If your business were a car, an outdated website would be like driving on a spare tire. It will need to be replaced, and if it’s not, it will cause major problems. Building a new website is a perfect opportunity to align business objectives, customer personas, and industry best practices to ensure smooth traveling. Lay…
When integrated marketing isn’t always seamless, you can still connect the dots and tell a holistic story of your marketing efforts and their results. The phrase “integrated marketing” has become somewhat cliché, but the execution of it has far from been perfected. Myriad technologies, departmental silos, and many other factors can limit a seamless connection,…
Most of us know someone, have heard stories, or have even been directly impacted by impaired driving. But just being aware of the very real dangers and tragedy wasn’t stopping the problem. In late 2017, alcohol-impaired accidents had reached a staggering all-time high in the state of Rhode Island. In an effort to change that,…
Newspapers, magazines, brochures, direct mail. These media tactics – all of which fall under the advertising channel of print media – seem to have an outdated and irrelevant feel in today’s digital world, right? Wrong. Why is it important to consider including print when developing a media strategy or recommendation? The answer depends on several…
As many of my RDW colleagues have written, a strong marketing framework begins with doing your research. Focus groups are a form of market research designed to gather qualitative insights and feedback to inform marketing decisions. They are used to test campaign concepts or marketing ideas, probe brand perceptions, or uncover new insights. It’s most…
These days, everyone is doing digital marketing. But that doesn’t necessarily mean they’re doing it well. Digital is continuing to grow and change rapidly and remains one of the most effective ways for businesses to hone in on new customers and expand their reach efficiently. But, if your digital marketing efforts aren’t grounded in a…
In recent years, many higher education institutions have started to expand their social media presence. Not only does social media help to engage current students, but it allows prospective students to feel like part of the school community before they even arrive on campus. Social media also gives alumni an easy, accessible way to stay…
Tracking your site performance is essential to understanding your audience and the customer journey. There are multiple solutions available for tracking your site’s performance, but one of the easiest to implement (and with the lowest barrier to entry) is Google Analytics. For those of you unfamiliar with Google Analytics, it is a free solution (up…
Your organization probably isn’t spending enough time or effort on your email marketing strategy. While many businesses consider themselves to be utilizing the tactic—93% of B2B marketers to be exact—we find that most aren’t taking full advantage of email marketing. After all, your audience is there; active email accounts are expected to hit 5.6 billion…
Creating an email marketing campaign can feel daunting. Balancing your organization’s needs and those of your contacts is often a challenge. And with email best practices always evolving, it’s easy to feel out of the loop about the “right way” to approach your email marketing strategy. The good news is, there’s a great deal of…
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