Confession — I have a long history of skin allergies. Recently, I’ve been searching for an app that would let me track all the cosmetics that I use (or plan to) to spot ingredients that could potentially cause skin irritation. I was overwhelmed with the options. I eventually found the “one,” but it got me thinking — how much work did it take from the app creator to make it rank at the top of search results? As a marketer, I asked myself: What ASO marketing strategy did they use? And what makes or breaks an app’s ranking if there […]

Ever felt the thrill of coming into work only to notice that plenty of new leads have started signing up for a product demo through an article or asset you’ve created? I can tell you, from personal experience, that few things give you as strong of a motivation boost as this. After all, it’s proof that you must be doing something “right.” That said, it takes a lot of time to work out where to find your target audience. A lot of it comes down to building the right marketing funnel strategy, i.e., deciding what types of collateral to use […]

No one knows the saying change is the only constant in life better than a marketer. We’ve seen the number of MarTech solutions grow from about 150 to more than 11,000 over the last 20 or so years. We’ve seen mobile become its own channel… and then as the world became device agnostic, we watched it simply merge with online. We watched the birth of social (remember MySpace anyone?). And finally, we leaned in as, a little more than a year ago, OpenAI unleashed generative AI into our world. When I think about all that we experienced in the last […]

Like many of the people who currently work in the industry, digital marketing was born in the 1990s. Since then, the industry has evolved at breakneck speed, sprouting many more types of marketing. From search engine marketing to account-based marketing, every brand can use a combination of these tactics to attract its target audience and increase revenue. Keep reading to discover the top marketing trends in 2023 and more. Types of Marketing 1. Traditional Marketing Traditional marketing refers to brand promotion on offline channels before the rise of the internet. Think billboards, flyers, TV ads, and radio spots. These marketing […]

Putting your marketing strategy into play is different than creating that strategy. To bring it to life, you have to employ the right channels, techniques, and tactics. Of course, marketing a brand online has become much more nuanced and complex, with many techniques at your disposal. To help you learn about the most effective marketing techniques around today, we’ve rounded up the best ones to add to your digital marketing toolbox. Table of Contents Best Marketing Techniques Branding and Awareness Techniques Audience Engagement Techniques Techniques for Driving Traffic Conversion and Nurturing Techniques Branding and Awareness Techniques 1. Brand Storytelling Purpose: […]

Savvy marketers know it’s rare to reel in customers at the first encounter with a brand. From my own experience, winning people over takes time, thoughtful touchpoints, and a whole lot of trust — which is what makes lifecycle marketing so crucial. All businesses create their own unique lifecycle marketing strategy, but the purpose is the same: to engage customers, increase revenue, and grow a brand. Different from the buyer’s journey or conversion funnel, lifecycle marketing considers a customer long after they make a purchase. The focus is to bring in buyers and turn them into loyal brand advocates. But what […]

If you’ve been a marketing professional for years now, learning about the four Ps of marketing might seem like a throwback to you. However, for those of us who work in the industry but didn’t study marketing in college, it’s entirely possible you haven’t heard of the marketing mix. Below, let’s learn about the four Ps of marketing and how they’re still relevant in today’s marketing landscape. The four Ps are meant to help marketers consider everything about a product or service when they’re deciding how to market it for their business. Framing your marketing around the four Ps will […]

If you took the same Introduction to Economics class that I struggled through in college, you might remember this key lesson: The law of supply and demand states that a low supply and high demand for a product will typically increase its price. Why am I telling you about basic economic rules? Because changes in the supply and demand of products can result in the scarcity principle coming into play. In this post, we’ll learn what the scarcity principle is and how you can use it to create high demand. What is the scarcity principle? The scarcity principle of persuasion […]

If you’re new to marketing, you might have a skewed perception of it. You might imagine a multimillion-dollar Super Bowl ad or a glowing billboard in Times Square. Marketing is much more than that. It encompasses a variety of channels, tactics, and formats — and can work for any business at any budget. The key to getting started is knowing the fundamentals. Here, I’ll walk you through some beginner-friendly marketing channels and how to build your first marketing strategy. Cost-Effective Marketing Channels Building Your First Marketing Strategy Cost-Effective Marketing Channels If you’re just getting started with marketing, here are a […]

You’ll need a solid technical marketing strategy if you sell a complex product or service. This type of marketing requires a firm understanding of the technical aspects behind your product. You’ll also need to communicate complex processes clearly. Without technical expertise, your marketing team will have a difficult time developing content that resonates with your core audience. In this post, we’ll look at why technical marketing is so important, as well as the skills necessary to succeed in a technical marketing role. Table of Contents When to Use Technical Marketing Technical Marketing Best Practices 7 Tips to Kickstart Your Career […]