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“Should’ve gone” to “I don’t go”: Specsavers’ twist on its famous tagline

‘Finger Lickin Good.’ ‘Just Do It.’ ‘Should’ve gone to Specsavers…’ The power of a well-known tagline cannot be underestimated. Capturing awareness and association with your brand in a few short words evokes familiarity and fondness in equal measure. But when you’ve been using the same tagline for twenty years, like the optical and audiology retailer …

The cash flow funnel: A new B2B marketing funnel that is customer and finance-centric

30-second summary: The role of (B2B) marketers should be to create memories, not clicks. This means the traditional marketing funnel based on using marketing tactics to move buyers from ‘awareness’ to ‘consideration’ to ‘purchase’ is outdated. Marketers need a customer-centric and finance-centric model. ‘The cash flow funnel’ sees all customers as in-market or out-market. Most …

Measuring metaverse success without traditional identity resolution capabilities

30-second summary: Although users re-invent themselves online, Web2 platforms such as social media still tie personality to a real-world identity Web3 and the metaverse go one step further and allow users to create distinct personalities separate from their identity, rendering traditional identity resolution capabilities ineffective Jason Alan Snyder, Global CTO of Momentum Worldwide, dives into …

How Desperados turned dance steps into DE&I donations

Desperados’ ambition to deliver exceptional customer experiences for beer drinkers is only eclipsed by its commitment to diversity and inclusion. In the ‘Rave to Save’ campaign, the tequila-flavored beer brand acted on DE&I goals by gamifying the partygoing experience. Having found 65% of people wanted a more inclusive party scene, Desperados committed to ensuring that …

Overcoming Web3 skepticism to reap early adopter rewards

30-second summary: Although forecasts for Web3 domains are eye-watering, skepticism is denting the progression of Web3 platforms and capabilities Early adopters can realize huge benefits. But they must also understand their responsibility to build standardization, privacy, and security into the infrastructure of Web3 dSphere Chief Digital Officer and Tech for Good advocate Donnovan Andrews discusses …

Make a list, check it twice: Planning holiday marketing that cuts through the festive noise

30-second summary: During the festive season brands bombard consumers with Christmas marketing, from emails to leaflets and everything in between. Standing out from the crowd, whilst also embracing the festivities can seem a daunting task, but mastering it will boost brand loyalty, expand your audience, and drive sales. The truth? Making yourself a remarkable business …