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On the speaking circuit, the most frequent question I get asked is around the ROI of social media use in marketing and communications. Often, ROI questions arise because marketers—who have spent their careers measuring the success of traditional efforts such as...
What keywords are driving traffic to your site? Once on your site, what content do visitors consume? Which content drives traffic most efficiently through the sales funnel? Which content does the best job of building engagement? Which calls to action do the best job...
In an increasingly high-tech world in which artificial intelligence (AI) and machine learning are rapidly accelerating our understanding of customers and paving innovative pathways to reaching them more intuitively, digital marketers have to ask themselves a logical...