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A Year In Review: Advertising Trends of 2018

The year is almost coming to an end, which makes it the perfect time to take a look at some of the most popular advertising trends that caught on in 2018. The following are not only some of the most popular advertising trends of the year, but also some of the most effective ones that you may want to continue implementing into the new year.

1. Focusing On The Brandbrand development process

Businesses are switching their marketing efforts to focus more on their brand than on their products and for good reason–focus on the brand will never become outdated, whereas product messaging will become outdated the moment you release a new product. Not to mention that by focusing on the brand, it will be easier to sell products and services, whereas focusing on a single product or service will not have that domino effect. By focusing on your brand, you can establish yourself as being more relatable to your customers. This is a challenge if you’re just focusing on marketing products.

2. Being Authentic

Trying to appeal to your audience by being something you’re not simply doesn’t work anymore. Audiences are smart and they can tell whether or not you’re being authentic. They can sniff out a company that’s trying way too hard to be cool and to win over an audience. Being inauthentic is going to turn off your audience, not to mention potentially make your brand look dishonest.

Content Marketing Trends to Track in 2018

3. Embracing Social Change

It wasn’t long ago that businesses shied away from any kind of social issue (or anything that could be viewed as political) in fear that they might alienate part of their customer base. However, it turns out that by taking a stand for what you believe in, you’re more likely to strengthen your relationship with your audience. And even if you lose some customers as a result, odds are you’ll gain just as many for the same reason. A great example of a company embracing social change is Nike and their Colin Kaepernick ad.

4. Omni-Channel Marketing

There are a lot of marketing channels that you can use to reach your audience. However, picking and choosing one channel and focusing on it shouldn’t be the extent of your strategy. Businesses are leveraging multiple channels of marketing and using them to compliment one another in what’s called omni-channel marketing.

Examples of this include promoting content on your website via your social media channels. These channels don’t need to be within the same type of marketing format either. Many businesses are crossing their inbound and outbound channels. For example, it’s not uncommon for a business to promote their social media presence on the commercials they’re running on TV. This kind of cross-channel promotion helps improve the effectiveness of your reach.

These were some of the biggest advertising trends of 2018. While they are called “trends” they are legitimate marketing strategies that should remain effective well into 2019, making them worth considering as a part of your future marketing campaigns.

MAXIMIZING YOUR MARKETING BUDGET

Stevens and Tate Named Top Ad Agency in 2018 By Clutch.co!

Whether you’re looking for a commercial or a full on marketing campaign, our team at Stevens and Tate has been offering the best solutions to our partners since our start in 1992. As a B2B service company, we recognize that our success stems from the success of our partners, and that is why we aim to deliver exactly what our clients need in order to boost their business. It is because of our client-focused mentality that our firm has caught the attention of ratings and review firm Clutch, who has ranked us as a leading marketing agency!

What is Clutch?

Clutch is an unbiased, third party company that provides rankings for B2B service providers in order to help companies who are looking for compatible partners. The rankings they give businesses like ours are derived primarily from work they have done with their past partners. Clutch contacts their past clients directly to hear their feedback and the experience that they had. On our review page, Clutch provided our ratings and the testimonials from our partner companies!

Here are only a few of the things that they have had to say about working with us:

  • “They’re a team of professionals that know how to communicate effectively.” – Owner, Grocery Store

  • “I cannot find another agency that matches their quality and their rates in equal measure – Division President, Real Estate Firm

  • “They understand our company and they understand our brand.” – VP of Marketing, Food Production Company

In addition to being highlighted on the Clutch website, our work has also been featured on their sister-website, The Manifest, where we are ranked in the top 30 advertising and marketing companies! This database provides industry reports and trends in rising companies in their respective fields, and serves as a tool that breaks down the top companies within their industries.

Stevens & Tate Revamps Healthcare Website For The University Of Chicago Medicine Kovler Diabetes Center

marketing-make-or-breakOver the years, we have had the opportunity to work with clients of all shapes and sizes! Whether their market is retail, healthcare, or the food industry, we help companies brand themselves and engage their customers effectively. Our diverse portfolio allows us to think outside of the box for our clients. It also has given us the ability to reach any market.

When working with our partners, we offer unique solutions that are tailored to their business specifically. We offer a multitude of services from branding, SEO, PPC, web design, and basic advertising. Our speciality is forming a strategy that helps your business grow and captures the attention of your customers!

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Creating Successful Holiday Marketing Campaigns

Businesses tend to put extra effort into their advertising campaigns during the holiday season. While this is in part because people are buying gifts for one another, which means that there’s a general spike in sales, it’s also because Black Friday and Cyber Monday have become national institutions in themselves, a time when people search out great deals for things that they want. Because almost every business big and small offers deals at this time of the year in order to attract customers, stepping up your advertising efforts is the only way you’re going to stand out from the crowd.

4 Examples Of Successful Holiday Marketing Campaigns

The following are a four examples of some of the holiday marketing campaigns that have stood out over the past few years:

1) Coke

Coke put a twist on their famous “Share a Coke” ad campaign by running a holiday campaign that showed people sharing a coke instead of fighting over products at a mall. This ad works well because not only are people already familiar with the basis of the campaign, but they can also relate to fighting the crowds to get what they want before it sells out.

2) HotelTonight

The online hotel booking site’s clever campaign was headlined by the slogan “Visit, Don’t Stay.” This refers to how family members often visit one another and generally get into arguments or on each other’s nerves due to the holiday stress. Instead of staying with their family, they can stay at a hotel and simply “visit” their family.

3) John Lewis & Partners

John Lewis & Partners released their “Boy and his piano” commercial featuring Elton John this year that quickly went viral. It showed Elton John playing a song as the camera speeds through time, showing John as a younger and younger musician performing in front of huge crowds, finally settling on a version of him as a young boy getting a piano for Christmas. This ad is effective because of its use of a celebrity, its message of how a gift can change someone’s life (making it relevant to the holiday season), and in creating a feeling of nostalgia. The ad was particularly effective in that it did not specifically promote a product or sale, relying on its message to be its call-to-action.

5 Holiday Email Templates for Salespeople

4) McDonald’s

McDonald’s has used a variation of a campaign in which Santa stops by for a bite to eat at McDonald’s during his Christmas run for years now. But this year, McDonald’s stepped it up by making their ad campaign more interactive. For example, Spapchat users can play a game that makes them look like a reindeer and that requires them to catch as many falling carrots as they can.

5 General Tips For Your Holiday Marketing Campaign

Use these five tips to craft a marketing campaign that will help you stand out during the busy holiday season:

1) Make your ads holiday-themed

This one’s obvious, but find a way to tie your product or service into the holidays. The previously mentioned ads are great examples of how this can be done.

2) Use nostalgia

People often feel sentimental during the holidays, which means that using nostalgia is an effective way to make an emotional connection.

3) Use a sense of humor

The holidays can be quite stressful, which is why an ad that can make consumers laugh will stand out. See the HotelTonight ad as a fantastic example.

4) Make your offer stand out

Whether it’s a huge discount, a free trial, free shipping, or something else, your offer should stand out to make your ad stand out.

5) Find a way to engage

Get consumers engaged. This can be done by finding ways that consumers can interact with your campaign, whether it’s by holding contests or by providing short games that they can play, in the same way that McDonald’s did this year.

The holidays are a time of year where consumers are looking to spend the most money, which means businesses tend to step up their game when it comes to marketing their products and services. Use past holiday marketing campaigns as inspiration and keep in mind general holiday marketing tips to create a successful holiday marketing campaign of your own.

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What’s Trending In Marketing For December 2018

This week in inbound marketing we look at Pinterest’s new carousel ad feature and Foursquare’s new way to measure a tv advertisement’s offline impact on store visits. Read more on the changes and marketing trends for this past month.

Noteworthy Marketing News

How Small Businesses Can Compete With Amazon This Holiday Season

Amazon is convenient for the everyday shopper, but if you own a small business, you may be really feeling the pressure from the eCommerce giant, especially over the holidays. So how can you compete with variety and fast, free shipping? This article gives you three tips that can help you prepare for a successful holiday shopping season.

Facebook Shared 5 Holiday Shopping Season Tips for Marketers

The holidays are here, the biggest shopping season of the year. And if you’re like most marketers, you want to make the most of this time of year and reach out to as much of your audience as you can. Read on to see the 5 tips Facebook gave to marketers for this holiday shopping season.

Calls to businesses rose more than 375% over past two holiday seasons

According to the past two holiday seasons, it looks like customers are picking up their phones more often. This is important for all business owners, because it means that every ring could be another possible lead. And with more customers turning to their phones for answers, the more chances you have for success.

Survey: Expect more holiday spending, ‘blended retail’ shopping this year

The NPD Group shopping report for this year shows that with the rising economy, people will be spending more on holiday shopping this year, averaging $700 for gifts. Along with other important discoveries, the survey also notes that most people plan on ‘blended retail’ shopping, which is a mixture of both online and in store shopping. If you are a marketer or a store owner, remember the importance of both your online and offline presence for the 2018 holiday season.

7 Holiday Social Media Marketing Strategy Dos and Don’ts

Improving Your Marketing Program

5 Holiday Email Templates for Salespeople

The holiday season is upon us, which means you’re getting ready to send out those holiday emails to your leads and clients! Whether its a big thank you for their business, a big deal on your services or just a little holiday cheer, read this article for 5 Holiday Email Template ideas to help engage with your audience.

Which Is Best For Me?: Growth Driven Design vs. Traditional Web Design

Growth driven design is a great way to adapt to the market’s demands and give your customers new material on a constant basis. Although it’s a great marketing tool, growth driven design isn’t for everyone. Whether you want to go the traditional route or take the plunge and go for a growth driven design, this article shows you the important differences between the two.


Using Lead Scoring to Identify Your Best Prospects

There are many approaches to reaching your audience, and although reaching as many people as possible can be a good approach, you want to reach the right people. How do you know you’re reaching high-quality prospects? That’s where lead scoring comes in. Using lead scoring is the most effective way to target your most potential prospects so you’re being efficient with your time.

Recent Marketing Reports, Updates, and Trends

Pinterest’s new Promoted Carousel ads will display up to 5 swipable images in a single ad

Pinterest’s new advertising feature will now allow advertisers to display up to 5 images that you can swipe left-to-right.  It looks just like a regular pin, except users can scroll through it in their feed or tap on it to look at one of the images. Giving marketers more ad space will allow them to add more creativity to their ads.

Foursquare can now measure TV ads’ impact on offline store visits

Marketers spend $70 billion dollars a year on tv advertising, but how do you measure the ROI on your tv commercial? This is the question businesses have been asking for decades, but now with Foursquare you can. Now radio, direct mail and TV commercials can be tracked to the store and even to the point-of-sale. Read on to see how they do it.

Snapchat integrates with Comscore to measure Discover channel traffic

With the new partnership with Comscore, advertisers will now be able to more accurately measure their reach in their Snapchat Discover channels. Compared to in the past when advertisers could only look through Snapchat itself to look at their reach, now there will be more data to gauge with a third-party measurement.

Integrating Social Media & SEO Efforts For Enhanced Search Engine Results

brand development process

What’s Trending in Marketing For November 2018

Businesses that stay up to date with all the latest marketing trends and news are more likely to see success due to the ability to adjust their marketing strategies accordingly as a result. As such, we like to highlight marketing news and trends every month as well as provide a bit of insight on how you can improve your marketing. The following are the latest marketing trends, news, and tips that we think are worth noting this November.

Noteworthy Marketing News

Google Launches AdLingo

Google recently launched its conversational marketing platform “AdLingo.” AdLingo provides the first conversational ad format outside of messaging apps, allowing advertisers to deliver ads that query users as well as respond to them. Read up on the ins and outs of the new AdLingo feature and why it matters to marketers at Marketing Land.

Pinterest Updates Ads Manager And Adds Product Pins Features

Ahead of the holiday season, Pinterest has improved its Ads Manager tool by allowing advertisers to choose business goals, select pins they want to promote, and to select an audience. They have also rebuilt their Product Pins system by adding stock information and dynamic pricing. Find out more about the changes made to their Ads Manager and Product Pins features by reading Marketing Land’s write-up.

Facebook Working On Connected TV Device

Facebook appears to be expanding its reach even further as they are rumored to be working on a connected TV device that will work in a similar fashion to Amazon’s Fire Stick or Roku. The Facebook TV rumor is explored in more detail in Marketing Land’s article, which also goes into the impact it could have on marketers.

Pandora Announces Ad Distribution Agreement With SoundCloud

Pandora has been busy making moves to become a major platform for advertisers. Not only has Pandora finally launched its own analytics tool, they also announced a new partnership with SoundCloud. According to Pandora, the partnership will make them the biggest digital audio advertising marketplace in the U.S. and will expand their addressable audience to 100 million. Marketing Land’s article goes into more detail about Pandora’s recent developments.

8 Tips on Social Media Best Practices For Your Business

Improving Your Marketing Program

Learn About The Differences Between Smart Display And Custom Intent Campaigns

AdWords continues to be a valuable marketing tool, which is why we recently explored two of their newest PPC options, Smart Display Campaigns and Custom Intent Campaigns. Check out our article to find out what the differences between the two features are and how they can benefit you.

The Importance of Social Media Engagementsocial media

One of the common mistakes advertisers make is to focus on their following instead of on engagement. Our recently published article highlights the importance of social media engagement and goes over several tips on how to improve your engagement on social media.

Traditional Marketing vs. Digital Marketing

Knowing the differences between traditional marketing and digital marketing will help to better inform your overall marketing campaign. We recently explored the differences between digital and traditional marketing, from the long-term and short-term impact to the costs and more.

Recent Marketing Trends, Reports, and Updates

Pew Reveals Relevant New Marketing Data

The Pew Research Center recently revealed new data that might surprise marketers. For example, broadband Internet penetration remains at only 65 percent amongst U.S. adults and that smartphone-only Internet usage has increased from 12 percent to 20 percent over two years. Head to Marketing Land for a more in-depth look into Pew’s recent marketing research.

Survey Reveals More Customers Plan To Use Amazon For Holiday Shopping

Amazon’s marketplace domination continues as a recent survey conducted by Survata revealed that the majority of holiday shoppers plan on using Amazon over any other online platform. In fact, the survey showed that online shoppers prefer Amazon 3-to-1 over Google. Check out what else the holiday shopping survey revealed at Marketing Land.

Marketers Focusing Primarily On Black Friday

A Nanigans study revealed that only five percent of retailers that responded are focusing any of their ad budget on late-season shoppers, while 25 percent of ad budgets will be spent on Black Friday weekend. Read Marketing Land’s article to find out more details about the holiday ad budget study.

Free Marketing Consultation

What’s Trending In Marketing For August 2018

This week in inbound marketing we look at Amazon’s incredible success on Prime Day that made history in all categories. Read more on the changes and trends happening in marketing this past month.

Noteworthy Marketing News

Facebook To Begin Testing New ‘Highlights’ Feature That Lets Users Save Stories

Taking a page out of Snapchat’s playbook and making it their own, Facebook has begun testing a new “Highlights” feature that will give users the option to save Stories to their profiles. Unlike Snapchat, Facebook’s feature will allow users to save their Stories beyond the standard 24-hour period a Story exists. Your saved Stories will appear as a horizontal bar on the user’s profile and display view counts as well. Facebook believes this feature will not only give users the opportunity to hold on to their favorite content, but will also “make it easier to express who you are through memories.”

 

social media

Instagram Testing Open-Ended Questions In Stories To Make Content More Interactive

In an attempt to make content more interactive on their app, Instagram is testing a new feature in which users can add open-ended questions in stories according to a recent write-up on Marketing Land. Instagram currently allows users to post polls with multiple-choice answers, but with this new feature, Instagram is hoping to increase engagement between users, while giving brands the opportunity to have more public conversations with followers.

 

Snapchat Partners With 4 News Discovery Platforms To Help Push Content Beyond The App

According to an article on Marketing Land, Snapchat has decided to partner with four news discovery platforms (NewsWhip, Tagboard, SAM Desk, and Storyful) used by media organizations to spread their news-related content on a wider scale and basis outside the app. The partnership will allow the four platforms to use Snapchat’s Story Kit Integrations to access and deliver news content posted within the app to thousands of storytellers and newsrooms. Along with Snapchat, the platforms will also be able to access content that is present on the app’s Discovery channels like NBC News and BuzzFeed to name a few.

Improving Your Marketing Program

20 Tips To Improve Your Website Redesign Process

Whether you like it or not, your website is often the first impression your audience gets of your business and your offering, so keeping your website up to date with today’s technological changes in mind is crucial if you want to draw in your target consumer. Our own Nicole Wagner offers an abundance of tips to help you improve your website redesign process.

 

8 Tips On Social Media Best Practices For Your Business

Today, the majority of marketers and brands recognize the value of implementing a social media strategy when it comes to engaging and connecting with their audience. In an article she wrote, Nicole Wagner presents the best social media practices to get the most out of those popular platforms.

 

What Is Digital Storytelling: How To Improve Your Effortsdigital storytelling

Storytelling plays an important role when it comes to presenting your products or services as a solution, while also helping consumers relate to your business on a deeper level. Similar to storytelling, digital storytelling involves using strategies across all online platforms to communicate your message to your audience. Dan Gartlan offers strategies for how to improve your digital storytelling efforts to build strong relationships with consumers.

 

Recent Marketing Reports, Updates, and Trends

Even With All The Glitches, Prime Day 2018 Proves To Be Amazon’s Biggest Sales Day Ever

Amazon has done it again. According to a recent post on Marketing Land, Amazon reported that this year’s Prime Day was the biggest sales day ever surpassing last year’s sales as well as its Cyber Monday and Black Friday sales. Despite the glitches it faced, the company sold over 100 million products, and in the first nine hours gained more Prime members than any other day of the year in Amazon’s history. The products that sold the most worldwide were all Amazon devices—Alexa Voice Remote, the Echo Dot, and the Amazon Fire Stick.

Discover how to improve your brand marketing strategy using Amazon Alexa

multipurpose video campaignHow Overstock.com Created A Multipurpose Video Campaign

The digital era we are living in today has made it difficult to distinguish between brand and performance campaigns. For brands with dual goals, a multipurpose campaign might be the answer. In an article published on Think With Google, Overstock.com, the online home goods and furniture retailer, decided to experiment with mixing direct-response strategies with regular brand creative. Interestingly enough, the return on ad spending for the campaign was 3X its other campaigns—the result was enough to make them reconsider how they would normally approach digital video.

 

SLIF Attendees Share What Excites & Concerns Them About The Future

Senior living industry leaders attended the Senior Living Innovation Forum, a conference that takes place every June to discuss a variety of topics centered on the senior housing industry. Several attendees shared their insights and concerns about the future of the industry, and recognized that in order to fit in with the current times, companies and investors need to shift their attitudes and accept a new business model if they aspire to create larger market opportunities and increase innovation as well.

  25 Website Must Haves For Driving Traffic, Leads & Sales

What’s Trending in Marketing for June 2018

Staying up-to-date on marketing trends is a great way to reflect and verify whether your marketing efforts are in tune with what’s going on in today’s marketplace. We’re aware that keeping up with these trends can often be difficult given the abundance of information thrown at us every day.

The following articles come from popular marketing blogs and highlight current marketing trends that we think are worth paying attention to:

Noteworthy Marketing News and Trends

Instagram’s New Native Payment Feature For Users

According to an article by Josh Constine on TechCrunch, Instagram’s new native payment feature will allow individuals to buy services or book appointments without having to leave the application. Users can now register their credit or debit card as part of their profile and will not be forced to go to a separate website or re-enter their payment information when purchasing a service. For businesses, this exciting feature will lead to higher conversion rates, as people will feel less inclined to quit in the middle of the checkout process and will make Instagram an even more powerful player in commerce. The potential of this feature has also enticed businesses to want to increase spending on advertising their services on Instagram.

Read our article to learn tips on how to use Instagram for your business.

Facebook’s Expansion of Reporting Options For Advertisers

Facebook’s Ads Reporting platform will be updated over June and the new changes will allow advertisers to customize their reports to their liking according to a recent write up on Marketing Land. The platform will also make things a lot easier for advertisers as it will include a side panel so they can edit ads on the same screen as the campaign page without having to switch back and forth between tables. Along with the updated platform, a new “creative reporting” metric will also be introduced and will provide users with useful information on which of the implemented creative ad elements are performing best.

Improving Your Marketing Program

Improve Your Marketing Strategy By Asking These 4 Questions

What separates a successful business from the rest? For Dan Gartlan, it’s the constant improvement and updating of marketing strategy. Updating your business’s strategy will demonstrate to consumers and competitors that you are in tune with the changes in your competitor’s messaging, methods of communication, consumer concerns, and the overall marketplace. In this article, Gartlan challenges you to reevaluate aspects of your business in relation to your marketing strategy by asking four key questions.

6 Email Marketing Tips

Email marketing continues to be a popular form of marketing and given the abundance of emails people receive daily, it’s important to make sure that your email looks good and stands out. Our own Nicole Wagner published a blog posts that offers tips on how to make the best out of your email marketing.

Recent Marketing Reports, Updates, and Trends

Amazon, Homebuilders Unveil Smart Home ‘Amazon Experience Center’ in California

A new partnership between Amazon and Lennar, one of the largest homebuilders in the U.S., plans to shake things up with their efforts to create pre-wired, voice-activated smart homes that will change the future for homebuyers. A recent article on Security Info Watch explores how Lennar plans to integrate Amazon’s Alexa voice-assistant program into the design of the future homes they are going to construct. They have already constructed several models of these smart homes across the nation so people can experience what it would be like to live in one. Amazon and Lennar are convinced that this partnership and new creation will allow people to have greater control over their lives and could potentially make doing chores a thing of the past.

Influencer Marketing for B2B Brands in 2018

While you might believe that influencer marketing is solely for B2C brands, Michael Brito asks you to think again. Influencer marketing has proven to be efficient in increasing ROI and reaching audiences. According to Brito, the principles of influencer marketing can be also be applied to B2B markets and the implementation of it for these brands can be explained using the 1:9:90 model of influence, which has been used in the past to find, segment, and activate groups of people. By applying this model and understanding the differences between each group, you can then determine the best way to engage with influencers and encourage them to talk about your company.

marketing trends

social media strategies

Senior Living Marketing Experts Dan Gartlan and Nicole Wagner to be Featured at LeadingAge Illinois 2018

LOMBARD, IL., February 26, 2018 – As long-time educators of senior living marketing, Stevens & Tate Marketing has once again been selected to present at a LeadingAge association event. President Dan Gartlan and Internet Marketing Director Nicole Wagner will be presenting their proven marketing strategies to attendees at the LeadingAge Illinois 2018 Annual Meeting & Exposition, being held from April 17-19, 2018, at the Schaumburg Convention Center in Schaumburg, Illinois.

Thousands of LeadingAge Illinois members and affiliates are expected to attend this year’s “Recharge!” event, which is the most anticipated conference for senior living providers and professionals in Illinois. Gartlan will be speaking on Tuesday, April 17th, from 2:45 – 3:45 pm, with a session titled “Harnessing the Power of StoryBranding: Creating an Authentic Message.” Wagner will be speaking the following day on Wednesday, April 18th, from 8:00 – 9:30 am, with a session titled “Attract, Convert, Close, and Delight Your Prospects with Inbound Marketing”. Over the last few years, the pair’s custom-tailored Attraction Marketing presentations have been highly regarded by numerous LeadingAge chapters around the county, with a program that provides actionable insight that senior living and aging care professionals can use to enhance their organization’s success.

Attraction Marketing is the process of making your company and its products, services, and culture more attractive to prospects by driving specific marketing initiatives. Both presentations will cover strategies key to this process. Specifically, Gartlan’s presentation will discuss the power of brand storytelling to attract prospects while Wagner will explain how to create quality content to appeal to the right audience.

“Telling your brand story in a unique, human way is an important component of attracting prospects,” says Gartlan. “Today, marketers must do all they can to get more out of their marketing spend. Virtually any senior living/aging care organization can benefit with positive increases in overall brand awareness, increased interest, and lead generation.”

Wagner adds to this by saying, “Through Inbound Marketing we are able to take our marketing tactics and optimize them towards a single effort focused on real data and quantitative performance as the measure of success.”

LeadingAge Illinois is one of the largest and most respected associations of professionals serving Illinois older adults—with more than 500 providers including home and community based services (HCBS), senior housing, continuing care retirement communities (CCRC), assisted living, supportive living and skilled nursing/rehabilitation centers. LeadingAge Illinois is the state affiliate of LeadingAge and Argentum (previously the Assisted Living Federation of America (ALFA)) association consisting of more than 6,000 not-for-profit organizations dedicated to expanding the possibilities of aging.

Stevens & Tate Marketing (http://www.stevens-tate.com) is a full service advertising agency offering Internet advertising; award-winning, on-strategy creative; integrated message development; and cost-effective media planning and execution. Stevens & Tate creates focused, targeted solutions for its clients within senior living, healthcare, pharmaceutical, homebuilding, CPG and food, grocery and retail, travel and tourism, and business-to-business industries.

Learn more about Stevens & Tate’s speaking experience.

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SUMMARY: Dan Gartlan and Nicole Wagner of Stevens & Tate Marketing will be presenting a redefined Attraction Marketing program to senior living/aging care industry professionals at the LeadingAge Illinois 2018 Annual Meeting & Exposition on April 17 and 18, 2018. This represents multiple showings for the group in the national LeadingAge association sector.

 

What’s New With Google Analytics – How To Measure Your Audience

Google Analytics is one of the main tools that you should be using to track audience metrics because of the in-depth information it provides as well as the regular updates that Google makes to the continually improve the program. In fact, Google has already implemented several upgrades this year that will help provide you with more data concerning your website’s visitors that allow for more comprehensive user reports. Learn what’s new with Google Analytics by checking out the following updates made in 2018 so far:

1.  User-Focused Reporting

User-Focused Reporting is an update to the standard reporting provided by Google Analytics and can also be used in Lifetime Value, Cohort Analysis, and Active Users. The feature allows companies to look more closely at users who visit their websites multiple times instead of only being able to see the total number of sessions.

what's new with google

 

 

2.  User Explorer

User Explorer is a feature that provides detailed information for the top 10,000 users dating back to 2016 based on the life of their cookies. This data, which includes metrics such as bounce rate, revenue, amount of sessions, the average duration of sessions and transactions, can be incredibly useful.

what's new with google

 

 

3.  Audience Reporting

Audience Reporting is a feature that allows you to segment or target display campaigns in AdWords. Previously, there was no way to publish an Audiences Report in Google Analytics. This has changed with this update, allowing you to add them as a secondary dimension in custom reports, custom funnels and segments, thereby allowing marketers to view a cross-channel view of them.

what's new with google

 

 

4.  Conversion Probability

Conversion Probability is one of the most useful new tools that can be used in Google Analytics. Basically, it uses the data a company has on its website visitors as well as on past conversions to make a prediction on how likely a user will be to convert in the future. The Conversion Probability feature designates users with a number between 1 and a 100, with 100 being the most likely to convert. Companies can use these numbers to identify which users are worth remarketing to.

what's new with google

 

Learn more about what’s new with Google here!

Knowing what’s new with Google makes it easier for companies to track helpful metrics, thereby giving them the opportunity to make more effective adjustments to their marketing strategies over the course of their campaigns. These are four of the updates that Google has made to its Analytics tool so far this year.

advertising approach

Stevens & Tate Will Be Speaking At AHCA/NCAL 2017 On Inbound Digital Marketing

Nicole Wagner will be speaking to the attendees of AHCA/NCAL Convention & Expo, set to take place October 15-18, 2017 at the Mandalay Bay Hotel in Las Vegas, NV. The American Health Care Association (AHCA) is the nation’s largest association of long-term and post-acute care providers. At the show, Nicole will be speaking on how to attract, convert, close and delight prospects using inbound marketing. The presentation will be taking place on Tuesday, October 17th at 10am.

According to the agency, seniors today are more empowered. The web provides them with instant access to detailed specs, pricing options, and reviews about goods and services. Meanwhile, social media encourages them to share and compare, while mobile devices add a wherever/whenever dimension to every aspect of their online experience. The session that Nicole will present reflects this innovative thinking.

Nicole’s educational session will presented at 10 A.M. There, Nicole will explain how to draw visitors to your website to convert them into qualified sales leads and how to use social media to strengthen your brand. She will also focus on creating brand awareness to attract new business, well as describe how to nurture prospects through engaging conversations at every stage of the buyer’s journey.

Nicole will explain how, through inbound marketing, you can:

  • Enable customers to engage with your brand at their point of need
  • Shape a brand preference and influence future purchases
  • Generate social media shares and inbound links
  • Help fuel search engine optimization efforts
  • Increase brand awareness
  • Educate prospects and use content to guide them through their decision-making process
  • Generate qualified leads for less cost than traditional advertising

To learn more about inbound marketing, read more about The Benefits of Inbound Marketing

AHCA is a non-profit federation of affiliate state health organizations, together representing more than 13,500 non-profit and for-profit nursing facility, assisted living, developmentally-disabled and sub acute care providers. These health organizations care for approximately one million elderly and disabled individuals each day. AHCA advocates for quality care and services for frail, elderly, and disabled Americans.      

Nicole Wagner, Internet Marketing Director at Stevens & Tate Marketing (www.stevens-tate.com), leads an enthusiastic team in strategic planning, web development, social media and search engine marketing, as well as Internet and mobile marketing. She can be reached directly by calling (630) 627-5200 or via email at nwagner@stevens-tate.com.

Stevens & Tate Marketing is a full service advertising agency, specializing in meeting the ever-changing demands of today’s consumer. As experts in all areas of Internet Marketing, we know how to navigate through evolving trends and technologies, and have decades of experience delivering results for businesses nationwide. Through our unique combination of strategic thinking, creative execution, and targeted communications, we Make Things Happen™.

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