Marketing Beliefs

January 2, 2012

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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Tools Execution is Not Customer Centric: Recreate The Marketing Agency Model

November 17, 2011
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  It amazes me how many marketing companies base their very being on execution tools (web development, social media, email) and still call themselves “integrated”. Or, for that matter, how many clients end up down this rabbit hole. Before your head explodes or you set the comment section on fire, please continue. Some companies sell [...]

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How to use Google Analytics & Social Media Data to Make Marketing Decisions

November 11, 2011
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Last night I spoke with a group of entrepreneurs at the Wayne County Community College in Detroit about using web analytics to make marketing decisions. Our talk included a lot of great questions, so I recrafted the presentation slides to include event-dialogue. A lot of this is somewhat elementary information for analytical data nerds, so [...]

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User Experience Advice from a Former Customer Service Rep

October 24, 2011

This is a guest post written by Hubert Sawyers, a co-worker and one of the best project managers I’ve had the opportunity to work with. Hubert has remarkable insight on digital strategy and applies it to every project he works on. Follow Hubert on Twitter and, better yet, check out his digital communications company, SORSAW. [...]

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