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SEO is great for a number of reasons. It delivers cumulative results, makes people feel like they’re choosing you, and requires a melding of creative and technical skills. “But SEO has also taught many of us some pretty terrible marketing lessons, and we need to be careful to sift those out if we want to […]

By Lauren Alexander, VP of marketing, Underground Elephant

Whatever industry you are working in, effectively using your leads is a crucial part of keeping your business afloat. Acquiring good leads often comes at a considerable expense of time and money. But all too often, leads are squandered because they are lost in the shuffle or go stale before being contacted.

Not all conversion optimization best practices lead to positive outcomes. Here are five lead-generation case studies that buck conversion best practices.

Creating a call-to-action (CTA) button is simple enough; creating a truly effective CTA button, on the other hand, is quite a difficult task. It involves a number of factors, including colors, fonts and placement, among other things. To help marketers get a better idea of what they need to do in order to craft CTA […]

A new Cricket campaign “Half Is More” plays up its lower price compared to two top competitors, Verizon and AT&T.

Social data has helped the Boston Red Sox understand fan behavior and create a better media plan for the 2013 season.

American Airlines has found that social media channels allow it to tell customers a more relevant brand story. Johnathan Pierce, director of social media, shares the strategy.

Positioned correctly, dynamic content marketing can help marketers carry customers and prospects from email and SMS contacts to engagement on a website and beyond.

A long-term email deliverability plan helped Indigo Books boost open and clickthrough rates.

For marketers, the value of data is immeasurable. From the ability to rapidly scale marketing campaigns and target valuable customers to identifying defection patterns in order to prevent churn, data-driven insights can have a real impact to your company’s bottom line. But with the seemingly endless menu of Big Data and predictive analytics tools, technology […]