Do industry marketing benchmarks matter? Consider these two benchmarks, completely out of context: The average clickthrough rate (CTR) is about 4% for B2B. (source) The average Facebook organic reach for pages with 500 likes or more is 2.11%. (source) Do these benchmarks provide you any useful insights? On the surface, they might seem to, but…
One of my favorite comfort dishes is simple Japanese miso soup, often served in Japanese restaurants as an appetizer. Miso soup is made from a few simple ingredients such as miso paste, bonito flakes, and seaweed; while it’s not difficult to make, there are some tricks to make it as close to restaurant quality as…
Digital marketing has an attribution problem. We’re stymied by encrypted search, which takes away our ability to detect basic information about where our visitors are coming from or what they searched for. We’re challenged by dark social, which takes away search and attribution data from mobile apps like WeChat, WhatsApp, etc. Social analytics company Radium…
Samantha Anderson asked, “How do you set goals in Google Analytics for non-profit organizations?” Regardless of business type, almost every kind of business or organization has financial interactions. Even the most noble non-profit still has expenses that it must pay – salaries, rent, electricity, etc. The only organization which truly doesn’t need to focus on…
This week, let’s look at a general pest repellant for the garden. I’m a fan of natural solutions when the science behind them is sound. I’m also a fan of making things yourself whenever possible, because that’s the only surefire guarantee that you know what the ingredients are. The intent of this DIY garden pest…
How valuable are professional marketing certifications? I don’t mean full academic credentials like an MBA; I refer to certifications like Hubspot’s Inbound Marketing Certification or Google’s Analytics Qualified Individual certification. To some people, these certifications are stamps of approval, validation by a third party of our knowledge and skills. To other people, these certifications are…
Personal branding has been a hot topic since the dawn of the digital age. In the last 13 years, it’s become one of the most searched topics by people: However, one area of personal branding has remained elusive: measuring it effectively. Many personal branding guides, coaches, and textbooks advocate tracking little bits of data here…
One of my favorite spices is horseradish. I’m not as much a fan of capsaicin-based spice like chili sauces, etc. as I am of allyl isothiocyanate-based spices like horseradish or wasabi. They’re a different type of spice, one I prefer. An application I particularly enjoy is horseradish sauce, the sweet, vinegar horseradish blend you often…
One of my favorite genres of explainer videos is the stop-motion animation/stop-action animation video. First made by Common Craft for explaining Internet concepts, then used by Kathy Maister’s Start Cooking video podcast, these have been a select part of video online for over a decade: The tough part about doing the stop-motion animation on paper…
