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]
What happens in Vegas, stays in Vegas - and what happens on the web, stays there forever. Yet even when files are deleted from the server (which they often are not) the content is always available, if only you know where to look. Before answering the questions of how and [More]
Here's a bold prediction: The End of Social Media. Yes, despite the success of the Twitter IPO, and before that, Facebook's public offering, and after that, the fight over TikTok, the initial promise of social media is quickly moving to its end. Consider the evidence: Over a billion users on [More]
Nobody asked me to write this post, but it is an exceptionally powerful one. Have you noticed that many (most?) online posts by organizations seem contrived? They are sales-focused, or narcissistic, or they're trying just a bit too hard to be friendly. It is someone's day job - a "community [More]
How many websites does your organization have? Of course there is the main site. Then there is the "old" site that includes all of the archival content. Then there are specialized microsites for various products, events, and advertising campaigns. And finally, there are all of the landing pages that support [More]
Nowadays, a white paper can be just about anything. In the olden days of the 1980s, it typically meant a definitive exploration of a specific topic, often 20 pages or more. The author (and their organization) would be recognized for this knowledge by the marketplace, resulting in queries, and eventually, [More]
Have you ever gone to a website, and for whatever reason, felt the need to actually contact the organization? You may have a product or service question, or you may have a technical issue that needs resolution. Or perhaps a billing error that needs to be fixed. Unfortunately, many organizations [More]
How often do you research a product online, and then purchase it at the store? Or, check out the product at the store, and then use the internet to make the purchase? If so, you're not alone. These newer consumer behaviors are both the new reality for retailers - and [More]
How do you determine the ROI on your marketing and sales investments? The standard formula is simple: divide the return, less investment, by the investment. A marketing campaign costs $1000, and reaches out to 1000 prospects. Five per cent of these respond, generating $1000 profit, for an ROI of zero: [More]
Do you have a well-defined morning routine, that includes Social Media? Tweet, Post, Check Status, Share, and Comment. Then see who has looked at your LinkedIn profile. Later, repeat - sometimes several times. There is nothing wrong with connection. In fact, Social Media is built precisely on this foundation. Unfortunately, [More]
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