Technology products have become increasingly hard for buyers to differentiate. Gartner has published research on the prevalence and dismal consequences of failure to differentiate. It’s the product of “commoditization” that is driving consumer…
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Concentrating on customer experience
‘Customer experience’ refers to putting the customer and their needs at the center of everything a company does. It means identifying all the touchpoints – individual interactions – throughout each customer journey and designing…
Read MoreKeyword Knowledge Graphs: Using AI to Create Outside-In Taxonomies
We’ve changed our webinars to live expert interviews. For our first one, Mike talked with James Mathewson, the program director of content marketing platforms at IBM. James writes frequently about…
Read MoreWhat is holding you back in digital marketing?
My days are divided between teaching professionals how to change their careers and teaching companies how to change their cultures–both of whom want to embrace digital marketing. But it takes…
Read MoreNo more DMZ for google reviews
Online review/reputation management companies like Birdeye, GetFiveStars, ReputationLoop, ShoutAboutIt, Grade.us and others have systematized the collection of online reviews. Most of these companies provide some type of automated email solicitation…
Read MoreTop 3 digital marketing challenges (and how to overcome them)
Digital marketing is an important area of focus – often the primary area of focus – for small businesses. However, while the landscape quickly evolves, the challenges do too. Wondering…
Read MoreComing full circle: how businesses are returning to social media’s original intent
Social media existed long before the Internet. Persians in 550 B.C.E. are credited with creating the first rudimentary postal system, a system described by Greek historian Herodotus as being complete…
Read MoreHow well do you know your customer data?
Some marketers seem to keep their distance from customer data. When I ask what kind of customer information they are working with, I hear things like, “Oh, Mary is in…
Read MoreWhy you need an optimized e-commerce site
You’re taking all the right steps that marketing experts tell you to do to drive traffic to your website. You’re engaging in social media, softly promoting your brand when possible,…
Read MoreInterview with Mike Moran: AI/ML in Marketing and Beyond
I had the pleasure of interviewing Mike Moran about the use of artificial intelligence and machine learning in marketing. We talked about how Mike is really training Artificial Intelligence instead of…
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