The need for diversity in marketing is overwhelming. According to the Association of National Advertisers (ANA), multicultural consumers make up approximately 40 percent of the U.S. population. In contrast, only 5.2 percent of marketing investments are multicultural. These numbers show the dramatic gap in diverse advertising and highlight the ever-growing need that o...

A buyer persona is helpful when developing an advertising plan because it creates an identity that is relatable with your target audience. Successful execution of a buyer persona begins with audience research — you have to understand who you are marketing to in order to have a buyer persona that speaks to them. When a buyer persona is included as part of an adverti...

When it comes to search engine optimization (SEO), we in the marketing business know that the only thing you can count on is the constant changing of algorithms and guidelines. Google can be a tricky search engine to please, and if you’re looking to keep your company’s site in the top ranks of organic search results, it’s critical to regularly update your websi...

Keeping extra money in your account looks good for your company’s bottom line, but if you haven’t invested your business marketing budget wisely, you’ll make easily avoidable marketing mistakes. During a time when the atmosphere is changing daily, it’s important to have good marketing practices in place. This time of fluctuation has seen a lot of companies re...