SAGE: OUR BLOG
adj: wise through reflection and experience
Advertising and Marketing
Marketing Answers for Consumer Product Franchise Challenges
A recent article by the chief economist for the National Retail Federation likened the economy to a kaleidoscope, where the view can rapidly change and the data provides a different reflection at every look. It’s a fitting analogy for the current times. The ripple effects of uncertainty are shaping the business climate and sending a seriously mixed bag of signals. But some [...]
Three Trends Shaping the Future of Marketing
Since the pioneers of the early 20th century began to formalize marketing as a discipline, it has been a dynamic field that continually evolves with changing consumer behaviors, advances in technology, and market dynamics. It has, perhaps, never moved faster than today, where our fast-paced, highly-connected modern life drives rapid shifts in consumer engagement with the world. For marketing that [...]
How Should Marketers Use Artificial Intelligence?
It’s been a mere six months since ChatGPT launched into a vortex of attention. ChatGPT’s introduction is exciting because it represents a significant advancement in artificial intelligence and natural language processing technology. Its enormous potential lies in its ability to assist with a wide range of tasks and applications — including customer service, information retrieval, and even creative writing. In [...]
The State of Data Privacy Regulation in 2023: What You Need to Know
Despite numerous proposals over the years, there is no comprehensive federal law that governs data privacy in the United States. For the most part, businesses and institutions have had wide latitude to collect and disseminate personal information. Now, in the digital economy the generation, collection and insights derived from consumer data has become central to how businesses operate. But with [...]
In 2023, Homes Get Smart about Data Security and Privacy
by Ryan Weaverling and Calan Smidt Consumers have embraced the smart home, discovering the ease with which tech-enabled home products allow them to manage their lives. Between May 2021 and May 2022, three out of four Americans reported purchasing a smart home device. For homeowners who prize efficiency and convenience, smart home devices like security products, HVAC controls and everyday [...]
Five User Experience Factors to Consider in 2023
By Jami Sinclair First impressions are everything, and most today are made digitally. User experience, or UX, is the make-or-break factor in how far a customer travels in the digitally-led buyer’s journey. Before making purchasing decisions, 81% say they research online. Strong UX design considers both form and function. 75% of users admit to making judgments about a company’s credibility [...]
Top Ten Pay-per-Click Marketing Trends for 2023
In a shifting landscape, it’s important for competitive businesses to understand the latest pay-per-click (PPC) marketing trends, including a renewed focus on consumer privacy, a growing dependence on artificial intelligence, and alertness for any new ad platforms that may pop up. 1. FOCUS ON FIRST-PARTY DATA Between Apple’s app tracking changes and Google moving to sunset third-party cookies, marketers are [...]
Top SEO Trends for 2023
“The reports of my death are greatly exaggerated.” Mark Twain may not have been talking about search engine optimization (SEO), but his quote is still relevant. Every year, there is another article or blurb suggesting SEO is dead. Well, it’s not. It is alive and quite well. As we approach 2023, SEO is as important as ever. In order [...]
‘Tis the Season! Marketing Planning Season, That Is
Tips to help guide your business’ marketing budget and advertising plans. How much of my business’ total sales should be invested back into marketing? How much of that marketing spend should go towards lead generation activities vs. brand awareness activities? Online marketing tactics vs. offline marketing tactics? I suspect you – or someone in your company – has pondered these [...]
Should You Adapt Your Marketing Strategy for Inflation?
Inflation is the word on nearly everyone’s lips in 2022. Not even the country’s high-earners are insulated from worry, with a whopping 96% of those who earn more than $100,000 annually reporting they are concerned about inflation. It’s fair to say that regardless of who your target audience is, inflation is likely influencing their frame of mind and purchasing decisions. [...]
