agency model changing gears

3 Habits Marketing Agencies Need to Break in Order to Grow

by Shauna Nicholson on January 25, 2012

in Business, Entrepreneur, Marketing

The agency model continues to demand change. Agency models based on optimizing media continue to collapse, but it seems like the typical response of marketers is to simply continue optimizing the buys. These habits are still crippling marketing agencies ability to grow. Some of habits that need to be broken: 1. Strictly Hiring by Marketing Tool [...]

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Traffic and Conversion Funnel

Invest in Conversion Rates Before Investing in Traffic Volume

by Shauna Nicholson on January 16, 2012

in Analytics, Content, Conversion, Design, ROI, Strategy, User Experience

Traffic investments load the funnel. There is a lot of focus on increasing traffic to websites when assessing online marketing tactics. This is for good reason: Without website visitors, no one is there to make a purchase or learn what your business is all about. Website traffic tools are sold most often (likely) because it’s [...]

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Leasing White Label Products versus Building Brand-Based Programs

January 9, 2012

This post is an extension of Rethinking Marketing: Create Consumer Value through Brand Extensions I realize white labeling products is easy and sometimes headline-grabbing for brands. But the reality is they’re still products. Regardless of sexy new concepts using “social integration” or “mobile accessibility”, a product limited by transaction. It is important to differentiate the use of products [...]

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Marketing Beliefs

January 2, 2012
Thumbnail image for Marketing Beliefs

I believe the best marketing doesn’t feel like marketing. A consumer should (at least initially) forget he or she is viewing and consuming marketing material because of a genuine immersion into the experience. This can feel like a friend sharing information, an expert providing education, or a peak at an entertainer creating. No matter the experience, [...]

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Rethinking Marketing: Create Consumer Value through Brand Extensions

December 20, 2011

“Products” as Brand Extensions There is a marketing opportunity to create value-added brand extensions. Value added brand extensions provide utilitarian benefits to the consumer. There has been an uptick of brand extensions by way of mobile applications, microsites, web tools, and more. A couple examples: Benjamin Moore’s Paint Calculator: Know how much (Benjamin Moore) product to [...]

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How Content Strategy Fits into the Sales Funnel

December 11, 2011

Content strategy is a very neat way to organize a tool that has been a part of marketing all along. It helps define the habits and preferences of people businesses are looking to target and more. (More on content strategy.) But the for the conversion-obsessed like me, I was interested in how this fits into the greater [...]

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