A surprising number of people have asked me in the past day this question or variations thereof: “When should we use inbound vs. outbound marketing?” The answer to this question is simple: Stop asking this question. “Inbound” marketing is a meaningless distinction. So is “outbound” marketing. By drawing a distinction between passive and active marketing…
We live in a world that is sometimes described as post-factual, a world in which the average person ignores data and facts in favor of a belief. While politics, for example, has always had a questionable relationship with fact, recent times have transformed “spin” into egregious falsehoods. However, politics is not alone in the post-factual…
One of the simplest, yet most powerful ways to perform attribution analysis as a marketer is to ask people in an open-ended way how they heard of you. My friend and colleague Tom Webster recommends asking, “What made you contact us today?” as a variation. This creates a challenge for many marketers. What we receive…
I’m a self-professed nerd. I react with the same amount of excitement and vigor about a new software release that baseball fans react with about a new season or that Netflix fans react with about new episodes of their favorite show. When IBM Watson Analytics released its new version, I immediately jumped in with my…
One of my SHIFT Communications coworkers recently asked, “what’s the difference between whitepapers and eBooks?” This is a surprisingly common question among content marketers. What constitutes a whitepaper vs. an eBook? Is it length? Intended audience? Format? Noted marketing author and friend David Meerman Scott says, somewhat tongue-in-cheek, that a whitepaper is any document printed…
Google recently announced that it was throttling results in its AdWords Keyword Planner for low-paying/free users of its software. Penalized users will now receive general logarithmic estimates of keyword volume, rather than more exact estimates. For those SEO and SEM marketers who are not conducting extensive AdWords campaigns and spending big bucks, what alternatives do…
Brain writing has come to the forefront again as a creative assistance tool. Companies are realizing brainstorming, as its currently handled, is deeply flawed, as I documented in Marketing Red Belt years ago. Why? Brainstorming suffers from group dynamics, most notably what I call the HIPPO problem: the Highest Individually Paid Person’s Opinion tends to…
A few people have asked for some general advice about keeping safe in unsafe, uncertain times and places. The ABCDEF basics apply to everyone, are easy to remember, and easy to teach others. Please feel free to share this with others if you think it would be helpful to them. The Checklist Avoid being alone.…
I read with curiosity recently a piece on TechCrunch titled “How Google Analytics Ruined Marketing”. The author posited that Google Analytics’ focus on digital and last-touch attribution has ruined marketing. How? By strongly encouraging marketers to think in pre-defined digital buckets and about last-touch attribution only. The latter criticism is wrong; Google Analytics hasn’t used…
One of the most evergreen questions in email marketing is how to keep people from unsubscribing to your email marketing. As I was surfing through the morning’s news, I saw yet another article on 3 tips for keeping people subscribed, with the usual roundup of useless, user-hostile tips like putting the unsubscribe link at the…
