Category: Marketing Strategies Column

How to strategically disagree with a client so everyone wins

I’ve noticed an alarming trend that I fear throws critical thinking out the window and harms your relationship with clients. This phenomenon stems from our strong desire to always be correct and not admit that we may be wrong. Instead...

/ September 20, 2018

Ask the SMXpert — Page speed, site migrations and crawling

The Ask an SMXpert series continues the Q&A segment held during sessions at SMX Advanced 2018 in Seattle. Today’s Q&A is from the Advanced Technical SEO: Page Speed, Site Migrations and Crawling session featuring Melody Petulla and Brian Ussery. Session overview...

/ September 19, 2018

5 ways to hack a higher marketing ROI

We often talk about marketing ROI, or the return on investment in advertising, as if it is a fixed and immutable number. You may have heard the story of a marketing professional at a large consumer goods company headquartered in...

/ July 30, 2018

If content is king, then context is queen

I’m a big fan of Twitter because it provides me with instantaneous information and commentary. It lets me see what’s trending while gaining quick insight. It’s everything I want in a social platform except for one troubling issue: Twitter lacks...

/ July 6, 2018

Building a brand strategy: Essentials for long-term success

When it comes to having a brand strategy, it’s not enough to simply have a few bullet points of what you want to do. Brands today need both a thorough understanding of why they choose certain strategies and a detailed...

/ June 7, 2018

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