Tag Archives: Relevance

The key to sustaining brand relevance? Continuous transformation

A brand’s long-term resiliency requires adaptability to stay in tune with consumer’s changing needs and have the confidence to adjust accordingly. Mark Tiainen on October 16, 2019 Right now, we’re in a turbulent time of brand transformation. New generations of consumers are seeking fresh, exciting experiences and are demanding new ways to interact with brands, … Continue reading The key to sustaining brand relevance? Continuous transformation

Relevance At Scale: Why Does It Matter?

Relevance At Scale: Why Does It Matter? by Laura Gurski , Columnist, February 25, 2019   The consumer goods industry continues to experience major shifts. Changing demographics and generational influences are also creating new styles and trends. The way consumers are purchasing products and services has also evolved. Today’s mobile-enabled consumers are constantly evaluating and … Continue reading Relevance At Scale: Why Does It Matter?

Bootstrapping Relevance: Making Web Conversions Meaningful for Long Sales Cycles

Derek Gleason — January 14, 2019 — January 14, 2019 Most hurricanes that reach the United States start off the coast of West Africa. Those storms join and split with other minor systems as they move across the Atlantic. Some dissipate into a mild breeze; others devastate coastal areas along the Eastern seaboard. So what … Continue reading Bootstrapping Relevance: Making Web Conversions Meaningful for Long Sales Cycles

Improving PPC relevance with ZIP code-based geotargeting

Contributor Amanda Krause explains how to utilize ZIP code targeting to improve ad relevance and conversion rate for multilocation paid advertising campaigns. Amanda Evans on May 21, 2018 If a company has multiple brick-and-mortar locations within a city or metropolitan area, this can create challenges in advertising overlap, self-competition and ad relevance. This article will … Continue reading Improving PPC relevance with ZIP code-based geotargeting

The Inverted Unicorn Ad Targeting Strategy that Doubles Facebook Relevance Score

Larry Kim — November 23, 2017 — November 23, 2017 By now, Facebook ads aren’t exactly a new thing. We all know the drill: It’s all about promoting your “unicorns” – the top 1-3% of your best content and/or offers, the ones with unusually high engagement rates, e.g. click-through rates of 10% or higher. Why? … Continue reading The Inverted Unicorn Ad Targeting Strategy that Doubles Facebook Relevance Score

The Enduring Relevance of “Crossing the Chasm”

Bob Apollo — November 2, 2017 Follow @bobapollo — November 2, 2017 hesalzmanngmailcom / Pixabay With over a million copies sold, Geoffrey Moore’s “Crossing the Chasm” guide to marketing and selling disruptive products to mainstream customers is still one of the must-read books for B2B-focused sales and marketing leaders. One of Inc. magazine’s Top 10 … Continue reading The Enduring Relevance of “Crossing the Chasm”

Relevance vs. authority: Which link has more value? (Part 3)

In the third and final installment of his series on authority versus relevance in link building, columnist Andrew Dennis shares insights from experts who believe that the better metric depends on the situation. Andrew Dennis on May 18, 2017   Welcome to the third and final installment of my series on relevance versus authority, exploring which … Continue reading Relevance vs. authority: Which link has more value? (Part 3)