Perspective, tips, and insights

Everyone knows that the marketing landscape is ever-changing. What you do to reach customers can be impacted by social shifts, technological advancements, and even economic fluctuations. With so much going on, yesterday’s audience insights might not apply today. So, investing time and resources into understanding your marketing audience is an ongoing non-negotiable, especially if you want to stay ahead of the competition.

When you identify what matters most to your target audience, it’s easier to customize your marketing efforts to unlock untapped potential. And what’s the best way to do that? Persona research.

These insights can prove invaluable when you need to analyze what you’ve been doing and find ways to optimize, too (like when you’re making new goals and setting your budget for the new year).

Conversations around accessibility for websites have been moving to the forefront of the web development industry in recent years. Despite this shift, websites with accessibility errors seem to still be the norm. In fact, a recent evaluation of the top one million websites found that 96% of home pages had accessibility errors.

Statistics like that highlight an unfortunate issue that you may have personally experienced if you’ve spent time working with web accessibility—it can be challenging to get people committed to web accessibility.

There are a number of reasons why businesses might be hesitant to go all in on accessibility, such as lack of knowledge, financial concerns, or limited resources. However, the best way to build a case for accessibility is to be armed with the facts.

Unlike the branded house model (where all sub-brands are intrinsically connected to the parent or core brand’s positioning), the house of brands model is characterized by a core brand that is largely hidden in terms of consumer-facing. Another key characteristic of the house of brands model is that each product aligns with a single positioning—each new product being, therefore, a new stand-alone brand.

Websites are an important part of your brand. They are available 24/7. They serve as a salesperson for your company all day long, every single day. A website is often the first presentation to prospective buyers, and it may also be the last touchpoint to close a sale. The world of web design is continually changing and growing. Here is a question to think about: What should you be doing to improve your website in 2023? 

Competition is fierce in the healthcare marketing space, and that presents a real challenge for many hospitals and healthcare organizations. The good news is that there are many healthcare internet marketing firms out there that can help you get ahead of the competition.

But, before you engage with a new partner, it’s important to consider your goals and needs and how those align with the services offered by the best agencies with experience working with clients in the medical field. After all, there’s more pressure than ever before to develop new and creative ways to stand out, especially online.