I’m sure any of you who have spent time on this site appreciate the vital role content plays in building digital relationships. Perhaps what some didn’t realize was that 70-90%…
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Bill Conticchio
Emotional branding vs. quantitative measurement. Or how fear, happiness, sadness, anger, anticipation and surprise beat “Buy Now” every time
Working on a CM project recently, I had the privilege of collaborating with one of the industry’s thought leaders. While laying down the basic building blocks of our strategy, something…
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Branded content just another shade of fake news?
Remember blogging for business? Better still blogging by brands? A great deal of what we now call “content marketing” can be traced back to basic business blogging where a brand…
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What brands and consumers get from long vs. short form content
My long-overdue sequel seeks to address the complexity of content as a searchable, educational, and/or motivational tool for branding when strategy calls for a marketing “pull.” But first, let’s establish…
Read MoreWhy brands need a different kind of content.
There’s been a lot written about content creation, placement, and promotion in recent months. In fact, you know Content Marketing is gaining in importance when universities start creating CM course…
Read MoreScarcity and what it means to online marketing
As marketing people, we are often reminded of the principles of supply and demand. With the advent of digital marketing we’ve become pretty good at applying market timing (right time,…
Read MoreHow data supports the Mobile Conversion Strategy
Choosing Customer Lifecycle vs. Funnel Analysis. Recently, I found myself at a local auto dealer service desk looking at the numerous cards and flyers on the counter for casual inspection….
Read MoreIntegrating mobile video branding into the auto purchase funnel
Many of us can recall moments in our childhood when we accompanied our parents to go shopping for a new car. I remember how everything was in the presentation from…
Read MoreHow customer experience supports brand loyalty through relationships
It’s time to take the wheel, even if you’re not into cars. We’ve all heard and read a lot about customer experience recently and how the study of and practice…
Read MoreSearch: what is it good for?
How well does Search serve us? Something I believe we all take for granted, or overlook entirely, is the nature of search. When we think of searching for something, most of…
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