46 results
  • An Ode To Unwavering Focus
    oday's column marks the one-year anniversary of my Online Spin column (and 11 years since I was first featured in the publication -- how time flies). Writing a substantive and ...
  • Achieving Simplicity From Complexity
    We are all familiar with the old adage "less is more." Yet there is only a half-truth in that statement. The consumer journey has become more complex. The strategies that ...
  • A Push Toward Social Media ROI
    As social media budgets continue to rise, demands from the C-suite to prove the value of these investments are intensifying. Executives do intuitively understand that direct consumer relationships are valuable, ...
  • Fostering Digital Innovation
    Every company promotes innovation and progress within its marketing organization. Yet, culturally and structurally many organizations have hurdles in place that stifle the very process that yields innovative and effective ...
  • Rallying The Digital Troops FTW
    Every company should have a digital champion to facilitate and motivate the progressive cultural shift towards embracing cross-functional collaboration and iteration. Sometimes this digital muse is an internal team member, ...
  • Enter The Digital Media Performance Score
    I've been working on perfecting a calculation for a normalized index of multiple objectives and priorities that allows for the comparative analysis of campaigns and elements within campaigns. The resulting ...
  • The Gray Areas Of Digital Brand Measurement
    As an industry, we have made several promises that we have yet to keep. The promise of accountability, while realized for direct response marketers, is still a conundrum for most ...
  • The Great Digital Debate
    Are you passionate about the positions you take on digital marketing issues? Do you question the biases of the research you use, or the methodologies of the testing and optimization ...
  • When A Mobile App Is More Than An App
    Most brands seem to understand that mobile apps must provide clear utility or entertainment value to the consumer. Some have actually achieved this in execution. However, few are truly transformative, ...
  • Asking The Tough Questions
    Sometimes the holidays provide just enough breathing room to think about important issues that you may not ordinarily have the time to deal with during the normal course of the ...
  • Your Most Valuable Digital Asset For 2012
    In an industry where the only headlines that eclipse the latest and greatest marketing technology is the next newly funded technology, it's easy to lose sight of the most valuable ...
  • Reports Of The Death Of The Campaign Have Been Greatly Exaggerated
    We hear the proclamation of the death of the campaign regularly these days. The charge is primarily led by the hoards of self-proclaimed social media gurus, but underscores a similar ...
  • The Impact Of Leadership Vs. Management On The Client/Agency Relationship
    In most organizations, there are those who assume leadership roles and others who assume management roles. It's generally accepted that finding individuals with exceptional skills in both leadership and management ...
  • Top Tips for a Successful Digital Holiday Season
    It's that time of year again. Retailers have been planning the following six weeks for the last 46. For those who are unaware of just how big the holiday season ...
  • The Social Media Spiral Of Unengagement
    There's no contesting the value and insight derived from direct consumer relationships in social media. Most brands are fully committed to developing and nurturing these connections by now, even though ...
  • CMO - The Chief Modeling Officer
    In theory, I love it when digital budgets get cut. No, really, I'm not crazy. Of course, the budget cuts need to be data-driven decisions -- supported by sophisticated media ...
  • The Most Dangerous Phrase In Marketing
    There is one phrase -- one mindset -- that holds back more progress, creative thinking and innovation than any other. It promotes complacency and sends a clear message that stifles ...
  • When Data Fails You
    Data is not the Holy Grail. Data does not trump solid strategic thinking and planning. Data is not the magic cure for all your marketing woes. Data is, however, a ...
  • Digital Experiences Are Redefining Brands
    Has your company augmented its brand strategy or brand positioning within the last three years? If not, you may want to drop everything and add this as a priority on ...
  • Assumptions Are Killing Your Digital Marketing Strategies
    A few months back I wrote a piece titled "Operating in Real Time: How Far Away Are We?" I must have struck a nerve with the concept of real-time marketing ...
  • The Digital Re-Org -- Agent of Cultural Change
    As digital marketing takes on many more forms than ever before, the multiple-tentacled beast requires an organization alignment that most marketers are just beginning to recognize -- the hard way. ...
  • When It Comes To Ad Tech, There's Often No Right Answer
    Confused about the growing eco-system of marketing technologies and how they impact your business? Don't worry, you're not alone. By now you are at least considering, if not already testing, ...
  • Refining Processes For The Changing Digital World
    Everybody acknowledges process. It's an unsexy topic, but vital for success -- and few excel at it. Agencies often sell a unique process as a point of differentiation. Some processes ...
  • Seven Tips For Managing Up
    ou have great ideas, a command over how certain aspects of your business work, and a hunger to grow within the company. You are trying your hardest to be part ...
  • In The Beginning, There Were GRPs
    Once upon a time, the media landscape was a simpler place. Large-brand marketers had the ability to predict the impact of a specific level of media weight and develop campaigns ...
  • Enough With The Cloud Already - Long Live The Cloud
    Allow me to demystify a monumental shift that is underway, hidden behind the buzzword of "the cloud." For those who don't care about the minor details (most people), for practical ...
  • Cracking The QR Code
    All research leads to smartphones reaching or exceeding 50% of the market by the end of the year. The prospect of engaging consumers with rich brand or product experiences that ...
  • Operating in Real Time: How Far Away Are We?
    Until recently, companies have accepted the premise that predicting the future was more important and/or practical than reacting to the present. The time lag between gathering data, developing actionable insights ...
  • Top-Five Tips for Digital Work/Life Balance
    Achieving a work/life balance is not only important for your own happiness, but it significantly boosts productivity as well. Here are my top five takeaways to help you develop this ...
  • Agencies As DMPs
    Winds of change are blowing down the halls of major media agencies. The race to develop data management and audience buying platforms is on. Does this surprise anyone? I hope ...