Where Is the Data Movement Going?

Not too long ago, I was helping a start-up company in hiring a data analyst. During that process, I interviewed a candidate who boldly

SEO Is Really an Acronym: [S]ocial Media, User [E]xperience, and Content [O]ptimization

In times not so long ago, SEO (search engine optimization) was an isolated marketing tactic. The best practices changed over time …

5 Elements to Move From Segmentation to Personalization

There is a big difference between segmentation and personalization. Most marketers do segmentation pretty well — they use some sort of

Other Staff Bloggers

Not too long ago, I was helping a start-up company in hiring a data analyst. During that process, I interviewed a candidate who boldly

“Better Data” vs. “Bigger Data” ― hopefully, this doesn’t even sound like much of a debate. Yet in many cases, the distinction isn’t so

Ask any business marketer about the importance of data, and you’ll get plenty of good answers. “It’s essential,” they’ll say.


In times not so long ago, SEO (search engine optimization) was an isolated marketing tactic. The best practices changed over time …

Missed in all of the hysteria around Mobilegeddon was the arrival of another algorithmic change, one with a very serious effect. On April 29, Google-watchers and site owners detected another "big" change creating huge drops in traffic for sites impacted. Because this change sneaked in without warning, it has been dubbed "Phantom 2." The change seems to attack the same problems addressed by Panda — the ever-pervasive and deadly — thin content. There is also speculation that another Penguin is hatching in Mountain View, readying an attack on over-optimization and other violations of Google's rules of the road.

At a baseball game the other day, I couldn't help but notice how many people in my seating area were busy looking at their phones, phablets or tablets. Baseball, with its languorous pace, provides spectators plenty of extra time to search online, check their email, send texts and engage with social media. It seems no one near me at the game was wasting a single moment of this valuable screen time. Savvy sports marketers already know this and regularly encourage social media use, providing hashtags and URLs almost everywhere.

Marketing Automation & CRM

There is a big difference between segmentation and personalization. Most marketers do segmentation pretty well — they use some sort of

I carefully filled out the registration form, clicked on the download button … and BOOM! The phone rang with his follow-up call.

“Hello Senior!” The distinctive voice of Fred Thompson, former U.S. Senator, talk show host, author and former “Law & Order” actor


In a world where subject lines dominate … can one word truly make a difference? One copywriter sets out to learn just that …

Why aren’t your subject lines for sales emails working? Because they’re probably too long, too specific and they’re telegraphing what

After a little bit of a rant in my last entry, I’m going to reel it in this week with something a little more objective: the stages of

Direct Mail, Print & Postal

Psychology is the scientific study of the human mind and its functions, especially those affecting behavior in a given context.

The key to effective direct mail is perspective. Perspective is a particular attitude toward or way of regarding something; a point of view. Why is this so important in direct mail marketing? Knowing your audience and how they will perceive your message can make or break your results

I will admit to doing a lot of reading. What can I say, I love it. I especially like to read something and find out that my own views have been verified. So, when I read the Washington Post article "Why digital natives prefer reading in print. Yes, you read that right." I was so excited! Here is someone else saying the same things about print that I say every day. Basically in summary, people prefer to read in print rather than digital.

Branding, Agency & Creative

It’s said that in life, words matter. Simple phrases and how we say them as we interact reveals much about our inner character.

Have you reviewed your site’s formula for creating your page titles and meta descriptions recently? If you have not, let me give you

Here is a rundown of my favorite subject lines to hit my inbox this past month!

Marketing Strategy

In April 2015, Google rolled out a new algorithm update that places more importance on mobile optimization.

There are many, many times when we get asked, “Is sending a letter better?” With the fast paced world now, many people are worried that a letter will go unread, so sending a postcard would be better. Here I will attempt to answer that question, beyond just, “Well … it depends.” So let’s take the time…

The most strategically planned offline direct marketing effort can be sabotaged by weak links in an online sales order processing system. Moving a prospect from any offline channel marketing to online ordering has its clear benefits, but can be tricky. Whether from direct mail, broadcast, or other print source, your offline to online (o2o) channel redirection must be carefully designed, tested, and refined to maximize the conversion process. So here are five recommendations to ensure a seamless o2o leap.

Social Media

Sharing content on LinkedIn to create sales is, for most of us, a fairy tale.

Most email prospecting templates fail because they are too self-centered, too long and not provocative enough.

Is InMail worth it? LinkedIn wants you to think so. But is it a good investment for you, in your specific situation? Sometimes yes, other times no. Here's a quick checklist to make a smart assessment that leads to an educated decision. Think twice if you:

Measurement & Metrics

SEO (search engine optimization) is undergoing rapid changes as Google rolls out new updates, and it can be tough to stay ahead of the

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.

It seems easy enough to answer the question: How to know if a marketing campaign measures up? But managing client expectations (whether they're internal or external) is sometimes more fuzzy

Online Marketing

One of the biggest mistakes you can make with your Google AdWords campaign is failing to optimize your landing page. No matter how carefully you fine tune your ad copy, tweak your keyword match settings and reallocate your budget, if your landing page conversion rates are low, you are literally giving away sales

Google has changed the requirements for its Trusted Stores program to make it easier for stores to join the program. What does this promise for the consumer, for merchants taking advantage of the offer, particularly those who went through the initial vetting process necessary to obtain the designation, as well as for Google? When Google first set up its Trusted Stores program, it provided a level of purchase protection for consumers and a conversion enhancement incentive for merchants displaying the Trusted Stores badge. The program badge provides consumers a level of confidence prior to purchase, and for consumers opting-in at time of purchase, a free purchase protection program; whereby, Google promises to intervene if there was an issue with the purchase. To display the Google Trusted Stores badge, the merchant had to submit feeds with shipping and cancellation information to prove that the merchant met specific levels of shipping and customer satisfaction performance set by Google.

Happy New Year! As we look ahead this year with confidence in our ability to reach those aggressive goals and objectives, it seems that all the great marketing will be done by organizations who are customer-centric, nimble across channels, purposeful in messaging and timing, well-organized and collaborative and, perhaps as an underlying imperative to all of those … in control of their technology. CRM and Integrated Marketing Management (IMM) are core areas of marketing technology investment and opportunity for all of us. I summarize the (near) future of IMM with three words: Data, content and automation.


I don't have to tell you that we are living in a mobile-first world that continues to drive brands to explore new ways to engage consumers. This ever-changing mobile landscape requires marketers to determine the best ways to connect with their mobile consumers with interactions that will resonate across varying screen sizes.

As smartphones and tablets evolve, the bright lines that previously separated digital, print, TV, mobile and PC are now beginning to fade away. Advertising, now more than ever, needs to be wherever and whenever the consumer wants it be, and "mobile" is not so much a device-type as it is a behavior or state of mind

Direct mail is an effective way to reach prospects and customers. But, we have to admit that both customers and prospects are becoming more mobile and therefore digital content is becoming more important