Publics--Social marketers often have many different audiences that their program has to address in order to be successful. "Publics" refers to both the external and internal groups involved in the program. External publics include the target audience, secondary audiences, policymakers, and gatekeepers, while the internal publics are those who are involved in some way with either approval or implementation of the program.
Search engine marketing’s greatest strength is that it offers advertisers the opportunity to put their ads in front of motivated customers who are ready to buy at the precise moment they’re ready to make a purchase. No other advertising medium can do this, which is why search engine marketing is so effective and such an amazingly powerful way to grow your business.
It's too easy to fall into a rut with your SEO audits. If it doesn't meet best practices it ought to be fixed, right? Not always. Though an SEO audit is essentially a checklist, it's important to both customize your approach and prioritize your fixes to be efficient and effective with your time and effort. In today's Whiteboard Friday, Kameron Jenkins teaches us her methods for saying adios to generic, less effective SEO audits and howdy to…
Digital marketing's development since the 1990s and 2000s has changed the way brands and businesses use technology for marketing.[4] As digital platforms are increasingly incorporated into marketing plans and everyday life,[5] and as people use digital devices instead of visiting physical shops,[6][7] digital marketing campaigns are becoming more prevalent and efficient.

At HubSpot, we talk a lot about inbound marketing as a really effective way to attract, engage, and delight customers online. But we still get a lot of questions from people all around the world about digital marketing. So, we decided to answer them. Click the links below to jump to each question, or keep reading to see how digital marketing is carries out today.


Judging by advertising campaigns and outreach efforts targeted at consumers, organic food producers and marketers believe so. By exploring the qualities of the average food consumer, these companies and organizations sharpen their marketing strategies, educating consumers about the potential health, environmental, and lifestyle benefits organic foods offer.
The majority of companies in our research do take a strategic approach to digital. From talking to companies, I find the creation of digital plans often occurs in two stages. First, a separate digital marketing plan is created. This is useful to get agreement and buy-in by showing the opportunities and problems and map out a path through setting goals and specific strategies for digital including how you integrated digital marketing into other business activities. Second, digital becomes integrated into marketing strategy, it's a core activity, "business-as-usual", but doesn't warrant separate planning, except for the tactics.
Google is now a familiar term for everyone from kindergarteners to octogenarians. As the number of websites increased exponentially throughout the mid-1990s, search engine platforms like Google were developed to help people find the information they were looking for quickly. Over time, they developed highly complex algorithms, determining which websites should be given the most weight (and the highest results) for each search term typed in.
Businesses focused on increasing sales through content marketing should look at traditional e-commerce metrics including click-through-rate from a product-page to check-out and completion rates at the check-out. Altogether, these form a conversion funnel. Moreover, to better understand customers' buying habits, they should look at other engagement metrics like time spent per page, number of product-page visits per user, and re-engagement.
Understanding Mobiles: Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online (Whiteside, 2016).[43] Apps provide a big opportunity as well as challenge for the marketers because firstly the app needs to be downloaded and secondly the person needs to actually use it. This may be difficult as ‘half the time spent on smartphone apps occurs on the individuals single most used app, and almost 85% of their time on the top four rated apps’ (Whiteside, 2016).[43] Mobile advertising can assist in achieving a variety of commercial objectives and it is effective due to taking over the entire screen, and voice or status is likely to be considered highly; although the message must not be seen or thought of as intrusive (Whiteside, 2016).[43] Disadvantages of digital media used on mobile devices also include limited creative capabilities, and reach. Although there are many positive aspects including the users entitlement to select product information, digital media creating a flexible message platform and there is potential for direct selling (Belch & Belch, 2012).[45]
This month we had two unconfirmed Google search ranking algorithm updates, one around August 17th and the other around August 29th. Google began penalizing domain leasing portions of sites, and also slammed a popular SEO with a link penalty. The evergreen GoogleBot is now running supports Google's tools finally. Google also explained a lot more about two waves of indexing despite having two more indexing issues including a post about what happened. On the EAT…
Search engine optimization consultants expanded their offerings to help businesses learn about and use the advertising opportunities offered by search engines, and new agencies focusing primarily upon marketing and advertising through search engines emerged. The term "search engine marketing" was popularized by Danny Sullivan in 2001[12] to cover the spectrum of activities involved in performing SEO, managing paid listings at the search engines, submitting sites to directories, and developing online marketing strategies for businesses, organizations, and individuals.

So you're familiar with content marketing and its importance in an effective inbound marketing campaign, but are you doing them correctly? As mentioned in our intro, this is usually the area that most marketers struggle with, but thankfully, by following a few basic best practices, we can help you in your quest to get started in creating quality, relevant content.


Today, a business’s reputation is often dependent on the quality of its website. Savvy Internet users don’t trust websites that look outdated and amateur, and they don’t trust businesses that can’t be bothered to keep a modern, usable website (See also Content Marketing). This means that businesses from around the globe put time, money, and effort into making sure their websites are sleek and usable. But an impressive website is worthless if Internet users can’t find it – and that’s where Search Marketing techniques come into play.
In 2011, Google released its newest website ranking algorithm, known as Google Panda. This launch was smarter, more discerning, and more critical than any of Google’s previous algorithms. Initially, Panda threw the search marketing world into a tailspin, because many of the reputations painstakingly built by search marketing teams were suddenly void under the new ranking system. Many sites that had enjoyed steady traffic suddenly experienced epic falls thanks to changes implemented by Panda. In the year and a half since the release, search teams have adapted and rebounded – learning the important lesson that nothing in search marketing is secure.
You can also use organic to increase audience engagement with your content. For example, let’s say you’re a ticketing website for sporting events and you know that some of your followers are rugby fanatics. If you have a new blog interviewing Dylan Hartley (current England captain), then it makes sense to personally contact them (or at least key influencers) via their preferred social network and tell them about the blog, and ask them to comment/share. It’s personal and increases the chance they’ll see/read your content.
×