A simple settings change in Google’s Chrome browser is going to wreak Y2k-like havoc on the entire digital marketing industry by the end of 2024. That change? Third-party cookies will default to being blocked.
Modern marketers are facing more and more responsibility to make sure leads come in and close. It’s enough to scare the bejeebers out of anybody. Some are eyeballing direct mail as one more solution to help move prospects along. However, a recent report from PFL and Forrester Consulting, “Hybrid Experiences Bring Direct Mail Into The Digital Age,” (click here to download; easy registration require...
That was a huge factor in the internet’s acceptance so early, so quickly, and by so many. It was cheap to produce and cheap to deliver. And while physical marketing (particularly direct mail) had good trackability, it was scant compared with the data digital marketing could deliver. But the ensuing years have shown that many of the cost-savings of digital have been offset by increased expenses...
Just north of 20 years ago, a book about how the internet impacts marketing was written. “The Cluetrain Manifesto,” by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger, was centered on one big idea: “Markets are conversations.” By arguing that “markets are conversations,” The Cluetrain Manifesto was pointing at a fundamental change that the internet—which was just becoming a c...
Content marketers rally behind the banner of producing ever more excellent content marketing. Without a doubt, excellence has rightly become the baseline. But excellence, in and of itself, doesn’t guarantee a first-page ranking in Google. Nor a viral share in social media.
...The confluence of internet infrastructure, truly useful web-based publishing applications, and web search enabled the company to popularize a shift in the marketing eco-system paradigm. It makes perfect sense: instead of carpet-bombing your market with interruptive messaging, create the content that will attract the people you want to reach. Create good content, the argument goes, and the pe...
How is your martech stack working for you? For the uninitiated, a martech stack (or marketing technology stack) is the set of technologies that marketers use to perform various marketing activities. How you collect leads and nurture them along the path to becoming a customer are just some of the activities that are handled by a martech stack. For many growing companies, the martech stack can be...
In one experiment into the value of randomness, Ellevate showed three groups of consumers the same movie trailer. One group was told it was randomly selected from a set of 100 trailers. Another group was told the trailer came randomly selected from only 10 options. A third group was shown the trailer and told that a marketer had selected the trailer. Who reported more satisfaction? Consumers pref...
Marketers in the attention economy need to pull out all the stops when it comes to converting complete strangers into paying customers. While sources differ on the number of touchpoints it takes to convert a customer, Hubspot and others estimate that it takes 8 touchpoints to generate a conversion. Modern marketers look almost universally at digital methodologies for reaching prospects. But th...
Review your marketing personas, interview key SMEs, review analytics and editorial efforts of competitors.
Assess what kinds of content will appeal to your ideal customers.
Write and promote content that meets their needs and wants.
Use analytics to determine how well the content did.
Revise and improve content plan based on what was learned.
Here's how we can work together.
