Blog

SGE is Here – What Zero-Click Search Means for PPC and SEO Marketers

Blog / 6 minutes of reading

The Google Search Generative Experience (SGE), or AI overviews as most people know them, has transformed the SEO landscape forever. It’s allowed searchers to gain answers to their queries without ever clicking on a link. It’s already having an enormous impact, with a Pew Research Center study finding that when an AI summary was present, just 8% of people clicked on a traditional search link. In short, marketers are panicking because AI search is draining traffic at an unprecedented rate. So, what does this mean for businesses, and how can […]

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Looking To Show Up For More Searches? Here’s How Combining Paid Search Ads And SEO Can Amplify Your Reach

Blog / 5 minutes of reading

When trying to increase the visibility of your website online, there are typically two options that most marketing teams focus on – paid search and SEO. Most organizations view these two digital marketing efforts as an either/or choice, and company budgets and priorities often reflect this reasoning. Often, this leads businesses to allocate the majority of their time and resources in one direction or the other. While they may see some initial success taking this approach, they often don’t realize the benefits they’re missing out on by not creating a

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Gain The Advantage Through Competitive Intelligence

Blog / 4 minutes of reading

Executing digital marketing strategies in a complex and competitive environment requires a thorough understanding of both strategy and execution within a specific marketplace. Understanding how similar brands and organizations operate within a business domain, otherwise known as competitive intelligence, facilitates assessing digital readiness and fostering business outcomes.   What Is Competitive Intelligence Competitive intelligence is a cycle of collecting and analyzing data on your competitors, and delivering insights gleaned from that data to stakeholders around the business. Competitive intelligence can be broken down into four specific categories: Analysts can compare their

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2025 OMCP Digital Marketing Role Delineation Study

Blog, Digital Marketing, News / 2 minutes of reading

The results are in. See the digital marketing priorities as reported by professionals in the most recent OMCP Role Study. The final survey data and report are complete, summarized here, and are freely available to participants, educational institutions, or training providers. Download the full report below.  Unlock the Future of Digital Marketing Skills and Strategy In today’s rapidly evolving marketing ecosystem, staying ahead requires more than experience-it demands continuous learning, leadership alignment, and data-informed strategy. That’s why OMCP has released its 2025 Digital Marketing Role Delineation Study, a deep dive into the dynamic

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Data-Driven Niche Marketing: Insights from Targeting the Senior Demographic

Blog / 5 minutes of reading

For an industry where gut instinct was once the standard, marketing has become significantly shaped by data. It’s an understandable shift — factors like fragmentation, tighter competition, and economic volatility have made data-driven marketing a must for modern businesses.  As companies compete for consumers’ shrinking attention spans, data-driven marketing takes a measured approach; it’s about pulling unique insights from consumer data to create accurate targeting, messaging, and media strategies. A powerful force in its own right, data-driven marketing has outsized potential in niche markets — specific groups with shared characteristics. 

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Data Analytics: Measuring What Matters

Blog / 4 minutes of reading

Understanding how data analytics impacts overall results is a key skill for marketing professionals. Professionals who master the science of analyzing raw data to draw conclusions and observations become more efficient at delivering results. Knowing the difference between web analytics and business intelligence is relatively simple, but discerning the scope and breadth of online marketing data analytics is ideal for campaign success.  Defining the Scope of Data Analytics Online marketing initiatives are the result of key strategic initiatives, channel and audience identification, and establishing appropriate marketing goals. Establishing appropriate data

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A business person in a cubicle looking at data on two different computer monitors.

Customer Personas and Journey Maps: Your Route to Conversion

Blog / 4 minutes of reading

Understanding your ideal customer’s behavior is more than just analyzing data points, but integrates psychological and motivational insights which provide a predictive roadmap towards conversion optimization. Marketing to your ideal audience means developing resources that crystallize those insights into workable assets. Customer personas and customer journey maps integrate qualitative insights and key data points that summarize and predict ideal behavior.  What is a Customer Persona? A customer (or buyer) persona is a detailed profile of an ideal (yet fictional) customer created from existing data that highlights their motivations, challenges, problems,

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Bridging the Skills Gap: What Today’s Employers Expect from Certified Digital Marketers 

Blog / 4 minutes of reading

In any industry, the standards for success are a moving target — customer and stakeholder expectations are always changing, and best practices are always evolving accordingly. This is especially true in digital marketing, a field uniquely impacted by the 24/7 nature of the internet.  From navigating a fragmented media landscape to reckoning with the rapid rise of generative AI, digital marketers have their hands full. And as new challenges arise, so do new certification programs designed to prepare professionals for what lies ahead.   Considering the breakneck pace of change, rifts

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Why AI Skills Are Crucial for Digital Marketers in the Age of Automation

Blog / 7 minutes of reading

AI is transforming the world & how? In the last two years, the use of artificial intelligence has doubled. Whether integrating with other technology or driving things automatically, AI is doing everything. The AI phenomenon is real; the recent example of making Ghibli-type art images from ChatGPT became an online sensation – so intense that it affected the tool’s performance and sparked a copyright debate. With this rapidly evolving AI landscape, AI has transformed the way we need to engage with our customers. Due to this, there has been a

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A blurred out person sitting in front of a dark mode computer screen the screen is filled with an image of computer programing code and what looks like a brain of AI connections.