A selection of KW2 ideas, theorems and insights. It’s like you’re reading our minds.

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Strategies for paid search and retargeting

While paid search and retargeting are well-known as strong performers in a marketing plan, they aren’t always the right fit. Whether you do a ton of digital advertising or are new to the space, you need to weigh a few key considerations before implementing either tactic.

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Accessibility is not optional. Download our Accessibility Testing Guide.

Yes, accessibility is a law. And enforcement is on the rise, with federal ADA Title III lawsuits in 2016 surging 37% over 2015. But one in five of your users has a disability. So we believe that any entity that’s online should do their organization, site, and potential customer a huge favor by ensuring that their website is instantly accessible to those with visual, auditory, physical, speech, cognitive, language, learning or neurological disabilities.

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Better consumer insights start with E for empathy.

ACEs remind us to approach our audience and every human interaction with empathy. Instead of thinking “What’s wrong?” - think “What happened?” This includes interactions with our colleagues, and includes how we define our intended audience. 

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Want a better website? Your customers can tell you how.

Making decisions about your website based solely on an internal feedback loop or site analytics can be frustrating and will weaken the impact on your bottom line conversions. User research helps you cut through subjectivity and helps you base your planning decisions on data instead of opinions. That’s smart.

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Brand. Brand position. Brand promise. Which one is it?

Like many professional services, advertising and branding agencies use plenty of terms to describe tools of the trade. In the land of brand development, some terms are used interchangeably and often have a meaning that is unique to one agency. Even for seasoned professionals, the terms we use can have a variety of meanings.

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Marketing vs. marketing

Your Marketing is too important to be the sole responsibility of your marketing department.

It’s a strange thought. It suggests that your marketing team is somehow incompetent or that decisions should be made by committee. Neither is true. 

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Moving Beyond "The Millennial"

My status as a “50-something mom of two boys” could mean a lot of things to marketers. But my status as a “50-something mom of two boys who co-owns a business, hates shopping, supports local businesses, and is willing to pay more for original clothing and artwork” means a lot more to marketers. Why?