As a business owner, you have to know how advertising impacts your company's bottom line, but also how advertising can help you increase brand awareness and drive audience engagement. In other words, ...

A number of goals and objectives are employed in advertising and can be both short or long term in nature. Short-term goals and objectives pertain to the ad copy itself. Ads are designed to introduce ...

Engaging in a programmatic advertising initiative presents advertisers an opportunity to reach targeted audiences who aren’t searching for their brand or offerings at scale. These platforms and ...

Setting marketing objectives is a crucial step in any successful marketing strategy. These objectives serve as a roadmap for your marketing efforts, providing direction and focus for your team.

For marketers, driving sales while sustaining long-term growth is easier said than done—especially when facing challenges like fragmentation, attribution, and measurement. When achieving your ...

If I asked a group of marketers about their top marketing objectives, I bet some of the most common answers would include building awareness, attracting customers, retaining customers, and finding ...

Over the past two decades—as digital has become the primary medium for lead generation and customer engagement—brands have increasingly adopted new measurement methods to track the effectiveness of ...

Kathy Floam-Greenspan is the President of Pomerantz Marketing, a full-service B2B agency supporting regional, national and global SMBs. In today’s crowded online ecosystem, highly effective, ...

B2B and B2C marketers tend to have different marketing objectives for their businesses; not surprisingly, they also have different views on which marketing tactics are the most effective, according to ...

According to Gartner’s 2017-2018 CMO Spend Survey, marketing budgets have seen a 6% year-over-year reduction. Analysts say B2B marketers must embrace a new focus on smarter performance optimization.