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Brand Marketing Takes Time: Why Pausing It Hurts More Than You Think

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Without Fail Every week, we hear the same two questions from business owners, finance teams, and decision-makers who aren’t deep in the weeds of marketing: “How long does brand marketing take to work?” “What happens if we need to pause it?” These are fair questions. Running a business means watching every dollar, and when budgets get tight, marketing is usually one of the first things on the chopping block. But here's the thing—cutting brand marketing doesn't just stop future growth. It can undo a lot of what you’ve already built. If you’re in it for long-term growth, your mindset around brand marketing must shift from “campaign” to “commitment.” Why Brand Marketing Doesn’t Pay Off Immediately There’s a reason seasoned marketers rarely panic over immediate results: they know how the system works. Brand marketing doesn’t operate like a faucet—you don’t just turn it on and expect a flood of new business the next day. Yes, some buyers may be rea...
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The Impact of Google’s AI Overviews on Website Traffic: A Deep Dive

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May 2024 Google introduced AI Overviews—AI-generated summaries that appear at the top of search results. While designed to provide quick answers to users, these overviews have significantly impacted website traffic across various industries. Understanding AI Overviews AI Overviews are concise summaries generated by Google's large language model. They appear prominently at the top of search results, offering quick, digestible responses pulled from reputable websites, structured data, and context-aware algorithms. The goal is to save users' time by delivering the "best" answer without requiring a click. Unlike traditional search results that relied on blue links, AI Overviews repackage the internet's information in a snapshot format, similar to how ChatGPT or Perplexity generates summaries. These summaries are often compiled from multiple websites, but rarely drive meaningful referral traffic because the key points are extracted and displayed ...
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How to Measure Digital Advertising With All the New Privacy Restrictions

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Measuring digital ads used to be easy. You’d set up some tracking pixels, install cookies, and watch the data roll in. You knew who clicked, where they came from, what they did on your site, and how long they stuck around. That’s not how it works anymore. New privacy laws, platform changes, and tech updates have flipped everything upside down. You’re now working with fewer signals, more gaps, and strict rules around user data. That doesn’t mean you can’t measure results. It means you’ve got to change how you do it. What Changed and Why It Matters In the past few years, digital privacy rules have exploded. Countries have passed strict laws, big tech players like Apple, Google, and Meta have made major changes, and users have started blocking more trackers than ever before. Here’s what’s different now: Third-party cookies are going away. Google Chrome is removing them for good. Firefox and Safari already did. Apple’s App Tracking Transparency (ATT) f...
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17 Ways to Improve Your Business Facebook Page (With Recommendations)

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Your Facebook Business Page is more than just a profile It's your digital storefront, a customer service channel, and a sales tool. But let’s face it: most business pages aren't living up to their potential. Whether you’ve just set yours up or it’s been collecting digital dust, improving your Facebook Page can boost visibility, increase engagement, and drive more leads. We’ll walk you through 17 essential improvements and expert-backed recommendations to transform your Facebook Business Page into a revenue-generating machine. 1. Choose the Right Profile and Cover Photo Why it matters: Your profile and cover photo are the first things people notice. A blurry or off-brand image instantly damages your credibility. Recommendation: Use your company logo for the profile photo—clean and centered Use a professionally designed cover image that highlights your brand's main offer or latest promo Recommended dimensions: Profile (170x170 px), Cover (...
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How to Make Billboards More Memorable

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“How Do You Make a Billboard Memorable?” Here’s the Truth. If there’s one question we get asked a lot by clients at Whistler Billboards, it’s this: “How do you make a billboard really stand out?” It’s a fair question. We're bombarded by thousands of messages a day, making a single, static (or digital) billboard unforgettable might seem like an uphill battle. But the truth? Memorability isn’t magic—it’s strategy. And we’re pulling back the curtain on exactly how we do it. Following up on our last post about using science to capture attention , this Friday Feature explores the science, psychology, art, and technology behind billboards that don’t just get noticed, but get remembered. 1. Simplicity Wins: Less is Always More Billboards are a “blink-and-you-miss-it” medium. Research shows drivers spend about 6 seconds or less viewing a billboard [1] . That means complexity kills. To be memorable: Use 6 words or fewer . Choose one focal image . M...
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How Digital Billboards Capture Eyes, Because... Science

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Why Attention Is the New Currency Movement, color, and dynamic content are scientifically engineered to catch the human eye fast. But how exactly does that work? In this article, we’ll break down the science of viewer attention , cite research from neuroscience and advertising studies, and explain how digital billboards turn fleeting glances into real-world action. The Psychology of Attention: Why Movement Matters Motion Triggers a Primitive Survival Response Human vision evolved to detect motion first. According to cognitive neuroscience studies, our visual attention system is wired to prioritize moving stimuli over static ones—a holdover from when spotting a predator in the bushes meant survival. A 2020 study in Vision Research found that motion, particularly on the periphery , activates the superior colliculus region of the brain, which orients our gaze reflexively toward stimuli—even before we’re consciously aware of it 1 . Translation: A moving i...
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