DJ Sprague

Is Organic Traffic More Valuable than Pay Per Click?

In most cases, traffic from pay-per-click advertising has the highest commercial intent.  In other words, PPC traffic buys more often, or converts at a higher rate than organic traffic.  Unless of course, the organic traffic source is coming from a long tail keyword that has commerical intent words within the search, such as “purchase Honda Vulcan [...]

Web Traffic Should be Balanced to be Healthy

If all or the vast majority of your web traffic comes from just one of four primary sources, you may have a problem that if not corrected, could leave you without sufficient new business. Or, it could be telling you that you have a potential problem with customer retention, PR, or referrals. Either way, a [...]

Integrate Your Brand With Your Buyer Personas

If you really want to connect with your customers and targeted prospects across all marketing and brand touch points, reverse engineer your approach, and think as your buyer personas do. Begin with extensive qualitative and quantitative, primary and secondary research, including focus groups and interviews to determine and quantify the following information about your customers or [...]

The Case for an IMC Manager

The IMC Manager offers improved brand management and ROI. A company with an Integrated Marketing Manager should deliver a higher ROI because they are able to manage and leverage every customer contact point, and deliver a more consistent brand experience, which usually translates into improved customer and employee retention, and better customer acquisition ratios. In addition, an [...]