Anderson Marketing Blog

As an agency that offers SEO management services to clients, we make it a point to always stay abreast of changes to search engine algorithms and how they can impact the web properties of our clients. When Google announced in February that they would be rolling out a change to include mobile friendliness as a ranking signal, a lot of people in the business of SEO were rightfully concerned. After all, previous Google algorithm changes generally did not come with such a long runway for an announcement, or any announcement at all.

The financial industry is changing—and so is the marketplace. Combined, these trends have created a “perfect storm” of opportunities and challenges, which many companies are not prepared to weather. Those that can navigate these new waters by tailoring their business tactics, products and services are destined to reap the rewards.

Overwhelmed with all the digital technology out there? Don’t have $50,000 to spend on a digital consultant but want to optimize your website?

Digital reporting can give you information overload! How do you sift through all the available data to glean insights for your digital campaigns? Here’s a cheat sheet to assist in measuring your campaign success without getting lost in the data.

As direct marketers, we’re on a constant quest for reliable intel to help make each new campaign more effective than the last.  Response rates.  Offer.   Mailer format.  Contact frequency.   These are just a few of the many reporting elements we slice, dice and obsess over to try and move the proverbial needle.

As we all know, lists, targeting, segmentation, modeling, etc. are one of the most important components of a direct marketing program.  Through years (OK, decades) of testing, I’ve come to realize that in nearly every client program there is a significant opportunity to improve results through the use of multiple data sources.  The roots of this strategy trace back to the nonprofit industry, where organizations regularly rent multiple third-party lists for donation appeals in addition to their house file of past donors.  These third-party lists are closely analyzed based on number of donations, average donation amount and total amount of donations.  Underperforming lists are quickly eliminated from the campaign and new lists are constantly tested against the best performing list.

The basic rule in business is that keeping customers is far less expensive than finding and cultivating new ones. While the burden of that isn’t wholly on Sales and Marketing, it is extra important to make sure your marketing communications are as engaging, personal and relevant as possible.

SXSW Follow-Up: Pondering the Perils of Social Media Analytics

Food, technology, music. There is much to be excited about at South by Southwest (SXSW). Three of us at Anderson will be attending, including me, to soak up the sights and sounds plus sit in on sessions so that we can bring you the latest in interactive marketing.

To bid or not to bid. That is the question. It seems there’s a big debate about bidding on competitors' keywords when engaging in paid search campaigns. Anderson believes you shouldn't bid unless you know a few things in advance. The following provides you with a list of best practices for bidding on competitors' keywords.