Articles
What a magical world we live in, where with a simple swipe of a credit card anyone can acquire one of a thousand brand new, innovative marketing technology products!
What a terrible world we live in, where with a simple swipe of a credit card anyone can acquire one
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Only three years ago I routinely advertised for the job of digital marketer.
Doing that today would be like going into a restaurant and ordering a piece of cake — who knows what I’d get — chocolate, carrot or coconut?
The digital marketer job title has become irrelevant.
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Marketing now bears responsibility for the entire customer lifecycle — from lead generation to customer advocacy. And as a result, is also responsible for the vast arsenal of tools and associated budget that identifies prospects, nurtures and converts those prospects into customers and ultimately transforms those customers into brand advocates.
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I have a confession to make.
As a user of MarTech tools — 27 at last count — I have not yet mined the full value of every tool.
And I’m not alone.
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It doesn’t seem all that long ago we spent tens of thousands of dollars exhibiting at tradeshows because our companies thought it was important to be seen, regardless of return on investment.
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