When it comes to video, it is better to be late to the game, than be an earlier adopter. The reason why? We are no longer in the age of expensive experimentation: you can learn from the experience of others - and their mistakes. Here are 15 factors that can [More]
By now, every organization has already asked the question about whether or not they need an App. Putting aside whether there is a bona fide reason for investing in an app or not, there is a second related question that always gets asked: if we have a mobile (eg responsive) [More]
If you are reading this white paper, you are in the minority. Some people have challenges reading the English language. Others have difficulty without their reading glasses. And still others just don't enjoy reading at all. There is a reason why YouTube and TikTok – and TV, and Netflix – [More]
You may have considered how content can be used to attract new members, new clients, or new partners. But for all of the talk about Inbound Marketing, you have reservations due to two simple questions: If the content is so valuable, why should we give it away for free? And [More]
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]
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