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]
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]
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]
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]
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]
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]
Each week, get Randall’s 60-second nugget on translating digital knowledge to action. Curious? Read 600+ past articles.
Δ