6 'must haves' when choosing your agency partner

Posted by Katie Harnetiaux on Aug 26, 2014 12:00:00 PM

A client’s relationship with its agency is one of the most complex relationships in the business world. It requires trust, collaboration, and a level of accountability on both sides.  Oh, and did I mention that each party needs to make a profit and show a significant ROI based on output from this relationship?  All in all, a healthy relationship between the two parties must be built on trust and collaboration.

Read More

Topics: Thought Leadership

Building trust: the case for content marketing

Posted by John Young on Aug 15, 2014 11:51:00 AM

You know your brand is trustworthy. Content marketing boosts that trust in your brand by helping your customers solve their problems. Adding value to people’s lives adds value to your brand.

Read More

Topics: Content marketing

Your pseudo “customer centric” marketing has blinders on

Posted by Matthew Chase on Aug 13, 2014 3:30:00 PM

So, you've heard the customer is now the center of gravity in marketing. It’s so 2011, but brands are still slow to accept the fact that it’s not a brand-centric world anymore. Meanwhile, customers are now in control of the information, education and content they get to satisfy their needs.

In an audience-centric world, if you don't build your lifecycle strategy around them, it will be increasingly difficult to connect your marketing.

Read More

Topics: Content marketing, Customer Centric, Persona Mapping

Want to make it easier for your customers to purchase? Then you’d better KISS.

Posted by Katie Harnetiaux on Aug 7, 2014 2:25:38 PM

Simplify the decision making process and customers will purchase more.

Keep It Simple Stupid. An acronym that applies as much to creative design as it does to almost anything else. But when examining the purchase journey that a consumer undertakes, let’s all scream it from the rooftops… KISS.

Read More

Topics: Advertising strategies

One way Mobius changes lifecycle marketing and digital marketing strategy

Posted by Matthew Chase on Jul 30, 2014 3:33:25 PM

Learning that the The Mobius Cycle™, the lifecycle marketing approach at Williams Helde, changed how I applied digital strategy was a pain in my ass.

I’m a cynic who believes that new marketing approaches are 99% re-packaging. So when my new team as of a couple months ago told me about it, I thought yeah, sure, blah blah blah. If they couldn't show me tactically what I had to do differently, or produce measurable impact, then I was gonna call bull$#!*.  

Read More

Topics: Buyer personas

Buyer personas hold the key to content strategy

Posted by Matthew Chase on Jul 29, 2014 12:00:00 PM

Any fisherman knows catching the elusive “big one” doesn’t happen without some serious prep work.

Long before launching his boat in the water, he’s got to consider the type of fish he’s after. Which bait will work best? Where are the fish biting this time of year? 

Read More

Topics: Content marketing, Inbound marketing, Buyer personas

Twitch.tv: a digital communications trend you haven't heard about

Posted by John Young on Jul 25, 2014 3:00:00 PM

Update 8-25-2014: Concerns over the deal have created an opening for Amazon to swoop in and take over this bid. Also, there are more signs that Twitch is growing up and moving to the mainstream, specifcally cleaning up the VOD's to clean up music licensing liabilities.


Twitch.tv becoming mainstream?

Today the rumor is that Google values Twitch at $1B. This is serious scratch for something most people over 40 have never heard about. To me it is yet another digital innovation in entertainment preferences that we as marketers need to be aware of.

Read More

Topics: Social media, Reports, Media

With inbound marketing, you can get your customers come to you

Posted by Matthew Chase on Jul 24, 2014 12:00:00 PM

Nothing makes me queasy quite like the hard sell. Except maybe Hoarders.

Read More

Topics: Content marketing, Social media, Inbound marketing, SEO, Advertising strategies

How the Mobius Cycle cleans things up

Posted by Marc Williams on May 6, 2014 12:56:00 PM

Below is yet another example of how the path to purchase is no longer a sequential or linear journey. The purchase funnel is dead, long live the Mobius Cycle™

Read More

Topics: Thought Leadership, Williams Helde


Posted by Marc Williams on Mar 30, 2014 9:20:00 AM

Consumer behavior, no matter what we wish, is seldom tidy, logical, or linear and the considered purchase cycle, now more than ever, has no clear beginning nor even a clear end.

For years, marketers have used the funnel model to explain considered purchase behavior and the flow of product information. This model worked fairly well during the days of mass advertising and media-centric agencies. It has its strong points as an explanation: it’s tidy, logical, and linear. 

Read More

Topics: Thought Leadership, Williams Helde