After arriving at an event and noticing a few people you know - and hundreds that you don't - what is your first inclination? a) To make a bee-line to those you know? b) To introduce yourself to those you don't? c) None of the above? Sadly, more people are [More]
In 1903, Elias St. Elmo Lewis coined one of the most important marketing frameworks: AIDA. It has stood the test of time, and has helped many marketers more strategically plan their campaigns. AIDA is an acronym for Attention, Interest, Desire, and Action. But is AIDA intrinsically flawed, or at least [More]
Branded content can be loosely defined as content produced by an organization with two discrete (and overlapping) goals: to engage the ultimate content consumer, and to drive an organizational goal - often brand-building, competitive differentiation, or sales. Here are 26 branded content thought-starters. Some are well beyond the "typical," and [More]
Do you have a creeping feeling that you will never get an adequate return on your Social Media investment? If so, you're probably right. To improve digital ROI requires three key ingredients: the first reduces costs, and the second and third improve return. Improve program efficiency: Swap out experimentation and [More]
How can you be your most creative? Google the topic and you will find millions of pages with an answer. Some will say you are "born" with it. Others will say it is a matter of following a process. And others will claim it is a matter of using a [More]
Most organizations invest in their external digital footprint. They start with a strategy, then execute it, monitor it, and if they are good, they feed these results back into the strategy. A feedback loop is critical, as it both injects market knowledge into the organization, and enables continuous improvement. Unfortunately, [More]
Have you ever considered whether you should comment on a post that mentions you or your organization? As a leader, have you ever been concerned that someone in your organization might choose to respond inappropriately? If so, consider these four tests for choosing when to respond: Is the post legal? [More]
"Selling" the movie to distributors and driving public demand for the movie was his real challenge... or was it? Lixin Fan's ulterior goal was to show the real China, and particularly the younger generation, to foster an understanding of the country on an international stage. At the same time, the [More]
What do houses, cars, and Social Media all have in common? For one thing, they all share a primary question: Buy or Rent. Buy a house, or look for a rental? Buy a car, or lease it? And should we rent our Social Media, or build our own? Most leaders [More]
Are you really satisfied with the response rate of your newsletter registration form on your website? Do you think that, just maybe, your list could be bigger? Instead of thinking of the sign-up form as a sign-up form, think of it as a transaction. The user - a prospective client [More]
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