A report by Fluent showed that TV ads (40%), Print ads (39%), and Online ads (39%) had the highest reach among listed channels. The problem for retailers isn't just reach in choosing TV or Print over digital media. The bigger problems are cost and the ability to engage a younger target audience.

Is it a good idea to scrub your email list of "Inactive Subscribers"? Analysis of billions of email sends has shown that Inactive Subscribers outperform Active Subscribers on the measure of Order Frequency and Order Value. This indicates that the messaging within the inbox does not require opens or clicks to be effective.

Being seen online influences purchases offline. According to ComScore, search exposures generate an incremental sales lift of 82%, while display ads provide a lift of 16%. When search and display were used together, a sales lift of 119% was reported.

Being seen matters -- even in paid search. A high click-through rate (CTR) only means you're being seen fewer times for the same number of clicks. Being seen fewer times for the same number of visitors limits the abilility to build your brand. Exposures with paid search increase your brand activity -- and brand activity drives the majority of conversions.

The idea that marketing is dead has emerged with the rise of the Internet. We have been told that being seen is less important than getting click. We've been persuaded that branding does not or cannot occur online. The irony is that effective advertising and branding has persuaded marketers of the idea that advertising and branding no longer works.

What's the value of being seen online? What benefit is derived from ad messaging? Can ad messaging alone influence consumers online -- regardless of clicks? If so, how can this influence be measured, optimized and scaled? Answering these questions will determine the future of publishers and advertisers alike.

You've spent valuable time and resources creating content that engages your audience. You've followed the rules and posted it to LinkedIn and facebook. You've included keywords and tags so it could be picked up by Google. Yet, your effort is rewarded by a handful of visitors who don't engage with your site. We can fix that!

Wayfair and Plow & Hearth engage the home products market with radically different approaches. Wayfair is focused on being seen and developing its brand. Plow & Hearth follows a conventional strategy focused on clicks. See which approach wins.

The profitable revenue formula (PRF) defines economic success for every digital retailer and consumer brand. It outlines the 4 primary areas where digital retailers can build profitable sales. These areas interact with one another to determine results. Because of this, focusing on profitable revenue requires a more holistic approach to digital marketing. It isn’t based upon a specific tool or tactic. Instead, it provides guidelines on which strategies are developed to generate profitable conversions. Strategies determine the tools and tactics selected.

Search is a powerful tool for identifying and measuring intention-based markets. However, search has it's limitations as a tool for building traffic and sales. Searches are dependent upon previous exposure to the concept being searched for. If exposures to a concept decline prior to search, searches will decline. Also, as brands are established earlier in the buying process, search volume will decline. Brand terms eventually dominate intention-based markets, siphoning away searches from non-brand intent.