We all know the value of delivering “the right content to the right people at the right time.” But exactly who are the “right people,” the human variable in this modern marketing equation? Often, we marketers define the right people by who they are: They’re [...]
Web forms are a reliable and useful tool for modern marketers, but it can be surprisingly hard to get one “just right.” Depending on your audience and value proposition, forms have a wide range of possible fields and features. Our relationship with them is complicated, [...]
When Prospective Gains Become Sunk Costs The fundamental purpose of marketing campaigns is to generate qualified leads – to transform cold leads into warmer prospects that sales can convert to opportunities. These campaigns are often driven by specific events: holidays, trade shows, sales offers, and [...]
Millennials, or people born roughly between 1980 and 2000, are tough customers—in both the literal and proverbial sense. These teenagers to thirty-somethings are the opposite of their parents (typically Baby Boomers): They’ve foregone the traditional economic model in favor of a subscription-based economy, where hefty [...]
In one of the most famous scenes from vaunted AMC series “Mad Men,” Don Draper convinces a darkened room—filled with both colleagues and potential clients from Kodak—that Kodak should not call its new product a ‘wheel.’ Instead, Don says, it should be called a ‘carousel.’ [...]
Aristotle once said it best: “It is possible to fail in many ways … [but] to succeed is possible only in one way.” This principle also applies to digital marketing. While our programs can fail to reach their goals or produce the desired metrics for [...]
