Knowledge Centre

And just like that, another year is (almost) in the books. As marketers begin to map out their 2022 marketing plans, it’s the perfect time to dust off the crystal ball and predict what will shape the industry over the coming year.

You’ve heard it a million times, native advertising is one of the most immersive advertising experiences. But what exactly is native advertising, and why is it causing such a stir for brands, agencies, and publishers?

It’s been several months since Apple’s iOS 14 update went into effect and the dust has begun to settle. One of the main questions has been, “How are advertisers handling the mobile tracking changes?”

Earlier this year, we talked about how this change could impact advertisers, but now, we want to follow up. Have any new strategies evolved? What have advertisers been doing to reach their target audiences?

Effective marketing is difficult to get right. Between creative demands, budget limits, and channel decisions, marketers have a lot to juggle when developing their marketing strategy.

When it comes to the final days before vacation, people tend to fall into one of two camps: 1) those who watch the clock incessantly, and 2) those who are so busy before they leave, they might even forget to put up an out-of-office (OOO) email message.

Finding someone with the perfect combination of mentor traits is no simple task.

Your LinkedIn profile is a place for you to build your professional brand, showcase your achievements and skills, share content with other professionals, and connect with colleagues, business partners, and potential employers.

Have you ever had to hype yourself up to send an email? Because, same.

Pop quiz: If you had to define product marketing right now, what would you say?

Building a website is an exercise of willpower. The bells and whistles of the design process are tempting to focus on, but compelling content is what makes a website work for your business.

Your employees know your business processes well. They understand your brand messaging and vision and feel a general sense of connectedness to your organization.

As a marketer, we’ve been talking about personalization and responsive advertising for some time now. And that trend isn’t going away.

In 2019, 72% of display ads were responsive (more than double what they found just two years previous).

As a marketer, you know how important it is to have a marketing strategy — but have you thought about the impact your marketing message can make in it?

The pandemic has forced the traditional holiday office party to go virtual. But things are different this year — now, a variety of workplaces include remote and in-person employees (or a hybrid of both).

So, you’ve finally got your foot in the door at your dream company. You’ve submitted the perfect resume and made a lasting impression during the phone screen. All there’s left to do now is to win over the hiring manager in the face-to-face interview.

Do you celebrate International Cat Day, Pizza Day, or Talk Like a Pirate Day?

The malls are decked with holly, your inbox is filling up with holiday-themed promotions, and you’ve deemed it socially acceptable to start listening to your favorite holiday playlist on Spotify… or maybe that’s just me. 

Either way, the holiday season is here, and marketers are gearing up to finish off the year strong. But just like shopping for gifts, planning your holiday campaign is something you don’t want to shove off until the last minute.

Bringing a new product to life can be challenging. You know that you have an idea that can bring value to a target market, but you aren’t exactly sure how to bring your product to that market.

According to 2021 HubSpot Blog Research, most marketers search for new or emerging social media platforms on a weekly or monthly basis.

Even though Field of Dreams is one of my favorite movies, the saying “If you build it, they will come” sadly doesn’t apply to content marketing. Too often, we forget that content marketing consists of two separate words — content and marketing. Creating content is usually the most fulfilling and enjoyable part of a marketer’s job but distributing that content is just as important.

Yes, you own or work for a business that sells products or services. However, you are also a consumer. For just a moment, take off your business hat and put on your consumer hat.

During the 1950s, Volkswagen sold a bus. Although now considered a classic vehicle, the bus remains an icon for the car company decades later.

The cool part? Volkswagen announced their new VW Bus — it’s electric and features sleek, modern styling. Volkswagen’s marketing for the vehicle is eye-catching, unique, and fun, and it complements the original “hippie” vibe the company was once known for.

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Volkswagen also released a TV commercial for the bus that’s clever, minimalist, and on-brand. It introduces the new vehicle with the song The Sound of Silence playing in the background (hint: electric cars are silent) and ends with a short message on the screen for viewers to read: “Introducing a new era of electric driving.”

This sentiment touches on the fact Volkswagen is contributing to society’s interest in electric, eco-friendly vehicles. It also relates to this being a new era for the bus.

In the world of search engine marketing (SEM), more and more marketers are buying into PPC campaigns. Google Ads specifically has increased its revenue from year to year. In 2021, Google advertising revenue accounted for $53.1 billion — 81% of Alphabet’s overall sales.

I once heard a new business owner define their target market as … wait for it … “everyone”.

*cringe*

While no content marketing tool can replace a solid strategy and talented humans, having the right tech stack can certainly help you get the job done better, easier, and more efficiently.

Asking “How is everyone?” at the beginning of every meeting isn’t always the best way to encourage team bonding. Sometimes, having a fun ice breaker can aid in that connection.

If you’re a fan of HubSpot’s Inbound Marketing Methodology, you probably understand the importance of customer success. In fact, 70% of businesses with growing revenue prioritize customer success as “very important.” So, if you want your business to succeed you must make sure your customers do, too.

Millions of dollars are poured into the Google Display Network (GDN) every day. But why? Google offers endless options for marketers to promote their products, so how is this network different?

From P&G’s “Thank You, Mom” to American Express’s “Small Business Saturday” to Dos Equis’s “Most Interesting Man in the World,” marketing campaigns have a way of sticking with us long after an impression or purchase. Why is that?

Where is the first place you go for expert advice or an answer to a burning question? My guess is Google (or your preferred search engine). You’re not alone — Google alone answers over four billion search queries every day.

Crafting a one-page event website that generates countless registrations takes imagination, creativity, and some good old-fashioned common sense. You don’t just want potential attendees to be interested — you want them to be inspired to learn more, click through, and to sign up and attend your brand’s event.

Google ranking factors are constantly changing, but links remain one of the most critical factors used by search engines.

When you’re first starting a business, branding is likely the last thing on your mind. After all, it’s hard to sit down and flip through fonts when you’re still trying to figure out who your customers are (and where to find them).

In marketing, offers are the gateways to lead generation. Without them, site visitors have no way of getting converted into leads. They are also a critical tool for nurturing existing leads into a position that makes them more sales-ready. But gosh, isn’t the word ‘offer’ so utterly vague and abstract? What the heck is a marketing offer, and what are the qualities of a good one?