Modern software tools give a finished, polished look to even the roughest ideas, which requires less imagination to visualize the finished product. Because of these very polished preliminary drafts, it seems like the production of a final file once a concept has been approved should take only minutes — but it doesn’t.
The choice of media channels is a critical decision for marketers at any organization, but especially for values-based organizations and those seeking social change in a media-saturated world. Let's revisit the POEM framework to look at what's the same and what's changed and what's most helpful for today's change marketer.
The B2B funnel seemed like one of the few bedrocks of marketing and advertising you could count on. Since the turn of the century, AIDA (attention, interest, desire, action) made sense as a shorthand description of the events leading buyers through what was labeled alternatively as a marketing, purchase or sales funnel. But the events and steps leading to a purchase decision have changed, and time-pressed business owners and managers at SMBs, small-to-midsize business, can easily underestimate the extent of the change. Did you know that today more than 90% of B2B buyers start their purchasing cycle by looking for solutions and suppliers on the Internet?
I know, I know, email is something that we use everyday. However, when using it for professional purposes it can be helpful to review your technique from time to time. Email is a frequent source of miscommunication and hard feelings. Here are a few points to keep in mind as you go about your daily [...]
In Part 1 of this series, I described exactly how I designed an experiment to test (at minimum risk) whether or not it is possible to recycle a blog post without hurting SEO (search engine optimization). That is, I was interested in finding out whether or not Google would notice and apply the dreaded duplicate [...]
Ever since smart phones hit the market in 1994 (though they weren’t called “smart phones” until 1997), they have changed the way we use the web. More than half of Americans use smart phones. In addition to phones, smart tablets and reading devices that can access the Internet are now ubiquitous across the world. These [...]
Website design standards continue to evolve and best practices change with connection speeds, operating systems, browsers and devices. Just as mobile devices all but killed Flash on websites (thanks to Apple and the iPhone), mobile devices are bringing back the “Home” button or navigation link. The Evolution of Web Standards In the early 1990’s (yes, [...]
