When your customer interacts with your brand, she is actually taking a journey with you. She’s taking a trip through a sales funnel -- from awareness to interest to knowledge to conviction to action to loyalty and advocacy. As the marketing manager, you are the navigator of this journey. And you want this journey to be enjoyable so she’ll take...

Email is one of the most effective mediums in marketing. But it’s not magic. You do have to follow some standard procedures for it to work. Whether you’re new to emails altogether or you’ve just realized your email strategy needs a face-lift, we’ve got a few recommendations to get you moving in the right direction: KEEP IT SHORT This is pretty...

Is print still a part of your marketing plan? More and more often, we’re hearing the phrase “print is dead” and, as a result, we’re seeing a change in the way marketers perceive printed materials – approaching them with caution instead of excitement. There’s nothing wrong with a healthy dose of skepticism. Compared to the digital world, which provides clear...

Every marketer should understand her/his website traffic. Familiarizing yourself with your Google Analytics is key to understanding your audience. It can tell you who you’re reaching (and who you’re not reaching), where they are coming from (which of your digital advertising efforts are working), and where they are going on your site. This knowledge can inform your marketing decisions – what...

Have you ever looked at a brand on social media and felt something was off? Maybe it’s a law firm that handles serious cases yet shares goofy videos and uses slang. Does someone at the company think social media should always appeal to a younger audience or are they letting the intern with no training handle social media? Whatever the...

Business to business (B2B) marketing gets a bad rap. Some say it’s utilitarian, uninspired or even boring. But that reputation comes from a drastic misunderstanding of how B2B marketing really works. Even the name – business to business – gives you the wrong idea about how to approach marketing campaigns in the business world. The not-so-secret secret to success in...

Whether you’re a football fan, have a serious case of FOMO or are just looking for some free food, odds are you watch the Super Bowl. Everybody watches. And for just over $5 million, your brand can have the attention of everyone in America. For big brands looking for a chance to make a splash, the Super Bowl is gold. It’s...

We are all at the mercy of technology, not just in marketing, but in every aspect of our lives. As this year comes to an end, here are a few things that I’d like to see less of in 2019: Subscriptions. I don’t know about you, but I feel like everything I do now requires some sort of monthly subscription...

Am I the only person who feels that 2017 was the fastest year in the history of time? My daughter told me that the reason a year feels faster for me is because it’s a much smaller proportion of my life than, for instance, hers. While that might be true, 2017 felt especially brief. I didn’t even get to enjoy Christmas...

Leaves are dropping. Pumpkins are being carved. Kids are dressing up in their scariest costumes. But Halloween isn’t half as scary as advertising is right now.   The web and social media have increased our tolerance for sub-par photography and design. And what’s acceptable on personal social media platforms seems to be bleeding into marketing, whether it’s brand appropriate or not.   The camera...