technology
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In 1986, you paid for reach. In 2026, you’re still paying for reach. Whether you’re selling a toothbrush or accounting software, you want eyeballs, so you market across multiple channels, pull a bunch of marketing levers, and add up the reach. 10-thousand people. 10-million people. One billion pea . . . not so fast. If…
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“We want to scale.” That’s great . . . but scale is also one of the most overused and misused buzzwords in marketing right now. Scale is not interchangeable with grow. If you spend $100 to produce products resulting in $200 in revenue and then double your production at a new cost of $200 with…
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You’re selling something. Whether it’s a new energy drink, a SUV, or SaaS for doing inventory, if you’re in marketing, you’re selling something. The question is: who are you selling it to? Most people instinctively do the basics of audience identification. If they’re selling a new energy drink that’s all-natural and sustainably manufactured, they know…
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AI is one of the hottest topics, not just in marketing, but in business, government, and personal lives. It’s impacting everything, and at times AI is amazing and at times it’s undeniably controversial. So where does AI fit in with marketing? Is it the answer for everything or is marketing not the place for AI?…
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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 