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Articles

The Brand Version 2.0: Business-to-Business Brands in the Internet Age

Brands are more important than ever. Sure it’s a cliché. It seems every book I have read on branding contains that sentence. Yet, the Internet has created an environment that makes that statement truer than at any prior point. The Internet enables incredibly fast access to an enormous amount of information and provides connectivity and community that can empower buyers.


The Bottom Line on Marketing Accountability

Marketing accountability continues to be a hot topic. The reality is that there is a lot of talk, but not an equivalent degree of action. Consider a recent study by the CMO Council that found less than 20% of top technology marketers surveyed had developed “meaningful, comprehensive measures and metrics for their marketing organizations.” The last major study on marketing


The Most Important Aspect of Marketing

One of my colleagues recently asked me, out of all the aspects of marketing including online marketing, marketing strategy, Web 2.0, market research, etc., what was the most important? Without hesitation I replied, "Testing".


Break-ups To Make-Ups: Getting the Most from Your PR Agency

Are you involved in a bad relationship? Personal romance aside, many marketers are frustrated with their public relations agency, feeling that they are not receiving the requisite value and results that they expect from their agency of record. The irony is that in many of these situations, not only is the marketer frustrated with the PR agency, the PR agency is also frustrated with the marketer.


LATEST ARTICLES
The Brand Version 2.0: Business-to-Business Brands in the Internet Age
Brands are more important than ever. Sure it’s a cliché. It seems every book I have read on branding contains that sentence. Yet, the Internet has created an environment that makes that statement truer than at any prior point. The Internet enables incredibly fast access to an enormous amount of information and provides connectivity and community that can empower buyers.
The Bottom Line on Marketing Accountability
Marketing accountability continues to be a hot topic. The reality is that there is a lot of talk, but not an equivalent degree of action. Consider a recent study by the CMO Council that found less than 20% of top technology marketers surveyed had developed “meaningful, comprehensive measures and metrics for their marketing organizations.” The last major study on marketing
The Most Important Aspect of Marketing
One of my colleagues recently asked me, out of all the aspects of marketing including online marketing, marketing strategy, Web 2.0, market research, etc., what was the most important? Without hesitation I replied, "Testing".
Break-ups To Make-Ups: Getting the Most from Your PR Agency
Are you involved in a bad relationship? Personal romance aside, many marketers are frustrated with their public relations agency, feeling that they are not receiving the requisite value and results that they expect from their agency of record. The irony is that in many of these situations, not only is the marketer frustrated with the PR agency, the PR agency is also frustrated with the marketer.
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