I write about strategies to turn fans into customers and customers into fans. I also share ways to use real-time strategies to spread ideas, influence minds, and build business.
I travel a lot, probably 70 or 80 hotel room nights per year. When I lived in Asia, it was well over 100. Like most people, I've got a deck of frequent flyer and frequent guest cards that I whip out whenever I check in for a flight or hotel stay.
This morning the Boston Globe ran an excellent article on page one of the business section by Hiawatha Bray called A 'Bold' step to fix Ford's image: Website takes clear-eyed look at firm's problems, solutions. Thanks Hiawatha for quoting me in the article.
On the speaking circuit and via my blog, I am often asked to critique marketing programs, Web sites, and blogs. My typical response, "What’s the goal?" often throws people off. It is amazing that so many marketers' and PR people's goals don’t mesh with organizational goals. ...
Marketers at the most successful organizations specifically design Web content to draw buyers into the sales cycle. People considering a purchase always go through a thought process prior to making a decision. In the case of something simple and low cost, say deciding to dow...
Here's an interesting case study which will appear in my book The New Rules of Marketing and PR.
Sure online content in all its forms – web sites, ebooks, white papers, direct-to-consumer news releases, podcasts, blogs – drives buyers to action. There is no doubt that online content turns browsers into buyers. But for many companies and individuals, Web content has a po...
Ever seen "press clips" or "advertising awards" on a company's balance sheet? Of course not because clips and awards are not company goals.
Companies with large budgets can't wait to spend the big bucks on slick TV advertisements. It's like commissioning artwork. TV ads make marketing people at larger companies feel good. But broadcast advertisements from the TV-industrial complex don't work so well anymore. Whe...
Marketing and Sales Strategist, entrepreneur, advisor to emerging companies, and bestselling author of 10 books including "The New Rules of Marketing & PR".
