BIMI: Email Security While Standardizing the Brand Experience

BIMI: Email Security While Standardizing the Brand Experience


by Ken Magill for emfluence   The idea behind BIMI, or Brand Indicators for Message Identification, is pretty simple: An organization buttons up its email security. Then the organization can have its logo displayed in the avatar box next to the from line on mobile inboxes or in the messages in web browsers in participating email inbox providers.   (Google)   What is BIMI? BIMI’s aim is to drive the adoption of DMARC, the scheme under which domain owners authenticate their servers using the SPF and DKIM standards, and then […]

Ways Digital Marketing Can Support Your Upcoming Events

Ways Digital Marketing Can Support Your Upcoming Events


As we return to in-person events, you might be feeling a little overwhelmed, and maybe even a bit rusty when it comes to your event marketing strategy. Like most companies, you’ve probably seen a decrease in your inbound lead volume due to the pandemic and are wondering how to get the most out of upcoming tradeshows and other events. Adding digital marketing to your traditional tradeshow marketing channels can help you expand your reach at your next event and find new prospects within your target markets. The below guide is […]

How Often Should You Post to Social Media?

How Often Should You Post to Social Media?


Whether you use social media or not, there’s a good chance your target audience does and would be delighted to see you slide into their view. But don’t just go posting away here, there and everywhere. Learning where, when and how often to post can be the difference in being annoying or showing up at the right time and place. Before determining the frequency, you’ll need to identify the location or the social media platform on which your audience will most likely interact. And, to do this, you’ll need to […]

What Does Above the Fold Mean in Terms of Digital Assets?

What Does Above the Fold Mean in Terms of Digital Assets?


The phrase “above the fold” originates from newspapers. It refers to all content literally above the folded line on the front page. It’s the most visible content and is meant to capture people’s attention so they’ll grab the paper off the stand for further reading.     In the digital media world, its meaning has extended to include the area of content that’s readily visible and therefore the most important for inviting your viewer to digest more of your ad, web page, email, etc.   Why Should I Care About […]

Why Our Clients Are Rushing to Upgrade to Google Analytics 4

Why Our Clients Are Rushing to Upgrade to Google Analytics 4


During the midst of the Coronavirus, we gave ideas on how to improve your analytics data with 40+ items to audit in your Google Analytics account. Today we want to discuss Google Analytics updates that were officially released on October 2020.  Google Analytics has proved to be a great tool for data-driven marketers. Since a major update is only introduced every few years, new releases are eagerly awaited to understand new techniques that may be possible in the coming months after release.     Why the Big Fuss about Google […]

Back to Basics: Setting the Stage for a Powerful Multichannel Digital Strategy That Scales

Back to Basics: Setting the Stage for a Powerful Multichannel Digital Strategy That Scales


Part 1: Content Strategy  It’s time to rethink your entire marketing and advertising strategy. No, really, it is. iOS 14 promises to curtail Facebook and other platforms’ long-standing (arguably uncouth, depending on whom you ask) data practices. Google Chrome, the most widely used internet browser by FAR, is moving to block third–party cookies, and the world is in the throes of a global pandemic that has upended marketing, advertising and general business “conventional wisdom” as a whole. With so much in flux, it’s time to get back to the basics. It’s time to stop working […]

How Much Content Do You Really Need?

How Much Content Do You Really Need?


Marketers are always talking about content—how important it is for driving leads, building brand identity, developing loyal audiences, and more. However, there’s one question every marketer must answer when it comes time for them to develop content for their own brands or clients: how much content do I really need? The short answer is that there’s no one-size-fits-all solution. There are, however, a few guidelines you can use to determine the amount of content that’s right for you and your business, and they come in two flavors: audience analysis and […]

Inclusion in Paid Media

Inclusion in Paid Media


In Summer 2020, with the killing of George Floyd and the soul searching many of us found ourselves doing, many brands began increasing their focus on diversity and inclusion. Seemingly overnight the imagery used in social and display ads became more African American, Asian, or Hispanic (if not also more female). Even the cynics among us would have to recognize, though, that this trend should continue and should be taken seriously.   Digital advertising provides an array of options for promoting inclusion, along with an assortment of hazards to navigate. […]

A Guide to B2B Social Media Strategy: How to Get Started

A Guide to B2B Social Media Strategy: How to Get Started


Since the early 2000’s, social media has been a phenomenon that has been a major driving force for the rapid growth of internet adoption in the United States and around the world. As more people have flocked to social media, brands have constantly struggled with how to engage their customers without pushing them away. In this blog post, I will cover some high-level points on how to get started (or improve) your business’s utilization and engagement on social media. In future blog posts, we will cover more specific planning tools […]

Marketing, Messaging and Muting During a National or Global Crisis

Marketing, Messaging and Muting During a National or Global Crisis


Pandemic. Protests. Election. Insurrection. Impeachment. Platforms v. Publishers.   It’s hard to believe that these and other major societal and social shifts happened in the last year alone. If you are a business owner or an individual responsible for the operations and image of a company trying to adapt to these changes, it’s been a herculean effort to even keep the doors open up to this point with so many external factors weighing upon us.   Whether it’s local business owners trying to keep their teams and businesses afloat amid […]

The Upside of an Upside-Down World: What COVID Changed and What It Didn’t

The Upside of an Upside-Down World: What COVID Changed and What It Didn’t


Pivot is an understatement for 2020. Marketers and consumers were forced to change behaviors in dramatic and unexpected ways. People are resilient, though, and marketers proved again their ability to adapt and thrive in an everchanging landscapes. While vaccines are on the horizon, a return to pre-pandemic behavior probably isn’t likely for a while. What changes should we expect to continue into 2021?   Virtual Events Turns out there is still value in virtual conferences. High quality live and on-demand content still managed to draw crowds. Virtual conferences eliminated the […]

MQL to SQL: Planning Lead Routing and Sales Team Notifications

MQL to SQL: Planning Lead Routing and Sales Team Notifications


Consider the various ways you generate leads – inquiry forms on your website, webinar registrations, tradeshow events, outbound prospecting, etc. As diverse as the opportunities are for lead gen efforts, so too are the need states of the leads themselves.   Ideally, lead states should guide follow-up attempts. For example, someone at a tradeshow who’s interested in a product demo may be expecting a call soon, whereas someone who just attended a webinar is looking for nothing more than the educational opportunity you provided. How and when you follow up […]

How to Maximize the Reach of Your B2B Blog Posts

How to Maximize the Reach of Your B2B Blog Posts


69% of B2B Marketers are increasing content marketing budgets or holding steady from their budgets last year. Meaning, the content marketing space is noisy and full of marketers trying to gain attention/get their message across. Add on the shift to work from home and increase in digital services and online ordering and marketers have a unique opportunity to intercept more prospects than ever before.   It’s important to have a clear plan to ensure you capitalize on your content marketing efforts. Before we dive into how to maximize reach for […]

What We’ve Learned from Four Months of Virtual Events

What We’ve Learned from Four Months of Virtual Events


Virtual events are not a new concept. Prior to the pandemic, you might have attended the occasional webinar or virtual training session. However, since COVID-19 first made its way into the United States, we have seen a significant increase in all things digital—and events are no exception. Northstar Meetings Group surveyed 805 event planners and found that they are seeing an increase in demand for virtual events for the next 12-18 months. Event planners aren’t the only ones taking notice of the new trend—the technology sector is cashing in. In […]

A Podcast Guide for Marketers

A Podcast Guide for Marketers


Even before the stay-at-home order was in place, I was an avid listener of podcasts. I subscribed to a few and frequently explored new podcasts as they became available. Podcasts were my go-to source, fulfilling my quest to learn more even when I didn’t have time to sit down, read books, or jump on the internet. They fit in when and where I need them, whether during my morning walk, while I’m cleaning the house, or when I’m in the car.   I have learned how to be better at […]

Critical Google Analytics Audit Priorities During Coronavirus

Critical Google Analytics Audit Priorities During Coronavirus


Did you know most of your data in Google Analytics may lie to you unless you know exactly how to interpret it correctly? Many times, a simple tagging error in Google Tag Manager or installing the Analytics code snippet in the wrong spot is the cause of inaccurate reporting data in your company dashboard.   As some of us continue to work from home during Coronavirus, getting your data right before things turn busy again is a must do as companies continue to use this time to improve operations and […]

The Coronavirus Recession: How to Address Changes In Consumer Buying Habits

The Coronavirus Recession: How to Address Changes In Consumer Buying Habits


For the past few months, the marketing landscape has been overrun by the Coronavirus pandemic. Businesses have spent countless hours making changes to their marketing strategy and formulating the correct messaging for their audience, to sound sincere but not trite. Just when we think we have settled into the new normal, we face a new obstacle: recession. The coronavirus has dissolved the longest economic expansion in U.S. history (CNBC) and companies are once again faced with how to survive. While this is the first recession to ever begin in the […]

The Three Ps of Customer Retention

The Three Ps of Customer Retention


In times of unpredictability, your customers are scouring budgets to find areas to reduce expenses. What can you do to make sure your organization is not on that list?   Be Proactive Reaffirm your value through regular communication. You don’t tell your significant other you love them once a year and hope they just assume everything is fine until further notice, right? You communicate. You share. You listen.   Communicate in a meaningful way. Generic newsletters are not enough. We say this often and it’s worth repeating: Personalize your communications. […]

How to Update Your Email Strategy During a Pandemic (or Any Crisis)

How to Update Your Email Strategy During a Pandemic (or Any Crisis)


Good news for email marketers: according to a 2019 Twilio study, email and SMS are customers’ preferred methods of communication. The survey, which covered about 2,500 global buyers, showed that 83% of consumers preferred emails over other communication channels (although texts were more popular for urgent messages like delivery notifications or appointment reminders).   While the study is definitely favorable for email as a channel, it uncovers quite a few warning signs that can help guide email marketers through shifting strategies during a crisis—like the one we’re currently experiencing with […]

5 Marketing Tips for Traversing the Coronavirus Landscape

5 Marketing Tips for Traversing the Coronavirus Landscape


There’s truly no need for us to restate the details of the current coronavirus conditions we find ourselves in. With many businesses feeling like they’re in a tailspin, it’s more important now than ever to take a calm, calculated look at your marketing, advertising and overall communication efforts. And while every business is different and the level to which they’ve been impacted by the pandemic varies, we’ve put together a list of universal considerations and thought starters to focus on as we all try to navigate these uncertain waters.     #1 Don’t Lose Sight  While […]

How to Design an Emergency Email during COVID-19

How to Design an Emergency Email during COVID-19


In the last few weeks, companies everywhere have had to make important decisions on how to adapt their marketing strategies to the rapidly changing circumstances surrounding COVID-19. Email, in particular, has been heavily relied on to communicate a lot of information with customers and clients. It’s important to note that in many situations, not sending at all is better than coming across as insensitive or tone deaf during a global health pandemic. However, in the event you have important information you must relay to your clients during this time, here […]

Using Paid Media During the Coronavirus Pandemic

Using Paid Media During the Coronavirus Pandemic


Writing this from my home in Prairie Village (Kansas) rather than the emfluence office in the Crossroads (Kansas City, Missouri), I can only muse that the old saying “the only constant in life is change” seems like a huge understatement. COVID-19 has certainly upended all of our lives, especially those in the service, healthcare, & hospitality industries. I’m left to reflect on how this crisis is affecting the Paid Media landscape, not because it’s the most important aspect of our lives, but because sometimes it’s good to focus on what […]

Marketing Leadership: Top Trends for Marketing Leaders in 2020

Marketing Leadership: Top Trends for Marketing Leaders in 2020


Is the role of the CMO over? In Fall 2019, Forrester predicted that CMOs must broaden their view of their role or see their responsibilities divided to newly created positions, such as VP of Marketing Technology. Global corporations, including Johnson & Johnson, Uber and Coca Cola, are revisiting the role of the CMO, and in some cases eliminating it altogether.   Forrester is not saying marketing is less critical to success. Rather, org structures are redefining roles to adapt to evolving marketing technology, consumer sentiment, employee expectations, talent acquisition, automation, […]

How to Prep for a Customer Journey Mapping Session

How to Prep for a Customer Journey Mapping Session


Customer journey mapping can help to identify strengths and weaknesses with your sales, marketing, and customer support tactics so that you can improve the experience your customers have with your brand from the first interaction all the way through to the post-purchase journey.   The benefits of customer journey mapping are clear. However, the path to creating a customer journey map can be more onerous. Where do you start? Who do you involve? What does the final product need to look like?   There are various ways to create customer […]

Top Down or Bottom Up? How to Build Your Marketing Budget

Top Down or Bottom Up? How to Build Your Marketing Budget


How much do you need for marketing next year? Depends. How many customers do you want?   Budgets. Such an ugly word. So… constricting. There are multiple approaches to budget-building, but most are variations of either the top-down or bottom-up approach. As you begin your 2020 marketing plans, let’s talk about the differences, benefits, and downfalls of the two most common ways to budget for your marketing expenses.   When Should We Start at the Top? The Top-Down Marketing Budget. In a top-down marketing budgeting model, an executive team reviews […]

How to Use Your Marketing Automation Platform in Your Account-Based Marketing Program

How to Use Your Marketing Automation Platform in Your Account-Based Marketing Program


Looking for ways to make your account-based marketing program a bit easier on your sales team? Look no further than your marketing automation platform.   Account-based marketing programs take personalization to the next level. From individualized follow-ups from your sales team to highly personal marketing touchpoints that speak to each recipient’s specific needs, the most successful account-based marketing campaigns focus on making each touch feel like your recipient is the only person in the campaign.   These programs typically start with a high-value, flashy physical item that incorporates a variable […]

5 Ways to Uplevel Your Digital Marketing Strategy for Healthcare Providers

5 Ways to Uplevel Your Digital Marketing Strategy for Healthcare Providers


So you’ve gotten your five HIPAA rules under control and your marketing budget is at least 10% of your company’s overall budget. Now you are ready to embark into the healthcare digital marketing world, but don’t know which digital strategy to implement.     Let’s look at the five ways you can uplevel your digital marketing strategy for healthcare to help you generate more traffic and stay competitive in the healthcare industry.     Have an Easy-to-Navigate Website While Staying Mobile Conscience Although many people still use desktops, the majority […]

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