Have you ever heard the expression "you're only as strong as your friends?" No where is this more true than with digital marketing. Too achieve a particular objective, organizations will often invest in a focused campaign. It has a beginning, middle, and end. Its results can be measured. And when [More]
Too often, organizations see an arithmetic connection between the resources allocated to a task, and the return on investment from it. Chasing the digital holy grail of engagement is no different. Here is the logic: Twice as many likes, comments, and shares will yield twice as much engagement. And to [More]
Must you be everyone's friend? Or perhaps from a practical perspective, must you accept everyone's LinkedIn connection request? The answer for most people, and for many reasons, is a resounding no. It is true that accepting a connection request yields numerous benefits, particularly around increased access and transparency: More of [More]
Back in the early days of journalism, there was a clear distinction between the "news" and paid advertisements. It was considered of the highest ethical imperative that journalists could not be "bought" or even influenced, by an advertiser looking to make a large ad purchase, or a threat to pull [More]
Are you unrealistically optimistic? Most marketers are, and it is not particularly healthy. Think about it: a marketer's job is usually focused on generating leads. About great design. Attracting attention. Building. It's other people who have to worry about delivering the product or service, headcount, logistics, and the vagaries of [More]
Have you ever put in a proposal, or answered an enquiry about your products or services, and then waited patiently for their answer about the next step? While images of pulling petals off a daisy might come to mind ("He loves me, he loves me not") the words that ultimate [More]
Have you ever felt that each year, there is yet another set of marketing buzzwords that you need to learn? Service marketing, value marketing, values-based marketing, content marketing, Social Media marketing, and the list goes on. What these terms all have in common is the connection between your organization and [More]
Consider this scenario: you get a phone call from a key client or a distraught family member: "didn't you get my email?" They are clearly upset that you "ignored" them: they see evidence that they are not your priority. You are not unresponsive. You don't care. Or maybe, your spam [More]
The Cubans we met were super-friendly, happy, and entrepreneurial. The culture was replete with amazing music, history, architecture, and national pride. And the beaches were amongst the best in the world. The country, however, is literally cut off from much of the western world, largely because of the remnants of [More]
In the traditional channels, there have long been built-in checks-and-balances to prevent abuse. With so few TV and Radio stations, newspapers, and magazines, these channels developed policies for who they would accept as an advertiser. And as journalists, their reporting was both objective and fact-checked. It was hard for fringe [More]
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