We usually write about digital marketing around here, but I was surprised at the articles that we’ve collected around offline marketing over the years. As digital and offline marketing are…
Read Moreorganizations
Plato, the Allegory of the Cave, and the digital enterprise, part 2
In my last post, I recalled my experience in 1990s Brazil and how the technological progress in the workforce shaped my comprehension of our digital reality. To some extent, the…
Read More5 tips to get people to buy online
Online sales is a booming industry and the revenue is growing exponentially. One just has to look at the many retail giants with years of experience that have either scaled…
Read MoreHow adaptive sourcing and digital transformation will put you in the winner’s circle
These days, everybody has a plan to transform his or her business. Big companies aim to make the way they deliver services and products and how they interact with customers…
Read MoreDelivery relevancy
We are living in times when our understanding of what is physical or digital as a product or a service gets foggier than ever. Things change, and what really matters…
Read More3 blockers of outside-in marketing
In the last three years, I have spoken with hundreds of digital marketers about their challenges. These conversations usually follow a conference talk or internal course I’ve delivered, in which…
Read MoreFive 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…
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