Today, we’re going to whip up a secret sauce.
Now, I can’t promise that this tasty combination will result in your anointment as a Kitchen Hero or the envy of Gordon Ramsay. But when basted upon your business, your clandestine condiment could unlock the kind of business success that will have your competitors salivating and your customers asking for seconds.
Tue, Jun 1, 2021 — Interest rates are low. Vaccinations are high. And for the first time in more than a year, we can see the bottom of the faces of our friends and loved ones. Indeed, optimism is abounding these days, and if you are a business owner, you’re likely straining at the reins to get back out there and reap the rewards. As a marketing executive, I know that feeling – it seems that dollar bills can be plucked out of the air, and you want to reach up and grab your bounty.
Thu, Jun 11, 2020 — Part One: How to Prevent Digital Marketing Tactics from Killing Strategic Objectives Are you experiencing the following issues with digital marketing tactics? Are you frustrated with digital marketing initiatives and have a hard time seeing adequate ROI? Is the company's marketing strategy getting lost in translation when it comes to digital tactics? Do you feel stuck between your marketing strategy and your digital marketing agency? Is it hard to understand why digital marketing tasks aren’t getting done correctly or in a timely manner? Are you struggling to get your website to both look attractive to your target market and drive results? Does your website need work, but things move at a snail’s pace? Does your digital agency promise the world and then struggle with the most basic tasks? Is there a lack of reporting and regular meetings to review progress and results? If you have run into these or similar issues, join the club. Digital marketing initiatives sound great in early team meetings and brainstorming, but can often become a nightmare during the implementation of tactics.
Wed, May 20, 2020 — Sometimes events get ahead of you. Did you have intentions of implementing a business continuity plan for your business but perhaps it just never got the priority needed to get it defined and operational? Because of events like COVID-19—events we can’t control—now is the time to make it a priority and make it happen. The adoption of “digital” in your business may be another of these initiatives with great intent and little traction. With the need for increased abilities to manage your employees, and your customer acquisition and relationships more virtually, you may be behind the curve.
Wed, Oct 30, 2019 — It might be correct to tell a basketball player that the best way he or she can score points is to dunk the ball through the hoop. Correct, that is, if the player is, say, 6’6” or taller. That advice, however, is not very useful for a player that’s 5’6”.
Tue, Jun 25, 2019 — For at least the past decade, developments in digital marketing – and technology in general – have served to disrupt virtually every industry. Whether you manufacture a product or deliver a service, your business undoubtedly has been roiled by digital developments, and their impact on the expectations – and buying behavior – of your customer base. Keeping apace with forthcoming developments can help any business better prepare for what’s to come – altering practices to successfully navigate this digital-first world.
Fri, May 17, 2019 — The crystal ball—oft spoken of in folkloric terms, but never available when you need it—has entered the realm of the possible. In our switched-on world, where digital interaction is present virtually every moment of an individual’s life, we as marketers now have the tools to peer into the future—using data, and not crystalline, to gaze forward at where our business is going. Predictive analytics—the process of using new and historical data to foresee the result, activity, behavior, and trends of our consumer base—is the key that is making successful businesses, well, successful. Enterprises primed for growth in today’s hyper-competitive marketplace are using predictive analytics to gain a deep understanding of the customer base to maximize revenue, efficacy of marketing budgets, and, of course, profits.
Wed, Apr 17, 2019 — “Going digital” with your marketing mix has never been more essential. Most advertisers continue to increase their digital marketing spend in 2019 as billions of consumers are using online social media as a jumping off point into purchase decisions. With more money flowing into digital marketing, the digital channel mix continues to grow in complexity. Though search marketing, display advertising, social media, and mobile remain the mainstays of a digital advertising footprint, each has its role in supporting a particular business objective. When integrated properly, they maximize how we attract consumers, and turn visits into revenue. But before you leap into the digital marketing fray, it’s critical to understand your enterprise’s goals and objectives: Are you seeking to simply educate the public about an innovative offer (market education)? Do you want a target audience to gain greater awareness of your offering as a viable alternative (Brand Awareness)? Are you simply looking for more people to buy your product (raw traffic)? Or, do you want to motivate your current consumers to buy more of your product (higher net per sales)?
Thu, Dec 13, 2018 — This is the final installment in our series. This article will emphasize effective adoption of best practices, offer a logical sequence to implementation, and discuss building organizational and program maturity. This article will help you understand how to achieve “digital growth champion” status. This is also the last in a series of five articles focused on helping executives in small- and mid-sized businesses utilize digital technologies effectively to assist in accelerating revenues and profits. If you missed the first four articles, you can find them here: Article 1 Article 2 Article 3 Article 4
Tue, Dec 11, 2018 — As you get your staff and business operations ready for 2019, it’s also critically important to consider your marketing plan. Since your customers expect to easily find and enjoy the products and services they need and desire, you’ll need to invest in more customization and ease of use than ever. By sharing my annual “What’s Hot” list with your marketing department now, they can begin prepping for the changes and alterations they need to make to better reach your target audience and enjoy a full year of success. Let’s get started by diving into the top five trends you need to know: