The Right Way to Run Digital
Do a thorough job, and all you'll ever need is a lean team
Throughout my career, I've worked with lean digital-minded companies as well as legacy organizations. In most cases, I've managed to successfully run digital with a couple of teammates, generating far more revenue and driving bigger brand growth than the "non-digital" side. As a digital marketing advocate, I aim for the same . . .
ROA Quantification
Digital analytics is more than just another expense
In the last few years, organizations have been making big investments in digital analytics, but there are still uncertainties about the return on analytics (ROA). While companies are increasing their spend in digital analytics tools and people, we should remember that this only half of the equation. The second half of the digital analytics . . .
The Reality We Ignore About Digital Marketing
Most companies will never achieve digital maturity.
Recently, I finished reading Connect, and thought a lot about the evolution of digital, the control it has given consumers, how social networks connect them, and all the technology we now have to measure and optimize our reach as digital marketers.
It also prompted me to think about process and maturity. Our focus today is more . . .
Teamwork and Principles
Putting people first matters in Digital Marketing. Here's why.
If you talk to people about what their work is lacking, you will probably hear a common frustration: "We need leaders who can put people first, not just talk about it." The complaint is usually followed by an observation about how they are actually treated like disposable diapers. This needs to change–especially in today's . . .
3 Reasons Your Digital Marketing Strategy Needs Rethinking
Developing good digital marketing strategies is more important than ever, because dozens of other brands are after your target customers. The way your company does business today, is highly influenced by constant market changes, disrupting technologies, and evolving demographics.
It's surprising to see how may companies neglect . . .
Posted in: digital marketing managementdigital marketing planningdigital marketing strategyonline marketing
The New Rules for Conversion Rate Optimization
Those who have had success in digital marketing know that conversion rate is ever-evolving and extremely agile. You may be an auto-parts marketplace today, but if you want to stay in business and grow, you will have to focus on migrating your conversion efforts to something you would have never imagined – storage and mobile app services? And . . .
Posted in: buyer personasconversion rate optimizationcustomer conversiondigital marketing managementexperience marketingmarketing strategyonline marketing
The Rise of the "D"
Business will soon be all digital
Business has rapidly become digital-dependent. Less than 10 years ago, IT departments were in charge of deciding what technologies business needed to run. Today, leading companies are relying more and more on departments like Digital Marketing when it comes to technology spend. And it makes sense–we are now doing business in a world where . . .
