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Digital Strategy (77)


What is “Dark Social,” and is it a bad thing?

Dark social… It’s not as sinister as you may think. While some may hear the term and think it connects with “dark web,” it’s far from it. Coined in an article by Alexis Madrigal in The Atlantic in 2012, dark social refers to content being shared in a way that is hard to track.

Initially, this concept was primarily identified by sharing articles via email or instant messengers by copy and pasting a link. However, it has grown to more than just that due to changes in technology and online behaviors.


Google Analytics Data Retention Update – Don’t Lose Your Data

A new Google Analytics setting will take effect on May 25, 2018, called Data Retention. It allows you to set the amount of time your account will store data from your site.

The default setting for Data Retention will be automatically set for 26 months if you do not turn it off manually. This means user-level and event-level data will be deleted from your Google Analytics server unless you change your settings.


2018 Facebook Changes and Your Business

Facebook is changing again.

Last week, Mark Zuckerberg announced that Facebook will be making some major changes that will have a big impact on your business’s page. 


Brad Timofeev Speaks at 2nd Annual Civic Hackathon

Got a thing for digital marketing? And by “thing” I mean “does the health of your business depend at least somewhat on your online success?”

If so - and if you’re anywhere near Roanoke, Virginia on September 23rd - check out our own Brad Timofeev, live in action.

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Is Your Digital Fire Still Burning?

“Keep that fire in your belly.”

I got that advice from one of my mentors at a very young age. And, every day, I carry that advice with me. The message behind it is to never let yourself get comfortable.

Human nature keeps us striving to find a level of comfort with everything we do. And most of us find it eventually. But, when we reach that level, the comfort is short-lived.


Using the Buying Cycle to Refine Your Digital Marketing Strategy

Most of us go through the buying cycle many times each day, from deciding to buy a candy bar while in line at the grocery store to choosing which vehicle to buy and from whom. Some buying cycles occur in seconds; others take years to get through.

The same is true for the various forms of digital marketing. Each channel or strategy plays a different role, depending on your audience and your business type.


Adding digital to your marketing funnel

A few weeks ago I was asked to give a training session to the staff of one of our marketing partners.

The goal of the session was to get that team up to speed on digital marketing and why it’s important to their clients.

But I knew that, in order for them to understand digital’s role, they’d first need to understand how it fits into the marketing funnel.

The digital marketing funnel has four levels: High Funnel, Mid-High Funnel, Mid-Low Funnel and Low Funnel. Each level requires a different advertising message and a different measurement of success.


Beware Of This Web Design Trend

Fashion. Architecture. Cars. Design is constantly evolving. Web design is no different.

Full-screen designs have been trending for a few years now. I don't mean responsive or adaptive designs that automatically re-size to the screen on which they’re being viewed. I'm referring to designs that take up all the real estate on the screen, have animation flying in from all directions, and require endless scrolling.

Those web designs are interactive and fun, which is why business owners and marketing departments desire them. And that design trend works great for restaurants and entertainment-related websites, but they’re not right for every business. Here’s why.


Is Your Website Like a Stereotypical Salesperson?

At WebArt, we have bi-weekly account management training sessions. A recurring topic in those meetings is the stereotypical salesperson.

Here’s how I - and many others - would describe that type of person.

  • Pushy
  • Insincere
  • Short-sighted: Will sacrifice a long-term relationship to get any sale now
  • Selfish: Only concerned with his own needs, not if his product is actually right for me

After many conversations on that topic, I began to realize that a website is like a salesperson.