marketing - Caroline Lozano
  • a woman with a document on her desk that says "what is brand strategy?"
    Blog,  Branding,  Content Marketing,  Digital Marketing

    Brand Strategy Challenges and How Content Marketing Can Help Overcome it

    In this day and age, content marketing is used everywhere. Whether it’s to increase brand awareness or generate engagement, content marketing has been a key factor in the success of marketing strategies and the achievement of various objectives. It’s no secret why—-content marketing is largely utilized within the digital landscape. And as you may have guessed, most consumers frequent the digital space at a rising rate. In fact, according to Pew Research, 26% of adults in the United States are constantly online on a regular basis. Taking advantage of content marketing is an intelligent tactic for marketers to implement into their brand marketing strategy. Unfortunately (or perhaps fortunately for opportunists),…

  • a desktop with a textbook on brand identity, desktop computer, and notebook.
    Blog,  Branding

    How to Perform a Successful Brand Audit

    Performing a brand audit is an effective way to pinpoint certain key things about your brand’s performance. For instance, through a brand audit, you can find out your brand’s strengths and weaknesses and how you can improve them for long-term success. Any time you want to enhance your brand’s strengths, improve your marketing efforts, or just reach more target consumers, a brand audit is your best bet to help you achieve your overall objectives. This is especially important if you want to monitor the impact of your brand storytelling efforts. Here’s how you can perform a successful brand audit for you or your client’s brand. Identify the overall goal of…

  • a notebook and pen sitting on top of a wooden table.
    Blog,  Brand Awareness,  Branding

    3 Reasons Why Storytelling Is Important for Your Brand

    When it comes to your favorite brand, what is the first thing you notice that makes them stand out? Is it their logo, taglines, or another visual element? Is it the way they engage with you or provide solutions to your problems? Whatever the case may be, there’s one key element that allows your favorite brand to make an impact: storytelling. Through powerful storytelling efforts, a brand is able to sway and influence its consumer’s behavior in a way that makes a mark. In a world where 69% of younger generations believe ads and other marketing efforts are disruptive, storytelling can be the key factor that can make or break…

  • a hashtag of Nike's "Just Do It" slogan on a black background.
    Blog,  Brand Awareness,  Branding

    Slogans vs. Taglines: What’s the Difference and Why Do They Matter?

    Most companies use attention-grabbing taglines and slogans to communicate important messages about their brand and/or campaigns. Some of these slogans and taglines have been effective in driving brand awareness and loyalty, leading to an increase in value. Having memorable taglines and slogans are key factors in the success of a brand—as marketers, we want consumers to remember our brand. While your logo and brand may be unique and unforgettable, it’s not complete without a tagline and slogan. When you combine your brand elements, you can deliver a powerful message that tells consumers about your brand. Now, it’s important to remember that taglines and slogans are completely different from each other.…

  • a white desktop computer and keyboard with an orange and white book titled "Brand Identity" sitting on a white table.
    Brand Awareness,  Branding

    What Are the 4 Types of Brand Judgements?

    When you think of a well-established brand like Coca-Cola, what’s the first word or thought that comes to your head? Is it a bottle of its famous soda? The color red? Their overall brand value and marketing messages? Well, regardless of what appears in your head, these thoughts and images are likely based on past experiences with the brand itself. Perhaps you’ve drunk Coca-Cola soda at a party or watched one of their commercials on TV at some point in the past. These experiences allow you to generate opinions and evaluations about a brand by piecing together its performance and imagery associations. In the marketing world, this is known as…

  • a person using a tablet with glasses and plants around it on a white table.
    Blog,  Brand Awareness,  Branding

    3 Ways Effective Content Builds Brand Equity

    Whether you like it or not, content marketing has significantly evolved since the advent of the digital age. Gone are the days of relying on the printing press and other traditional means to incorporate brand content. In today’s world, digital tools and platforms dominate the marketing sphere, especially when it comes to content creation. However, while this makes it easier for marketers to create and distribute a brand’s content to their target audience, it also presents a unique challenge. According to Hubspot, around 70% of marketers are currently utilizing content marketing tactics. In the case of content distribution, another study from SEMRush notes that 94% of marketers are using social…

  • a pile of 100, 50, and one dollar bills
    Blog,  Breakeven

    A Short Guide to Breakeven Analysis

    In marketing, it can be easy to get sidetracked by the multitude of metrics and calculations that help gauge the effectiveness of your campaigns. One calculation that’s often taken for granted is the breakeven analysis. You may have heard of the term “breakeven” at some point in conversations or meetings. Breakeven analysis is particularly helpful in helping managers determine the right price for a product or service. According to Harvard Business Review, “managers typically use breakeven analysis to set a price to understand the economic impact of various price- and sales-volume scenarios.” As such, breakeven analysis can assist business and marketing professionals in a variety of ways. While you may…

  • two people working over a laptop computer for data science research.
    Blog

    How Data Science Enhances Content Marketing

    All forms of marketing, including content marketing, revolves around the collection and utilization of data. Regardless of your objectives, you need data to assist you in making informed decisions that can ultimately affect the success of your marketing efforts. When it comes to content marketing, data allows you to create content that reaches and engages the right audience. Now, most marketers track and measure some form of data analytics to monitor the performance of their marketing efforts. In fact, according to the Content Marketing Institute (Links to an external site.), around 73 percent of digital marketers regularly track website analytics to improve their content’s performance. However, while data analysis is widely used…

  • side profile of a phone and laptop on a desk.
    Blog,  Digital Marketing

    3 Ways AI is Changing Digital Marketing

    With the advent of smartphones and tablets, it’s safe to say that technology has evolved in the last couple of years. These advancements have vastly transformed various aspects of our lives, particularly in the way we communicate with each other. In the marketing world, technology’s influence has left a sizable imprint as most, if not all, marketing efforts are being performed on a digital platform. Like marketing, technology is constantly changing to further improve different processes and assist humanity with everyday tasks. One of the newest technology trends is artificial intelligence or AI. While the term “AI” often brings up images of talking androids in sci-fi movies, the truth is…

  • smart phone with the Google app icon on the screen.
    Blog,  Google Ads

    How to Create Engaging Text Ads for Google Search

    Although video and social media ad campaigns have seemingly taken over the digital space, you shouldn’t throw away the practice of producing text ads just yet. Text ads still hold a lot of power in helping you reach your marketing objectives, whether it’s increasing brand awareness or getting your client’s products or services in front of customers. Countless marketers leverage text ads using the best Google Ads practices for their marketing campaigns. In fact, according to a report from Tech Jury, around 78% of marketers use Google Ads (and social media) to reach customers through their ad campaigns. Now, while knowing the ins and outs of how Google Ads works…