So Here’s Your Challenge

Are you really satisfied with the response rate of your newsletter registration form on your website? Do you think that, just maybe, your list could be bigger?

Instead of thinking of the sign-up form as a sign-up form, think of it as a transaction...

What is the difference between a successful marketing campaign and an unsuccessful one? Yes, ROI is certainly the standard answer, but it is also completely insufficient...

In an army, every person has a role. The foot soldier is on the front line. The general sets the strategy. But how does the general know what’s happening, beyond the front lines? And similarly, how do senior managers understand the impact — and the opportunity — of the newest digital almost-trend or platform? Hint: Rangers and Scouts...

Many organizations struggle with setting up a digital response strategy. How do you trust front line staff to answer properly, if they don’t know the policies? How do you have a consistent response, no matter who responds, or when? How do you provide these responses, whether the channel is the website chat, email, social media, mobile, or phone? And how do you minimize service costs, while maintaining service quality?

Wikipedia defines consumerization as the reorientation of product and service designs to focus on (and market to) the end user as an individual consumer, verses an earlier era of organization-oriented offerings. It speaks to growing markets by looking for a completely different category of buyer, who may also be an influencer for the organizational purchase...

While it may have been quite some time since your student days, there is a concept — the Long Game — that is more relevant as your career progresses. While instant gratification is satisfying, longer-term fundamental advancement often takes much longer. Said another way, Rome wasn’t built in a day, and neither will be your success...

In grade one, we were told no cheating. In grade six or seven, we learned about plagiarism. By high school, we learned about citations, attribution, and the importance of quoting the source.

But in today’s digital world, have these rules changed? Sadly, maybe, the answer is yes.

If you are old enough to remember Black and White televisions, then you’re old enough to remember how revolutionary color television was. If not, perhaps you remember how the microwave oven changed how the world cooked? Or what it was like without the internet, let alone Facebook, YouTube, or Google...

What determines the confidence in your brand? Yes, the visual identity and what people see. And yes, the experience and interaction people have, both online and in the real world. And yes, the social media (and traditional media) buzz — both positive and negative. But is there another factor, hidden from most marketers, that can have a critical impact?

One of the major downsides of technology is the addictive nature of it: even when we are on vacation, we feel the need to post photos, check others’ Facebook walls, watch TikTok videos, see who has viewed our LinkedIn profiles, and Tweet about what is important to us.  

Here’s the question: do we do better when we are not always on?