Marketing Craftmanship

JUNE 5, 2016

In the pre-internet world, personal relationships, referrals and endorsements played a significant role in the decision-making process. Over the past 20 years, the internet has dramatically and permanently changed the way that people make decisions.

Validation 100

Validation Ideal Customer Profiles Thought Leadership Marketing & Strategy 100

Marketing Craftmanship

JULY 4, 2011

Social media will not increase word of mouth influence. Research by Keller Fay for Google shows that 94% of word of mouth conversations occur offline, and most often, those conversations are sparked by information found on the internet and television…and not on Facebook, Twitter or other social networking sites.

Social Media 100

Social Media Social Marketing Word of Mouth Media 100

Marketing Craftmanship

JULY 1, 2014

In their 2001 book, The Attention Economy , social scholars Thomas Davenport and John Beck proposed that in today’s information-flooded world, the most scarce resource does not involve ideas, money or talent. Don’t rely on the internet exclusively to generate market attention. Less can be more, when it comes to B2B content.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Marketing Management 100

Marketing Craftmanship

MAY 17, 2011

In a forthcoming edition of the journal Cyberpsychology, Behavior, and Social Networking , Professors S. A new study from Boston College’s Carroll School of Management on the impact of multi-media multitasking has some significant implications for marketers using TV or online channels. of all computer gazes, and 2.9%

Media 100

Media Multi-Channel Television marketing Social Networks 100

Marketing Craftmanship

JANUARY 27, 2015

Research integrity was an issue long before the internet became the platform for content marketing. Our client was overjoyed with the media exposure, but we felt less than honorable, and resolved that we would never use market research to promote a client’s product or service unless we believed the supporting methodology had sufficient rigor.

Research 100

Research Content Marketing Work Management Paid Search Agency 100

Marketing Craftmanship

AUGUST 31, 2011

The internet delivered news faster, and this was a good thing. Twitter, blogs and other social media-based “pull” tools may eventually replace the press release. But the news release has lost its franchise as a communication tool, for two reasons: Thanks to technology, news releases became an anachronism.

Public Relations 100

Public Relations Press PR Content 100

Marketing Craftmanship

APRIL 8, 2011

Distracted by all the social media buzz, it’s easy for a company to lose sight of the fact that their website remains the mother ship of brand expression and commerce. Long live the internet. Previously published at [link] ].

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 100