Video Marketing Trends Shaping 2014
The industry shifts that defined video marketing in 2014: Facebook's push into native autoplay video challenging YouTube, and Vine's peak as a short format.
The Archive
2014
Case Study: Winning With Retargeting
An illustrative look at how one online retailer used segmented retargeting to recover abandoned carts in 2014, and what made the difference.
Why Conversion Funnels Matter for Your Bottom Line
A breakdown of what a conversion funnel measures, why small leaks at each stage cost more than they look and how funnel thinking changed budgets in 2014.
The State of SEO Content in 2014
Where SEO content stands in 2014: Panda 4.0 punished thin pages, Matt Cutts called out guest blogging for links and semantic search rewarded full answers.
Building an Influencer Outreach Strategy From Scratch
A 2014 step-by-step guide to finding and pitching bloggers and early Instagram influencers, from vetting real engagement to staying inside FTC disclosure rules.
Common Website Personalization Mistakes to Avoid
Five mistakes businesses keep making with website personalization in 2014, from testing on segments too small to matter to slowing pages with extra scripts.
A Practical Guide to Marketing Attribution
How attribution models assign credit for a sale, from simple last-click rules to algorithmic and marketing mix approaches, and where each breaks down.
A Practical Guide to Mobile-First Design
Mobile-first isn't a breakpoint, it's designing for the smallest screen before the largest one, and why it produces leaner sites than the reverse order.
Content Marketing ROI Trends Shaping 2014
The developments shaping content marketing ROI in 2014, from Facebook's shrinking organic reach to Panda 4.0 punishing thin content.
A Practical Guide to Real-Time Bidding
How real-time bidding auctions work under the hood: exchanges, DSPs, bid requests and the second-price auction that sets what you pay.
Mastering Programmatic Advertising: A Marketer's Playbook
An operational playbook for running programmatic advertising in 2014: choosing a DSP, using data management platforms and buying beyond the open exchange.
Building a Social Advertising Strategy From Scratch
With organic reach on Facebook Pages sliding fast, a paid social budget has gone from optional to necessary this year. Here's how to build a strategy from zero.
Email Marketing Trends Shaping 2014
The developments reshaping email marketing in 2014: Canada's new anti-spam law, mobile-first design becoming mandatory and platform consolidation.
Why Customer Journey Mapping Matters for Your Bottom Line
Customers in 2014 bounced between phone, laptop, tablet and store before buying anything. The business case for mapping that path and where revenue leaks.
Mastering Video Marketing: A TrueView Era Playbook
An operational playbook for video marketing in 2014: a lean production workflow, using YouTube's TrueView format to pay only for engaged views.
Retargeting Trends Shaping 2014
Five concrete developments that defined retargeting in 2014, from dynamic product ads to the early backlash over ad frequency.
Conversion Funnels: What Every Business Needs to Know
A framework for mapping and prioritizing your conversion funnel in 2014, now that visitors move across multiple devices before they buy.
Why SEO Content Matters for Your Bottom Line
The 2014 financial case for SEO content: why Panda, Penguin and Hummingbird made thin content a liability, and how a real asset changes acquisition economics.
Common Influencer Outreach Mistakes (and How to Avoid Them)
Six mistakes that undermined influencer outreach campaigns in 2014, from chasing follower counts to skipping FTC disclosure, and how to fix each one.
Case Study: Winning With Website Personalization
An illustrative walkthrough of how a mid-size retailer used behavior-based personalization to fix a homepage that was underperforming for returning visitors.
How Marketing Attribution Changed Digital Marketing in 2014
A look back at 2014, the year multi-touch attribution went mainstream and businesses finally had to reckon with customers who cross devices before buying.
How Mobile-First Design Changed Digital Marketing in 2014
A look back at 2014, the year mobile traffic overtook desktop for many sites and marketers had to rethink design from the smallest screen up.
Mastering Content Marketing ROI: A Marketer's Playbook
An operational playbook for proving content marketing ROI: setting a goal before you write, and reporting numbers leadership will trust.
How Real-Time Bidding Changed Digital Marketing in 2014
A year-in-review look at how real-time bidding auctions reshaped display advertising in 2014, from private marketplaces to viewability standards.
A Practical Guide to Programmatic Advertising
Real-time bidding now moves a huge share of display dollars through automated exchanges, but a comScore study found over half of display ads are never seen.