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]
Back in the dark ages of the internet, marketing was simple: send a monthly ezine, sales offers, and any other buzzworthy content down the pipe and a certain percentage of people will “convert.” Money automatically transferred into your account as the list was monetized. Today, it’s no longer that simple. [More]
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]
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]
Look into your inbox, and you'll see emails that others have sent to you. Look more closely though, and you'll see three types. From a marketer's perspective, each has its own place, and each has its own purpose. Used incorrectly, they often will have the opposite impact: annoyance, disengagement, unsubscribes, [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]
How often have you walked in a shop, only to feel pressured into buying something you didn't really want? Perhaps you were at a restaurant, and the waiter actually sits down at your table, introduces him or herself, and asks for your order? Or maybe you found yourself in the [More]
Look around, and you are surrounded by advertisements: which ones catch your eye? Likely, the ones that are the loudest. Unfortunately, the race to the loudest is making it hard for anything to get through. One of the key reasons for corporate interest in digital is that it is a [More]
Every organization - and every individual - can find themselves somewhere on the three-tier Digital Communications Engagement Index. Where are you? Level I, Passive: At best, passive users have a profile on a few sites, but do very little otherwise, with the exception of responding to the occasional connection request. [More]
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