When marketers approach content that needs freshening up, we tend to just wing it. We make changes in a disorganized, disorderly fashion – tweak some copy here, change the headline there, maybe swap out an image or two. This would be fine if we didn’t then expect our content to deliver disproportionate results to our…
Here’s a brief thought exercise. Would you hire this employee? If they were on your staff, would you retain them? Punches the clock exactly, and refuses overtime without significant compensation Does the absolute minimum work possible to not get fired Spends their free time outside of work promoting themselves relentlessly Spends half their time at…
If we survey the landscape of the most popular social and business influencers, we find common words and themes such as “rise and grind”, “hustle”, etc. In an era when lots of people believe they are automatically entitled to The Good Life, a message that work is hard is a welcome one. Far too many…
Marketers have traditionally been famous for not being mathematically-inclined. However, without an understanding of statistics and economics, marketers will be less effective in their work. In this post, we’ll explore why macroeconomics matters to marketers. Macroeconomics is Marketing’s Precursor What is macroeconomics and why should marketers care? Macroeconomics is the study of (and the corpus…
One of the fulfilled promises of artificial intelligence and machine learning is that these technologies make Big Data manageable. Big Data – the billions or trillions of records published daily – is beyond the scope of what humans can process. We would run out of lifetime before we read all the tweets, texts, and posts…
Service is the dominant form of industry these days. Everything is a service; in fact, -as-a-service is appended to an enormous number of industries. We have software-as-a-service. (the online apps economy) We have platform-as-a-service. (the API economy) We have vehicles-as-a-service. (the ridesharing companies) We have space-as-a-service. (home and office timesharing apps) Yet how many of…
One of the banes of travel for me has traditionally been the garment bag, which has been a royal pain in the butt. It’s large and unwieldy, it fits poorly in overhead compartments, and it gets jostled and crushed so much in the travel process that the garments inside don’t arrive any less wrinkled. I…
While we tend to think of the web and social media as the most data-rich digital marketing channels to apply predictive analytics to, every channel, every discipline, every strategy benefits from predictive analytics. Consider the workhorse of digital marketing, email marketing. Email marketing has long held the crown of maximum ROI, with figures such as…
In the last post, we discussed what an asset was, in the strict financial sense; Investopedia defines an asset as: An asset is a resource with economic value that an individual, corporation or country owns or controls with the expectation that it will provide future benefit. We’ve established that content could be an asset, could…
We’ve reached a critical moment in the calendar year. From the day after Labor Day until the end of the year, marketers – B2B and B2C alike – sprint for the finish line. Marketing programs that throttled budgets down during the summer months roar back to life. Dormant email campaigns awaken. Social media channels resume…
