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]
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]
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]
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]
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]
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]
What were you doing on the Internet 27 years ago, circa 1993/1994? At that time, there were only between 200 and 2000 websites, depending on how you counted. Most people had no idea what the web was all about, and email was still a big leap for many organizations. 27 [More]
How much spam do you get in your email box each day? Probably too much. How many Social Media "updates" do you read each day? Probably too many. And how relevant are they? Not. In the past, the challenge that marketers faced - cutting through the clutter - was solved [More]
Are you involved in your professional association? Or do you run one - either as a director, staff, or volunteer? If so, you're probably concerned with one aspect of today's digital world, and particularly social media: How do you compete with free? (Or perhaps, you're concerned with a more existential [More]
If you are ahead of the curve in your digital strategy, you know there is no magic bullet: your days are spent making minor changes to improve SEO, more minor changes to improve on-page conversion, and A-B testing to improve email response rates. Once each year, however, it makes sense [More]
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