Many small businesses are tied to the way they have always done business, but new technology emerges every day to offer a more streamlined way to do things. Tech innovations…
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Does your customer experience track anti-conversions?
Just about every digital marketer tracks conversions of some sort. They are those happy events where your customer buys something from you–or at least takes a big step in the…
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Is AI coming for your job?
As someone who has been working in various forms of AI off and on since the ’80s, I have heard all sorts of dire predictions of what will happen to…
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A branding perspective – Why Nike supports Kaepernick
The announcement that Nike is now using Colin Kaepernick, one of the most divisive American athletes in our time, to promote its brand was stunning, and guaranteed to further polarize…
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What are you doing about ad fraud?
According to The Guardian, 60% of online advertising spending is going to fraudsters. Even if you don’t believe that (I do), suppose it was just 20%? Wouldn’t you want to…
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Why marketers need to move beyond the “easy wins”
I know it’s human nature to look for the “easy wins,” or the “low-hanging fruit,” or <fill in your own cliche here>. It’s not just marketers and it’s not new….
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Why B2B marketers should care about B2C marketing
I know that many people specialize in either B2B or B2C marketing, but I have done both in my career, with more emphasis on B2B. I am glad that I…
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How do you segment your market?
Clients ask us all the time to help them with the right characteristics for personas–which are essentially market segments. We use what we call the A2G framework to help you…
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What is user intent?
I get this question a lot. Every time I answer it, I glean new insights about how to use it in content strategy. After answering it about a hundred times,…
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Using video for “buyer enablement”
Gartner, the leading supplier of categories to the Information Technology Industry, has come out with a new one: Buyer Enablement Tools. “Today’s buying journey isn’t just hard — it has…
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