Digital Marketing Orange County Blog

November 14, 2017

E-Commerce: Putting the Shopper Before the Cart

Typically, shoppers don’t ditch their carts during a grueling grocery store excursion. A different matter entirely in the e-commerce realm. In this space, shopping cart abandonment is routinely practiced – even by users primed for a...

November 7, 2017

Website 101: Anchor Text Done Right

Any users who’ve clicked their way through pages of online content has had first-hand dealings with anchor text. These are the words in big, bold blue (or possibly other color) – the verbal link you slide your cursor over to perform...

October 31, 2017

Give Your Online Surveys an Edge

So far, so good. The survey responses are pouring in. But how does an advertiser know they’ve hit the mark? Generally, the hit is verified when responses supply juicy insights that facilitate reliable decisions. These precious,...

October 24, 2017

All-Ears Marketing

With brand markers preoccupied with commandeering a constant flow of output, it seems that communication is a one-way street. But before recipients of information can appreciate fully the content sent their way, important steps must be...

October 17, 2017

SEO Beware – Crawlers Are on a New Path

If your brand is targeting the top of search engine results, crawling is mandatory. Crawling in this case is the digital mechanism used by Google to scan and index websites. Think of electronic operatives looking around and firing...

October 10, 2017

How to Protect Your Identity

I have been getting calls and emails for the last few weeks about all the hacks and cyber events. The central question is always, “what do I do to protect myself?” It’s actually an impossible question to answer. Why? We do not have...

September 26, 2017

A Big Lift for B2B Marketing

The ubiquitous mobile device is now firmly entrenched as the premier B2C delivery system. Who isn’t carrying a pocketful of messaging these days? B2C marketers know it, and use it. So why hasn’t B2B caught on? Not that business-focused...

September 19, 2017

The Everywhere Leads Generator

In many marketing scenarios, leads acquisition is a necessary first-step. Knowing who’s keen to embrace a message, product, or service enables brands to narrow down the field to manageable dimensions. Rather than a scattershot blast,...

September 12, 2017

Must-Know Metrics for Video Marketers

In a world obsessed with interest rates, video marketers should assign an equal if not higher priority to a pair of other rates: play rate and play-through rate. Both are important, and both are, though inextricably related, two...

August 8, 2017

Brand Protection With NPS

The mere thought of it sends shivers through the brand marketing world. Alarm bells sound when it happens. People scramble for answers. The dreaded event is the unceremonious farewell customers give to a less-than-satisfactory product...

July 28, 2017

Mobile Marketing Mandate

The necessity of mobile marketing is a foregone conclusion in contemporary marketing circles. But knowing what’s needed isn’t necessarily the same as knowing what to do. As with most important endeavors, the basics must be incorporated...

July 21, 2017

Feed vs. Read: And the Winner Is …

In the search to maximize marketing impact, advertisers bravely explore new roads to success. One road to the land of gold has been the automatic news feed. This handy packet of content generally is supplied via channels such as...

July 14, 2017

Getting Past the Marketing Midpoint

Website visitors are pouring in, tromping down the marketing funnel. There they are, in the middle. Will they advance or abort? That all depends. Their decision largely will depend upon what they encounter. They’re on a quest to solve...

July 7, 2017

When Narrowmindedness Pays Off for Marketers

Be wide open and embrace all. A good policy in many instances. But there are times when narrow thinking can pay generous dividends. Case in point is the microsite. This destination is a public arena ripe for brand promotion and user...

June 23, 2017

Brick and Mortar: The Digital Path

Who says digital and physical retail must be diametrically opposed? Those who do are in for a stunning surprise. The two have met … and the meeting apparently is good, and destined to get better. Driven by an urgent need to be relevant...

June 15, 2017

Video Marketing: Let the Message Fit the Moment

Crank out the marketing videos and throw them into the ring. So long as they’re touting your brand, they’re hitting the mark, right? Well, maybe. It’s entirely possible that they’re falling miles from the mark. How will marketers know...

June 9, 2017

The Plus Side of SEO

With search engine optimization getting the lion’s share of attention, another kind of optimization often remains hidden in the shadows; It shouldn’t be because it’s a critical. When all is said, and done, it’s the ultimate...

June 1, 2017

Is Your Website an Obstacle Course?

The good news is, most website visitors want to reach your intended destination. Whether that destination inspires them to make a purchase, fill out a form, or any of a dozen other objectives, brand-consumer goals often begin in...

May 22, 2017

The New Content-Customer Alignment

Smart, intuitive, and anticipatory. This trio of adjectives suitably describes the phenomenon known as dynamic content. In the marketing sphere, dynamic content is highly reactive – it adjusts and aligns with known user characteristics...

May 16, 2017

Ad Extensions: Add Power to Your Ads

If your business is running a paid search campaign, Google has a gift for you. The gift, known as an ad extension, provides a bonus boost for your AdWords strategy. As the term implies, a Google ad extension literally adds information...

May 10, 2017

A Persona For Every Product

Before a brand unleashes any marketing campaign, a customer persona must be defined. And so, the knowledge quest begins, driving all known resources forth to learn what makes their customers tick. This highly-regarded process, of...

April 25, 2017

Retention: Reversing the Brand Break-Away

Virtually every brand knows the feeling. It’s that sinking sensation experienced when hammered by the latest customer attrition statistics. Yes, once-devoted shoppers are breaking away from your beloved camp, sometimes producing a...

March 28, 2017

Small Brand vs. Big Brand: Take Your Share

If you’re a modestly-sized, relative unknown vying to make some marketplace noise, fierce competition is your foe. Think of what you’re butting heads with. Basically, you’re pitting scant resources against powerful, cash-chunky,...

March 17, 2017

Branding: Improve Your Native Ad’s Nature

Look Native, Be Native, Stay Native It looks like an editorial. It feels like an editorial. But it is not an editorial. What is this conglomeration of text and images that masquerades as a magazine or newspaper article? Branding...

February 16, 2017

Chatbot: Digital Marketing of the Chatty Kind

If your staff could spare more moments to interact with customers & prospects, think how much better your brand would look if it was represented by a friendly face. Que chatbot.   You’re dreaming! Your staff is swamped, and...

February 10, 2017

Brand Marketing: Conversion Tracking Explains All

How can brand marketers determine what really happens after users click an ad? How do they know if a prospect does what was hoped for? This enlightenment is readily available thanks to a digital tool called ‘conversion tracking’. Much...

January 30, 2017

Striking Thumbnails and Other Video Marketing Tips

In video marketing, thumbnails play a much bigger role than you think. As every worthy brand marketer knows, content shouts loudest when it’s reliably searchable. If content catches the search engine eye, plenty of limelight is coming...

January 16, 2017

The Expanding Reach of Influencer Marketing

Influencer marketing, it’s happened for centuries. Once they grab the limelight, their opinion turns to gold. It doesn’t matter what their station in life — celebrity, government official, business leader, athlete, or who knows...

December 20, 2016

How to Bait Buyers Into Buying Your Stuff

Why do people buy online? A fair enough question, and one that brand marketers should ask – and hopefully answer with a high degree of accuracy. But taking a reverse route can prove equally beneficial. Rather than limit oneself to the...

November 18, 2016

Branding: Hurry Up, It’s the Holidays

See that blur? Feel the wind? You’ve probably waited until now to unleash your holiday marketing thrust. What you’re experiencing is the mad tumble-rush of holiday shoppers passing you by, leaving you behind in an empty desert. Catch...

November 4, 2016

What Will Happen in the Search Engine Showdown?

Something’s stirring in the world of search engine marketing. Small movements, sometimes undetected, are taking place. Significant changes will be the result. The movements are those of competing search engines stepping into the dusty...

October 7, 2016

How Marketers Can Wrestle with the New SERP

Google definitely keeps brand marketers on their toes. In the world of the search engine king, rules are rewritten by the truckload. Parameters are changed at the drop of a hat. Get comfortable with one reality, and you’re tumbling...

September 30, 2016

Why Marketers Must Learn to Speak Fridge

Just when you mastered mobile connectivity for marketing purposes, along comes the latest thing … or should we say things. The Internet of Things (IoT) is on its way, and it’s coming at light speed. The implications for brand marketers...

September 16, 2016

How to Decipher Marketing’s Emotional Espionage

For eons, people have struggled to get in touch with their feelings … to understand what makes their precious selves tick. Marketers have been on the same quest for nearly as long. And now, in the highly-advanced 21st century, brand...

September 13, 2016

Brand Marketers…Don’t Hang Up the Phone!

Brand marketers, take heed. Apparently, there’s something about the human voice that captures the hearts and minds of consumers. It’s a quality that digital communications somehow lack. Call it familiarity, friendliness, or warmth. But...

August 30, 2016

Foot Traffic Still Trumps Web Traffic

Foot Traffic Still Trumps Web Traffic Everybody on the planet knows that the use of mobile devices is surging. But we’re nowhere near the saturation point. According to estimates from eMarketer, by 2018 the number of smartphone users...

August 15, 2016

Digital Marketing: Social Mutations

Ok, sure we expected the changes. But not this fast. Not so fast it’s hard to recognize our familiar destinations these days. The changes in question refer to those taking place in the world of social media. Next to the speed of light,...

July 22, 2016

Multi-Channel Marketing: Power of the Pipelines

You might think website traffic is website traffic. Doesn’t matter where it’s coming from. As long as it arrives, your online brand marketing is in great shape. Numbers get the search engines to notice, right? Yes, that’s true. Traffic...

July 15, 2016

Unfitting Advertisements Cripple Companies

Throw an ad into cyberspace, and success is guaranteed, right? After all, the world is teeming with more than two billion smartphone users. How could you possibly miss with all those visitors jumping into digital destinations? That’s a...

July 8, 2016

Getting Back at The Blue-Light Bullies

The company might be mashing the plans of marketers hoping to keep viewers glued to their smartphones 24/7.  But in the process, it may be contributing to a more alert humanity. For its latest generation of the iOS 9.3 operating...

June 30, 2016

Algorithmic Retargeting in Marketing

Consider this typical scenario – an online visitor drops an item into a shopping cart on the website of Store A — then decides ‘eh, I’m not sure if I want this big, fluffy pillow.” The customer wanders to another retail website,...

June 15, 2016

Your Brand Needs Better Leads!

     Once a brand unleashes an online campaign, its marketing team generally rushes to gauge its impact. For web marketing, of course, the greatest gauge is inbound traffic. The more visitors or phone calls, the bigger...

May 20, 2016

Facebook and Twitter Book Ships to Uncharted Lands

The tweets aren’t coming as loud or as often. That’s the disturbing report from the Twitter sidelines. As things now stack up, the number of Twitter shares is dropping fast. Not that Tweet Central is wobbling on weak legs. Far from it....

April 5, 2016

Facebook Throws Another Lure at Brand Marketers

Publishers, resistance is useless — Facebook once again is dangling temptation before your eyes. The first time it was Instant Articles (IA), remember? This handy feature gives publishers the power to hand-pick articles users see...