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Marketing

  • Insight: Unpacking the Trust Curve

    Insight: Unpacking the Trust Curve

    Have you ever felt that you were being "sold" to?  Perhaps an over-the-top marketing campaign, or perhaps a slightly-too-pushy salesperson?  If so, then you're not alone; the question, however, is why.  And why do organizations so often encourage such off-putting activities? Some of the obvious reasons: The momentum of the [More]

  • Today Marketing or Tomorrow Marketing

    Today Marketing or Tomorrow Marketing

    Think what it was like to be Lewis Downing Jr:  Back in the mid-late 1800's, he was the President of the Abbot-Downing Company, one of America's most celebrated stagecoach manufacturers.  He was at the top of his game, literally opening up the west with his vehicles.  Lewis Downing Jr. supported an entire [More]

  • Marketing Insight: Big Data and Lead Scores

    Marketing Insight: Big Data and Lead Scores

    Often times, the greatest insights happen at the intersection of two areas, and this is certainly true of the intersection between marketing and business development. Typically, what lives here are leads. Marketers develop initiatives that build leads. Then sales "works" the leads, hopefully converting them into clients. This is true, [More]

  • Viewpoint: “Branded” Content Builds Brands?

    Viewpoint: “Branded” Content Builds Brands?

    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]

  • The Law of Unattraction

    The Law of Unattraction

    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]

  • Unpacking Relationship Marketing

    Unpacking Relationship Marketing

    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]

  • Domain names – how many is too many?

    Domain names – how many is too many?

    In the olden days, domain names were easy.  Take your brand, add dot com (as in www.RandallCraig.com) and you're done.  Those of us who didn't want to fight the squatters also registered the dot net and dot org versions:  www.RandallCraig.net, www.RandallCraig.org.  And of course, you might want to register your [More]

  • Momentum Marketing

    Momentum Marketing

    What is the difference between a successful marketing campaign and an unsuccessful one?  Yes, ROI is certainly the standard answer, but it is also completely insufficient. A single marketing campaign is not very different than a car going uphill, battling gravity, with a driver giving a single pump of the [More]

  • Mobile Marketing: Four Principles

    Mobile Marketing: Four Principles

    What have been the most transformational marketing innovations in society?  TV and Direct mail/database marketing rank up there.  Email, the web, and social media also do.  And so does mobile - but why? It is too easy to think of mobile as nothing more than a small screen.  Web designers [More]

  • Money Now or Money Later

    Money Now or Money Later

    Where do you spend your organization's budget?  Should it be on communications, or on training?  Should it be on infrastructure, or on people?  Inside the organization, or to partners? While these may all be good questions, there is merit on reframing it - especially when it comes to questions around [More]

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