Ahmad Kareh

It’s undeniable that Google Analytics (GA) has become a large factor in current marketing strategy development. As such, it’s no surprise that most successful marketers are familiar with the program. Yet, that doesn’t necessarily mean that marketers truly know how to fully optimize the data it provides.

Some of the biggest sports events of the year are already upon us, with families and friends eagerly donning their jerseys, setting up snacks and getting ready to watch the games and ads. In fact, particularly on Super Bowl Sunday, some people tune in just to see the special, spectacular ads.

As a business, you want to provide the highest-quality products and services to your customers. To make sure the launch of a new offering goes smoothly, it’s essential to thoroughly and effectively test it first. That way, if any issues arise, you’ll have time to revise without risking your reputation.

The start of a new year is a great time to assess the challenges faced and the milestones reached in the last year. Doing so can help agency professionals set up for further success in the new year — it is important to learn from things that didn’t go so well and to build confidence through celebrating well-earned achievements.

Businesses of all sorts depend on consumer data to deliver more personalized, engaging brand experiences. However, new policies, such as the European Union’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), are holding businesses to a higher standard of how they store and use that personal data.

Instagram Stories are now used by more than 400 million people each day. As such, it might come as no surprise that other platforms, like Facebook, have begun adopting this content format. But even Google has announced that it's started to leverage stories in its search results. For example, if you do a mobile search on Google for "Giada De Laurentiis," a story with her life and career highlights appears for searchers to click on.

As humans, we are naturally drawn toward a good story. This is especially true of consumers: They want to understand how a product or service has helped someone else, to see how it might help them.

When your brand partners with multiple agencies, it can be difficult to see where each party fits in. This can lead to conflicting decisions and even arguments over who does what and when.

Storytelling is a critical skill for marketers. A good story, well told, can draw an audience in and give them a sense of personal connection with the teller. The ability to spin a good yarn often sets high-achieving marketers apart from their peers. Many people are natural storytellers, but even those who aren’t can learn this important skill.

Not long ago, Nike unleashed a controversial campaign featuring former NFL quarterback Colin Kaepernick. Many questioned Nike’s choice due to Kaepernick kneeling during the national anthem a couple years ago, which had caused an uproar throughout the NFL and U.S.