If you didn’t hear about it, Twitter recently released its own version of Audience Insights. I wrote up a lengthy review of it here that you might find helpful for understanding what’s in the box. What’s not in the box is the last paragraph, which is about differing audiences. What do you do when your
Over the past year and a half, much has been made of Mark Schaefer’s theory of Content Shock, the idea that we are incurring rapidly diminishing returns on content marketing. Part of the reason is the explosion of content being created by everyone. A bigger part of the diminishing returns in the Content Shock theory
I was recently asked what’s working today in digital marketing, what channels are most successful for me now. This is an odd question, when you think about it, and betrays a certain naive mindset. “What’s working best” implies that there’s a magic wand, a silver bullet that will fix your marketing woes. What’s working best
One of the cliches I rather dislike is “That’s a good problem to have!”. As Chancellor Palpatine said once, “Good is a point of view,”. A good problem to have is still a problem, and I’ve got a problem you might be able to solve. At SHIFT Communications, my problem is too many great clients
Resolution in optics is defined as how much detail you can see, the degree of detail visible. Televisions are sold by their resolution, with numbers like 720p, 1080p, and 4K. Microscopes are sold by resolution, such as 20x, 50x, and 150x. Even marketing analytics tools offer analogs to resolution, such as how often reporting is
“You never get a second chance to make a first impression” is a time-honored cliche. Yet we also hear not to judge a book by its cover, that beauty is more than skin deep, and a variety of other cliches advising against snap judgement. What’s a marketer to do? Impactful first impressions are inferred impressions; what you take away from an interaction creates an inference for subsequent interactions. For
There’s an urban legend from several different colleges about how a school didn’t pave sidewalks in the first year of its new construction. The school simply let students wear paths in the grass and then paved over where they walked later, in order to create a campus that felt the most natural. While apocryphal, the
About once per marketing conference, someone on stage derisively remarks about certain metrics as vanity metrics: Twitter followers don’t matter. Facebook Likes are unimportant. Website visits don’t mean anything. Who cares who re-Pinned you? Now, imagine for a moment you owned a coffee shop. Inside you served the world’s best coffee, hand-picked single estate reserve
