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A Holistic Digital Marketing Strategy Is More Important Than Ever
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The Who, What, Why, & How of Digital Marketing
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Digital Marketing Made Simple: A Step-by-Step Guide
A Holistic Digital Marketing Strategy Is More Important Than Ever
Imagine you’re trying to solve a puzzle: If one piece doesn’t fit, you try another. In marketing, this kind of problem-solving works much the same way.
Opting to enlist a number of marketing tactics at once will remain at the top of the priority list for strategists. Why? Because audiences are engaging with multidevice behavior across different channels more than ever before, and that means businesses need to be present across these ecosystems as much as possible.
Why Holistic Marketing Matters
Whether you want to call it holistic or multichannel, this kind of approach to promoting your brand is integral to online success. It doesn’t work so well anymore to try one platform and hope it sticks. With audiences becoming more particular about what kind of content they consume, they’re more likely to choose channels that suit their lifestyles, interests and friend circles. That can range from scrolling through news feeds on Instagram and Facebook to searching product details on Google or catching up on their favorite blog.
Let’s assume that instead of spanning all these environments, you choose to try your hand at one tactic and just go all out on your effort levels. Maybe that looks something like an all-encompassing search engine optimization (SEO) strategy that targets all your products and services. For several months, you may only choose to monitor and tweak your SEO campaign, turning your eyes away from any other strategy. As a result, maybe you happen to skyrocket up search engine results pages, but conversions aren’t what they should be, and your target audience seems to be making more active decisions across social media instead.
Placing your eggs in one basket is risky. By doing this, you’re actively choosing to ignore the fact that your prospects are a thriving community existing on a number of media formats.
Holistic marketing takes in all these channels and combines them to create a well-rounded strategy. All bases are covered, explored and monitored. You keep tabs on all these outlets. If you have a digital marketing team, they'll have assigned roles for each of these avenues. For brands that can’t necessarily afford in-house resources, this is where an agency can make all the difference.
Assess The Pros And Cons Of Each Platform
Instagram might work exceptionally well for one brand, and LinkedIn for another. It all comes down to your industry, niche and competitor behavior. Assessing this frequently and thoroughly gives you the upper hand and allows you to remain relevant and able to obtain the results you’re after in the digital marketing world.
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For example, if you’re an e-commerce brand trying to reap new conversions at the checkout, you might see huge spikes in traffic through SEO. But a deeper dive into your analytics might show that you’re losing significant conversions for your SEO efforts to the Google Ads of competitors instead.
This is because Google is placing an increasing emphasis on ad results, proving crucial for online stores to adopt a more holistic approach to their strategy.
A couple of my clients are great examples of seeing improvements in impressions and rankings but drops in click-through rate because ad strategies were snatching up the attention.
The first client's Google ranking improved by 9,601 over a year, and their total impressions improved by 189,000, but their click-through rate decreased by 1.3%. Another client's ranking went up by 3,087 and impressions improved by nearly 27,000, but their click-through rate dropped 1.9%.
In order to make sure you’re on the right track, you’ll need to dedicate time to figure out where your real results are coming from.
Consider Individual And Like-Minded Trends
If there’s anything you need to keep in mind when it comes to digital marketing, it’s that what users search for on one channel will not be the same on another. For instance, looking up fidget spinners might be more popular on Instagram than it is for someone searching for it broadly on Google.
Ultimately, this means you need to develop strategies that are unique to each environment your users are consuming content on. This is also the hardest part, but once you put in the effort, you’ll reap long-term gains that your brand can’t afford to be without.
The good news is, some platforms and media formats work well together, and these days, they’re only becoming more influenced by each other.
For example, it’s extremely common these days for reality television shows — like The Voice, for example — to include social media hashtags, allowing viewers to engage in conversation online. This then has audiences on one platform (TV) using cross-device behavior on another (social media), resulting in a multichannel marketing strategy for the brand.
In the end, putting in the time and effort to develop a holistic marketing strategy will prove far more advantageous than if you were to focus on one channel. Put in the hard yards upfront, and you’ll gain improved, optimized and better-tailored success for your specific niche.
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Here Are 9 Of The Best Jogging Strollers On Amazon You Need Right Now
Forbes and/or the author may earn a commission on sales made from links on this page.
Running strollers have been popular for years, but in 2020 running strollers are getting a major bump in popularity “thanks” to COVID-19, the illness caused by the novel coronavirus now spread around the globe.
A reliable jogging stroller gets two birds with one stone, allowing parents to get some exercise while also allowing for bonding time with a child. And when museums, malls, playgrounds, and just about everywhere else on earth is off-limits, they offer a way to get outside that’s more enjoyable than simply strolling around the block while staying out of neighbors’ coughing range.
With so many great running strollers available in 2020, it can be difficult to know which best suits your needs. The best way to choose your best jogging stroller is a process of elimination as you work your way through the list compiled here. All of these are great buys, but all of them offer distinct features, so one will surely be your best pick.
Factors to consider are:
- Budget
- Age and size of child
- Adaptability (some running strollers can also be towed by bikes)
- Size, weight, and folded dimensions of stroller
- Number of kids who will share it
- Terrain where you’ll use it — streets, trails, grass, etc.
- Accessories and storage space
All of the running strollers covered here have several common features, such as multi-point harnesses for your child’s safety, a locking single front wheel that keeps you moving straight and under control while at speed, and a reliable braking system.
Beyond that, you will find relatively compact options that can fold down and fit into smaller trunks, large double jogging strollers, modular running strollers that can be used with other hardware like bicycles, and running strollers with a variety of specialized features and accessories, from rain covers to snack trays to cup holders for mom or dad.
Chicco Activ3 Air Jogging Stroller
Average Customer Rating: 4.7 Stars
This running stroller from Chicco is an excellent value given the many years of service you can expect from it. Many Chicco car seats — which must be purchased separately — can be connected to the frame, so it can be used to jog with the youngest infants or with kids well into their preschool years. The tires are foam filled and never need air, and an adjustable suspension system lets you calibrate the ride for your control and your child’s comfort. (Go stiffer on harder, even terrain, softer on bumpy trails, e.g.) Convenient details include a double cupholder flanked by a slot perfect for a phone, wallet, or snacks for the adult doing the running.
Thule Chariot Cross Sport Stroller
Average Customer Rating: 4.3 Stars
This stroller is expensive, there are no two ways about it. But in many ways, this is not one stroller, but three and arguably four. In its base configuration, it’s a large, four-wheeled stroller suitable for strolls around the city or neighborhood. With the addition of a large forward wheel in tricycle orientation, it’s suitable for jogging on all sorts of terrain. With a bicycle attachment, it can be towed along behind a bike. And with a skiing rig and skis attached, the adventurous mom or dad can easily pull it down the mountain or through a trail. As you’d expect from a stroller that’s ready for use in so many elements, it can be fitted with covers that will keep out rain and snow and keep the little adventurer warmer and dry.
Joovy Zoom 360 Ultralight Jogging Stroller
Average Customer Rating: 4.4 Stars
Weighing less than 26 pounds, this jogging stroller is as light as many standard strollers yet has the enhanced suspension and large pneumatic wheels needed for fast movement on rough terrain. And despite its light weight, it can accommodate kids weighing up to 75 pounds, so you can expect to use it for years. Folded down, the stroller measure 34 inches tall by 25 inches wide and 19 inches deep, so while hardly miniature, it’s smaller than many folding jogging strollers, and its light weight makes it easy to maneuver into the trunk or closet. And its price tag is legitimately small for the category.
BOB Gear Revolution Flex 3.0 Jogging Stroller
Average Customer Rating: 4.8 Stars
If you need a true long-distance running stroller, one that can help you and your little running buddy log the miles, the Revolution Flex 3.0 from BOB Gear deserves close consideration. It has a capacious undersea storage compartment, six storage pockets arranged about the handlebars that can accommodate your phone, energy bars, sunglasses, and so forth, so all the stuff you need when running far afield can come along with you. The safety and convenience features of this stroller will also make you more comfortable ranging out — these include an adjustable handlebar, reflective accents for safety after dark, and an upright comfortable compression seat for your co-pilot.
Thule Urban Glide 2 Jogging Stroller
Average Customer Rating: 4.6 Stars
If you’ve got two kids to keep on the move, this double running stroller is a great choice. Its large 16-inch rear wheels and 12-inch front wheel can handle rough terrain even with up to a hundred pounds of kid in there, and as each seat can be independently reclined and features its own retractable canopy, you can customize the ride for each child. The handlebars feature a brake you can use to slow the stroller as needed, which is especially useful on downhills, and a locking foot brake for a complete stop. This excellent double jogging stroller also features one innovation so elegantly simple it’s a surprise it’s not universal: the under-seat cargo compartment can be closed with a zippered cover.
Baby Trend Expedition Jogging Stroller
Average Customer Rating: 4.5 Stars
While perhaps not quite so sleek and stylish as some of the running strollers at higher price points, what the Baby Trend Range Jogging Stroller lacks in looks it more than makes up for in extraordinary value. Depending on the color you choose — and options there are plentiful — it costs just $100, an extraordinary price for a capable piece of hardware. The stroller features a safe and secure five-point harness and compatibility with Baby Trend car seats for use by smaller babies. It has a snack tray with cupholders for the child and dual cupholders for the adult. Also, note the safety wrist leash that ensures tragedy will be averted if the stroller should ever escape your grasp on a slope.Graco FastAction Fold Jogging Stroller
Average Customer Rating: 4.3 Stars
As the name suggests, this stroller does indeed fold down with surprising rapidity and ease. With one hand, you can collapse it in about a second. And as the fold-down mechanism is located directly beneath where your child sits during use, there’s no chance of the stroller accidentally folding down with a kid inside. It is self-standing once folded, so you can collapse your running stroller with one hand, get the child in her car seat, and then deal with packing the stroller into the car. The child’s seat is padded and soft, and the parent’s “dashboard” by the handlebars has twin cupholders and a clever phone cradle with a clip that secures your smartphone in place.
Allen Sports SST1 Deluxe Steel Child Trailer
Average Customer Rating: 4.4 Stars
This stroller is first and foremost a trailer designed to be towed by a bike. But because it was designed primarily to be towed, it has an extra-wide rear wheelbase and large span between the rear axle and forward single wheel, an arrangement that creates superb stability. Thus as a jogger, this stroller is a great choice for use on particularly rough roads, not to mention off-road. It comes in a two-kid option, but the single child version offers your little exercise buddy lots of space to stretch out and enjoy the run (or the ride).
Graco Modes Jogger SE Jogging Stroller
Average Customer Rating: 4.4 Stars
Many jogging strollers are compatible with infant and baby car seats, but few offer a feature the Graco Modes Jogger SE gives you: the full-sized seat is reversible, so you and your child can face one another as you stroll or jog. Granted, your kid may prefer to be outward-facing and watch the world whiz by, but it’s a fine option to have, especially if you want to keep tabs on a sleeping child. The harness can be used in a five-point configuration for maximum safety for smaller kids and in a three-point arrangement as your child grows.
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The Surprising Story Of Small Businesses Thriving Amid The Coronavirus Quarantine
Yelp recently published a Coronavirus Economic Impact report measuring which businesses are facing the largest decreases in activity, and the few that are thriving. The results might surprise you:
Toilet Paper with Your Takeout and Bellhops with Your Bacon
While an increase in takeout orders may sound obvious to anyone living in a jurisdiction where restaurants have been forced to switch to takeout models, even restaurants outside those areas have seen a huge increase in delivery orders, with a national increase 139x the norm. Long-time takeout staples like Thai restaurants, pizzerias, and fast food restaurants are doing particularly well, with food court and buffet options down significantly. A few restaurants are getting creative and delivering their customers toilet paper rolls with their takeout. Not only does this engender repeat orders and positive Yelp reviews, it's also a great way for restaurants to disperse a surplus of toilet paper since they no longer have customers using their bathrooms. Many online grocery options, such as Good Eggs, Instacart, Peapod, and retailer-specific delivery options have become so overwhelmed that they’re frantically hiring more workers. In another interesting twist of corporate creativity, Albertsons is partnering with Hilton to hire many of the hotel workers recently laid off as grocery store staff.
Fortune Tellers Over Roof Fixers
With a record-breaking 3.28 million people filing for unemployment in a single week, it's clear that a cloud of fear and uncertainty about the future is hanging over the heads of many Americans. This has made long-term planning, like home improvement projects feel especially difficult. Businesses supporting home projects are down significantly, with roofing and deck services being down 85% and 66% respectively. On the other hand, all this anxiety about the future has been a boon to fortune tellers, with supernatural readings up 136%.
Eating Local Is No Longer Just for Enviros
Perhaps the line at my local bakery was indicative of more than just good bread. With increased fear of infection risks from grocery stores, many Americans have sought to purchase food closer to its source. This switch to buying local has lifted community-supported agriculture by over 400%, farms by 149%, and fruit and vegetable stores by 123%. Clearly, eating local is no longer just for environmentalists in the new coronavirus economy.Beauty Goes to the ‘Gram
As SNL so beautifully illustrated with the parody of an Instagram influencer using Crayola markers to do her makeup, beauty norms have changed in the coronavirus era. Day spas, tanning, waxing, and eyelash services are down between 16-23%. Beauty services often get up close and personal. Risking proximity with beauty service providers feels less necessary in the quarantine era. Can anyone really see my overgrown eyebrows on video chat anyway?!? On the other hand, SNL may have been onto something as Instagram influencers have seen their audiences skyrocket and many of them are quickly increasing the amounts they charge brands to showcase their products.
Get Us Outside
Two weeks of quarantine might have accomplished what decades of public health campaigns never managed to instill. More Americans are exercising outdoors than ever before as fear of gyms and a quarantine-induced claustrophobia propels us into wild spaces. This has been a huge boom for businesses selling hunting, fishing, and hiking supplies, many of which have doubled in activity. For people in parts of the country where the warmth of spring hasn’t quite made it, at-home fitness equipment has been a lifesaver, with many of those businesses up 400%+.If you’re trying to avoid the economic impact of the coronavirus, now might be the time to move to the Dakotas. North and South Dakota are the two least impacted states in the country with few cases of COVID19 and consumer behavior that more closely resembles business as usual. Washington, California and New York hold the dubious honor of being the states most impacted by the pandemic. Unfortunately recent reports are showing the virus is beginning to spread to more rural communities, with heartbreaking tales of communities such as Albany, Georgia left reeling from the impact.
No one knows whether this economic disaster will resemble a storm or a long winter. As I’ve written about before, it is imperative that small business owners use creativity, care, and thoughtful planning to weather this disaster. Small businesses employ nearly half of the private sector workforce and their ability to survive will determine the length and breadth of this recession.
Our country is truly treading in uncharted waters. As Carl Bialik, Yelp’s Data Science Editor, explained, “We’ve never seen a consumer shift like this before...Businesses are more versatile now, they have more technology to draw upon and the pieces were in place for consumers to shift quickly.” Who knows what the long-term behavioral impacts will be. Will Americans continue eating local produce, ordering takeout and hiking regularly even when the pandemic subsides? Can restaurants unaccustomed to takeout create new takeout-friendly menus and lure new customers with unexpected toiletries? Can hotel workers find new jobs delivering online groceries? Only time will tell what economic and consumer shifts the future will hold. For now, I’m just thrilled to know that at least a few businesses, like my local bakery and at least a few fortune tellers, are thriving.- Site Feedback
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