A practical approach to modern marketing.

Email Pronounced Dead Yet Again (So Why Is It Still Making So Much Money?)

10.18.11 Posted in Blog, Marketing, Marketing: The Bigger Picture by

Pity the poor email. It’s been pronounced “dead” a half-dozen times since spam almost killed it for real in the mid-90s, and today you’ll find it trampled underfoot by hordes of inexperienced marketers eager for the Next Big Thing. For businesses — even small ones — that’s a shame. One longtime small business client knew [...]

Why Marketers Shouldn’t Overinvest in Social Media (and, Six Tips To Avoid Getting Burned)

05.03.11 Posted in Blog, Marketing, Social Media by

For an online marketing consultant, I’m remarkably conservative when it comes to social media marketing. It’s not as if I ignore it; it’s just that urging clients to invest large amounts of time in media platforms they don’t own or control raises a few red flags. Or at least it should. There are plenty of [...]

Congratulations! Your Bakery Just Became A Media Company

12.04.10 Posted in Marketing by

The Technology Trickle-Down Theory of Modern Marketing When I started my marketing career 25 years ago, simply piping a marketing message to the market presented some serious problems; good “creative” work was only an (inexpensive) starting point to a drawn-out process. Ad production was hugely expensive, and lead times were horrendous. Online marketing was hardly [...]

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