In politics it has long been an adage that “demographics is destiny,” which has spawned such targeted voter groups as “Soccer Moms and NASCAR Dads.” Wise marketers, of course, have long used demographics to tailor their messages to the right audiences. That is why recent studies and reports regarding the dramatic population shift occurring in […]
The sixth annual Content Marketing World event was held in Cleveland on September 8-9, 2016, the first since the host Content Marketing Institute was acquired by UBM. While it’s still early, there was no sign that acquisition has diminished the CMI team’s passion or attention to detail. And, unlike last year, when Cleveland was in […]
Millennials have surpassed Baby Boomers to become the nation’s largest living generation at an estimated 80 million people. And with an estimated purchasing power of $200 billion annually by 2017, and $10 trillion over their lifetimes in the U.S. alone, they have become one of the most powerful buying groups in today’s market. Not only is it […]
Successful B2B agency professionals dig in to understand the client and what drives the client’s customer to purchase. Over the last 15 years I’ve experienced everything from tearing down a refrigeration compressor to pulling on a pair of boots and a hard hat for a tour on how cement is made. These hands-on experiences helped […]
I’ll admit I was skeptical about the Pokémon Go craze at first. However, after seeing all of the hype about the game and overhearing one too many conversations sprinkled with the prefix “poké-“ in them, I decided to download the app and see what it was about for myself.
The B2B buying cycle is long, competition is stiff and the stakes are high. So we as marketers often focus on lead generation and customer acquisition. We leverage automation, public relations, social media and the development of sales materials to bring prospects into our funnel and then nurture them until they are ready to buy. […]
It’s no surprise that millennial and Generation Z-targeted brands are jumping on the Snapchat bandwagon. According to eMarketer, the heaviest Snapchat usage is among individuals between the ages of 12 and 34, with the core audience falling between 18 and 24 year olds. Seventy seven percent of college students use the platform, and it’s among […]
Thought leadership is widely recognized as a cornerstone of a comprehensive content marketing strategy. While today’s audiences tune out overtly promotional content, they’ll tune in to valuable, relevant insights from someone they are willing to trust as an expert.
Putting the focus on analytics on the back burner is something I see more often than not. And I can see why this happens: a site has an analytics platform in place that’s accumulating data and spitting out metrics so everything’s all set, right? But at the end of the day, can you take a […]
Guess what? In this post you are going to learn how to become a mind reader. It’s actually quite easy – you start with a pocket watch and swing it back and forth. You must also say, “You are getting sleepy …” All kidding aside (sorry if you wanted to actually learn about mind reading), […]