marketing
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Used correctly, email subscriber lists are, at the risk of being cliché, worth their weight in gold. This is old news, yet in this highly digital world almost every brand is behind in data acquisition. Emailing isn’t just about making a new sale. Emailing existing customers is one of the best ways to combat attrition…
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We’ve all heard the phrase “content is king.” Bill Gates made the phrase buzzworthy when he authored an essay titled “Content is King” back in 1996. Before Gates penned his piece, the phrase was the mantra of Viacom’s Sumner Redstone. Same phrase. Two different meanings. Redstone was talking about the power of ownership and distribution…
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To drive a large lift in unique visitors, the lever most marketing teams instinctively look to pull is a SEM spend. Paid search certainly buys visibility, but eyeballs don’t matter if the website they land on doesn’t match what they’re looking for. I proved that point dramatically for a B2B services company that achieved a…
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In marketing, audience is everything. I’m a strong proponent of persona-based targeting, but before you pick up the fine brush for the details, you need to take on the broad strokes. That’s where your business model comes in. B2C, B2B, DTC are, at their core, really just a way of identifying your audience. B2C (Business…
MATT HIGGINS 