Category Archives: Marketing News & Notes

One of my father’s favorite expressions was “the road to hell is paved with good intentions”. When I hear vendors talk about quick marketing results or clients wanting instant success, they may very well have the best of intentions, but that attitude and orientation may actually undermine their ability to achieve any true marketing success.…

With more and more advertisers exploring the opportunities in the digital domain, they are discovering an explosion of data. The challenge becomes translating the data into insight, knowledge, or something that is actionable. Often times, translating the data can be somewhat perplexing. I believe you have to start with the issue of relevancy. Not all…

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…