Category archive for: digital marketing

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

Modern Marketing is About Sense and Respond, Not Command and Control

September 10th, 2014 | No Comments

In the somewhat arcane world of control theory, there’s the concept of sense and respond, which refers to how complex systems adapt and evolve based on continuous, often minute adjustments to the signals they detect in their environments. These autonomous, often autonomic systems take many forms. People sense and respond through a combination of rules,… Read More

Uber vs. Bieber: A Fictional Face Off with a Minor Message for Marketers

September 3rd, 2014 | 1 Comment

Each Sunday morning, before my family perks, I exercise a decades’ long New York Times habit. I read the business section first, then the front pages, then the Week in Review, then the Book Review. Then I reach for the NY Times Magazine, where I spend indulgent minutes parsing the “One-Page Magazine,” the bite-sized sampler… Read More

When Ego Overtakes Audience in Content Marketing

August 27th, 2014 | No Comments

The term “thought leader” has always rubbed me wrong. It sounds self righteous and pompous. Not unlike “hip” or “cool,” it’s something you really can’t bestow upon yourself without wholly cancelling its effect. Other superlatives subject to this rule? Guru. Visionary. Don’t even get me started on growth hacker. But social media is both ecosystem… Read More

Performance Marketing Comes of Age

August 21st, 2014 | 3 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