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What is marketing?
Most of us have our own simplified definition for this complex term.
According to the American Marketing Association, marketing is defined as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

So, you’ve been collecting email addresses from your customers. What are you going to do with them?

As a business owner you are already aware of data points such as expenses, revenue, inventory levels, average daily sales, website visits, and digital ad clicks. This valuable quantitative data is numerical and statistical in nature. The data can be used to uncover trends or to be extrapolated into the future for forecasting. Numbers tell us a lot about our business performance.

Digital strategies make up a large portion of most marketing budgets. This can be daunting to the average business for a few reasons.

Looking for something to spice up your marketing mix? Why not try a contest? Contests are a powerful marketing tool to help brands gain new customers, reconnect with old ones and learn from, and about, all of them.Contests can help grow your email database, increase foot traffic and, most importantly, drive revenue.

Negative reviews happen. Whether you’re a five-star restaurant or a home remodeling contractor, if you’re in business, you will receive a negative review at some point. So what do you do?
Do you respond defensively? I mean, this business is your pride and joy, your life. You work tireless, countless days and endless hours. It’s natural to want to respond this way.

John Wanamaker (1838-1922) said, “Half the money I spend on advertising is wasted: the trouble is I don’t know which half.” Fast forward 100 plus years and marketers still wrestle with this challenge.

One of the biggest challenges in evaluating your marketing is identifying what’s working and what is not.  Marketers need to assign credit to channels, but consumers take a varied path to purchase.  It’s not as easy as just looking at the click that landed them on your site.  The road to purchase often happens over multiple sessions, various channels, and numerous devices.  Smart marketers are looking at diverse models to understand marketing success.