For years, technology providers have sold marketers on the notion of “one-to-one” marketing. “Just imagine,” they say, “being able to deliver the right message, to the right customer, at the…
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Money alone can’t buy digital marketing success
I’ve been talking to some small business owners recently who are all complaining that they are getting squeezed out of social media, search marketing, and other forms of Internet marketing…
Read MoreWhy digital marketing challenges everyone
Sometimes I can see it in their eyes. During a speaking appearance, I’ll look out at the audience and see fear. Not the “Big F” kind of “Run for your…
Read MoreWhat’s the big question for online marketing success?
One of the great things about online marketing is that there are so many paths to success. Some businesses succeed with search. Some rock the social sphere. And some achieve…
Read MoreThe Gap in Marketing Thinking
Social media isn’t always the world-changing force that people like to scare marketers about, with apocalyptic predictions about what happens should that force be ignored. But there’s no doubt that…
Read MoreIs branding more important than direct marketing?
Marketers often come from two distinct backgrounds. Brand marketers are the ones whose work you see on TV. They are all about branding, brand image, brand awareness–use whatever word you…
Read MoreMy CMO doesn’t think search marketing is “sexy”
Marketing has a (dated) reputation for being all about flash without any substance. Internet marketing, as a descendant of direct marketing, has let some of the air out of that…
Read MoreAre you counting on magical marketing?
I’m old enough to remember when all you needed to do to persuade an executive about an issue was to show him some data in a spreadsheet. “The computer is…
Read MoreMind the Gap between Marketing and Value
I was in London last week, reminding me how I always like the simple phrase that asks you to be careful as you step from the Underground subway car to…
Read MoreSmall biz starved for Internet marketing knowledge
This week I had the privilege to be a panelist at the first Local Marketing Exposition (LMX), held in Virginia Beach, VA. The idea behind this first-time event was to…
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