entails several new consumer trends that visitor bureaus and hospitality businesses should be aware of. 1 | Vacationers are looking for ways to “travel light.” More and more, travelers have been looking to slim down their luggage. Destinations that hope to lure the clutter-conscious should highlight hotels offering bulky items (such as exercise equipment) for rent, or introduce potential visitors to local businesses that can supply travel essentials. 2 | The off-season is becoming more popular. One side-effect of a global pandemic: many people have become less comfortable with crowds. So if your area is a popular one with summer travelers, ...

12th of January, 2023
In: Advertising/Targeting, Branding, Content Marketing
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5 New Year’s Resolutions for Better Business in 2023 image

If you’re anything like us, your resolution to hit the gym three times a week is going to fizzle out by mid-February. But when it comes to your business, there are a few resolutions you should work hard to keep. 1 | Take a fresh look at your brand. What are the values and experiences that define your brand, and are they still relevant to the actual values and experiences you’re hoping to embody? Just as importantly, are they still relevant to what consumers want from a company in your space? If your most recent brand update happened a few years ago — or in reaction to a market trend that might no longer be current — the new year is ...

5 Tips for a More Compelling Brand Presence on Social Media image

Consumers spend hours each week on social media. And so do brands — which means it’s increasingly challenging to rise to the top amid the constant onslaught of information we all experience on our favorite platforms. What you need is a strategy to help you cut away the noise and make your social media presence work for you. Here are a few simple tips to help you make that happen: 1 | Tailor your approach to your audience. What age group do you want to reach? What are their values and interests? What do they need from you? The answers to those questions will determine on which platforms you’re going to concentrate your branding efforts. If you’re a visitor bureau and want ...

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