Digital Marketing

The marketing efficiency ratio (MER) measures how much revenue marketing generates for every dollar spent. MER is calculated by dividing total revenue by total marketing spend for a defined period. Unlike ROAS, which focuses on the return of specific ad campaigns, MER gives a blended, executive-level view of overall marketing effectiveness across all channels. A higher MER indicates more efficient marketing performance, although what counts as “good” depends on margins, customer behavior, and business model.

Automated email segmentation uses dynamic rules and real-time data to group contacts automatically, eliminating manual list updates while boosting campaign relevance.

Marketers use AEO and GEO interchangeably, but there is a difference, and that’s what will be defined and explained in this article. In brief, AEO optimizes content for answer boxes and voice search results, while GEO targets AI chatbot citations and generated summaries.

AI has drastically changed the marketing industry. From remapping the buyer’s journey to changing the way we analyze data, to reshaping how we connect with consumers, almost everything is different from just a couple of years ago.

Over the last five years, the business world has undergone a more dramatic transformation than it did in the entire decade before.

Just as companies were adapting to permanent shifts in workplace dynamics, consumer behavior, and global economics — all sparked by the COVID-19 pandemic — generative AI emerged. This delivered a shock to business comparable to the internet revolution of the 1990s.

Lights dim. Sounds hush. The aerialist spins into the air. Sequins sparkle in the warm light of a followspot, and my weird little brain wonders: “What does marketing look like for a travelling circus where every other week brings a totally new market?”

In business, to waste time is to waste money so you need a strategy that is efficient and the best use of your resources.

When I saw a LinkedIn post from today’s master declaring, “Marketing’s job is not to drive revenue,” I did a little shimmy and thought, “She gets it!”

Our expert this week has a few hot takes. 

Loop marketing represents a fundamental shift from traditional linear funnels to a continuous growth engine, where every customer interaction creates expansion opportunities. Companies practicing loop marketing — whether through growth marketing strategies, behavioral marketing triggers, or integrated offline marketing touchpoints — transform one-time buyers into active participants who fuel sustainable business growth.