As an adjunct professor, I get to teach my students about marketing. One of the discussions we have is around the difference between marketing and sales. I take care to…
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Andrea Goldberg
Is marketing trying to annex the organization?!
In the past few weeks the world has been bombarded with striking images of Russian troops marching into land owned by the Ukraine. Although these maneuvers were accompanied by a…
Read MoreGetting back to marketing basics
In the rush to implement the latest social and digital marketing programs, many marketers appear to focus on the communication aspects of their initiatives, often without much thought about the…
Read MoreThe organizational digital divide
As marketers we tend to focus attention on early adopters and marvel at the promise of new technologies and the “next big thing”. We believe that the digital revolution has…
Read MoreWhen being real matters
If you are a news junkie like me, you have spent the last week listening to tributes to the late Nelson Mandela. Clearly, he was a unique individual and…
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Redefining success as social
How important is it to one’s career to be involved in social networks and to keep a high profile? For brands, it is key and there are metrics to prove…
Read MoreMy beef with LinkedIn or Social Media limits personal brands
As someone who has spent most of her career in Marketing, I often give presentations on branding and reputation management. Sometimes this is in the context of company brands…
Read MoreMarketers as Social Evangelists
When Web 1.0 first came to prominence, most companies were challenged by how to adapt their traditional business models to take advantage of web technology. While the idea of promoting…
Read MoreSuccess and the social initiative
In implementing social technologies in business, too often a project or an initiative is started without a clear understanding of what success looks like or what business goal will be…
Read MoreWhy organizational culture matters to your marketing
On any given day, one can look at Twitter, Mashable, or any number of other sites and receive advice on how to use social media tools to improve customer outreach,…
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