Category archive for: digital marketing

Digital Marketing and the Tyranny of Targeting

November 18th, 2014 | 4 Comments

Ever feel like you’re being watched? It’s that vaguely disconcerting sense that, without permission, someone has entered into your personal space. And it’s every bit as creepy as it sounds, in both physical and virtual worlds. Yet many marketers continue to cross the line. Why? Call it the tyranny of targeting, the consequence of the… Read More

Content Marketers Should Adopt Newsroom Habits

November 11th, 2014 | 2 Comments

A lot of marketers have asked me how to organize to meet the accelerated demands of their content marketing efforts. I generally point to the newsroom masthead for inspiration. Here, roles are organized to address roughly three factors of complexity: A portfolio of diverse subject matter—or “beats,”—which range from general to specialized, from broad to… Read More

Most Marketers Have This Loyalty Thing All Wrong

November 5th, 2014 | 6 Comments

Most loyalty programs are a bit of a misnomer when you consider their actual intent. More often than not, they’re structured to reward a consumer’s transactional loyalty to a business or a brand—not to demonstrate loyalty to the customer. For the third year straight, a Deloitte survey of 4,047 consumers across 28 product categories and… Read More

Tesco’s Fall from Grace and the Big Data Blind Spot

October 29th, 2014 | 1 Comment

Last year, my colleague Andrew Frank and I introduced the Intelligent Brand Framework as something of a reaction to the overstated promise of big data. Our premise was that data-driven intelligence, while crucial, was far from everything—and marketers that confused it as some sort of silver bullet were bound to find themselves on the wrong… Read More

Gartner Surveys Confirm Customer Experience Is the New Battlefield

October 23rd, 2014 | 3 Comments

Every year, my colleague Laura McLellan looks into marketers’ pockets. How they spend their money, she’s likely to tell you, reveals what’s on their minds. Here, truth isn’t subject to the distortions of interpretation, politics or spin that, as industry analysts, we occasionally negotiate. Here, what you see is what you get—and what you get… Read More

House of Cards and the Difference Between Loyalty and Advocacy

October 15th, 2014 | No Comments

I was late to the House of Cards party. In fact, I almost didn’t show up. Quite consciously, I determined I wouldn’t submit to the siren song of this algorithmically derived leviathan for fear of its well documented addictive qualities. But then I got curious. Really, how bad could it be? First, let me say… Read More

The Attributes of Effective Marketing Content

October 7th, 2014 | No Comments

Over the weekend, I ran a quick-and-dirty thought experiment. I looked at the YouTube content published by the world’s top five most valuable brands as reported by the BrandFinance Global 500: Apple, Samsung, Google, Microsoft and Verizon. I watched the first 10 videos filtered by date, trying to avoid those that were overtly corporate or… Read More

Message for Marketers: Be True to Thyself

September 30th, 2014 | No Comments

If you made it to Indianapolis last week for the Connections event, you heard a lot of digital marketing vision in support of the overarching theme that the journey is, indeed, the reward. This theme, of course, is a clever tie-in to Journey Builder, a capability that’s fast become the center of gravity for the ExactTarget… Read More

Make Multichannel Marketing More than Orchestrated Pestering

September 24th, 2014 | 1 Comment

Mike McGuire is Gartner’s mobile marketing maestro. He’s a thoughtful guy who understands the slippery slope of mobile marketing. He’ll tell you that proximity doesn’t equal permission. What he means is that location is just one of many attributes of personalization—and certainly not reason enough to engage. He’ll tell you that nobody likes a Chester.… Read More

Content Marketers Should Think Beyond the Blog Post

September 17th, 2014 | No Comments

Last year’s Gartner Digital Marketing Spending Survey showed content marketing in an enviable position, second only to paid media in spending priority. This year, it fell five places to an unremarkable sixth. I’ve explored the potential reasons in previous posts. The crux of the correction? A frustration with the lack of transparency in measuring content… Read More