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How brands are using empathy to enhance marketing

Posted on August 11, 2017

What makes customers buy into a brand?  In the past, we might have said heritage or prestige, and perhaps more recently, instant gratification or entertainment. Now, ‘empathy’ seems to be the buzzword of the moment, with many brands aiming to create meaningful content that truly resonates with consumers. So, what does empathy in marketing look like? And what makes it so effective? Here’s an explanation along with a few interesting ...

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Google updating site category exclusion options for Google Display Network campaigns

Posted on August 10, 2017

Google is refining the options it gives advertisers for excluding categories of sites from their display network campaigns on the Google Display Network. With this change, several current site category exclusions are being eliminated or recategorized, and a couple of new ones are being added. As of last week, several exclusions are no longer available for newDisplay campaigns. In early 2018, all existing campaigns will be switched over to the ...

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How Financial Services Companies Build Relationships Through Content

Posted on August 10, 2017

When it comes to innovative content marketing and customer service, let’s just say the financial services industry hasn’t taken a leading position. Yet as customer relationships evolve from in-person transactions to omnichannel engagement, consumer-facing banks and insurance companies have realized it’s time to step up their game. Why the lag? “One of the primary drivers as to why banks are late to the party is the legacy systems ...

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A Beginner’s Guide to Marketing Automation

Posted on August 10, 2017

To say marketing automation is a complex subject is putting it mildly. On the surface it seems simple enough, but once you get just a little bit deeper into it, it’s overwhelming. Even if you work with marketing automation on a daily basis, it can be hard to describe. When used correctly, marketing automation can be useful in helping sales and marketing teams do their jobs more effectively so they can reach their goals. But there are ...

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Social Media Strategy: How To Create The Right Approach For Your Business On Social

Posted on August 10, 2017

In the words of Howard Shultz, social media is a bullet train, and it’s not going to slow down any time soon. 2.46 billion people are currently active on social media. By 2019, that number is expected to reach 2.77 billion. It’s no surprise then, that 80% of businesses say that social media is the most important factor in their digital marketing success. Ironically, however, 85% of marketers participating in social media still aren’t ...

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