B2B and B2C: A Tale of Two Strategies

This post was originally published on The HuffPost Blog. “It was the best of times, it was the worst of times, it was the age of consumers, it was the age of businesses.” Many marketers will argue that Business-to-Consumer (B2C) marketing is more emotional than Business-to-Business (B2B), but in fact, a B2B purchasing decision is … Continued

How to Turn Loyal Customers into Brand Promoters

When it comes to long-lasting success for your brand, converting sales shouldn’t be your only benchmark. Maintaining loyal customers and converting them into advocates for your brand is an essential part of a thriving business. In fact, businesses with a large proportion of repeat customers have a revenue approximately 50% higher than related businesses with … Continued

Harmonizing Your Multi-Channel Campaign

When it comes to walking today’s potential consumers through the purchasing journey, it is no longer a luxury to meet them at different points along the way…it is a necessity. In 2012, Mashable reported that 72% of consumers prefer a marketing approach that is integrated across multiple channels. This percentage is certain to rise among … Continued

2017: The Year of The Question

This post was originally published on The Huffington Post Blog. Successful marketing in 2017 requires strategic balance. Today’s consumers interact with dozens of mediums on a daily basis. Your goal, as a brand, should be to meet them at as many of these points as possible. Learning to develop effective marketing messages that maintain consistency, … Continued

Where Have All the Print Pieces Gone?

This post was originally published on The Huffington Post Blog. A slice of today’s marketing landscape may seem like a washed-out snapshot of apps and microsites. What appears to be an industry devoid of print-piece campaigns is far from reality. We simply notice print less because most print-oriented strategies are not properly paired with digital … Continued

Big Game = Big Commercials

Last night’s game between New England and Atlanta was as intense as it gets. But for those of us in the advertising industry, it wasn’t all about the game being played on the field. Last night was the one night where no one complains about how many commercials are aired. Below are a few of … Continued

Coming: AdWords Feature Harnesses Power of Text

Waiting on hold is one of the few things in the world that we can all agree is terrible. Seconds bleed into minutes, minutes bleed into hours, and that annoying background music? Man, I’m getting angry just thinking about it! *Steps away from computer, takes a deep breath* It’s not just waiting on hold or … Continued

Lessons From Shake Shack’s Small-Business Strategy

Say what you want about the Motor City, but there’s no denying this: we have the burger game on lock. From Corktown to Greektown, mouthwatering burger joints pepper the city like park benches. There’s Green Dot Stables, Mercury Burger & Bar and Wahlburgers. Townhouse, Jolly Pumpkin and Gold Cash Gold. Sliders, cheeseburgers and patty melts. … Continued

RIP Vine: The Rise and Fall of the $30 Million App

It’s crazy what can happen in six seconds. It’s even crazier what can happen in four years. Last month, word broke that the popular video-sharing app Vine would be shuttered by its parent company, Twitter — a dramatic twist for the app that in 2013 turned the six-second looping video into a social media staple. … Continued

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