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Showing posts from December 30, 2017
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Marketing Day: 2018 marketing goals, Google My Business review policy changes & social media ads

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Three things marketers must do to better serve customers in 2018
Dec 29, 2017 by Matt Zilli
As we head into the new year, now is the time to solidify your goals for customer retention and advocacy. Contributor Matt Zilli discusses three key factors marketers need to be thinking about in 2018.Negative reviews from ex-employees are finally against Google’s guidelines
Dec 29, 2017 by Joy Hawkins
Google recently updated its review policies to clarify that reviews left by former employees are considered to be in violation of its guidelines. Columnist Joy Hawkins explains that this was (unfortunately) necessary.8 tips for getting social media ads right
Dec 29, 2017 by Peter Minnium
Are your social media ads missing the mark? Contributor Peter Minnium outlines eight tips and tricks to help you connect with your audience and build a community of loyal …

Three things marketers must do to better serve customers in 2018

The year 2018 will be the watershed year when savvy marketers move to expand their roles to encompass every aspect of the customer journey, end to end.While 37 percent of marketing budgets are still spent on customer acquisition, according to the 2017-2018 Gartner CMO Spend Survey, 2018 will see marketers devoting increased amounts of time and resources to engaging with existing customers. In fact, current customers — always a core constituency — will soon be marketing’s primary audience, as CEOs, fearful of falling victim to disruption, look to invest in making the brand relationship more valuable.Here’s why.In the all-things-social world, customer sentiment now has the largest positive, or negative, effect on a brand. Their voices amplified by social platforms, existing customers are your most persuasive advocates or most damaging detractors. Combine that with the fact that it costs much more to acquire than to retain a customer, and it’s clear that nurturing existing customers deli…

Negative reviews from ex-employees are finally against Google’s guidelines

I hear complaints from business owners and marketers all the time that the Google My Business guidelines are often ambiguous, and I tend to agree. It can be easy to read a guideline and interpret it incorrectly.I have learned that the key to understanding the guidelines is through time and experience. Seeing what Google will and will not act on can provide insight into what things they really care about, and this can help you read between the lines.[Read the full article on Search Engine Land.]

via Marketing Land