Detroit Internet Marketing & Digital Strategy
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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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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“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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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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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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Even if you went to Borders, it wasn’t for the books. Borders didn’t sell books. They sold information and a buying experience; the books were just the medium. But no one told Borders. And Amazon told everyone. And now it’s too late. But there are plenty of Borders-like businesses out there. They’re easy to spot, [...]
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