If a CEO is responsible for overall company management and fiscal health, isn’t a CMO responsible for overall brand value and the health of their customer relationships? And if not the CMO, then who?
What I will never understand is why any business would invest their precious marketing budget to have a booth presence at a tradeshow, but fail to design and execute a strategy that will optimize booth traffic from its target audience.
When I first started in this business, I remember that our new business pitch at Ogilvy & Mather Direct always included a page about the many awards the agency had won — and the DMA ECHO Award was always front and center.
For many marketers, the bulk of their time is taken up with list selection, subject lines, email design and ensuring the email links to integrated landing pages. But not enough time is spent analyzing the results of those efforts in order to learn and apply it to the next campaign.
In my last post, I gave some specific and proven best practices for the creation of successful emails. In this post, I'll talk about Landing Pages—because now that you've been able to lure your target into opening your email and clicking on the embedded link(s), you want to continue to drive that prospect to your desired outcome.
I'm continually stunned when a client, art director, copywriter or any other strategist in the marketing industry insists on using a design or copy technique that directly contradicts proven best practices.
While it may be true that US adults spend 47 percent of their time interacting with digital (online, mobile or otherwise), that doesn't mean that marketers will be seeing their investment in digital pay off in the long run.
Last summer, I heard that my alma mater was launching a mentoring program between graduates and enrolled Seniors. Even though I no longer reside in my college town, I quickly volunteered to be a guinea pig for remote mentoring
Content Marketing is a lot like dating. If you create your dating profile based on what you think potential life mates might be interested in, but don't accurately reflect who you really are, then your first date will probably be a short one.
As a marketer, I understand the challenge of reaching business decision makers like me in a fresh and meaningful way, but I will tell you that as a focus group of one, I despise the direction marketers seem to be headed:
Over the holidays, I relocated my office a few doors down the hallway in order to accommodate some staff changes. While cleaning out a bookcase, I came across a 1991 edition of Courier, the in-house newsletter for Ogilvy & Mather Direct. I had saved it because it was chock full of great tips on Client Service and reminded me of how much I had learned during my days at OMD.
In the late 1990's, I discovered ShareBuilder—an easy way to buy stocks (and even fractions of a single stock) through regular, automatic purchases online. Far from being a savvy investor, I found ShareBuilder to be the easiest and least stressful way to get involved in the stock market because, after all, how risky could a $5 or $10 weekly investment be to a neophyte like me?