Category Archives: Marketing

Global Content Marketing: Avoiding Costly Miscommunication
This is from an interview with Charles McKeever of Open Source Marketer. “Have you ever used Google Translate to convert website content from one language to another? I have and while Google does an amazing job of attempting translation, I just didn’t know enough about the language and cultural differences to know if the translation accurate or unintentionally […] Read more »

Marketers, Test Before You Leap (Across Borders)
Today’s marketers have perfected the art of testing. It’s what makes us more effective at delivering the results expected of us. We test landing pages, subject lines, Web layouts, and other elements of our marketing conversations—with good reason. According to HubSpot, A/B testing of landing pages (PDF) can generate up to 30-40% more leads for […] Read more »

5 Tips to Execute Better Global Marketing Campaigns – World Cup Edition
As fans worldwide cheer their favorite teams in the 2014 World Cup, global brands large and small are eagerly seizing the opportunity to market to a captivated audience with multichannel campaigns designed to engage and strengthen their market share. Whether fans call the game soccer, football or futbol, with 32 teams from 31 host countries, […] Read more »

3 Traps Hindering a Bias for “Right Action” in Marketing
Ancient philosophers have pontificated for centuries over what is considered “right action.”  Modern marketers struggle, too, with how to focus on what is both action-oriented, and the right thing to do from a business-impact standpoint. We can fall into several traps that can make our actions the wrong actions: Trap #1: We work on the […] Read more »

Equilibrium and embracing it all
Ancient Chinese philosophy teaches us that the two opposites of everything – the male and female, the light and dark, or yin and yang – are interconnected and interdependent. In fact, the opposing forces are what form the whole, and the interaction of the opposing energies are what makes things happen. There are so many […] Read more »

When the Telltale Signs Can Lead You Astray
I just got off the boat from a three generation — father, son, and no, not the holy ghost, just me — sailing trip on the Long Island Sounds. Sailing tends to inspire deep reflection, as metaphors for life abound: the biggie being the reminder to focus on what we CAN control (the boat’s lines, […] Read more »

Eyes Wide Open, Wide Awake, Never Close Our Eyes: A Marketer’s Mantra?
Eyes Open. Wide Awake. Never Close Our Eyes. These are all names of popular songs on the hit charts today. But they also remind me of the roused and restless state marketers are in right now, and how they are dealing with the pressures of being a 21st century marketer. I was driving two teens […] Read more »

Perfection Gets in the Way of Effective
Marketers have been trained to get things “right” before the big reveal or launch. Best practices preached that we test our concepts with our audience until we receive minimal to no negative feedback. We agonized over getting the color on the ad campaign just right. We wrote and re-wrote copy until it was “perfect.” And […] Read more »

What You Focus on is What You Get. Really.
We marketers have slowly and unwittingly allowed ourselves to evade greatness. Because of all the market commotion, distractions and disruptions, many of us now tend to do a LOT of things in a mediocre way; we don’t do the super valuable things in the brilliant way we’re capable of, and in the manner our customers […] Read more »

Marketing is Dead?! Hah. Marketing Has Never Been More Alive!
You’d think marketers and those who study them were necrophiliacs, metaphorically speaking, of course. In the last couple of weeks, I’ve seen at least a handful of articles and posts using the title framework of “[BLANK] is dead.” Marketing is dead. The CMO is dead. Digital is dead. PR is dead. SEO is dead. Provocative […] Read more »