“Pay it Forward” Marketing

Good marketing uses time-tested practices to acquire new customers while minimizing spend.  While the web has augmented this purchase process greatly, the fundamentals of exposing new prospects to your brand and driving referrals from your installed base remain. But change is afoot. Companies have been leveraging online communities for years to drive awareness.  But with the advent of the […]

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The 7 responsibilities of marketing

Digital marketing has dramatically expanded the number of tactics available to reach and generate enthusiasm with new prospects.  We are even seeing a redefinition of the professional skills required as captured with the recent  T-shaped marketer focus.  But while the toolkit has grown, the core responsibilities of marketing have not changed. A product’s life cycle runs […]

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10 ways to use app marketing strategies to drive your brand

Companies selling web-based services and web-connected products have a terrific opportunity to develop customers for life.  Being connected allows them to maintain a tight customer relationship, using specific app marketing strategies to create an asset that is very tough for their competitors to penetrate, lowers their own marketing and customer acquisition costs, and when done […]

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Display ads – why it’s not getting better

Poor display advertising – more bad news.  For most products and services, display ads are extremely inefficient in reaching those consumers who would be psychologically motivated to buy your product.  But display suffers from an even more fundamental flaw than inefficient targeting. Researchers in Britain published an interesting post entitled: How pure irrelevance turns things invisible.  […]

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The Influence Graph

I like the concept of the Influence Graph.  It transcends the web’s initial focus on information search (Google), social networks (Facebook), business networks (LinkedIn) and non-friend connection(Twitter).  The newer interest graph construct offers a slice that suggest your own personalized web centers about you.  Yet all of these seem like silos, with individuals gluing them […]

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