Content marketing can only be effective if the content you’re producing is relevant and informative enough to attract your target audience and hold their attention. Relevance will most certainly depend on…
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Are you a good online spokesperson for your company?
One of the more astonishing things about the social media revolution is that companies have had to dramatically loosen the reins on employees speaking publicly about their workplace over just…
Read MoreIn digital marketing, you must get over your fear of being annoying
According to Jonathan Alter‘s new book, The Center Holds, it was Barack Obama’s young geek volunteers who crushed Mitt Romney‘s “Mad Men” campaign out of the 1960s in the 2012 election. And…
Read More6 things digital marketers can learn from internet stars
There is an Internet star or celebrity for just about any topic of interest, and digital media marketing has been the secret to their success. In the early days of…
Read MoreDoes asking for too much data alienate customers?
In case you haven’t noticed, it appears that the Internet is not the only place where privacy is a great idea but an apparently unobtainable reality. In the latest installment…
Read MoreEnterprise social networking: Survival of the fittest or of the nicest?
In many discussions about driving adoption for social business platforms, the acronym WIIFM (“What’s in it for me”) became a well known jargon to say: unless users take personal advantage…
Read MoreHow to measure digital marketing with observer effects
Last month, I argued that your marketing investments should not be influenced by measurement limitations. The higher you get in the marketing funnel, the harder it is to demonstrate the…
Read MoreTweet like Guy Kawasaki for Twitter success
People love and hate my friend Guy Kawasaki. Here are some of the least flattering blog posts, including Dear Guy Kawasaki, You Tweet Too Much, Guy Kawasaki is too ‘popular’…
Read MoreDo you speak your customers’ language?
It’s funny to me how so many organizations across so many vertical industries—from nonprofits to technology—share the same issue of not speaking their customers’ language. What do I mean by…
Read More5 essential functions for every B2B website
“If you don’t have a website, you don’t have a business.” By now, this maxim is well understood–and it is just as true for B2B businesses as for B2C ones, if not more so. …
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