Blogs

Learning From 2020’s Brand Reputation Winners and Losers

Not surprisingly, the companies with top reputations in 2020 are trusted, focused on consumers' safety and well-being, and align with their consumers' values and causes. In a time when our country has become increasingly divided, Americans are turning to corporations to respond to critical issues like racial equality, the COVID-19 pandemic and the declining quality…

How to Stretch Your Marketing Budget by Updating Old Blog Posts

Growing and learning is part of being human. It’s also part of being a content marketer. If you don’t look back at your early work and cringe at what you see, you’re not doing it right. Did you outsource content to the lowest bidder and end up with poorly written dreck that uses 1,000 words…

Why Brands Need to Master the Ownership Experience

For consumer durable brands, consumers are not just buyers. They are owners who will interact with the product and brand for years. Yet, for decades, consumer durable brands have traditionally relied on retailers to own the ownership experience, while they focused on product design and manufacturing. As a result, durable brands have limited to no…

Other Staff Bloggers
Branding, Agency & Creative

Not surprisingly, the companies with top reputations in 2020 are trusted, focused on consumers' safety and well-being, and align with their consumers' values and causes. In a time when our country has become increasingly divided, Americans are turning to corporations to respond to critical issues like racial equality, the COVID-19 pandemic and the declining quality…

When I turned to startups to ease my move to CA, it was like living through a presentation about brand experience do’s and don’ts.

Brands in 2020 need to go back to their core customers, and remind their audience of their authentic values in the Age of “Re-“.

Search

Growing and learning is part of being human. It’s also part of being a content marketer. If you don’t look back at your early work and cringe at what you see, you’re not doing it right. Did you outsource content to the lowest bidder and end up with poorly written dreck that uses 1,000 words…

Learn how to improve Landing Page Experience, which is one of three important criteria Google uses to assign an Ad Quality Score.

Learn 5 common mistakes businesses make with landing pages that can cost hundreds to thousands in lost sales.

Online Marketing

For consumer durable brands, consumers are not just buyers. They are owners who will interact with the product and brand for years. Yet, for decades, consumer durable brands have traditionally relied on retailers to own the ownership experience, while they focused on product design and manufacturing. As a result, durable brands have limited to no…

The barrage of website options can be hard to resist, which is why so many websites begin to look like Frankenstein’s monster.

Amazon Business is expected to reach $52 billion in sales by 2023; Alibaba and eBay are also competing actively in the B2B space.

Marketing Automation & CRM

The use of AI has accelerated in the months since COVID-19 first gripped the world. With consumers seeking contactless or non-touch interfaces and AI tools expanding their capabilities, it’s clear that AI has a growing impact on customer experience and our daily lives. According to Capgemini’s new report, The Art of Customer-Centric Artificial Intelligence, more…

Model-based targeting is a long series of iterative adjustments, and there are many things to be checked and tweaked.

Before you get started, you must recognize that there are multiple steps in predictive modeling.

Content Marketing

We should be creating content that appeals to our target audience at all stages of their buying process.

In content marketing, partnerships can prove the truth behind the idea that the whole can be more than the sum of its parts.

When building a content marketing program for your organization, creating content is only the first step.

Marketing Strategy

Personalization is a team sport, and it is only as good as the weakest link.

The mindset you apply to your marketing as you face this challenging new business environment will determine if you succeed or fail.

Watching COVID-19 infection rates spread around the country – with record infection rates now predominantly in the Southern and Western Tiers – only underscores how hard a decision it is for public officials to resist science and public health experts and reopen their schools later this month. Colleges and universities, both public and private, also…

Measurement & Metrics

While we were on summer vacation, the ugly state of politics brought the USPS to the top of the news cycle. Maybe that’s a good thing.

A new report on how brands can recognize unique customers across platforms underscores how tough this job is for data-driven marketers.

I’d like to share what is working and what influencer marketing needs to do to become a trusted channel.

B-to-C

By walking in your customers’ shoes, you’ll discover what’s working with your brand experience and what is not.

Barefoot Wine re-edited a summer ad campaign shot before the pandemic to ensure it was still spot-on.

La-Z-Boy has a new campaign that combines a considerate donation with some heartfelt user-generated content.

B-to-B

Let’s look at the advantages and disadvantages of doing your own digital marketing.

Ruth Stevens talked with Roger McDonald to gather his views on what’s going on with B2B marketing and offer insights.

The event business has been turned upside down, so my annual post covering B2B marketing conferences of 2020 is due for a refresh.

Data

COVID-19 and its recessionary impacts may be hanging around. How may this have changed marketing mid-year, and possibly permanently?

Here are three questions data-driven marketers need to ask in order to evaluate their resource allocation.

Direct Mail, Print & Postal

Depending upon which experts you heed, the U.S. Postal Service is either just a few months away from…

As marketers, we have to ask ourselves how much "noise" we will be required to make to have our offerings heard against this cacophony of messages and how much our customers and prospects are willing to tolerate?

Many marketers are struggling to generate leads that convert to sales, and it’s clear that more efficient strategies are needed.

Social Media

Should brands act, behave and communicate like people? Authenticity must be the measure.

Reese Witherspoon’s Draper James fashion line’s free dress for teachers giveaway launched earlier in April has turned into a debacle.

Every day, advertising trends are emerging. These trends and tactics are newly developed as a means to best reach a target audience.

Email

Don’t take email marketing for granted. It’s time for email strategy to evolve because Google is changing the game.

A solid email marketing program should always be a part of your digital arsenal, now matter what’s going on in the world.

For today’s “What Were They Thinking?” post, Melissa shares some COVID-19 emails I’ve received from brands and nonprofits.

Mobile

Last year, I reported on some of the things my students wrote about who gains from the value exchange of convenience-for-personal-data.

Over time, the simplicity of Google’s results page has clearly eroded. The Google SERP today is visually very noisy, with lots of distr

This year, I want to take a more childish approach and write an SEO wish list for Santa.