Marketers put a lot of effort into campaign planning, but sometimes their data selection comes as an afterthought. They may forget that the target audience is the single most important…
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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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Five habits of highly-effective entrepreneurs
Since birth, 918 New Zealanders (now in their 40s) have been the source of data for a research project looking at the relationship between genetic profiles and success, cleverly dubbed…
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Five levers of relevance for digital authors
In my last article, Stop doing short-term campaigns, I said that cognitive effort was the “lever of relevance.” Several people have asked me what this means. Because it is fundamental…
Read MoreHow does a veteran marketer break into digital?
Many traditional marketers approach me, asking how to break into digital marketing. It’s a legitimate question, because there are many employers who will not consider a marketer who doesn’t have…
Read MoreCustomer experience and digitalization
When “everything becomes digital,” private, public, and civil institutions become more dependent on information systems and more vulnerable to attack by sophisticated cyber-criminals, political “hacktivists,” nation-states, and even their own…
Read MoreWhy Every Social Media Team Needs Millennials AND Boomers
I left for vacation right when the blogosphere was going nuts about Cathryn Sloane’s article in NextGen Journal: Why Every Social Media Manager Should Be Under 25. Because I was under a…
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