Semantic targeting, a form of contextual advertising, is gaining in popularity as a privacy-friendly alternative to cookie-based targeting. Further, advancements in artificial intelligence (AI) and machine learning are enhancing the effectiveness and personalization...
Can Marketing for Your Local Business Benefit from Behavioral Targeting?
Often when considering digital targeting tactics for marketing your local business, you may immediately consider geographic, demographic, and contextual targeting. These methods help local advertisers to reach specific audiences by their location, their...
Can Premium Content Adjacencies Add Value to Your Advertising Campaigns?
Premium content refers to high-quality, valuable, and exclusive content that is typically accessed through a paid subscription or direct payment in exchange for access. Premium content is designed to provide valuable insights and information not readily available...
Can Your Marketing Effectiveness Benefit from Contextual Targeting?
Most marketers agree that the effectiveness of their marketing improves when their advertising is adjacent to premium content as it can lead to higher engagement rates and a greater return on marketing investment. Premium content attracts a more engaged and attentive...
Marketing Myopia
One of the most influential business books of all time is The Marketing Imagination, by Theodore Levitt. The book includes his award-winning essay “Marketing Myopia”, originally published in 1960 in the Harvard Business Review. Marketing Myopia is a term coined by...
What is The Loss Leader Strategy and How Can Your Local Business Utilize It.
If you’ve ever visited a store to purchase a heavily discounted product and picked up a few other items ‘while you were at it’, you’ve likely succumbed to a loss leader pricing and product strategy. A loss leader strategy involves selling a product or service at a low...
What is Dynamic Pricing and How Can Your Local Business Utilize It?
If you’ve visited a major city during a rainstorm, you might have noticed the prices for umbrellas sold by street vendors tend to rise when the rain falls. What started out with a $10.00 price tag may rise considerably during a rainstorm. This is an example of...
Can Your Local Business Benefit from Social Media Remarketing?
Social media remarketing is a digital marketing strategy that targets users who have previously interacted with a brand’s website or social media content, by serving them personalized ads on social media platforms. Social Media remarketing differs from traditional...
Handling Your Advertising Yourself vs. Partnering with an Agency
There are many local businesses who handle their own advertising, possibly with the guidance from a media representative, and handle it quite well. The success of this approach depends on several factors including the business’s resources, marketing knowledge, and...
Can Your Local Business Benefit from Dynamic Remarketing?
In this blog we’ve previously reviewed the value of re-marketing. We’ve shared a link below to that post if you’d like to catch up on it. Essentially, remarketing, also known as retargeting, is a digital advertising strategy that re-engages users who previously...