Category: Marketing Strategies Column

Marketers: Never forget that we are at war

Blockbuster is often cited as the poster child of companies that got blindsided by a new rival. In just six years, Blockbuster went from $6 billion of revenue to bankruptcy, while Netflix went from a few hundred million to $2.2...

/ May 1, 2018

Why publishers should be taking action on net neutrality

The legal and political debate around net neutrality rages on following the Federal Communications Commission’s (FCC) decision to repeal rules established in 2015. That repeal, which passed on a party-line vote in December, is set to take effect on April...

/ April 16, 2018

Update these 3 organizational buzzwords to shift perceptions

When was the last time you tried to define or explain a commonly used industry phrase or term? For example, how would you define the phrase “pain points?” I might say to you, “What do you see as the pain...

/ April 4, 2018

Giants collide: Google’s impending showdown with Amazon

Talk in the digital advertising space has traditionally focused on Google and Facebook’s digital duopoly, each fighting for more of your advertising dollars. But for Google, the real competition is coming from elsewhere. Over the last few years, Google has...

/ March 23, 2018

What’s different about digital marketing in the cannabis industry?

The cannabis industry is one of the fastest-growing in the US, with a diverse and exciting startup landscape. And yet, it faces an uphill battle when it comes to search engine optimization (SEO), pay-per-click (PPC) and marketing. There are no...

/ March 23, 2018

How to overcome unique B2B digital marketing challenges

When it comes to business-to-business (B2B) marketing, anyone who has been operating in the space understands it comes with a particular set of challenges. Unlike marketing to consumers, B2B companies often have to deal with longer sales cycles, smaller audience...

/ February 28, 2018

Unlocking the wisdom of crowds at your agency or on your marketing team

Generally speaking, our culture values the opinions of experts. Just tune into any of the leading news channels, and you will quickly see what I mean. At no point in time have we had more people, with more divergent opinions,...

/ February 14, 2018

The power of shared beliefs: Market what you believe, not only what you do

For decades, marketing has been a volume-driven game — more emails, more ad placements and bigger billboards. The goal, of course, is to capture increased numbers of eyeballs for brand messages and to achieve a supersaturated share of mind. But...

/ February 12, 2018

Successful digital marketers possess these 3 traits. Do you?

When you think of traits successful digital marketing employees possess, what comes to mind? Maybe they are hard workers, pay attention to detail and are determined. Or they like tackling new and exciting challenges. All these traits are wonderful, but...

/ February 7, 2018

The changing role of “sales” kickoffs & why marketing should drive

It’s “Sales Kickoff” season. The time of year company “keggers” are thrown for every sales org to celebrate (or drown their sorrows about) the past year, hand out self-congratulations, share plans for the new year and, of course, party like...

/ February 2, 2018