In most situations, measuring the return on investment (ROI) is the best way to determine marketing impact. However strictly relying on this metric limits innovation, growth and improvement that a mar...
Inbound Marketing Expert
Jeff Quipp is an expert on digital marketing. He is the founder and CEO of Search Engine People Inc. (SEP), Canada's largest digital marketing firm, which has been on the PROFIT 100 ranking of Canada's Fastest Growing Companies for the past five consecutive years and named one of PROFIT Magazine’s 50 Fastest Growing Companies in the Greater Toronto Area. You can follow Jeff on Twitter and connect with him on Google+.
It's a common misconception that branding is for larger companies while smaller companies should stay focused on their products and services. In reality, it's just as important for small companies to do their research, find their target market and build a brand that communicates their intended message.
09/29/2015 01:36 EDT
There may be numerous reasons to explain why you may not be seeing an increase in leads, sales, or other targets on advertising spend. As an example, your ads are sending traffic to your site's homepage instead of to a landing page, designed specifically to convert visitors into leads or sales.
07/23/2015 08:51 EDT
It's well known that people who consume news media are more likely to be civically and politically engaged, but where people get their news has now shifted. With more and more people opting to search for news not only online, but on social media platforms, politicians and their teams are now faced with the challenge (and opportunity) of being in that space and using it appropriately.
06/24/2015 08:43 EDT
Season after season begins with hope and promise, but ends with disappointment. The hopelessness of being a Leaf fan may continue to affect the franchise's followers, and therefore the bottom line, unless they look at alternative ways to mend that relationship. Building trust through social media is the best way to reach the most powerful fan demographic to date.
05/02/2015 08:39 EDT
Is your website optimized for mobile? If it's not, mark your calendars: April 21 marks the day Google will launch its newest algorithm update, affecting websites that are not optimized. With the number of mobile users rapidly growing -- 87 per cent of consumers rely on mobile devices to conduct searches at least once a day -- Google is ready to reward those who prioritize customer experience.
04/16/2015 12:46 EDT
Many industry experts expect the new Apple Watch to bring demand for wearable technology to a new level. It will be interesting to see the level of impact the Apple Watch may have on various industries, including digital marketing.
03/11/2015 12:51 EDT
Recognizing an individual's efforts will inspire more employees to produce quality posts. This acknowledgment could be as simple as an all-employee email with a link to the post. Other rewards could include a personal email from the CEO thanking the employee for their continued contribution.
02/23/2015 05:33 EST
With a reported record cost of $4.5 million rate for a 30-second spot in the U.S. and up to $200,000 in Canada, many companies don't have the budget to get their brand into the big game. That doesn't mean businesses won't get creative and try to intercept the spotlight during the mecca of the advertising calendar. Companies can attempt a field goal with the following three points to get noticed.
01/28/2015 01:14 EST
2014 has seen some exciting developments in the digital marketing space. Here is a look at both the best and the worst of digital marketing in 2014.
12/22/2014 12:40 EST
As the holiday season nears and 2014 comes to an end, we're at the cusp of being inundated with countless lists and predictions about what 2015 holds. Everybody has the desire to gain insight into what's on the horizon. But with such a huge number of resources to turn to, how do you cut through the noise and find what is truly valuable?
12/04/2014 06:05 EST
A variety of paid, earned and owned media tactics are employed to boost awareness. But, it's paid promotion that really gets the ball rolling. After the right influencers are on board, and with paid ads running to promote the video, people start (ideally) taking notice.
11/07/2014 05:12 EST
For the first time since Yelp became a publicly traded company, it reported a profit (Q2 of 2014). Today, its valuation sits around $5 billion, and boasts a monthly average of 138 million unique visitors. And while Yelp faces competition from some pretty heavy hitters -- Google, for one -- the future of the company looks promising.
10/06/2014 01:11 EDT
With the school year back in full swing, it's a great time to revisit a topic that affects students, parents and teachers equally: social media. While social media use continues to grow and becomes increasingly common place, it is nonetheless an area of contention, particularly when it comes to kids -- both in and outside of the classroom.
09/04/2014 12:48 EDT
If you're in the process of building out content to bolster your SEO efforts, start with the content on your website. Are visitors able to discern what you do? Do you describe your services or products adequately? Is your copy informative and helpful based on what potential customers are searching for? Next, you should create a blog, if you don't already have one.
08/18/2014 05:24 EDT
Essentially, there are two key takeaways from Facebook changes that users can expect will only increase for the foreseeable future: First, they are likely to see more high quality content that tends to align better with their interests and behaviour. Second, it is likely that paid branded content will increase as organic reach decreases.
07/16/2014 05:25 EDT
Canada's Anti-Spam Legislation is set to come into effect on July 1, 2014. Among the strictest of its type in the world, it was created to combat harmful electronic messages like spam, malware, false representation, spyware and more. But how will the legislation affect consumers?
05/29/2014 03:38 EDT
At this point in the mayoral race, none of the candidates are using any digital campaigning techniques that are innovative or novel. Websites and the standard social media avenues are being leveraged, but in today's political environment these are a given. That said, we are still very early in the race.
04/24/2014 05:48 EDT
The Sochi Olympics, like other popular television viewing events (read: Oscars, Super Bowl) reinforced the importance and potential effectiveness of contextually relevant ads. Think of the Canadian Institute of Diversity and Inclusion spot that went viral, or Proctor & Gamble's Thank You Mom commercial.
03/19/2014 03:41 EDT
By now, most businesses have bought into the idea that blogging is an important piece of their marketing communications strategy. But the ability to reach an audience through blogging can work both ways. Here are seven frequent blogging blunders that should be avoided.
01/27/2014 12:20 EST
SUBSCRIBE AND FOLLOW
Get top stories and blog posts emailed to me each day. Newsletters may offer personalized content or advertisements. Learn more