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Marketing Students: Education vs. Application

Marketing Students: Education vs. Application

Not many things frustrate me more than the current curriculum taught to marketing students around the nation. There is a substantial barrier between the general marketing knowledge being taught to students and the applicable marketing involvement they should be experiencing as they develop skills for marketing careers. The goal should be to prepare students with the most relevant information that will assist in their ability to secure positions and prosper in those positions throughout their careers.  Unfortunately, the current knowledge obtained in marketing curricula is too general and over-arching, and fails to directly apply to the daily responsibilities many entry-level marketers are tasked to accomplish. This is very troubling to me.

Consumers Go Mobile for the Holidays


Aside from watching Europeans landing space probes on comets, I can think of nothing more enjoyable than poring over holiday season mobile device usage data. I was given an opportunity to do the latter thanks to a new study conducted by Burst Media and Rhythm NewMedia which focuses on how consumers use mobile devices while shopping within brick-and-mortar store locations. Aside from being a cracking good read, the study offers direct and anecdotal evidence of the growing connection between mobile usage and purchase intent among US consumers. Let’s dig in…


4 Insights from the Web Design Trenches

web design trenches

As the world goes digital, brand websites are fast becoming the primary go-to source of information for prospects and consumers, supporting – and in some cases replacing – many key business functions of their bricks-and-mortar counterparts. Serving as a company’s virtual storefront, information repository, and principle online distribution channel, today’s brand websites must convert on a number of levels, enticing would-be prospects, nurturing new leads, and servicing existing customers.

Mobile First Means Content First with Responsive Web Design

synecore marketing responsive web design

Mobile First = Content First.

Ad Retargeting: It’s About Context, Relevance & Value

ad retargeting its about context relevance and value

The exponential the increase in “big data” aggregation has paved the way for advanced online advertising technologies such as ad retargeting, which allows brands to micro-segment their audience in order to serve up contextually relevant ads in just the right place and at just the right time. Only now are businesses and marketers beginning to fully recognize the wide applicability of ad retargeting to virtually every stage of the buying cycle – from increasing brand awareness, to influencing purchase decision and optimizing sales conversion.

Leverage Web Analytics to Determine Lead Generation Goals

Leverage Web Analytics to Determine Lead Generation Goals

How many monthly leads does your business need to generate to achieve monthly revenue goals? 

Online Ad Spend: Still Rising, Trending Mobile & Social

online ad spend still rising trending mobile and social

They just keep going up and up. That’s the takeaway from the recently released 2014 Internet Advertising Revenue Half-Year (HY) Report from IAB, which shows Internet advertising revenues in the US totaling $23.1 billion for the first six months of 2014, an increase of 15.1% over the first six months of 2013. This upward trajectory seems to be part of a broader general trend: since 2003, 78% of quarters (36 out of 46) have experienced positive online ad revenue growth over the prior quarter. Perhaps most interesting is the nature of this growth, which reflects a steady shift away from more “traditional” search and display advertising formats to newer platforms like mobile devices and social channels.

Utilizing Lead Nurturing to Convert Leads into Customers

Utilizing Lead Nurturing to Convert Leads into Customers

Lead nurturing is not an end goal but rather an ongoing tactic that allows you to leverage content to more deeply connect with your target audience, and by doing so, to more efficiently convert leads into customers and brand advocates.  Sounds pretty great, right? It also has the benefit of being true.

Why Are Marketing Efforts Focused on Social, Local, Mobile?

Social Local Mobile Marketing

Sharing on social and surfing on mobile

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Align Your Brand Messaging, Start From the Ground Up

Align Your Brand Messaging, Start From the Ground Up

As your brand continues to further understand and embrace the multitude of effective online channels, it is crucial to be consistent with your messaging and align your marketing efforts. There are still far too many organizations conveying inconsistent messaging in their online presence.  This is an issue that necessitates attention. 

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