Business owners and marketers are told to measure and quantify everything. The problem is this practice alone can lead to false assumptions and a fixation on things that simply don’t matter that much.
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Google recently made a big announcement on changes to the way brands can advertise with the search giant. Continue Reading »
A question we get repeatedly from B2Bs that are new to social media marketing is, how much should we budget? There is obviously no single answer, but this post will lay out ideas and guidelines to help you assess what social spend is right for your business.
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I spend a lot of time speaking and consulting on agile marketing–what I wrote about a lot in Do It Wrong Quickly–and I often use the example of television commercials as the very antithesis of agile marketing, the epitome of old media. Agile marketing is all about experimentation, feedback, testing, data–just about the opposite of anything you can do with TV commercials. While you certainly can run tests for commercials and you can get some data, it is very expensive and very late in the process. But all that is changing.
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Google’s Online Marketing Challenge started in 2008 and began with 500 registered professors. Now there are over 1,000 professors registered with the growing challenge. Continue Reading »
Video has become an essential marketing tool. It’s a great way to tell your story, show the human side of your business and communicate highly complex ideas in an easy to digest manner. But while video has the power to deeply engage, it also has the power to bore the viewer to tears—and creating compelling video is different than writing, say, a compelling blog post.
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I want to ask you to take a little test.
Go out and grab five or six of your best customers and pose this question to them: What’s one word you would use to describe how you think about our organization? Continue Reading »
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