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How Do Marketers Manage Their Tech Stack?
It wasn’t too many years ago that this would have been a silly question — if you drew a Venn diagram of marketing and technology, it would look like two circles that don’t ever touch. How times have...
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Digital Marketing is Less About Knowledge Than About Bravery
I teach digital marketing to many different audiences each year, so you would think that I would place digital marketing knowledge at the top of the heap for leading to success. But I don’t. You see,...
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Half of Your Audience Hates You
The contentious political times we live in offer scant places to hide for the average company. For every Patagonia that wears its collective ideology on its sleeve, there are thousands of companies...
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The One Marketing Investment With No ROI That You Must Make
I am a big believer in marketing investments returning more than their investment–and you probably are, too. In these data-driven times, we all want to know that we are spending money wisely. We all...
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What is Holding You Back in Digital Marketing?
My days are divided between teaching professionals how to change their careers and teaching companies how to change their cultures–both of whom want to embrace digital marketing. But it takes more...
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The Three Hard Parts of Manually Tagging Subjects on Your Web Pages
Everyone loves faceted search–drilling down on your search results by selecting filters. We all use it in eCommerce to pick colors and prices, but we also are starting to see more of this on content...
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Why Do You Need to Automate Your Content Tagging With AI?
If you have content, you tag it. If you have web content, you tag it in your content management system. Your authors do it every day. And it feels somehow free. You never get a bill for content...
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How Do You Automate Tagging Your Web Content With Industries?
If you are a B2B company, you likely go to market by industry. So, you might have products that are bought by several industries, but maybe they do different things with your product in different...
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Are You Testing the Right Things on Your Website?
adjieargoputra / Pixabay It doesn’t happen as much anymore, but it wasn’t long ago that every time I showed slides explaining how Amazon tests every change they make to their website, some...
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How Do You Know How Long to A/B Test Your Website Changes?
Everyone wants to be data-driven these days, so A/B testing is all the rage. Too often, however, I run into clients that run dozens of tests a month and come back with the disheartening results: Not...
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How Did Marketers Let GDPR Happen?
I teach classes for the Rutgers Business School Executive Education, so I cross paths with savvy digital marketers on a constant basis. I have been asking them the same question for the last three...
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Does a Soft Sell Conflict With Content Marketing Analytics?
Tumisu / Pixabay I was recently leading a client workshop where I get a question that I had never heard before, “Why are you emphasizing such an aggressive use of analytics if content marketing...
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Why Your Sales Team Thinks Marketing is Useless
If you are in marketing, you are used to handing off your leads to the sales team and hearing two complaints back: First, the leads are no good. Second, there aren’t enough of them. It has always...
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You Probably Have Too Many Personas
Personas are a good thing. They help us to visualize the audience that we are speaking to. So, you might think that the more personas, the better. But it’s not true. Developing personas has become...
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Everyone Says Their Marketing is “Data Driven”
I used to like the term “data-driven marketing.” I really did. But I kept running into people telling me that they were doing data-driven marketing when it just didn’t seem to be the case. They...
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How Do You Segment Your Market?
Clients ask us all the time to help them with the right characteristics for personas–which are essentially market segments. We use what we call the A2G framework to help you think through all the...
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Why B2B Marketers Should Care About B2C Marketing
geralt / Pixabay I know that many people specialize in either B2B or B2C marketing, but I have done both in my career, with more emphasis on B2B. I am glad that I have B2C in my background, however,...
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Why You Are Ignoring Your Ugly Site Search
That headline isn’t fair to everyone, because some marketers are really working to make site search better. But I am pointing my finger at the rest of you. Here are the reasons I have been told that...
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What Are You Doing About Ad Fraud?
According to The Guardian, 60% of online advertising spending is going to fraudsters. Even if you don’t believe that (I do), suppose it was just 20%? Wouldn’t you want to do something about that? I...
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Is AI Coming For Your Job?
Comfreak / Pixabay As someone who has been working in various forms of AI off and on since the ’80s, I have heard all sorts of dire predictions of what will happen to us feeble humans when AI finally...
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Does Your Customer Experience Track Anti-Conversions?
Just about every digital marketer tracks conversions of some sort. They are those happy events where your customer buys something from you–or at least takes a big step in the right direction. But what...
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The AI Genie Is Not Going Back Into the Bottle
It’s not a marketing story, but I noted the story of how deepfakes are a threat to national security. You should expect to see more of these stories asking how we can put the AI genie back in the...
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Does Your AI Need a Personality?
If you are Amazon with Alexa, clearly your AI needs a personality–Alexa wants to be your helpful friend. You talk to her. She talks back. No problem. But does your business AI need a personality?...
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What’s The Missing Link in Personalized Content Marketing?
William Gibson once said, “The future is already here—it’s just not very evenly distributed.” To me, that is one of the most important quotes for digital marketers. It’s not important for you to...
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8 Years Later, What Did We Learn From Watson Winning Jeopardy?
If you are a nerd like me, you might remember watching IBM’s Watson playing Jeopardy against legendary champion Ken Jennings and Brad Rutter, another very strong player–and Watson ate their lunch. At...
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