In commerce, whether in physical stores or online, the easier it is to make a purchase, the more likely you are to make a sale. And making purchasing easier means removing any friction that might slow or stop the act of buying. Almost every innovation and improvement in marketing has been to remove friction: first adding ecommerce to brick-and-mortar options, [...]
At some stage, you may determine that marketing leadership is necessary to continue growing your business. This could be due to quick growth for a small business, loss of market share for a medium business that has never needed marketing leadership before, or perhaps a change in leadership for enterprise level businesses. Whatever the reason for needing marketing leadership, a [...]
Whenever major changes for businesses are on the horizon, marketing tends to be the first thing cut. Entering a recession? Cut the marketing budget. Facing a pandemic? Cut the marketing budget. Selling your business? Cut the marketing budget. We’ve explained before, particularly when facing a recession and dealing with a pandemic, that these are the worst times to consider cutting [...]
Search engine marketing and search engine optimization are two of the most crucial pieces of almost any marketing strategy, but lately you may feel as though search tactics and algorithms are changing more quickly than you can keep up with. Even the vocabulary around search marketing seems to grow by the day, with terms like generative engine optimization and answer [...]
