Influence is a nebulous term. Its Latin roots hint at things flowing into something, the idea that ethereal energy flows into human destiny. Yet it might not be too bold to say that our ability to measure marketing influencers controls the destiny of our marketing today. Why does measuring influencers matter? Not all influencers are…
Why do marketers care so much about influencers? In the battle for attention between influencers and brands, influencers crush our brands. Influencer marketing matters more than ever. With Twitter’s new timelines, every major social network now offers some level of filtering based on engagement. We must elicit engagement from our audiences, or our social media…
Past advice can be dangerous in digital marketing. What was effective even a day ago can suddenly become ineffective or counterproductive overnight. Why do things turn on a dime in digital marketing? Unlike human-based mental algorithms, machine algorithms change in a nanosecond and the change is absolute. Humans take a while to accept a new…
Publishers, in an attempt to recoup revenue losses, are trying to block the ad blockers. They are doomed to fail, not because ad blocking technology is superior, but because of content shock. Since the Internet became public, we’ve been in a technological arms race. For every new advertising tool developed by marketers, enterprising technologists develop…
Is business slowing down? A handful of leading indicators may warrant concern. A theme I’ve heard repeated in many different business conversations is that business is slowing down. Customers aren’t buying as much. Executives aren’t signing contracts. Sales prospects are stalling in the pipeline. Are there economic indicators which could explain this phenomenon? Or are…
Last year I had the privilege to attend IBM’s Analytics for All event featuring one of my favorite products, Watson Analytics. As one of a dozen IBM Futurists, we were asked for our perspective on analytics trends. Here’s what Valdis Krebs and I shared: Click here to see the video on YouTube. My prediction about…
Part of the innovation formula in Leading Innovation involves curiosity. We ask questions like, “what would happen if…?” and “what happened when I…?” It’s Groundhog Day today, the day when Punxsutawney Phil emerges from whatever container he’s kept in and looks for his shadow. Legend has it, if he doesn’t see his shadow, spring is…
Accelerated Mobile Pages promise to make our sites faster and cleaner on mobile devices. Until recently, we had no way of tracking our visitors to these mobile-specific pages. Google just published its AMP Analytics integration instructions, so if you’ve got a WordPress site, watch this video. You’ll transform your regular WordPress blog into an AMP-ready…
Too often, marketers measure the wrong goal, measuring diagnostic metrics instead of actual goals. My friend and mentor Tom Webster recently shared a fascinating article about the computation of the calorie. Already an inexact measure, scientists now suspect measuring the calorie may be far more inaccurate. Counting calories alone may not help a dieter achieve…
