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.
Topics: Thought Leadership
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.
Topics: Content marketing
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.
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.
Topics: Advertising strategies
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$#!*.
Topics: Buyer personas
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?
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.
Nothing makes me queasy quite like the hard sell. Except maybe Hoarders.
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™
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.