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Insight

  • Insight: Should AIDA be replaced?

    Insight: Should AIDA be replaced?

    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]

  • Insight: Objectivity or the Information Bubble

    Insight: Objectivity or the Information Bubble

    In the 1930s, there were two primary news sources:  radio and the newspaper.  They sent their correspondents around the world to gather news.  These journalists would see and hear, verify and corroborate, investigate, and then expertly and objectively file their reports. The reader (or listener) would know that an editor [More]

  • Avoiding costly web development corner cutting (Part II: 15 ways developers cut corners)

    Avoiding costly web development corner cutting (Part II: 15 ways developers cut corners)

    Have you ever received proposals from several vendors for the same web project, only to see a significant difference in their fees?  While a tightly specified RFP is supposed to guard against this, when it happens, there should be no real surprise. Here's why:  Every respondent will go (or should [More]

  • Avoiding costly web development corner cutting (Part I: Four key reasons developers cut corners)

    Avoiding costly web development corner cutting (Part I: Four key reasons developers cut corners)

    Have you ever purchased a new house, only to later discover that the contractor cut some corners?  And that buck or two savings for the contractor now translates into thousands of dollars of extra cost for you?  Unfortunately, many website developers have taken a page from the building trade, and [More]

  • Insight: Marketing Beyond Commitment with the Trust Chain

    Insight: Marketing Beyond Commitment with the Trust Chain

    The Trust Curve is one of the most important Marketing 2.0 concepts around.  It states that as trust builds over time, the relationship strengthens and the target person (prospective client, prospective member, prospective employee, etc) moves through the stages of awareness, preference, trial, and commitment. The job of marketing is [More]

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