While we are at the mercy of Google’s auction systems in determining CPC, we can install safeguards to ensure increases are controlled.

Changing policyholder, prospect, agent, and advisor expectations require a new way of reaching target audiences—both in terms of channels and content. As a senior marketing executive, you have already made significant investment in marketing automation and digital delivery capabilities.

What drives consumers to buy from one company over another, when the function of the product is essentially the same? It is all about the experience.

Building out an analytics center of excellence (COE) can help create value for your program by using analytics as the glue that bonds you to your customers, and to the other teams involved to make marketing happen.

So, how much of an impact does your online experience have on the bottom line? And, how much does a focus on customers matter? We conducted consumer research to find out. Get our report to learn just how and why consumers consider experience to be a top factor in where they choose to spend their dollars.

Here we explain several of the major announcements made at Google Marketing Live and what they mean for advertisers.

One Google Marketing Live announcement in particular hasn't gotten as much attention as it should with regards to the battle between Google and Amazon for ad dollars. Read on to find out more.

With the advent of digital marketing and machine-based learning, technology has revived the hopes of marketers in their ability to quantify the value they and their campaigns bring back to the business.