Every business, large or small, now recognizes online marketing as an integral part of their marketing strategy.  But not every company has recognized the need to create a staff position to manage this important marketing function.  The question is…why?  Some say “I’m not sure we need a social media manager”.  Some say “We can just […]

So many retailers FEAR going live. They are nervous to be on the spot, nervous to be on camera and nervous that no one will tune in. But here is the truth: If you broadcast it, they will come. So if you’re ready to overcome your fears and reach out to your customers through this […]

Though it now seems like the prehistoric age, it wasn’t long ago that network TV (depending on your age you may or may not remember when there were only 3 stations) dominated the media landscape and major city newspapers provided nearly blanket local market coverage.  Ah, the simple, good old days!  As you look forward […]

So, you’ve jumped into the Facebook ad pool with both feet.  Good!  Facebook ad spending in 2010 was $2 billion…now it’s at $12.5 billion and growing.  Volume isn’t everything but you can see something is going on. Once you’re in the pool it’s best to know how to swim.  Fortunately, there are many articles and […]

Have you ever visited a website that made you feel so lost and frustrated that you just gave up and looked elsewhere to find the information you need? Unfortunately, a lot of businesses still have websites like this, where important information is buried or nonexistent and it’s difficult to tell what the business is all […]

Click Through Rate is easily defined as the number of times prospects see your digital ad and actually click on it to get more information.  It is not as easy to define its importance as a metric used to determine campaign effectiveness. It is perhaps most important for straight-forward display ad campaigns, though other factors […]

A marketing plan is important for big and small business alike.  And it doesn’t have to be complicated. You plan your vacation.  You plan a shopping trip.  You probably even plan tonight’s dinner.  Big business or small, if you want to grow you need a plan for that too. Small business owners in particular often […]

When it comes to marketing there are 2 very basic core strategies.  Push marketing which focuses on the sales and distribution functions and pull marketing which focuses on the end user.  I would contend most marketers need to do both.  Here’s why. More sales occur when end users learn of an offering that provides the […]

Truth #1: Every business needs a marketing plan. Truth #2: There are thousands of companies that can help with your advertising, all at varying degrees and prices. Truth #3: Not all agencies will do an entire marketing strategy, with execution, for one flat rate with no contracts. Before attempting DIY marketing or signing on with […]

The One to One Future, co-authored by Don Peppers and Martha Rogers and published in 1996 was ahead of its time.  It foretold the end of mass marketing using generic messages and the rise of messages specific to individuals. Customers would be gained one at a time.  That wasn’t a change….it was a revolution.   At […]