What is the difference between a successful marketing campaign and an unsuccessful one? Yes, ROI is certainly the standard answer, but it is also completely insufficient. A single marketing campaign is not very different than a car going uphill, battling gravity, with a driver giving a single pump of the [More]
What have been the most transformational marketing innovations in society? TV and Direct mail/database marketing rank up there. Email, the web, and social media also do. And so does mobile - but why? It is too easy to think of mobile as nothing more than a small screen. Web designers [More]
Where do you spend your organization's budget? Should it be on communications, or on training? Should it be on infrastructure, or on people? Inside the organization, or to partners? While these may all be good questions, there is merit on reframing it - especially when it comes to questions around [More]
You may have considered how content can be used to attract new members, new clients, or new partners. But for all of the talk about Inbound Marketing, you have reservations due to two simple questions: If the content is so valuable, why should we give it away for free? And [More]
In 1903, Elias St. Elmo Lewis coined one of the most important marketing frameworks: AIDA. It has stood the test of time, and has helped many marketers more strategically plan their campaigns. AIDA is an acronym for Attention, Interest, Desire, and Action. But is AIDA intrinsically flawed, or at least [More]
Do you have a creeping feeling that you will never get an adequate return on your Social Media investment? If so, you're probably right. To improve digital ROI requires three key ingredients: the first reduces costs, and the second and third improve return. Improve program efficiency: Swap out experimentation and [More]
Most organizations invest in their external digital footprint. They start with a strategy, then execute it, monitor it, and if they are good, they feed these results back into the strategy. A feedback loop is critical, as it both injects market knowledge into the organization, and enables continuous improvement. Unfortunately, [More]
"Selling" the movie to distributors and driving public demand for the movie was his real challenge... or was it? Lixin Fan's ulterior goal was to show the real China, and particularly the younger generation, to foster an understanding of the country on an international stage. At the same time, the [More]
How often have you walked in a shop, only to feel pressured into buying something you didn't really want? Perhaps you were at a restaurant, and the waiter actually sits down at your table, introduces him or herself, and asks for your order? Or maybe you found yourself in the [More]
Two people walk into the campground office. The park ranger warns that there are bears - and that it is dangerous. The first camper quickly replies - "that won't be a problem". The ranger says, "I hope you can run fast - very fast". "Not really," the camper replied. "But [More]
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