The Question That Makes Every Communicator Squirm

By Michael Shepherd / December 18, 2019 / 0 Comments

You’ve pulled your web analytics, downloaded social media dashboards, and generated detailed reports showing open, click-through, and conversion rates from your last campaign. Well done, data pro. So, in preparation for your meeting with the C-Suite, just one more question: How did you add value? In other words, can you explain the financial contributions your earned…

Read More

Hoops and the High Cost of Freedom

By Michael Shepherd / November 13, 2019 / 0 Comments

Turns out freedom really isn’t free. Professional basketball players and shoe companies who lost millions of dollars in China following a social media post (since deleted) from a National Basketball Association executive sympathizing with government protestors in Hong Kong are understanding just how costly it can be. While many might not be inclined to feel…

Read More

Is Your Brand Aging Beautifully or Badly?

By Michael Shepherd / October 17, 2019 / 0 Comments

The problem with being old is that you wake up one day and have no idea how you got there. Oh sure, there are a few signs along the way, but we pay about as much attention to those as we do to seeing cones suddenly appear on a freeway. What starts as a one-lane…

Read More

It’s Time for New Accounting Rules on Brand

By Michael Shepherd / September 6, 2019 / 0 Comments

The definition of brand is as diverse as the people who try to frame it. Amazon founder Jeff Bezos describes it as what people say about you when you’re not in the room. I like that because it’s memorable. My summation is a little shorter. Your brand is your bond.  You can interpret that in at…

Read More

Is Facebook Too Big to Care?

By Michael Shepherd / August 29, 2019 / 0 Comments

The folks at Facebook are finding Washington D.C. to be anti-social, if not openly hostile, these days. Regulators at the Federal Trade Commission recently tagged the social media network with a five billion dollar fine – and no, that’s not a misprint – for privacy lapses that allowed app developers to scrape data from some…

Read More

How Big is the Difference Between B2B and B2C Marketing?

By Michael Shepherd / February 8, 2019 / 0 Comments

For some time a question has lingered in my mind: is there truly a difference between B2B and B2C marketing? Most articles on the topic are set on the idea that both types of marketing campaigns are fundamentally different – but considering the goals and strategies one sees in so many campaigns, there’s more overlap…

Read More

What Every Company Needs in its Digital Marketing Toolkit

By Michael Shepherd / January 31, 2019 / 0 Comments

In what we now recognize as a digital-first landscape, online communications platforms have shifted from a luxury to a necessity – and companies that don’t conform simply fall behind their competition. Here we’ll address a few ‘digital needs’ that all brands should have fastened down and optimized to increase their reach, engagement and conversion goals. Dynamic, Responsive…

Read More

How to Get the Most Out of Your Marketing Agency

By Michael Shepherd / January 14, 2019 / 0 Comments

You’ve hired an external marketing agency to assist with your next campaign – now, what are you going to do to maximize the value they bring to the partnership? It’s often a million-dollar question. You know that you’ve secured a team of industry experts who are well-versed in strategic planning, execution, and analysis of marketing…

Read More

Giving Your Brand a Voice – Literally

By Michael Shepherd / November 21, 2018 / 1 Comment

Marketing has come a long way in recent years, from the takeover of social media and the heavy importance on ‘mobile-first’ marketing, to the looming horizon of augmented and virtual reality; you can see it before your eyes. One of the newest forms of marketing making waves, however, can’t be seen – rather, it’s heard.…

Read More

Metrics That Matter – Part III

By Michael Shepherd / November 1, 2018 / 0 Comments

As marketing professionals, we’re responsible for the creation and distribution of content across a variety of channels – along with the ever-changing and sometimes confusing analytics that attempt to quantify the impact of that content. For this installment of Metrics That Matter (see links to earlier posts below), we’re going to provide some clarity on…

Read More