What is Share of Voice? Before the digital revolution, Share of Voice (SOV) was a standard metric to determine a brand’s share of the advertising space by simply calculating a brand’s spends on available media (print, radio, television), the total spends on the category of product and service, and the percent represented by the brand. […]
Cecilia’s Coffee Bean Consortium Cecilia started a coffee bean mini-consortium three years ago, creating partnerships with coffee bean wholesalers specializing in custom roasting. After nearly two years of success, Cecilia added roasters specializing in premium Hawaiian Kona and Jamaican Blue Mountain. Now, one year later, accounting indicates a 15% YOY decrease in gross sales revenue. […]
Mike Stratta knows he’s being watched on the Internet. In fact, he knows everyone is. It’s what the future of advertising is based upon. “The moment a consumer searches online is the inflection point for any brand because it carries intent,” Stratta, founder and chief executive officer of search marketing firm Arcalea, explains. “It’s the most […]
Competitive Analysis of Market Positioning Purpose of the QMA Businesses have long valued competitive intelligence. By definition, from product design, to strategic planning, marketing is dependent upon competition and competitive forces, and entering or succeeding in any market, requires understanding the competition. From target market and the core value propositions, to product-market fit, services, brand, […]
Anyone can start an online business, but the hard part is growing it. That often requires time and money that many owners and CEOs don’t have at their disposal. Successful business development begins with strategic planning. Here are a few useful tips that can help inspire and jumpstart your business development. Define growth and success […]
For a long time, people have had the misconception that data and creativity are opposites – that data, with all its numbers, stifles creativity. But whether you’re in the marketing department or business administration, you should not shy away from using data. In fact, the most effective marketing campaigns are created when both data and […]
Influencer marketing is a relatively new term for one of the oldest marketing tactics in the world. In simple terms, you are leveraging the influence of someone else that has already gained a positive reputation within your niche to recommend your products. Have you ever seen a celebrity advertising a particular brand of shampoo? Or perhaps you […]
How to Maximize Marketing Automation Impact Executive Summary The understanding of marketing automation (MA) is fragmented due to its origins, evolution, diverse platforms, and wide range of use and misuse. By researching, selecting, and implementing functionality aligned with strategic goals, brands can accelerate progress toward their goals. What is Marketing Automation? Over the last 25 […]
Search Traffic Loss It’s one of the most common concerns: why is my website losing traffic? You may have fully optimized pages across your entire website, but for some reason, people just aren’t visiting as regularly. Don’t panic. This guide will help walk you through how to diagnose the problem, what may have caused it, […]
Low Incentives for Reviews? “BIG mistake…Huge.” Consider LTV and Buyer Intent. Google knows exactly how valuable reviews are to consumers. Nearly 90% of consumers have said positive reviews influence their purchasing decision. It’s why reviews are featured prominently in the Knowledge Panel, and the algorithm is built to reward businesses that have more positive reviews. Google’s […]
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