About Marilyn Castillo

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So far Marilyn Castillo has created 18 blog entries.

How to unify the offline and online customer experience

By |Marketing|

While we currently live in a highly digitized society, the importance of in-person, physical interaction is still as important as ever - if not more so. Companies are providing online experiences at every corner for their target consumer. However, many often neglect to offer a similarly strong offline experience for their audience to engage with. Connecting the offline and online customer experience is vital for brands today. You must be able to meet your audience where they’re at. According to a survey completed by Autopilot, 72% of consumers would prefer to connect with brands and businesses through multichannel marketing. No [...]

Understanding the Basics of Hybrid Events

By |Marketing|

With COVID-19 transforming many aspects of business, the events industry has been adversely affected as well. Over the past few months, organizations have turned to video conferencing platforms such as Zoom and Skype to coordinate both internal and external meetings. As a result, virtual events have risen in popularity due to their cost-effectiveness and ability to connect hundreds of participants from around the world. Creating virtual events that are both interactive and engaging continues to pose a challenge for organizers across the globe. Luckily, the introduction of hybrid events solves many of these issues. Are you familiar with the concept? [...]

Omnichannel vs. Multichannel: What is the Difference

By |Marketing|

What IS the Difference? Customer experience is more important than ever, where the customer journey should be well understood and cultivated. Part of improving the customer experience and journey is to adopt an omnichannel model for your brand. Since your consumer no longer views your brand according to brick and mortar or digital platforms, it is vital that your customer experience, regardless of channel, is seamlessly integrated. There are now often multiple touchpoints in a customer journey across channels before a potential customer is converted, so it is essential that the experience at every touchpoint is seamless and upholds your [...]

What is a Good website Bounce Rate

By |Marketing|

What is Bounce Rate Bounce rate is when visitors visit your webpage but take no further action and do not engage. Engagement can mean clicking on a second page, leaving a comment, or demonstrating interest in a product or service. There is no standard, universal measure, or threshold that determines you have a good bounce rate, but maintaining a low bounce rate that reflects good ROI is an essential SEO practice. How can user activity translate into a bounce? It can be due to a number of actions a user can take. They can hit back on their browser, click [...]

How Often Does Google Update Search Listings

By |Analytics, Content Marketing, Marketing|

Google search results are in a constant state of change, and how often Google updates search listings depends on a variety of factors. It is crucial to understand how Google updates search listings and ranks your site to understand Google search updates and how often listings are updated. Through the use of Googlebot that crawls the entire Internet, Google constantly updates search listings to rank the relevance and authority of every webpage for any given search by a user. It is essential to understand that Google prioritizes users' experience searching the internet over the ability of businesses to improve their [...]

8 reasons why SEO Auditing is Important for Your Website

By |Content Marketing, Marketing, Marketing Automation, Organization|

SEO auditing is a crucial part of digital marketing and should be a fundamental element of your content marketing strategy. But you may ask, what is an SEO audit? SEO auditing is a comprehensive analysis of how well your website is working for you. It tells you not only how much traffic you are getting from web searches that translate into how many potential customers are clicking on your site but also how you can also improve those numbers. This comprehensive assessment evaluates both major and minor issues with your site that can significantly impact your site content's searchability. SEO [...]

How Sales and Marketing Can Align to Generate New Revenue

By |Uncategorized|

How sales and marketing departments align within businesses is radically changing according to a way of thinking called smarketing. This concept of smarketing, first coined in 2005 by Brian Halligan, reinvents the relationship between sales and marketing teams by improving the customer journey, smoothing out the process of acquiring leads and then converting them, and generating new revenue. What is Smarketing In this business model, sales and marketing teams must be integrated and not managed as separate entities. Smarketing requires frequent and direct communication, where mutual goals for both sales and marketing mean mutual accountability. Cooperative in nature, this model [...]

What is AI Marketing and How It Is Transforming Digital Marketing

By |Marketing|

We all have heard about artificial intelligence in one way or another, often as a perceived threat to both jobs and the significance of human creativity. The reality is that artificial intelligence has already been here for a while and can benefit multiple industries without taking them over – yet. One industry transformed by artificial intelligence is digital marketing. Before we dive into the changes AI has made to digital marketing, it is essential to understand what artificial intelligence is and what AI in marketing means. What is AI Marketing Artificial intelligence essentially mimics the cognitive functioning of humans through [...]