Author: Eric Murphy

The Importance of Value-Add Marketing Assets The key to any lead generation campaign is to provide something of value to your prospects, something they can read, use, learn from or engage with. We call these VALUABLE MARKETING ASSETS. There are many forms of such assets, from eBooks and white papers to use cases, videos, webinar events,…

GEOIP-Based Segmentation for Targeted Marketing Segmentation is a very important element in marketing and personalization. A focused message related directly to an individual is received better and is more likely to convert. One avenue of segmentation is geographic location (or GEOIP-based segmentation). What can you tell about someone based just on their address? Marketers reach audiences with…

Custom Facebook Audiences Is a Powerful Feature for Agencies and Marketers In the past marketers had two basic campaign choices –  targeted email campaigns with a specific list or broader audience efforts with ad campaigns – like Facebook Ads. While ad campaigns offered a broader the audience, it was more difficult to target a specific user group….

Why Agencies Need Market Attribution Market attribution – or marketing attribution – is determining the media channel driving purchases. Prior to the purchase of a product or service, customers are exposed to numerous marketing touchpoints which cover a wide range of interactions. To Illustrate, these interactions can be seeing an online promotion, visiting your website,…

Importance of Incorporating Live Chat A live chat program, provided by companies like Olark, offers a myriad of benefits to businesses – from real-time interaction to improved customer relations and better overall customer service. Adding live chat to your website shows prospects or clients you are available for a real two-way conversation, which increases their…

Webinars Offer Agencies So Much More Than Just Lead Generation Webinars are good for lead generation. In addition to being good for agencies, they are good for their clients. Not only are they an ideal lead generation tool, they create many marketable assets: the live event itself, the recorded webcast, possible follow-up eBook or blog…

Learn the Difference Between Personalization, Segmentation and Individualization The word “personalization” is thrown around quite a bit by marketers, but in general terms has a few different meanings. Instead of getting hung up on labels or buzzwords, it’s important to break down “personalization” and understand the similarities and differences of: segmentation, personalized messaging, and individualization….

As of January 2024 Google began phasing out support for third-party cookies. Since other major web browsers such as Mozilla Firefox, and Apple Safari are also dropping support for third-party cookies, this is a significant change in the digital landscape. Cookies have been an important part of online marketing for almost 30 years. What do agencies, marketers, and consumers need to know?