Category archives for

– Digital Marketing –

Paralysis of Choice

by · July 15, 2014

It’s overwhelming isn’t it? All of the choices, developments, options, approaches, strategies, opportunities, challenges. Marketing today is really a lot to process. There are new tools, channels, strategies, platforms (and so on!) being released every week. It gets so overwhelming and almost scary, that it reminds me of standing in front of the cereal aisle in the grocery store. The number of choices available to me is almost paralyzing. When we are faced with more choices than we can process, it is so easy to seize up into a mental paralysis.

In moments of mental paralysis, it is so easy to do nothing. Because it just seems too big. But, let me be the one to remind you:

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Need Help Finding Work? See A Bank. Yes, A Bank.

by · July 7, 2014

The cornerstone of strong content marketing or even more specifically social media marketing is providing value to your audience. Talking about you almost never accomplishes that. Finding ways to talk about them is where you need to focus. However, you’ll need to be ready to face the fact that often times the value you provide may have little connection to the product or service you sell.

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Proof It’s Not Facebook.
It’s You.

by · June 16, 2014

Ah, we conspiracy theorists are a persnickety bunch, aren’t we? Facebook reach drops dramatically, a Silicon Valley-based blog identifies a source saying the network is intentionally dialing back organic reach for brands and we all point fingers and complain about being held down by the man.

Facebook responded to this spring’s organic reach fiasco by saying there’s no manipulation. It’s just the network effect at play: People have too many friends and like or follow too many interests, brands and causes for everyone to fit nicely in the 300 or so pieces of content they deliver in a person’s newsfeed.

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The Powerful Manager and the Email Summary

by · June 9, 2014

Mini crises pop up all the time. Some are little fires, snuffed out immediately. Others can smolder for days before bursting into a full-scale inferno. The more people involved within your organization, the harder they are to control.

Typically, when tempers flare and the he said-she said battles commence, I ask the parties involved to email me a summary of what happened and what they’d like to see happen as a result before I act. In the digital/mobile/social age, I’m sure you can anticipate how warmly that is received. It happened last week and the three parties involved all responded with, “Just call me tomorrow.”

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The Powerful Manger and the Email Summary

by · June 9, 2014

Mini crises pop up all the time. Some are little fires, snuffed out immediately. Others can smolder for days before bursting into a full-scale inferno. The more people involved within your organization, the harder they are to control.

Typically, when tempers flare and the he said-she said battles commence, I ask the parties involved to email me a summary of what happened and what they’d like to see happen as a result before I act. In the digital/mobile/social age, I’m sure you can anticipate how warmly that is received. It happened last week and the three parties involved all responded with, “Just call me tomorrow.”

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The No Bullshit Guide To The Collaborative Economy

by · May 20, 2014

AirBnB wants you to stay in someone else’s house. Lyft wants you to order up a ride with someone you don’t know. Relay Rides goes a step further and wants you to borrow cars from people you don’t know or — shudder to think — loan your car to a complete stranger.

There’s collaborative fundraising, food preparation, clothing and other goods. Everything from loans to leftovers has some sort of collaborative app or approach today. Welcome to the collaborative economy.

But how sustainable is it?

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How To Spot The Wrong Customer Perspective

by · May 12, 2014

In the checkout line at a national arts and crafts chain last week, I noticed a large red sign encouraging customers to sign up for the store’s email marketing program. Point-of-sale executions to encourage a deeper connection with the brand online are smart and help you reach the customer at multiple touch points, driving repeat business and loyalty.

But as I read the sign, my delight turned to despair for the brand. It was immediately clear to me the brand had the wrong customer perspective.

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How To Be An Instigator

by · May 5, 2014

It was ninth grade English class, first period, Layne Tackett, Pikeville High School, 1987. We were beginning a section on Shakespeare and Mr. Tackett, in his calculated and intimidating way said, pointing to a word he’d scribbled on the board, “This is doth. You will pronounce it ‘doth’ like moth. It is actually pronounced ‘duth’ like stuff. But you will mispronounce it. So let’s just get it over with and agree to say ‘doth’ so I don’t get aggravated that half of you are saying it correctly while the other half are not.”

I raised my hand.

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Defining What You Are, And Are Not

by · February 17, 2014

The Achille’s Heel of agencies is they often don’t know how to say, “no.” Clients ask them if they can launch a website. Yes! Can they write a speech? Yes! Can they manage a text campaign? Yes! Can they wrap a tour bus? Yes!

The problem is that more often than not, the correct answer an agency should give is, “no.” While there’s nothing wrong with finding a suitable vendor or third party to help the client, most agencies fear appearing incapable of anything, so they say, “yes!” and figure out how later.

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