For years, I've seen direct response TV advertisements that sell everything from vacuum cleaners and kitchen utensils to jewelry.
Read MoreSome online and social media proponents are proclaiming that inbound is replacing outbound marketing activities and that we are seeing a healthy and dramatic shift from promoting products to 100% customer engagement.
Pardon my bluntness, but this is baloney.
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With so much demand on content for content's sake, the race is on. Emails, SMS messages and the Internet as a whole actually discourage the creation of great copy or the personal feel.
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Content marketing is yet another term-of-the-month that defines a social marketing credo: "Give customers and prospects the information without selling and they will come running to buy from you".
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Advertisers have always had to cut through the clutter to succeed. But with growing email volumes, PPC, mobile marketing, and now social media, getting attention in the morass has never been more challenging.
Direct mail thrives in this environment because it has less competition, enjoys unprecedented targeting capabilities, and enjoys greater prestige due to its perceived higher cost of entry than many digital opportunities.
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Social Media Shouldn't Get a Pass on Sales Performance
Social engagement, behavioral marketing, interruptive marketing... we are drowning in a sea of catchy terms that often repeat what we have always known. Today's digital marketing opportunities bring customer word-of-mouth selling to a new level.
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