Return on marketing investment is all the rage right now. Every CFO wants it and every CMO wants to deliver it. But when I look around, I mostly see more…
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How newspapers can use social media
Last week, I wrote about hyperlocal news, the new strategy that many hope will save traditional newspapers. I talked about the need not to focus only on new content, but…
Read MoreFTC and blogger disclosures
On Monday, the FTC published updated guidance for advertisers using endorsements and testimonials such as blogs and word-of-mouth marketing via celebrities. The guidelines hadn’t been updated since 1980, so the…
Read MoreDon’t give the lawyers your marketing power
“I wish we could do that, but our lawyers said no.” Have you ever been in that annoying position of trying to do something important for the company but feeling…
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What’s happening to market research?
If you’ve ever been stopped in a shopping mall by someone with a clipboard, you’ve interacted with a market researcher trying to find out what you want so that companies…
Read MoreIn Social Media, Adjust, Credit, and Engage
Getting the right tone in your response to social media is tricky. Even the positive stories seem like accidental social media success. So I went hunting this week for examples…
Read MoreCoordinating your digital marketing teams
I had so many appearances last week that I am still posting things I did last Thursday. I’m finally caught up today by posting my slides from last week’s Webinar…
Read MoreWhen marketing isn’t enough
Seth Godin likes to say that all marketers are liars, and the question for us is whether we can keep that up. The Web increasingly prevents lying from working. Whether…
Read MoreThe plight of the CMO
The biggest issue for Chief Marketing Officer is that the average CMO lifespan is right around 23 months, a short time put your stamp on a company’s marketing efforts. That…
Read MoreThe danger of internet marketing autopilot
One of my kids approached me, book in hand, asking, “What’s the difference between a possum and an opossum?” I was busy doing something else, so I languidly replied, “They…
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