By: John Lavey | Hammock President/COO

A common complaint about websites is they don’t clearly and explicitly convey a company’s mission and goals. In fact, one of the worst things to hear about your own site is,  “I looked through it, but I still don’t know what you do.”

farmers insurance
By Rex Hammock, CEO

The term “campaign” is used in many ways, in various contexts.

A political campaign is the process candidates must successfully follow to be elected to a public office. A military campaign is a series of battles that are part of a larger war. An advertising campaign is a coordinated series of advertisements, typically using several media channels, that are tied together with a complementary style and personality. Each type of campaign reflects a recurring commitment, discipline and multi-pronged approach to success.

By: John Lavey | Hammock President/COO

Measuring the impact of marketing investments, including content, on a company’s bottom line is a struggle for marketers—at least for those who are being honest.

By Rex Hammock, CEO

Unlike most large corporations and industry associations that commission research to show how much their customers love their products, Google and other internet advertising networks have done something radical: They’ve used research to make the seemingly obvious assertion that “the online ad experience has sometimes fallen short of consumers’ expectations.” The result? Users react by adding ad-blocking extensions to their browsers.

By Steve Sullivan, National Sales Director

I spent an eternity last week with U-Haul trying to solve a simple moving problem. I may as well have been looking for the Coke recipe or Google’s current search algorithm.

We were looking for a certain sized trailer for a family member’s move to a new city. But searching for the trailer online, getting help from customer service, and then seeing the difference between what exists at the local U-Haul center and what appears online—each person we talked to seemed to have been speaking a different language. And this is not complicated stuff.

By Rex Hammock, CEO

Google Trends is a clever tool that tracks user interest in search terms. The trends can be measured in increments of time ranging from a few hours up to 15 years.

Google Trends can also serve as a reminder that technology and marketing buzzwords have life cycles of popularity similar to the fads and fashions in any industry.

By: John Lavey | Hammock President/COO

We’ve observed an interesting nuance in the language used in marketing materials for behavioral health specialists—they refer to their customers as clients, not patients.

It’s a subtle difference, but it implies that the individual being served is involved in ongoing care. The language has evolved to encompass continuing care, not just one-off transactions.

By Rex Hammock, CEO

The term “influencer” is one of those internet-era buzzwords that consumer-focused marketers use in the way business-to-business marketers use the term “thought leaders.”

In reality, these individuals have always existed. The newness of their influence is the way many have discovered how to circumvent the traditional gateways of media and celebrity.

By: John Lavey | Hammock President/COO

Trust has always been a cornerstone of the patient-physician relationship, and high levels of trust in medical institutions have remained steady in large opinion polls.

But as the forces of consumerism continue to transform the healthcare industry, the rules are changing—and content needs to keep pace.

By Rex Hammock, CEO

Does your company host webinars or an annual conference? How often do you publish digital media like newsletters, how-tos or user manuals?

Do you have a YouTube channel or do you make explainer videos devoted to teaching your customers or members how to best use your company’s products and services?