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- I remember a time when I slogged through developing a marketing plan that looked rather like a grid. It had sections, objectives, columns for deadlines. It was parsed out into separate pieces - PR, branding, internal communications, client services, business development. Each piece, if you will, plugged in to the ... more
- When I left the military and enrolled at the University of Florida Journalism School, I did so because the college had a reputation for teaching students how to write. Here was the school's Don't tell, show. Draw a picture for your readers. Thirty-plus years later, I believe that mantra applies ... more
- On a company web site, the 'About Us' page can be a tricky thing. You need one, Jakob Nielsen , because effectively explaining the company's purpose and what it stands for "provides essential support for all other website goals." Ah yes– but explaining it in a compelling and interesting manner ... more
- The CMO title barely existed 15 years ago but it is already undergoing a significant transformation. There are some major shifts in landscape in which they changes in Technology, Consumer Behavior and the Media Landscape. In a recent research report entitled Future the Global published by the Economist Intelligence Unit, ... more
- No doubt, we live in volatile . The complexity, interconnectedness and intricacy of global markets is causing executives around the globe to check decisions once, twice and even delay important decisions because they cannot "peer around the corner." Some marketing executives are asking themselves, "What are the odds of–" to ... more
- B2B magazine ran a series of articles which, taken collectively, make a clear and definite statement that good old, tried-and-true, ROI-proven forms of online marketing such as email remain the bastions and that social media is still viewed with a slightly sidewards Here's a roll-up of those Email remains top ... more
This focus on "The What" is exacerbated by some search engine optimization techniques intended to drive traffic rather than to brand product, sell services, or convert traffic into customers. Traffic is important, but converting that traffic into paying customers is more important. Even the best and brightest search engine optimizers ... more- These days many professional services and technology firms looking to differentiate themselves lean on an age old technique of creating thought leadership. But truly differentiated and provocative thought leadership is actually hard to come by. Most of the time, it is just interesting theory without any proof. Moreover, does the ... more
- It's fantastic that interest in social media is so high, but I'm alarmed at the number of brands and agencies that are ready to jump into social media to take "advantage" of audience concentration in Facebook, Twitter, and other fast-growth outposts. What's lacking in most social media programs is an ... more
- Some marketers are responding to the current economic downturn and consumer fear, by softening their marketing This isn't anything new, of course. Whenever we've had tough times in the past, marketers have instinctively turned to reviving nostalgic advertising to reconnect consumers with happier days and associations. Or they've sought to ... more
- What if this economic downturn is the time to give up on new thinking, but really provides the opportunity to more freely explore some fresh ideas? Since stressing out does nothing toward increasing, or even maintaining, your numbers... why not use that worry-filled brainwave space, instead, to identify and integrate ... more
- This is an important question. A tribe is a group of people connected to each other, to a leader and to an idea (Godin). I opened a conversation with direct response professionals in Philadelphia last week by summarizing three timeless imperatives for 1. Cash flow is a 2. Customers 3. ... more
- While reading an article about Rupert Murdoch's take on the failure of traditional publishing to connect with their readers, my social media furnace almost blew a gasket. (Do furnaces even have gaskets? Probably not. I guess I should stick to social Anyway, I'm reading this article and I start to ... more
- Marketing is the interface a company builds to interact with the marketplace and the customer base. The marketing group, combined with the sales force, is the point in the company where the market understanding resides. This should be the group that drives the company, that sells the marketing vision and ... more
- The markets have crashed. Credit is scarce. Consumers are scared. Everywhere, there is fear, uncertainty and doubt. There's a new kind of media that's taking the world by storm, but investments are shrinking And marketers? Their heads are on the chopping Sounds familiar, doesn't it? But I'm not talking about ... more
- Will tomorrow be like today? In planning assumptions for budgeting and forecasting, most marketers believe that events of tomorrow, next week and next year will be much like this year, or years past with just slight deviation. However a review of the global and economic landscape (in a wild 2008) ... more
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