What can an experiment conducted about a century ago involving a scientist ringing a bell while feeding his dogs teach you about marketing? How about a Volkswagen experiment in which people are made to use a piano staircase instead of an escalator? These experiments all tap into the basic, primal nature of humans to get people to act in ways they ordinarily wouldn’t. More importantly, the same principles used in these experiments can be used…

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When you think about making an online purchase, your brain might be hardwired now to go right to Amazon. If that’s true, you’re not alone. There are over 310 million active users on Amazon, and 100 million of them are Prime members—that’s a lot of two-day shipping. Amazon is an ecommerce behemoth, and the company is quickly moving into other markets like streaming services, grocery and food delivery, music, video games, fashion, and even healthcare.…

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All the digital channels and bells and whistles aside, your success as a marketer today still stems from using emotional marketing that understands consumers’ needs and preferences. Now, with the emergence of influencer marketing, we can combine these two approaches in our content marketing to reach deep into our desired … Read the full article at MarketingProfs

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When writing for marketing, you need to connect with your audience. But first you have to understand who they are and what they care about. To understand what will motivate your potential customers, use empathy mapping. Here’s how. Read the full article at MarketingProfs

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We all make mistakes from time to time. It happens. We’re only human. With ad copy writing, we’re given a number of open-ended text fields with no real guidance from the search engines as to what to put in there. Sure, there are some technical boundaries, like punctuation and symbol usage, but for the most part, it’s really one of the areas in a search account we’re given the most leeway. It’s easy to see…

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WordStream has some impressive employees in our ranks: from industry influencers to marathon runners, from analysts to authors. The Employee Spotlight series aims to highlight the talented individuals who work here. Each month, we’ll be featuring an interview here on the blog and on our social accounts. For this month’s Employee Spotlight, we talked with Lauren Gentile. Lauren’s originally from Florida, but she made it to Boston by way of Georgia and to marketing by…

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It’s no secret that Facebook ad prices are rising. While you used to be able to generate clicks for just a few cents, businesses are now paying dollars—yes, plural—in order to get a single user to click on their ads. This, in turn, has raised the cost of B2B lead generation, which then increases over cost per acquisition (CPA). Businesses find themselves between a rock and a hard place. Do they simply pay more for…

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