Marketing strategy’s fundamental goal is to drive growth. The challenge has always been figuring out exactly how to do so. Tactical changes like ad spend increases or audience targeting refinements can spur incremental growth, while product development investments can drive bigger (but riskier) returns. So how do you decide where your marketing strategy will focus? […]
Frustrated with privacy breaches and ever-more-intrusive digital advertising, consumers are taking control over their ad experience like never before, changing their privacy settings, using ad blockers, and welcoming changes like iPhone’s iOS 14 rollout that will require apps to get permission before tracking users’ searches and other data. What does this shift in both mindset […]
If you’ve ever run a digital marketing campaign, chances are you used Google Ads or Facebook to promote your business. Collectively, Google Ads and Facebook made up 60% of the U.S. digital ads market in 2019 and in spite of reports of advertisers abandoning Facebook both platforms will likely maintain their continued dominance for the […]