As a marketer, it’s crucial to understand that not all potential customers are ready to make a purchase decision right away. This is why it’s important to tailor your advertising messages to different stages of the customer journey: awareness, consideration,… Read More »What does a customer journey mean?

Throughout the history of advertising, there has been an ongoing quest to avoid ads. When you have an opportunity to convey your message to a captive audience, you must seize it! Google Video ads serve as a powerful tool in… Read More »Non-skippable YouTube ads

Recently I met with a potential client right here in Lexington who had invented a new product. It’s a great product and would sell millions of units if priced and marketed correctly. But sadly, this person relied too much on… Read More »Should I handle my own advertising?

Many believe all they need to do to enjoy successful digital ad campaigns is put their money into the right media channels and target the right audiences. Many would be wrong. If your website and, more specifically, your landing pages… Read More »Your Digital Marketing is only as good as your website

Everyone knows the story of the little boy who cried wolf. Many advertisers cry wolf every time they promote a sale, which is usually more often than necessary. When your advertising consists entirely of promotions and discounts, that’s how consumers… Read More »Are you crying wolf in your advertising?

It’s only natural to want to reach as many people as possible with your advertising. So you put your money into several different things: a little TV here, some newspaper over there, a few billboards here. If you have the… Read More »How to focus your advertising budget

Ever notice how many advertisers claim to be the oldest or have the best, biggest, largest, most selection, friendliest, most knowledgeable staff, lowest prices, most tradition, largest inventory, blah, blah, blah? Is it any wonder the American public despises advertising?… Read More »Are you making lofty claims in your advertising?

Many advertisers fall into the trap of trying to “reach the right people” in their advertising. Media salespeople contribute to this nonsense by insisting that their audience (listeners, viewers, readers, etc.) matches up perfectly with your target customer. They often… Read More »What you say in your ads is more important than where your ads run

Your advertising message falls into one of two categories: passive or intrusive. Intrusive advertising is simply anything involving sound. Sound itself is intrusive because you don’t have to be listening in order to hear. You do, however, have to be… Read More »Is your advertising passive or intrusive?

Good things come to those who wait, especially in regards to advertising. As a society, we’ve come to expect instant gratification in all areas of life. Fast food, 24-hour news channels, and diet pills are a few examples. There’s nothing… Read More »How long does it take for advertising to work?