From here: According to a recent survey sourced in Ad Age, 75 percent of marketers said that content should frequently mention products and services, yet 60 percent of their audience turns down salesy content. This is the true rubber-meets-road moment… Continue Reading
From here and Mary Meeker: Check that baby out — ad spend on print is still 18 percent, but “time spent” is 4 percent. That’s a mess. TV still dominates — even though the whole thing is a junk science — and… Continue Reading
Challenging question, right? And in a way, kind of the crux of everything. If you have the greatest idea in the history of mankind but no one buys into it, well … was it really the greatest idea in the history… Continue Reading
From here: “I came from a different path in marketing. It’s deeply formed my view on what’s the appropriate approach. I can remember when I played college football one of our coaches said, ‘Your value to the team is how… Continue Reading
You know why, ultimately, business journalism and headlines like “74 percent of B2C consumers prefer this…” don’t have value? And you know why the ramp-up to “Big Data” and “data-based decision-making” will be hard for a lot of people? Here’s why: All of these… Continue Reading
Last week, I flew from Toronto to Vancouver for work; that’s a deceptively-long flight and, in the process, I got to read the magazine of Rotman (University of Toronto) business school. It’s actually really good — bordering on excellent, honestly —… Continue Reading
Good article here from the team behind Decker Communications. Let’s start with an essentially-important pull-quote, shall we? The corporate communications team had already been churning out emails highlighting new expense procedures, sales process changes, escalation flows, etc., but this wouldn’t engage… Continue Reading
Look, there are ways to do content marketing right — Hubspot mostly does it right, and they wrote up this post this week after hitting 15,000 customers — and then there are ways to do it wrong, which notably means “Following an expert… Continue Reading