Marketing organizations have long been seen as cost centers by the C-suite. Although marketers have made many strides to overcome this challenging internal position, many CEOs, investors and other key stakeholders who view the world in terms of return on investment (ROI) just can’t see marketing as an investment with positive returns, sometimes rendering marketing …

Compared with more established marketing channels, social advertising is still in its infancy; which explains why brand managers and marketers can still feel challenged when it comes to proving the value of a social media advertising campaign. In fact, there is often a tendency amongst many in branding to believe that social advertising will not …

In September at Content Marketing World, Robert Rose and I will launch our (combined) sixth book called Killing Marketing. The core principle is that we’ve been misusing the marketing function for years. Marketing, in its truest form, was actually meant to be a profit center. While Robert and I were doing our research for the book, …

Online communities have become a strategic digital asset for many companies, but marketing leaders still lack meaningful metrics to report success. According to Leader Network’s latest research study, “The Business Impact of Online Communities,” 92 percent of marketing and community leaders say that their online community has an impact on the organization. That’s the good …

Econsultancy founder Ashley Friedlein recently made a bold prediction for the marketing industry’s year ahead: “The guiding star in 2017 will be focus”. An outside observer might reasonably wonder why a simple – even obvious – idea like focus merits so much attention. But if you’ve been paying attention to the state of the marketing …

Mantras For Marketers To Live By We’re nearing the end of the year, which means it’s time for the 2016 edition of your ‘50 Marketing Thought Leaders Over 50’. Each of the Marketing Thought Leaders highlighted below, have a wealth of experience and knowledge to share; and have gained the respect of their peers through …

If you look at the world of marketing today, it is a dizzying merry-go-round of trillions of gigabytes of data and millions of dollars and customers. When facing this wall of numbers, individual meaning gets blurred, and the question becomes: How do you extract yourself from this loop and gain a clearer perspective on the …

The two most prevalent reasons B2B organizations have been slower to adopt social media practices in comparison to B2C companies are, a lack of ability to measure results, and the mindset that social media “doesn’t apply in our niche industry.” In fact, for many B2B organizations, the teenager characterization is being generous. The fact is …

Creating and implementing an SEO strategy requires vast amounts of hard work and sustained efforts. Once the initial hurdle is overcome and a brand realises the importance of SEO, it comes as great relief to finally feel as though progress has been made. The next obstacle is actually achieving results. That first glimpse of return …

Content is pervasive.  It is, after all, the most foundational element of marketing.  Without content there can be no websites, social media, advertising or print collateral, not to mention content marketing as owned media.  Content spans many elements: words, images, audio-visual material, infographics and a host of other form factors.  As media and channels proliferate, …