In Praise of Pedestrian Marketing

Pedestrian marketing – marketing that fits squarely into the norms of your market space and carefully adheres to the guidelines and rules of what everyone knows are the currently right ways to do things – offers some real and tangible benefits to marketers and business. ♦        When you do what everyone knows…

Influencer Marketing

Well, it’s upon us.  The latest, greatest magical technique to sharpen our marketing efforts and bring customers to our doors in droves. No more worrying about “the marketplace.”  Now we can focus on specific individuals or specific groups of individuals.  These people “influence” – i.e., help determine – what and why everyone else buys.  So,…

Marketing By the Numbers

At its core, marketing is a numbers oriented profession. We segment the market and size it.  We worry about demographics and demographic trends.  We do statistically significant market research (or, at least, we should).  Marketers are given to counting the number of hits, likes, connects, and follows.  We are constantly looking for new and more…

How to Improve Your Web Site’s ROI

What is your Web site’s ROI?  When was the last time you heard anyone ask that question? CFOs are demanding (and marketers are scrambling for) a clear definition of social media return on investment.  But Web sites have become so much an assumed part of doing business today that the question never seems to come…