Tag archive for: digital marketing

@Twitter Files for IPO #KA-CHING

September 13, 2013 | 0 Comments

It’s said that Twitter’s early incarnation, Odeo, floundered so badly that founder Evan Williams offered to return investors’ capital. Some gladly accepted. The big fish that got away: these stories are legendary in Silicon Valley investor circles. There are dozens of them for every outsized exit investors narrowly missed. Of course the second act of… Read More

Brand Storytelling as “Narrative Transportation”

September 10, 2013 | 1 Comment

Having done my part to raise two daughters, I know the value of storytelling. I know the transportive power of a richly rendered narrative, delivered with commitment to its intent. I know that the faraway look in my daughters’ eyes is the exact opposite of the glazed-over boredom it may suggest; it’s engagement, rapt attention… Read More

A Picture May Be Worth a Thousand Words—But How Do You Make it Worth $1000?

September 4, 2013 | 2 Comments

Beyond its well-deserved place in the canon of tired clichés, that a picture is worth a thousand words is perhaps still the best explanation for why marketing’s content supply chain has become so image rich. Who wants to parse text when an image will do? Who wants to unpack prose when a picture will tell… Read More

The Three Cs of Content Marketing

August 29, 2013 | 0 Comments

A couple weeks ago, I introduced content marketing’s iron triangle, the inexorable force that makes content foundational to three interrelated disciplines: search, social and multichannel marketing. Today, I’d like to offer another trinity for your consideration. The Three Cs of Content Marketing: Creation—is the collaborative, often distributed process of generating original ideas and creative output… Read More

What’s it Take to Be a Creative Marketer? Start By Embracing Your Inner Goofball

August 26, 2013 | 0 Comments

This week’s New York Times Sunday Business section featured an interview with Glenn Kelman, the CEO of Redfin, an online real estate brokerage site. I don’t know Glenn and I know little about Redfin. But the headline certainly caught my eye: “Be Yourself, Even if You’re a Little Goofy.” I read this as a variation… Read More

The Iron Triangle of Content Marketing

August 19, 2013 | 0 Comments

For digital marketers these days, content marketing is hard to ignore. Why? Because it’s at the center of an iron triangle, a mutually reinforcing set of requirements that make great content foundational to so many digital marketing practices. Political scientists use the iron triangle concept to describe mutually interdependent policy-making situations that are both influenced by… Read More

Book Review: Best Practices Are Stupid

August 12, 2013 | 4 Comments

Vacations can be an ideal time to put a dent in the reading backlog. Bill Gates made a tradition of his “think weeks,” reading *vacations* during which he’d famously speed read through the densest of tomes with his inimitably serious-minded purpose. Needless to say, we’re not all Bill Gates. My vacation selections aren’t exactly puffy-covered… Read More

Big Data Promises Overstated? Yes and No. Stopping by the Data Ops Neighborhood in Search of the Truth

August 1, 2013 | 1 Comment

When you ride the rails of the digital marketing transit map, be sure to stop by the data ops neighborhood. Here, you’ll find an eclectic mix of serious-minded folks engaged in disciplines ranging from the well established—media metrics and campaign management, for example; to the bleeding edge—like automatic content recognition, microsensors and emotion detection. Beyond… Read More

Gartner’s Digital Marketing Hype Cycle Separates the Signal from the Noise

July 26, 2013 | 0 Comments

What’s frothier than digital marketing these days? Brands now recognize that the connected consumer is a game-changer. How marketers find, engage, convert and retain customers will never be the same. Product and service alternatives are abundant. Brand loyalty is fleeting. And the buying journey—once a relatively predictable march—is now a wandering walkabout, as consumers dart… Read More

The Inexorable Pull of the Digital Marketing Hub

July 24, 2013 | 1 Comment

Last month, I presented the idea of the digital marketing hub as the final architectural frontier of our collective automation ambitions. The hub, if you recall, is a set of converged digital marketing capabilities that span the neighborhoods and tracks recently introduced in the digital marketing transit map. This convergence unifies collaboration, customer data, analytics… Read More