Last week, a post from social media management platform Sprout Social made me stop dead in my scrolling tracks. The post promoted new research that showed executives expect an increase…
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On the horrors of brandsplaining
It’s the time of year when my family decorates the house with a lot of orange and black. I’m just into it for the candy, myself, but I play along,…
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Are you consulting your database of intentions?
Internet luminary John Battelle is famous for describing Google as a “database of intentions.” Back in 2003, it was a critical insight, that Google searches were actually a way of…
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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…
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…
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How 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…
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Outside-In Marketing Starts with Knowing Your Customers
What does it mean to market from the outside-in? It means an end to the shouting about your benefits at anyone who finds themselves within a ten-mile radius of you….
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Leveraging digital for customer-focused insights
Most companies conduct various types of research to understand the needs of the market. These may include primary research, 3rd party research, brand wave studies, voice of the customer, and…
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What is a keyword ontology?
A keyword ontology is a knowledge graph describing relationships between the keywords your target audiences frequently use in search queries and the products and services you sell. It can include…
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Reinvent your marketing plan assignment in 10 easy steps
An effective marketing strategy is a must for the success of even the best product of industry. Reaching the minds of target buyers in the right way is essential for…
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