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There's no question that we're in an exciting time in the marketing universe. Digital media has opened up a panacea of marketing opportunities. There are four critical metrics that need to be taken into consideration before investing in a digital media campaign. These include: targeting, relevance, engagement, and accountability. Each play an important role in…

A marketing system is the structure that surrounds the marketing strategy or plan. It not only involves assessing the market or target customers' needs and competitive environments, but the often over looked consideration of a customer's lifetime value. The marketing system should take into consideration your core marketing goals (i.e. market dominance, segment dominance, low cost…

“Be Bright, Be Brief, Be Gone!” This is a phrase which over 15 years ago was a key element in a personality test that I took instructing people how to communicate effectively to me. I think this simple phrase should be a guiding principle in writing copy and communicating with your customers through digital media.…

The reality is inbound and outbound marketing can work the best when there's an effective synergy between the two. As a quick refresher, inbound marketing refers to activities that bring customers in, such as blogs, e-newsletters, social media marketing, SEO, etc. On the flip side, outbound marketing involves marketers having to go out of their…