Strategy
Two Challenges Marketers Face
Today, digital has eclipsed the traditional marketing channels. Traditional marketing practices still take place, however, the growth of technology (the internet, websites and social networks)
Strategy
Sales, Marketing, and the Relationship Curve
Have you ever felt that you were being “sold” to? Perhaps from a slightly-too-pushy salesperson or an over-the-top marketing campaign? If so, you are not alone. This
Strategy
Brand Velocity and Momentum Marketing
What defines a successful marketing campaign? Beyond the obvious (ROI), it is the momentum that each campaign can build. Consider that a single marketing campaign is little
Strategy
Building an internal brand: the Intranet Maturity Model
Marketers look to advertising campaigns, the web, a logo, and earned media to build their brands. But these are all external: how might you do
Marketing Automation
Loyalty and Referrals: Looking beyond the Relationship Chain
Relationships are integral to all aspects of our life, both personal and professional. Organizations cannot market a product or service without establishing a relationship founded on trust,
Our Thinking
Marketing Insight: The Five Principles of Web Usability
Why are some sites just so frustrating to use? To answer this question, we need to look through the lens of the user experience designer – and their cousin, the marketing director. When sites are poorly put together, it is likely that the site has violated one of the five principles of web usability.
Our Thinking
Tools of the Trade
If you are reading this and profess to have some expertise in Social Media, then you may be offended by my next comment: it soon won’t matter, and your “expertise” is fast becoming irrelevant.
Our Thinking
Marketing Insight: From Landing Pages to Microsites
How many websites does your organization have? Of course there is the main site. Then there is the “old” site that includes all of the archival content. Then there are specialized microsites for various products […]
Our Thinking
Three Marketing Models
Model One: One of the most powerful real-world networking techniques is called “give-to-get”. You meet someone, find out what they’re interested in, and then find a way to give it to them. If you do this periodically, eventually they will return the favour.
Strategy
Marketing Insight: Improving Web ROI
Does this sound familiar? You have a website (or two), a marketing budget, and a more than likely, a desire to grow. It doesn’t matter if growth is defined as more event registrations, newsletter sign-ups, leads, or transactions
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