How to Use Artificial Intelligence in SEO

MIKE KHOREV | March 5, 2020

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Artificial Intelligence (AI) has been the major buzzword in the digital marketing world for the past few years, mainly due to the rapid advancements in machine learning technologies. AI is now a relatively familiar idea among marketers, and it’s no longer a sci-fi term associated with the distant future. This is also true in the field of SEO. Machine learning technologies have now become a very important component of search engine algorithms. Meaning, if we can understand AI and how it can help SEO, we can further improve our SEO results.

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180fusion

180fusion is a nationally recognized search engine marketing company specializing in helping companies increase sales, generate qualified leads, and expand market share by taking full advantage of the internet. 180fusion was recognized in Inc. Magazine's Top 500 Fastest Growing Private Companies in America in 2014 and 2015. The LA Business Journal also awarded 180fusion 100 Fastest Growing Companies in LA at #11 and Top 100 Best Places to Work at #18 in 2014 and #14 in 2015.

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SOCIAL MEDIA MARKETING

Social Marketing: The New Form of Marketing

Article | November 30, 2021

Earlier, it took only six impressions to make sales; now, companies need 16 to 18 impressions for the same sales. It's a massive loss of revenue, opportunities, and business growth. With the penetration of technology, marketing has become a social subject. Most professionals think that marketing is about being viral and trending, but that is not marketing. Because of misinformation, everyday small businesses and start-ups look for trending topics, viral content, or methods to be famous or be in the news. That is not marketing, and it's a never-ending race that leads the brand on the opposite path. There were many incidents where businesses used methods that caused negative sentiments in public and led to the bad reputation of the band. Marketing stands for brand awareness and how you reach a large audience. Social Marketing is the new way of marketing. Here are 10 points for social marketing: 1. Serve the People: No matter what service your business provides, you are in the business of solving the problem. Whether you are a news portal, business consultancy, delivery app, or PR agency, you solve people's problems. So, give your focus on serving the people. The best marketing campaign is always your product and service as it carries your name. 2. Build a Community: From Apple to Facebook, tech companies to automobiles, fashion to the health industry, every industry and company holds a community of believers. They are their friends, believers, supporters. This community is more important than any viral ‘Trend’. Build a community that believes in your work. 3. Influence Support: Between September 2020 - May 2021, I did many small tests to check which form of marketing holds more advantage. In the current tech scenario and digital penetrations, influencer marketing gives maximum returns. In most cases, influencer brings the maximum return. Ask influencers to show your brand most creatively and socially. 4. Target Audience: The target audience holds much more weight than the random audience. If your audience is not at the center of your campaign, then you don't have the right strategy. If your target audience is decision-makers, intellectuals, scholars, then you should reach to LinkedIn. If your target audience is the youth with some influence, then reach out to Instagram and so on. 5. Number vs. Quality Game: In marketing, one thing you need, either number or quality. Maybe you don't have any control over numbers, but you can certainly bring the quality. For social marketing, the less is more, but the problem is that most professionals miss this point. Make sure you present your brand for quality instead of numbers. 6. How your Customers See your Work: No matter what statistics say, people still believe in stories and kindness. Reach out to those customers who believe in your service and brand. Share their story with the world about how your service makes a difference in their life. Every year Apple uses this method to highlight success stories from all over the world. 7. Priming: Priming is a concept of psychology, and it means focusing someone to the point of belief. Marketing is not about being everywhere to show your brand but about building trust among those who don't even use your brand. Make your marketing as a message to those who are not your customer and give them reason enough to trust you. Those who already use your brand are not your target audience as they are already with you, so give them enough return to stay with you. Most companies mistake making their campaign for their customers, that’s not right but no one has pointed out this loophole so far. 8. Social Norms: Every society has a social norm, and they approve the campaigns from their social norms. There are many events or ideas accepted in one country and not in other parts of the world. Many small businesses, marketing agencies tried creative ideas, which ended up with failed campaigns. See what is socially acceptable and what is not before designing your campaigns. 9. Eduketing: Education + Marketing These days people are conscious, aware, informed, and care for their social responsibilities. Marketing that educates people about the product, service, and social causes gets the maximum reach in the market. The best form of marketing is Eduketing (education + marketing). Youth are cautious about social norms and causes, and they give priority to those brand that supports the social cause and help society. Educate your audience on how your brand brings the change. 10. Why: Every business prepares the best product, service, system, and marketing as per their knowledge, and so do their competition and others. In today's world, we all have the same information, technology, team, and policies, so what makes the differences in marketing. What is your purpose, and why are you in the business in the first place? What business problem do you want to solve. People are more inclined to those businesses that work to make a change in the world. People are more interested in your brand story and purpose. Marketing is no longer about being everywhere but about making an impact around.

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MARTECH

Significant MarTech Trends in 2022 and Beyond

Article | November 20, 2021

Are you planning to create an influential and result-driven campaign for your business? Are you unable to finalize the most relevant MarTech channels to take your business to the next level? Let’s find out the most prominent marketing channels of 2022. Numerous marketing channels help B2B marketers to grow by creating powerful tactics for their businesses. Here is the list of proven marketing technologies that emerge and assist various industries in reaching their business objectives. A Boon for Marketers: Content Management Content management is a highly advantageous process applied for marketers. Applying content management is easy and can be applied across different businesses. There are many content management software that are used to create customized content. It is also helpful for security purposes. You can go with specific CMS that restricts the breaches and maintain security. You can access it anytime as it is cloud-based and does not require any coding. Content management software is an easy-to-use software essential to optimize your site for Google or other search engines. Third-Party Cookies There are three types of cookies; first-party cookies, second-party cookies, and third-party cookies. Visitors often fill up the information to solve their questions. Those data are stored and utilized to remind them about their queries. The best feature of the third-party cookie is that it always shares relevant information with its audience. Paid Search Marketing Paid search marketing is a cost-effective strategy that saves time and provides desired outcomes. It assists SEO to perform successfully; it is a targeted and measurable medium of marketing. It drives quality traffic to your site and increases brand recognition. It also enhances attribution knowledge and allows you to retarget your consumers. Meme Marketing Meme marketing is exceptionally productive to enhance the engagement of the audience. This is because memes are pretty relatable and easy to consume. People like relevant memes and forward them to their acquaintances. Various industries such as education, entertainment, retail, pharma, real estate, etc., incline towards meme marketing as it grabs the audience's attention and persuades them to know more about your products or services. There are different tools, such as Meme generator, Memesly, Mematic, Canva, etc., that can help you create influential, appropriate, and result-driven memes. Neuromarketing Neuromarketing is an innovative invention that provides marketers with a different perspective. With the help of neuromarketing, marketers can figure out humans’ buying behavior, brain responses, and sentiments towards advertising. Functional magnetic resonance imaging, Electro-encephalogram, Facial Action Coding Systems, Biometrics Research, etc., are the most superior technologies that examine neurons, thoughts, speeches, movements, emotions, facial muscles, etc. It allows marketers to be more observant of the brand strategy. Moreover, holding such information enable the marketers to perform holistically. Influencer Marketing Influencer marketing delivers unprecedented development to businesses. It has the power to reach innumerable people and influence them to buy products or services. You can make your influencer marketing more authoritative and result-driven by choosing relevant influencers, creating persuasive content, and doing competitive analysis. Influencers promote brand awareness and help you gain the of your target audience. Additionally, influencers effortlessly reach Gen-Z customers and make strong connections with them. Nike Air Vapourmax – Excellent Use of Influencer Marketing Nike is the world-famous leader in manufacturing sports supplies and athletic wear; it took influencer marketing to the next level by engaging celebrities and social influencers. While promoting their brand, they decided to collaborate with the famous YouTube channel "What's inside?" The creators of this channel are a father-son duo, and they were prominent for cutting up daily objects and showcasing what is inside each of them. They created a series of seven videos that showcased the brand message to different channels. It resulted in 3.6 million views and 32,000 likes. Email Marketing Email marketing is far better than other marketing strategies. Email marketing is the most effective way to reach the target audience by saving time and energy. It mainly helps in enhancing click-through rates, open rates, revenue, lead generation, etc. You need to segment your audience, choose the right email marketing tools, personalize emailers, and create persuasive content for better results. These strategies will help you make better emailers for productive results. Woo Your Audience with ‘Personalization’ Personalisation – it is not about first/last name. It’s about relevant content." Dan Jak, senior CRM manager, DMG Media Personalization is a very bidding tactic that attracts audiences and builds robust connections with them. Here you need to take care of personalized tags, segment email lists, implement automation to increase relevancy, etc. It increases conversion rates, keeps your website updated, improves lead generation, etc. In addition, it improves your search engine ranking and makes you stand out as compared to others. Coca-Cola – Personalization in an Effective Way One of the most renowned beverage companies designed a campaign, "Share a Coke" where they mentioned the name of famous personalities on the packaging of the bottles. According to Ad Age, the organization used the names of more than 800 personalities to make it a successful campaign. Not only that, but the company also offered a chance to win a trip to Hawaii and Miami. Utilizing 'personalization' grabbed the audience's attention, thus insisting that they share the same message with people on different social media platforms. Consequently, the organization experienced an increase in sales. Final Thoughts These MarTech trends are highly advantageous in every aspect. Leading marketers and digital marketing strategists rely on the above-mentioned marketing channels. Adopting and implementing these marketing channels to your business can provide you with a positive Return on Investment (ROI), satisfy customers' expectations, and lastly shaping your business in terms of brand credibility and recognition. Frequently Asked Questions How does MarTech helps to grow businesses? Marketing technologies are unstoppable. It is booming as researchers find it the most appropriate and advanced way of marketing to reach their target audience. Moreover, it drives positive ROI by delivering applicable content to the audience. Which is the best digital marketing channel to attract audiences? Effective digital marketing channels that can help you attract consumers include email marketing, content marketing, social media marketing, blogging, and video marketing. How many channels are there in digital marketing? There are several digital marketing channels, namely, social media, SEO, blogs, email marketing, blogging, content marketing, etc., that can help you attain business growth. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How does MarTech helps to grow businesses?", "acceptedAnswer": { "@type": "Answer", "text": "Marketing technologies are unstoppable. It is booming as researchers find it the most appropriate and advanced way of marketing to reach their target audience. Moreover, it drives positive ROI by delivering applicable content to the audience." } },{ "@type": "Question", "name": "Which is the best digital marketing channel to attract audiences?", "acceptedAnswer": { "@type": "Answer", "text": "Effective digital marketing channels that can help you attract consumers include email marketing, content marketing, social media marketing, blogging, and video marketing." } },{ "@type": "Question", "name": "How many channels are there in digital marketing?", "acceptedAnswer": { "@type": "Answer", "text": "There are several digital marketing channels, namely, social media, SEO, blogs, email marketing, blogging, content marketing, etc., that can help you attain business growth." } }] }

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MARKETING STRATEGY

The Evolution of Consumer Demographics

Article | November 19, 2021

After a year of uncertainty, it’s no surprise that businesses are looking ahead to refresh and refine their digital advertising techniques and strategies to ensure a lucrative and successful future. With this in mind, businesses should consider how the perception of consumers has changed and reinvented itself over the past year or so, and what can be done to appeal to these new priorities and behaviours. And here, we spoke to Nate Burke, CEO and founder of digital marketing and ecommerce specialists Diginius, to provide further insight on how to advertise to these new pools of consumers and how businesses can prepare for the modern consumer of 2023. Of course, as we all know in the world of business, different consumers require different advertising strategies in order to appeal to their needs and priorities. However, the consumer pools we once knew have directly changed as a result of the pandemic, and so we all need to review our strategies to ensure we’re still appealing to those audiences who matter to us the most. This includes PPC campaigns, ecommerce strategies and general digital marketing and advertising. The Predictors Consisting of more of the younger generation, the pandemic gave them time to reflect on their priorities, with the verdict falling mostly to sustainability and innovation. With this in mind, brands should look to create made-to-order items and introduce subscription models, where applicable, into their business offering. To incentivise loyalty, discount codes and loyalty programmes can also be introduced, which are proven to be effective when it comes to retaining customers, with as many as 84% of consumers saying they would remain loyal to a brand that offered a decent loyalty program. The New Romantics This particular group of consumers are swayed by their emotional connection to a brand and, after the pandemic, wish to reconnect with their emotions while working towards an enhanced sense of local community. In order for brands to appeal to this consumer group, they need to create either services, or a customer service model that allows the consumer to create more emotional ties with the brand. Over the past few years, subscription-based businesses have experienced exponential growth and, during 2020, they reported a further revenue growth of 11.6%, demonstrating a clear desire from a particular audience pool. The Impossibles With a particular focus on diversity and equality, businesses looking to cater to this audience should place particular efforts in ensuring their supply chain is ethical and should utilise advertising platforms to spread this message to their consumers. Transparency is also key – and therefore, you should make sure your business properly communicates its vision, values and policies within all online marketing and advertising activity. To ensure you’re effectively targeting your chosen audience, you should look at which advertising platforms you’re currently using, and whether you’ve set up specific targeting campaigns. For example, if your goals are centred around building stronger and more meaningful relationships with your clients, I recommend harnessing the power of social media advertising, as it can help to open up doors for conversations with your customers. Similarly, personalised Google Ads can also be effective in making a consumer pool feel seen and heard – you just need to take the time to fully understand them and their needs before putting a campaign together. With the right knowledge of your audience, targeting, and ultimately converting, your prospects in the following weeks, months, and years will become easier and allow for increased successes as you move your business forwards. For more information on how to prepare your digital marketing and PPC strategies for the years ahead, get in touch with Diginius by visiting its website.

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MARKETING STRATEGY

Digital CX Trends for 2022: New Parameters to Scale Your Business

Article | November 19, 2021

Transformation is inevitable, whether it is times or trends. In the era of digitalization, businesses follow different trends, technologies, strategies to escalate their business. The customer experience (CX) is one of the most crucial and impactful trends, which is the key to success for almost every marketer or business strategist. Your ultimate goal is to increase sales by satisfying your customers, so it is essential to understand the business perspective through customers' eyes. Let's comprehend what trends play in customers' decisions, behavior, or planning when they experience any product or service. Why is Customer Utmost Important in 2022? Your customer success is the pivot for your business. It plays a huge role in brand credibility, brand recognition, and boosting sales. As per a report by Gartner, more than 81% of businesses believe that customer satisfaction is the main competition area in 2022. According to PWC, approximately 86% of consumers are ready to pay more for a better customer experience. In addition, CX creates an incredible impact on on-the-spot purchasing. Focusing on maximizing customers' satisfaction compels them to know more about your brand, suggest others buy your products and provide competitive advantages that stand you out amongst others. Statistics Around the Important of CX in 2022 These statistics will provide concise and thorough information about the significance of CX in 2022. According to GrooveHq, nearly 84% of businesses focus on improving customer service. As per a report by New Voice Media, after an optimistic experience, nearly 69% of customers would endorse the company others. Harvard Business Review says that consumers who had positive experiences spend 140% more than others. According to PR Newswire, more than 81% of businesses consider consumer experience as a competitive differentiator. Nearly 70% of Americans have spent more money to continue business with a company that provides exceptional service. As stated by Hubspot, nearly 83% of businesses believe that keeping customers happy grows revenue. 96% of customers believe that customer service is crucial in their choice of allegiance to a brand, as reported by Microsoft. According to Infosys, companies who implement a customer-centric strategy are 60% more profitable. Digital Trends That Enhance CX Like Never Before The most prevalent, significant, and demanding digital trends that companies utilize to grow their businesses are here. Robotics Process Automation (RPA) RPA technology automates digital tasks. It creates enormous impacts on CX. According to Micro Focus, nearly 69% of businesses have implemented RPA, and they received a favorable response. More than 42% of companies have achieved their business goal after executing RPA. It substitutes manual tasks and decision-making with software programs. Different industries, such as IT, banks, hospitality, estate, etc., adopt this technology as it is highly effective for customer-facing operations by reducing the efforts. RPA enhances agent confidence standardize CX-related tasks data entry, call scoring, analyzing, etc. Furthermore, it mechanically recognizes agent necessities and conveys the information. Data Transparency One of the most crucial factors for CX is transparency. Customers are ready to pay more for clarity. Nowadays, consumers are tech-savvy, and they are particular about what they are sharing. Therefore, they need transparency as to where the data is used. Encourage peer-to-peer communication through the newsletters by setting up a secure system to determine the authenticity of the data, utilizing advanced technologies to record data reports and store them on the backend server. As a result, you can boost credibility amongst your customer and make your customer experience more transparent. Predictive Analytics Customers have changed their perceptions in recent times. As a result, shopping online has become one of the most dominant platforms. Holding information about customers' purchasing behavior can provide significant benefits to companies. Predictive analytics allow you to target your retained consumers by predicting future outcomes. With the help of predictive analytics, you can effortlessly analyze current data to make predictions. Businesses adopt different technologies, such as data mining, modeling, machine learning, etc., to make their marketing approach more effective. Mobile Search If your plans don’t include mobile, your plans are not finished.” Wendy Clark, former SVP at Coca-Cola and now CEO at DDB Worldwide Mobile has become one of the most prevalent mediums for search. As per a report by Statista, nearly 90% of all purchase decisions happen online. Analysts and researchers have found that the mobile-first approach prioritizes mobile-based consumers by targeting them. It provides relevant information to the customer, including website design, products design, customer support, etc. Companies are increasingly focusing on mobile-first digital strategy as it assists in increasing customer reach, making robust connections with users, gaining critical data insights, providing positive ROI. By comprehending the size of the touchscreen, implementing ASO, doing beta testing, keeping minimalistic designs, using push notification, you can strategize your mobile-first tactics and provide a unique experience to your customers. Omnichannel Marketing Approach The study says that customers are more contented with omnichannel shopping. According to Invesp, Businesses with effective omnichannel marketing tactics retain an average of 89% of consumers. In contrast, weak omnichannel strategies gain only 33%. It provides a steady and integrated experience to your customer across different channels. Omnichannel strategy is customer-centric, which is why it gives a better response than multichannel strategy. With holistic research on buyers' persona, finalizing the right tool to connect with customers, gathering customers’ feedback, you can enhance your CX and persuade them to experience your product or service. Meals on Wheel – Omnichannel Strategy in a Right Way Meals on Wheel is one famous program that delivers meals to individuals at home who cannot purchase or prepare their food. Meals on Wheel designed a creative campaign where they appealed to their donor to help needy people on the occasion of Christmas. Initially, they worked with the data analysts to find the most responsive donor, and then they created personalized emails. That email consisted of an innovative design mentioning how Meals on Wheel benefits the community. The campaign received a significant response on different marketing channels. Consequently, Meals on Wheel grabbed the donor's attention and earned $230,000 new donations, 382 new donors, 75,000 direct mail pieces, and 6X omnichannel brand impressions. Starbucks – Successful Omnichannel Tactics to Boost CX Starbucks implemented an omnichannel retailing strategy. The brand is determined to gate-free wi-fi to make digital relationships. The customers had to register their email addresses to get free wi-fi. The brand compiled massive data and utilized it in different ways, such as segmenting an audience, their social media presence, researching their purchasing behavior, sending highly personalized emails. With the help of emails, the brand created well-researched campaigns and experienced positive responses on different channels. As a result, Starbucks successfully enhanced the engagement of its audience and built strong connections with them. Personalization According to Epsilon Research, nearly 80% of customers would prefer the company offering personalization. Keeping personalization tactics is essential to enhance CX. Customers expect much more than they used to expect from companies. The time has changed. Suppose you want to make your personalization strategy more effective and results-driven. In that case, you need to focus on data analysis, value-added information, such as data ethics, cyber security, quick and effective services, etc. You can’t focus on sending congratulatory marketing messages. Understanding customers’ pain points can help you in making a powerful personalization strategy. Mistakes to Avoid While Implementing CX Strategy Here are some crucial tips that can help your businesses to focus on CX strategy more prudently. Lack of Understating EX Market analysts believe that employees' experience is the new CX. Employees, who are contented, can be more productive in their tasks. Many businesses face this issue as they cannot comprehend EX due to heavy work pressure, time restrictions, company policy, etc. Therefore, it is essential to enhance employee engagement to make them more committed and focused. Single Channel Approach Many businesses follow a channel-specific approach as they experience benefits in different ways from their customer, but what if challenges occur for that particular channel? Connecting your target audience with multiple channels diminishes business risk and increases the possibility of great business. You need to keep a 360-degree approach. It will help you understand each level of the purchasing journey, such as creating an order, submitting the order, and connecting with the audience, chats, email approach, etc. Lack of Emotionalism Your most unhappy customers are your greatest source of learning.” Bill Gates, Co-founder of Microsoft and Bill & Melinda Gates Foundation Taking customers’ emotions into consideration gives you a different perspective to understand the buyer's persona. One of the most common mistakes businesses make is paying more attention to logistics than making solid connections with customers. If your customers feel emotionally invested in your company, they will be your long-term customer and endorse your products to others. Getting connected with your customer on multiple channels, providing customized gifts, discounts, coupons, and sharing quick responses can help you to understand your customers in a better way. Avoid Customers’ Feedback Keeping your consumers’ feedback on priority is the utmost important step of enhancing your CX. Unfortunately, many companies collect the consumers' feedback but don’t take any necessary steps to solve their queries. Resolving customers’ queries at the earliest enable companies to make better decisions. Lack of Customer-centric Culture A customer-centric culture is a significant component of marketing strategy. Unfortunately, some organizations lack in creating a customer-focused culture, and due to that, they face different challenges in accomplishing business outcomes. It allows you to make strong connections with your customers and attract new customers. In addition, you can make your marketing campaigns more efficient and maximize operational activities. Collecting data and segmenting it appropriately, working customer empathy into touchpoints, acting on feedback, and analyzing performance through cutting-edge technologies can help you make a solid customer-focused culture. All The Customers are the same While researching on customers, most companies make a common mistake. They consider all the customers are identical, and they design their products strategy, marketing strategy, research, campaign strategy accordingly. Businesses need to comprehend cultural differences, ethnic groups, languages. Understanding this diversity can help in segmenting customers appropriately and innovatively. Once you know your customer's methodology to communicate with your brand, you can win a customer-centric strategy. Technological Barrier Every business wishes to create exceptional CX. Different industries are focused on a customer-centric strategy. One of the biggest challenges businesses face is adopting relevant advanced technologies. In this competitive world, organizations have to conduct thorough research in adopting advanced technologies. However, different technologies such as artificial intelligence, augmented reality, programmatic advertising, big data, etc., are highly effective in providing positive outcomes. Businesses need to adopt only those technologies that are crucial for their business and impactful. Final Thoughts The above-explained digital CX trends are indispensable. They are advantageous in building better brand equity, increasing lead generation, and encouraging word-of-mouth marketing by amplifying customer lifetime value. Businesses need to be updated with information and trends. It will assist companies in widening the horizon of knowledge and accomplishing numerous businesses goal. Frequently Asked Questions What is CX technology? CX technologies are the technological businesses utilized to understand customers' requirements and provide them with relevant information. Artificial intelligence, programmatic advertising, and big data are examples of CX technologies that help enhance CX. What industries are using digital CX trends? Aerospace, pharmaceutical, hospitality, estate, IT, education, transport, etc., are the industries adopting the latest digital CX trends. What tools are beneficial to enhance CX? Qualtrics CustomerXM, Medallia, Zendesh are the must-have tools to escalate your business. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is CX technology?", "acceptedAnswer": { "@type": "Answer", "text": "CX technologies are the technological businesses utilized to understand customers' requirements and provide them with relevant information. Artificial intelligence, programmatic advertising, and big data are examples of CX technologies that help enhance CX." } },{ "@type": "Question", "name": "What industries are using digital CX trends?", "acceptedAnswer": { "@type": "Answer", "text": "Aerospace, pharmaceutical, hospitality, estate, IT, education, transport, etc., are the industries adopting the latest digital CX trends." } },{ "@type": "Question", "name": "What tools are beneficial to enhance CX?", "acceptedAnswer": { "@type": "Answer", "text": "Qualtrics CustomerXM, Medallia, Zendesh are the must-have tools to escalate your business." } }] }

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Spotlight

180fusion

180fusion is a nationally recognized search engine marketing company specializing in helping companies increase sales, generate qualified leads, and expand market share by taking full advantage of the internet. 180fusion was recognized in Inc. Magazine's Top 500 Fastest Growing Private Companies in America in 2014 and 2015. The LA Business Journal also awarded 180fusion 100 Fastest Growing Companies in LA at #11 and Top 100 Best Places to Work at #18 in 2014 and #14 in 2015.

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