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Strategy

  • 27 Reasons to Skip Social Media

    27 Reasons to Skip Social Media

    There are many reasons why an investment in Social Media makes sense, but precious little about why it may not.  After advising on digital strategy and online engagement for over 27 years, here are 27 reasons why you should give it a skip: When your target audience isn't online. When [More]

  • Building Your Marketing Stack

    Building Your Marketing Stack

    Most marketers think of themselves as builders. Their work grows the organization, grows market share, grows the portfolio of products and services. A bit more tactically, the marketer builds page views, conversions, and social engagement; underlying all of these activities, the marketer builds trust, and builds relationships. But is there [More]

  • 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]

  • Digital Opportunity?

    Digital Opportunity?

    The world is changing: it's getting smaller. Ironically though, the smaller it gets, the more choice there seems to be. In the early 1800s, a trip from Toronto to New York would involve horses, or a stagecoach, 12+ days, and significant risk and expense. In the mid 1800s the trip [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]

  • How to charge for content – or not

    How to charge for content – or not

    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]

  • 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]

  • Social ROI: Connecting Community to Commitment

    Social ROI: Connecting Community to Commitment

    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]

  • Social Media: Buy or Rent?

    Social Media: Buy or Rent?

    What do houses, cars, and Social Media all have in common?  For one thing, they all share a primary question:  Buy or Rent.  Buy a house, or look for a rental?  Buy a car, or lease it?  And should we rent our Social Media, or build our own? Most leaders [More]

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