Category archive for: digital marketing

Performance Marketing Comes of Age

August 21st, 2014 | 2 Comments

I’ve been thinking about the idea of performance marketing, which—to most ways of thinking, at least—is seen as a relatively narrow discipline reserved for clicks-driven and digital commerce companies with the luxury of close proximity to the transactions that drive their business. But I think it’s a discipline that should inform modern marketing in a… Read More

Six Patterns of Wow-Worthy Digital Marketing

August 12th, 2014 | 2 Comments

What makes digital marketing wow-worthy? Exceptional branded moments that remind us what great marketing is all about. These moments inspire and delight. They surprise us with their timing, with their wit, with their heart. They remind us that, at the end of the day, all things aren’t exactly equal. They remind us that the Internet… Read More

Is the CMO the CEO’s Heir Apparent?

August 6th, 2014 | 3 Comments

A lot can be learned by observing the changing of the guard. Often, behind the dignified theater of it all is a much more chaotic reality. As power shifts, as the players are reshuffled, you can see the demands of the moment set in motion, priorities personified as new leaders become the faces of the… Read More

How Does Your Brand’s Story Compare to the Next Best Alternative?

July 30th, 2014 | No Comments

The best marketing has always been about telling great stories—stories that engage audiences on an emotional level. The mad men of Madison Avenue have known this since the dawn of time (or Times Square, anyway, whose modern incarnation roughly coincides with the rise of mainstream marketing. But that’s another story itself). Today we’re all part… Read More

Analytical Marketers Discern Patterns; Visionary Marketers Create Them

July 24th, 2014 | 2 Comments

The fact that human beings are uncomfortable with ambiguity shouldn’t come as any great surprise. We are, as a species, wired to seek order where it doesn’t exist—to turn vast expanses of cognitive clutter into orderly arrangements that tell coherent stories that we can readily comprehend and assimilate into our understanding of the world. This… Read More

Digital Commerce is No Field of Dreams

July 15th, 2014 | No Comments

In the movie “Field of Dreams,” Kevin Costner is famously egged on by a voice that tells him, if he builds it, they will come. He takes the voice at its word and, as promised, a ballgame ensues. He built it. They came. If only everything were so simple! It turns out that hanging a… Read More

Marketers Should Speak Less and Listen More

July 8th, 2014 | No Comments

Here’s a confession: I have a low threshold for verbosity. Why? Because I believe in the poet’s principle that words have more power in tight arrangement. But I also think that long, meandering rhetorical runs can be self indulgent, something you’d expect from the prattling dinner party guest with the coiffed mane and tight turtleneck… Read More

Four Types of CMOs

June 24th, 2014 | 6 Comments

A lot is said these days about the CMO’s preparedness to navigate what is, even by most conservative measures, fairly extraordinary digital change. Today, the CMO is expected to meet the connected consumer on a self-directed buying journey with compelling, relevant and resonant offers and experiences. That’s no small task. Last year, I wrote “The… Read More

Have You Moved the Needle Today?

June 17th, 2014 | 2 Comments

The discipline of getting stuff done is among the various topics that I tend to obsess over. Why? Because (wait for it …) there’s a verifiable causal relationship between efforts and outcomes. Beyond such incisive crackerjack wisdom is what may be a more meaningful explanation for my curious obsession in this area: We often confuse… Read More

Are We Witnessing a Content Marketing Correction?

June 10th, 2014 | 2 Comments

No single topic hits my inbox and feeds with quite the same regularity as content marketing. Part of the reason is surely selection bias, since it’s a key topic in my research agenda. But I also think it’s one of those foundational disciplines in digital marketing that you couldn’t possibly shake even if you tried. Why?… Read More