DMG Marketing Blog

    Kelsey Elliott Baclawski


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    The Evolution of the Consumer Path to Purchase

    The various ways in which marketers communicate with consumers continues to grow, but with that growth can come confusion and frustration.  Several years ago the consumer path to purchase was linear, but with more marketing channels developing each day, competing for their attention and getting a consumer to convert can be more difficult.  No two consumer journeys are exactly the same and people are moving through this path on their own terms.  The consumer path to purchase is now non-linear with their actions overlapping and repeating until they reach their final purchase decision.  Several marketing platforms, channels and trends have impacted this change, including these three:

    7 Ways to Utilize Google Analytics to Measure Marketing Campaigns

     

    Google Analytics is a platform that contains an abundance of useful information and data about your business that can easily become overwhelming and confusing.  Focusing on a few key metrics can help you measure ROI on your marketing and advertising efforts and make it more manageable on an ongoing basis.  When analyzing the results of a marketing campaign keep these 7 metrics within Google Analytics (GA) in mind:

    3 Video Advertising Placements to Incorporate into your Company’s Digital Strategy

    For several years, the amount of time people spend consuming video content online has increased significantly. This trend is not changing in 2018 as viewers now watch more video content online than on traditional television. The growing platform of online video continues to create an immense opportunity for advertisers.

    According to Google, 50% of internet users looked for online video related to a product or service before they visited a store, whether in person or online. Video is impactful and drives emotion and trust behind decision-making. Arguably, a strong marketing plan for any business must include an ongoing video advertising strategy.

    When meeting with my clients, most understand the benefit and need of producing strong video content, but the questions I hear most common are, “Which online video platforms should I advertise on?” and “What are the benefits of each?” In this post, I’ll help make sense of three platforms that have a large and engaged audience, but that can be leveraged to impact a business’s advertising success and increase ROI.

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