Acknowledging Your Diverse Customer Segments is a First Step in Effective Campaigns Acknowledging Your Diverse Customer Segments is a First Step in Effective Campaigns   In case anyone needed it, the U.S.’ most recent election cycle was a prominent reminder that we live in a deeply divided society. Further, digital spaces are where much of […]

New Year, New Horizon for Marketing In the digital marketing world, no two days are alike – and with 2023 just around the corner, we’re seeing that no two years are synonymous. Digital services and campaigns move fast. The infrastructure is constantly shifting, priorities are fluid, and the algorithmic powers that undergird much of today’s […]

Is It Better to Appear Authentic or Professional in Your Marketing? Is there a founder, influencer, or namesake at the center of your brand? If so, you’ve probably heard the advice, again and again, to “be authentic” in your content marketing and social media. But perhaps the human behind your brand is camera-shy, or it […]

How Will Your Brand Shift the Narrative Around Rising Costs? Inflation seems to be on the tip of everyone’s tongue these days. Prices are up on products and services of all sorts around the world, yet consumers are feeling less confident in their purchases than in previous years. The best response for capable marketers will […]

When and How to Dial In on Values-Based Marketing The idea of supporting values-aligned brands and “voting with your wallet” has been a steady undercurrent of a culture where political and moral views are at the forefront of so much of the content we consume. But how much does values-driven decision-making actually impact consumer behavior? Recent […]

How Well Do You Understand Your Brand’s Perceived Value? I’m a fan of this adage: value that is not perceived will not be received. In other words, if a brand fails to increase its perceived value or value proposition, it is unlikely that customers will be able to fully enjoy what you have to offer. When […]

Stakeholder Collaboration is Key to Business Growth Marketers face many external challenges in communicating a business’s value to the outside world. But what about the process of attaining strategic alignment among colleagues, partners, agencies, and franchisees? In a recent podcast episode, an entrepreneur shares her tips for managing stakeholders and unlocking buy-in. Her insights explore the […]

Improving Customer Momentum Means Understanding the Customer Journey A strong marketing campaign pulls customers forward in their existing journey while simultaneously advancing them along to other elements of your marketing strategy. For instance, a strong headline should pull a customer into a blog post or article, which then funnels them into a product page. Your provocative, helpful, […]