Blogs

Know What to Automate With Machine Learning

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

What’s in a Name? A Lot. Here's How to Successfully Rebrand Your Business

Successful rebranding, regardless of the impetus, starts with a thoughtful assessment of why, what, how, when, and where.

The Power of Content Marketing Partnerships and Alliances

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

Other Staff Bloggers
Marketing Automation & CRM

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

AI-based software and apps can be used at every stage of the buyer’s funnel – Awareness, Consideration, Decision and Loyalty.

Customer acquisition is the most expensive part of marketing, but no company can afford to abandon marketing for new customers.

Marketing Strategy

Successful rebranding, regardless of the impetus, starts with a thoughtful assessment of why, what, how, when, and where.

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

Right now even brands with messaging documents longer than most PhD dissertations are struggling to decide if and how to respond to current events. From COVID-19 to widespread protests tied to inequality, we’re seeing brands issue commentary on unexpected topics. Virtually all of my clients have asked about it, and it’s likely to keep coming…

Search

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

Learn how to use your customer avatar to guide important decisions about your Google Ads campaigns.

If you don’t keep up with the latest SEO developments, you may end up doing more harm than good.

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.

Content Marketing

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

You’ve got to know what’s out there if you’re going to attract the audience you want.

Improving your sales team’s effectiveness is an ongoing process. Content marketing can help.

Branding, Agency & Creative

As marketers, we must put our corporate social responsibility programs to work to effect change.

While some brands may be reluctant to enter political discussions, the state of race and racial violence is more than politics.

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

Data

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

Here are the essentials of what a CDP needs to be and do, and what the common elements of useful marketing databases are.

In late 2019, Gartner predicted “80% of marketers who have invested in personalization efforts will abandon them by 2025…”

B-to-B

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.

People always ask what they should read to keep up on B2B marketing. Naturally, I have favorite sites, since I need to keep up myself.

B-to-C

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.

Pedigree has a new campaign helping animal shelters provide virtual dog adoption interview possibilities via Zoom.

Social Media

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.

With the “death” of Mr. Peanut, it’s clear that Planters opted to invest in a viral marketing effort ahead of its Super Bowl ad.

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.

Online Marketing

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

I thought it would be a wonderful idea to talk to one of the original greats in video advertising, Tim Hawthorne, founder of Hawthorne Advertising, who will be bestowed a “Lifetime Achievement” honor by Marketing EDGE as part of its EDGE Awards.

If a marketer sends you 20 promotional emails in a month, is that too much? You may say “yes” without even thinking about it.

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.

Measurement & Metrics

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

These tips will help you make improvements to drive more eCommerce sales from your different marketing channels. 

Reviewing your website’s security, privacy policies, accessibility, and analytics can improve performance over the course of the year.