We are creatures of habit, especially when it comes to buying behavior. We know the location of our favorite products in the store, and we trust that they'll work year after year. In fact, research shows Americans buy the same 150 items, which accounts for 85% of household needs.
People don't like change. It's a battle to get someone to switch to an unknown brand.Read More
As an inbound marketer with only so much budget to spend on pay-per-click advertising, you want to get the most bang for your buck. That's why many marketers are choosing to spend a portion of that budget on Google AdWords.
With over 2 billion searches every single day, Google is by far the most used search engine on the web -- and your customers and prospects are likely using it to search for content related to your business.Read More
When you think of lead nurturing, do you think of a series of well-timed, relevant emails to a perfectly segmented audience?
Of course you do. And you would be right. In practice, email is the primary channel for lead nurturing. However, supplementary channels such as paid retargeting also serve as an effective way to gently help an engaged prospect along the buyer's journey.Read More
As marketers, we're always thinking about the most optimal way to target our potential customers. Trouble is, mastering Google AdWords is really tricky. With so many metrics to keep tabs on, figuring out whether or not you're getting it right is often easier said than done.Read More
Inbound marketing is shown to be incredibly effective for attracting website visitors and generating leads. But for many companies, there's still a place for outbound marketing tactics (like print advertising, broadcasting, and so on) alongside those inbound tactics.
So how can offline marketing work hand-in-hand with your online marketing efforts? Is there a way to incorporate both into your larger marketing strategy?Read More
Consumer sentiment for a brand is like a fire. During the good times, it's a roaring campfire, emanating heat and light and making everybody around it happy. During the bad times, it's the flickering flame of a candle, barely shining through the darkness. And during the really bad times, the fire is roaring once again ... but only because everything is burning to the ground.Read More
When it comes to creating a Facebook ad for your business, there are a lot of different things to consider.
How much text should you include? What dimensions should your images and videos be? What's the difference between a desktop News Feed ad, a mobile News Feed ad, a right column ad, and an Instagram ad? How does the auction and billing system work?Read More
If you use the internet (and since you’re reading this, I’m assuming you do) then you’ve likely encountered native advertising - whether you know it or not. You may have been on a site like Buzzfeed, reading a listicle called “25 People Having a Worse Day Than You” before realizing that it was a sponsored post promoted by an insurance company.Read More
The Golden Age of Advertising, that twenty-year spell running through the fifties and sixties, changed how we market everything, pushing beyond merely being clever or descriptive to thinking through how the audience interacts with an ad, and how empirical research can drive its development.
YouTube is a big business. There are over a billion people — that’s almost a third of all internet users — watching hundreds of millions of hours of YouTube videos every day.
Clearly, YouTube’s TrueView ad platform presents a massive opportunity for marketers and brands. Campaigns in TrueView are set up and managed using AdWords, which makes it versatile in terms of targeting settings and ad formats. Not to mention, ads are less intrusive from a viewer's perspective. The benefits of using TrueView as an ad platform are abundant.Read More
Facebook has been proven time and time again to be an effective channel for driving traffic to your website, converting visitors into leads, increasing app installations, and generating more Likes for your business Page.
But using Facebook advertising to drive results like these only works if you're smart about it. The challenge for marketers is knowing how to optimise your Facebook ads to get the most bang for your buck.Read More
Here’s something disturbing: According to data gathered by marketing agency Deep Focus, four out of every 10 millennials would rather engage with pictures than read. Yes, you read that right. Nearly half of history’s most educated generation would prefer to revert back to some sort of cave painting-esque proto-language than bother to parse through a couple of sentences.Read More
In the history of American advertising, print has played a vital and interesting role.
Print advertising has been around as long as any medium, surviving the advent of radio, television, and internet, maintaining its steady influence all the while. There’s something truly iconic about a well-crafted print ad, and the agencies and brands that have done it well over the years have seen immense benefits as a result.Read More
There are two types of search advertisers: those who have failed and those who are going to.
At HubSpot, we embrace failure -- it’s often an important step towards success. That being said, we don’t ever go out of our way to fall on our face. Instead, when attempting something new, we try as hard as we can to learn from others who had failed before us.Read More
When you think of Santa Claus, we're willing to bet that words like "jolly," "bearded," and "rosy-cheeked" come to mind. After all, that's the image of Santa many of us -- regardless of age -- have grown to know and love, right?
The mall Santa that our parents forced us to take an annual photo with (despite the trauma it caused). The Santa we watched Tim Allen transform into in the first installment of The Santa Clause trilogy. And the Santa we've seen used in countless holiday advertisements -- from Coca-Cola to Kodak.Read More
In the world of marketing, there's no shortage of new strategies designed to engage audiences and inspire purchases.
From scarcity marketing to viral marketing, there are a ton of different options for businesses to explore. But if there's one thing we know for sure, it's that emotions rule our decision-making.Read More
Every holiday season, it's like the floodgates burst open: All of a sudden, there are holiday marketing campaigns everywhere. Every business is trying to cash in on the spending frenzy with emails, social media posts, television advertisements, and other related efforts.
While these campaigns can sometimes seem out of control, many brands out there actually do their holiday marketing very, very well.Read More
Nike recently announced that it has signed a "lifetime" deal with LeBron James, who has been a brand spokesperson for the company for the past 12 years. The deal, the first of its kind for the brand and possibly the "largest single-athlete guarantee in company history," is reported to be worth at least $60 million per year.Read More
Whenever I'm watching a movie and I see a case of really obvious product placement, I can't help but roll my eyes.
But product placement is everywhere, from the famous Mini Cooper car chase in the 2003 film The Italian Job to the cans of Mountain Dew rewarded to the winning team on CBS's television series, Survivor.Read More
One of the wisest things I've ever read about product marketing came from the writer of a children's book.
"If you want to build a ship, don't drum up people to collect wood and don't assign them tasks and work, teach them to long for the endless immensity of the sea," said Antoine de Saint-Exupéry, creator of The Little Prince.Read More
Inbound marketing campaigns are made up of a lot of different elements, making it easy to forget a piece of the puzzle if you're not careful.
Did you send a well-segmented email? Do you have engaging tweets and Facebook posts going out at optimal times? Did you optimize your blog posts and landing pages for search? What about ads? Are you running those?Read More
What's the most viewable ad size? How does page position influence viewability? Is viewability affected by ad blocking applications? And what's an average viewability rate, anyways?
These are the questions many were left with when the Media Rating Council lifted its Viewable Impression Advisory back in 2014. As a result of this change, marketers and advertisers switched their focus from served impressions to viewable impressions.Read More
Did you know that Twitter was launched less than 10 years ago? Or that Instagram is only five years old?
One of the most exciting things about the internet is the pace at which innovation happens. New products can quickly become an important part of the everyday lives of hundreds of millions of people in the blink of an eye.Read More
It's a truth universally acknowledged that anyone who spends time browsing the web hates autoplaying video ads. Have you ever seen a co-worker bopping along to their Spotify playlist suddenly panic and start frantically tabbing through their browser trying to close the offending ad that snuck its way in? Was that co-worker actually you?
Over the years, ads have started intruding in on our lives.Read More
How do our brains react to advertisements?
Well, it depends on the ad. It takes 250 milliseconds for the brain to absorb visual cues, but only 13 milliseconds for images to elicit emotion -- even if you aren't fully absorbing what you're seeing. So if you want to create more effective advertisements, you should use design and copy that foster an emotional response in your viewers.Read More
When Apple unveiled its new iPhone and iOS 9 operating system two weeks ago, it dropped a proverbial wet blanket on marketers everywhere: A new feature in the operating system called Content Blockers will now allow iOS 9 users to install ad blocking applications from the App Store. These ad blocking applications will let people easily block advertising, trackers, and other third-party scripts.Read More
For those of you who have heard of retargeting and think it's something you want to try, you're in good company. According to a study by Chango and Digiday, one in five marketers now have a dedicated budget for retargeting.
Though it's a popular tactic for marketers, retargeting can be tough to get started with.
To help, we've teamed up with Perfect Audience to bring you a free ebook called The Beginner's Guide to Retargeting.Read More
When display advertising first surfaced in the world of marketing, many marketers were left with a bad taste in their mouth. The ads we were being presented with lacked context and value, and as a result, many of us were quick to deem them untrustworthy.
At HubSpot, we held onto this notion for a while. There was just something about paying for an irrelevant banner ad that didn't sit well with us. But then things started to change ...Read More
It’s easy to look at complicated things in black and white.
Take Darth Vader, for example. Darth is a major bad guy -- no way around it. But he didn’t start off that way.
Anakin Skywalker was a good kid with a lot of potential. In the right situation, he could have gone on to become a hero and represent the light side.Read More
The explosive growth in mobile usage -- specifically in app usage -- has created an ultra competitive marketplace. A whopping 1.4 million apps are on both the App Store and Google Play. In such an environment, app marketers face a difficult challenge as they battle hundreds or even thousands of direct competitors for user attention.Read More
According to a recent study from Microsoft, people lose concentration after eight seconds. To put that into perspective, that's one second less than the attention span of a goldfish.Read More
It's easy to hate on online ads. Most of them are pretty awful. They can be interruptive, distracting, poorly designed, completely untargeted, or any sort of combination of the above.
But thankfully, not all online ads are bad. In fact, there are some pretty creative ads out there that have not only gotten people to click, but also seek out the ads on their own.Read More
When setting up a paid Facebook ad, there are a lot of boxes to be checked.
Are you targeting the right people? Are your image dimensions to scale? Are you running the right type of ad? If we're being honest, it can get a little confusing.
With more than 1.4 billion people using Facebook and over 900 million visits every day, Facebook offers up a unique opportunity for marketers to augment their organic efforts.Read More
Facebook is always experimenting with new advertising platforms to engage its user base. And it's no wonder the company is currently working hard on mobile advertising opportunities: Out of the estimated 1.39 billion current monthly Facebook users, 1.19 billion of them use Facebook on their mobile devices.
Optimizing for mobile is only one way Facebook is adapting their advertising platform to help businesses target today's consumer.Read More
In an advertising agency, having a good idea isn’t enough. You also have to demonstrate that your thinking caused your client’s cash register to ring.
Proving your ads actually rang the register, however, has historically been a difficult exercise -- one requiring deep expertise in research, statistics, and business analysis.Read More
Thanks to the internet, global reach is no longer reserved for deep-pocketed brands, nor is it an incredible hassle for already over-burdened marketing managers.
In fact, a global presence is possible for any business with a creative strategy and an understanding of world markets.
What is good global marketing?
To give you an idea of what a great global marketing strategy looks like, we've compiled a list of brands that totally "get it."Read More
There are many things you can do in eight minutes or less. You can tidy up your to-do list. You can chip away at your mountain of emails. You can delete unnecessary meetings from your calendar. You can even get a real workout done (seriously).
You know what else you can do in eight minutes or less? Get a bunch of great tips on how to better market your website and blog.Read More
Here's the thing. Typos happen. No matter how vigilant you are, no matter how many times you run spell check, no matter how many times you proofread, one of those suckers will slip through.
Maybe that's why whenever I catch a typo in someone else's content, I'm suddenly a little bit happier. Some call that schadenfreude; others call it being a jerk. Either way, I know I'm not alone in this sentiment.Read More
During the last year, Facebook has emerged as a real contender for the online video platform throne. In wake of several new video features being introduced and a heavy video focus from Mark Zuckerberg, the social media giant has quadrupled its video views over the last year.
Facebook’s increased focus on video isn’t only because users like to watch it (although they clearly do) -- it's also because more marketers are shifting their budgets from TV to mobile video.Read More
I’ve always been a little leery of proclaiming anything "the best." I never declared anyone my best friend as a kid because I was afraid my other friends might assume I thought less of them.
So it was a little difficult for me to come up with just one "best" marketing campaign of all time -- which is why there are 12 in this post instead.
Why are these 12 marketing campaigns some of the best of all time?Read More
It's no secret that TV commercials -- like cold calls in the middle of dinner -- are usually interruptive.
One minute you're on the edge of your seat watching the nail-biting season finale of your favorite show ... and then boom -- a commercial for toothpaste hits. (Talk about a buzzkill.)Read More
Have you ever stopped to think about why you make certain purchases? What really goes into those decisions?
I do it all the time. I'm a marketer, after all.
And while this profession has enabled me with a good eye for the tricks of the trade, I've found that I'm still not immune to the influence of marketing.Read More
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