Today’s consumers are belief-driven. This means that, unlike traditional consumers, who may have prioritized price or convenience, they want to see brands that improve the world along with making a profit. The 2018 Edelman Earned Brand study reports that this is a worldwide phenomenon. Furthermore, people are increasingly looking to brands rather than to governments […]

Agencies can spend hours crafting an eye-catching and engaging pay-per-click (PPC) ad, but if the connected landing page isn’t well-designed, then they may miss out on converting a “click” to a sale—essentially wiping out the return on investment (ROI). The landing page is just as important as the ad itself, and if it doesn’t offer […]

Agencies have many tasks to juggle—some are fun and creative, while others are repetitive and time-consuming. It’s likely that no agency professional’s first loves are data management and numbers crunching, and that’s why many leaders in the industry are so excited about the potential of artificial intelligence (AI). To help you realize the possibilities AI […]

Most companies and industries today are faced with some level of transformation. There are multiple forces that drive this transformation — digital disruption, greater scrutiny of business practices, evolving regulatory requirements and increasingly discerning and well-informed customers. As someone whose agency has been advising companies for 25 years, I have seen firsthand how many companies […]

When talking about paid ads, it’s no secret Google is the top dog. There’s no denying it. The search engine giant handles a majority market in paid advertising. However, there’s a lot of competition for each keyphrase on Google, raising the cost-per-click (CPC) rate, sending budgets upward. Many of our clients are smaller businesses, which […]

It’s no surprise, direct-to-consumer (DTC) brands have taken traditional retail by storm. From Peloton to Purple and Dollar Shave Club to Warby Parker, DTC brands have snubbed classic channels by using data to build deep relationships directly with their customers. These marketing darlings, the progeny of digital audiences and algorithms, grew their niche customer bases […]

When it comes to public relations, much has changed over the years. As my business partner likes to say, “We’ve seen PR transition from typewriters to Twitter.” One thing that hasn’t changed, though, is that PR is all about relationship building. Without cultivating media relationships, PR would become a one-sided conversation, which wouldn’t be very […]

Whether it’s through the occasional partnership with a freelance contractor, associates traveling for work or a company policy allowing staff to work part- or full-time from home, many agencies operate with remote staff. It’s a valuable way to maintain flexibility and manage brisk workloads, and the ability to work remotely some or all of the […]

According to a recent study by Hubspot, when it comes to getting information from and about the companies they’re interested in, consumers prefer videos over every other type of content. In addition to its popularity with consumers, video offers flexibility: Companies can choose scripted videos or livestreaming, can post to multiple channels, and can repurpose […]

Let’s talk about broadcast. Not traditional radio or TV, but live broadcast and streaming in the digital age. In a world that’s becoming increasingly dependent on digital services, consumers are turning to their mobile and desktop devices for content. It’s not only beneficial but strategic for brands to connect with consumers where they’re at. The […]