Digital marketing Archives - Trade Press Services

Vanity Metrics Are Killing Marketing ROI: What to Measure Instead

Posted on February 9, 2026 by Jamie Pagett

According to Gartner, marketing analytics influence only 53% of marketing decisions. That means that nearly half of the metrics companies track never inform business decisions. This gap exists because many commonly used marketing metrics fail to prove value. Vanity metrics, such as website traffic, impressions, likes, and open rates, look impressive but rarely demonstrate how marketing impacts pipeline, revenue, or customer acquisition. As a result, dashboards become data-heavy but insight-poor, leaving executives without the clarity needed to make confident investment decisions.

Must-Have Tools to Boost B2B Marketing Success

Posted on December 16, 2024 by Gerri Knilans

Relying on outdated strategies and manual processes can leave your marketing efforts falling short. The right tools aren’t just nice to have—they’re essential for staying competitive, especially in today’s fast-paced and rapidly changing marketplace. From automating time-consuming tasks to generating high-quality leads, digital tools can supercharge productivity and maximize ROI. But with so many options available, how do you choose the tools that will drive the most impact on your business? The good news: you don’t need to have them all.

Understanding Audience Metrics: Key Terminology Every Business Needs to Know

Posted on May 20, 2024 by Gerri Knilans

Successful businesses know that understanding the needs of their customers and prospects is a top priority. When it comes to marketing communications, this means reaching out to target audiences across various channels. By establishing and tracking quantitative and qualitative audience metrics, companies can evaluate the success of their efforts and gain valuable insight into pain points and preferences. This data can be a game changer for businesses.

11 Free Google Tools to Improve Visibility, Engagement and Customer Relationships

Posted on September 18, 2023 by Gerri Knilans

Google is a mainstay of the modern digital landscape. More than a search engine, the organization offers countless tools from the world’s most popular web browser to its new generative AI assistant Bard. Savvy marketers understand that Google can be a powerful instrument for organizations to increase visibility and empower their marketing tactics.

Do’s and Don’ts of Choosing a Digital Marketing Agency

Posted on July 24, 2023 by Gerri Knilans

The skill sets, tactics and channels used by marketing professionals today can seem infinite, and the knowledge required to establish and execute a successful strategy can be overwhelming. As such, most companies can benefit by outsourcing some aspects of their marketing objectives to agencies with specialized expertise. Due to its highly technical nature, digital marketing is one area to consider turning over to the experts. While digital marketing agencies are popular, choosing the right one for your goals is no simple task.

8 Essential Attributes of a Landing Page that Converts

Posted on January 30, 2023 by Gerri Knilans

In digital marketing, a landing page is a standalone web page designed exclusively as a “landing” point for an individual marketing or advertising campaign. The landing page is where users are directed when they click a link from an ad, social media post, email or other marketing initiatives. The dedicated page typically details an offer, often in exchange for the user’s information.

What B2B Marketers Need to Know About Retargeting and Remarketing

Posted on October 3, 2022 by Gerri Knilans

Retargeting and remarketing are important digital marketing tactics. They position your messages in front of target audiences who are already familiar with your brand. While these aren’t new concepts, strategies and approaches continue to shift and evolve with the ever-changing digital landscape.

How to Build an Effective Keyword List for Your Marketing Content

Posted on June 20, 2022 by Gerri Knilans

A keyword list is a critical element of a successful content marketing strategy. In addition to driving organic traffic to company websites and enhancing SEO, keywords provide a roadmap for content creation by identifying and communicating the topics that connect prospects and customers with an organization. When keywords are used correctly in website content, digital ads and other online marketing materials, marketers can increase brand visibility, boost website authority and showcase thought leadership.

Video Marketing: Why You Need It and How to Get Started

Posted on October 12, 2020 by Gerri Knilans

Studies show that 92 percent of marketers say that video is an important part of their 2020 marketing strategy. This has grown from 78 percent in 2015. As our time spent on virtual platforms climbs, video marketing will continue to be an essential digital strategy. Despite the numbers, you may still be questioning if video marketing is worth the investment of time, budget and resources.

Does SMS Marketing Have a Place in B2B Marketing?

Posted on August 3, 2020 by Gerri Knilans

When you think of SMS (short-message service) marketing, many think of attention-grabbing text blasts from B2C companies promoting special offers or new products. B2B messaging feels very different as it is typically professional, solutions-oriented and showcases expertise and credibility. The audience for B2B messaging includes multiple stakeholders in a more complicated buying process. Does that mean SMS marketing doesn’t have a place in the B2B space? Let’s take a look.

Marketing Apps to Help You Stay on Top of Your Game

Posted on December 17, 2018 by Gerri Knilans

It’s only been a decade since the first smartphone was introduced. With 77% of Americans owning smartphones, they have changed the way we live and work. Today, many of us are more attached to our smartphones than to our desktops. That’s because we are an increasingly mobile workforce. In fact, 70% of people who work do so remotely at least once a week.

Understanding the Fundamentals of Today’s SEO

Posted on June 26, 2018 by Gerri Knilans

Search engine optimization, or SEO, has influenced marketing strategy since the dawn of the internet. SEO is the practice of increasing the quality and quantity of inbound website traffic via organic search engine results. Today, 51% of online traffic arrives at websites via organic search. However, if you’re not staying on top of SEO trends and updates, your website likely isn’t optimized for today’s search algorithms.

The Essentials of Multichannel Content Distribution

Posted on November 6, 2017 by Gerri Knilans

Creating effective marketing content takes a lot of work. You have to come up with the idea, develop it, research it, cite your sources and go through countless rounds of editing with colleagues before it’s ready to produce. But then what? How will you get the most views, leads, interest and comments? If you think your audiences will find their own way to your all-important messages, you’re mistaken. Just as important as the content itself is how you distribute it. Without a proactive content distribution plan to share and build traffic, a perfectly good article, blog or white paper will collect dust in the fast-paced realm of digital content.

SEO: Gimmick or Gotta-Have?

Posted on June 15, 2014 by Gerri Knilans

If there’s any one thing about the Internet that confuses online content producers (e.g., writers, musicians, photographers, videographers, etc.), it’s SEO, or “search engine optimization.” To most creative types, SEO means that it’s not good enough to write a great blog entry, create a great video or capture a great image. No—now you have to