Strategy is a word that is thrown around a lot. Sometimes we get it right, most of the time we don’t. I’ve struggled myself with not only defining what strategy means but also sticking to a standard definition. It’s easy to hear someone else define it in a different way and start believing what they […]
“When a measure becomes a target, it ceases to be a good measure.” A statement made by economist Charles Goodhart not only holds true in economics and policy but it how we measure our marketing efforts. If you’ve ever worked in marketing you’ve heard these lines before. We’d be doing better if we had more […]
A lot has been made of agile marketing or working in sprints and for some good reasons. It allows your team to respond to constant changes in the market and serve your customers and prospects in a much more timely manner. I think there are still merits for a marketing plan that aligns with your […]
If you are like me, listening to podcasts has become part of your daily routine over the past few years. Podcasts have become a major source of content and information. As podcasts have increased in listenership, advertising on podcasts have become a major focus for advertisers. For me, this trend started back with the first […]
You have to do lead nurturing and lead scoring. You have to use marketing automation. You need to have a chatbot. In today’s fast-moving and ever-changing world, following marketing best practices is not always the best idea. Here are a few of the reasons why. It’s simply impossible to do every best practice well, at […]
Google Analytics Goals. Probably one of the most underrated and underutilized tools within Google Analytics. Small businesses, e-commerce businesses, B2Bs and pretty much all other business with a website, should familiarize themselves with how Google Analytics tools can power their business. Let’s go over a few of the reason why you should start using them […]
You heard it over the last several years on the news and scandals like Cambridge Analytica brought Facebook’s advertising techniques to the forefront of society. As someone who has spend tens of thousands of dollars on Facebook advertising I’ve been exposed over the years to all of the tools they have in their toolbox. To […]
Every marketer wants to know more about their prospects and customers. No matter how much customer feedback, in app data, social listening, search intent data etc. you have, you are always looking for more. One of the most underrated tools out there (and free!) to learn more about your audience and use in your campaigns […]
Effective advertising comes down to a simple framework that I first heard about when reading Adam Ferrier’s book The Advertising Effect: How to Change Behaviour. It’s primarily based on two key factors: Motivation and Ease. That is, the motivation that one has from personal incentives (what’s in it for me) and social norms (what are others going to think). Ease is […]
There’s never been more technology available to marketers to help them do their job. When a problem emerges for a marketing team, all too often the answer is to invest more in technology. What is missed in all this though, is asking the right questions around what you are trying to solve and what are […]