At its core, advertising is simple: find where your customers are hanging out, and use tailored messaging to reach them there. If your customers are men who watch sports, advertise on ESPN. If your customers are truck drivers, advertise on billboards along the highways that most travel on. The same general principle applies to social media advertising. With an estimated 3.8 billion people using social media (and a total of 4.5 billion internet users) worldwide, social media i

The first half of 2020 was a tumultuous start for most everyone across the world. In the professional sphere, digital marketers have dealt with unprecedented shifts in content, processes and approaches. With the international news cycle suddenly dominated by information about the COVID-19 pandemic, social media networks were overrun with stories of lockdown, protest, sickness, political divide and tales from front-line workers. Not surprisingly, many marketers struggled to fi

Marketing is more than a flashy logo and some Facebook posts. Effective marketing, whether you’re B2B or B2C, requires a comprehensive strategy, implementation plan and resources—in that order. A marketing strategy is the overarching scheme developed to achieve a long-term competitive advantage for your business. It is created with consideration of both the pain and pleasure points of your consumer base, and how your products and/or services can address these. It guides your