Digital Marketing & Production

Team Mindshare

When integrated, Pardot can become one of the most useful tools in a marketer’s repertoire, and can have a  tremendously positive impact on the company’s bottom line.

Integration is one of the most important, and most underrated, elements of business IT in general, and customer relationship management in particular. Even the most effective IT solutions can offer only a limited degree of value if they remain siloed and fail to link up with other applications and resources. Conversely, highly integrated IT tools will yield insights and utility that can radically improve operations throughout a given organization.

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In all likelihood, you’re familiar with the concept of the marketing funnel. The metaphor can be a useful way of describing a very common strategy, one that ideally moves potential leads step by step, closer and closer to the final endpoint, the sale. But there’s one big way that this image can provide a flawed impression: the likelihood of any given lead reaching the bottom of the funnel. When you pour water down a funnel, you’re not going to miss a drop – everything’s going to wind up where you aim it. What’s more, the liquid in a funnel will go down smoothly and without effort, as contributor Brian Hughes pointed out. With sales, though, nothing’s guaranteed, and even the best marketing funnel cannot convert every lead into a sale. That’s why it’s so important for businesses to embrace any strategy that can improve this percentage and make sure as many leads become sales as possible.

That’s where the one-two punch of marketing automation and lead nurturing enter the picture. By combining these two strategies, businesses can make it easier to drive more leads through the marketing funnel and achieve greater success as a result. Of course, this is only possible when both marketing automation and lead nurturing are handled in the right manner.

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With remarketing, companies can deploy a more targeted approach to ad displays, ensuring that the most high-value users see the right ads at the right times.

Display ads have become a hallmark of online marketing over the past few years. With display advertising, marketers have the ability to reach millions upon millions of users across a huge range of websites. Digital ad spending approached $60 billion in the U.S. alone last year, eMarketer research determined, and it is poised for much greater growth in the near future.

Given the scope of this field, brands and companies face intense competition when it comes to ensuring their ads are not only seen, but are seen by the right people. To this end, businesses need to leverage every resource available to them.

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Rather than a Penguin update, as had been anticipated, Google surprised everyone by undertaking a core ranking algorithm update.

For any company hoping to remain visible in increasingly competitive markets, search engine optimization is essential. It’s become standard for many people – including both consumers and business customers – to begin their search for a new product or service with a Google search. Those organizations with websites that pop up near the top of the first page of results will enjoy a tremendous advantage over their competitors.

Consequently, it’s critical for companies to pay close attention to Google’s algorithms. After all, these formulas will ultimately determine the search rankings for every keyword and phrase.

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The team at Core and More Technologies discusses the challenges of functional development considerations when it comes to website design for entities catering to an international audience. Equally important is the need to adjust content and messaging to account for varying needs and dialect for users across specific regions and social groups. At Core and More Technologies, we have built and refined techniques to overcome these major challenges – and create streamlined processes not only for deployment, but for consolidated updates to the multi-language web presence of global corporations.

When it comes to paid search promotion, there are many issues that businesses need to address. Among the most basic considerations that company leaders must confront is the question of where to focus their efforts. Which search channel or channels will prove the most useful for the firm in question?

In most cases, this deliberation will come down to a debate between Google and Bing ads. A lot of business leaders may initially assume that they should stick exclusively with Google AdWords, and that’s often true. But for many other firms, Bing Ads also offer significant value and should be utilized instead of or in conjunction with Google.

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Paid search advertising has seen major growth in recent years. Business decision-makers in a huge range of industries now recognize that they cannot afford to ignore search as part of their broader marketing strategies, and that search engine optimization efforts are naturally complemented by paid search advertising campaigns. Significantly, research from non-profit SEMPO recently revealed that marketers are now very confident in their ability to measure the return on investment from paid search efforts, suggesting this strategy is becoming more central to marketing as a whole.

What’s more, paid search is becoming more and more powerful. Writing for The Drum, Matthew Read recently noted that Google AdWords is increasingly making it possible for marketers to incorporate live data into their paid search advertising strategies.

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