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…

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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…

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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…

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What Every Company Needs in its Digital Marketing Tool Kit

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…

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Three Ways Content Marketing Boosts The Value Of Your Leads

By Michael Shepherd / January 22, 2019 / 0 Comments

Content marketing continues to be critical in improving the value of sales leads. Yet, according to a 2018 survey by the Content Marketing Institute (CMI), most of your competition (just 24%) are not doing what it takes to make the practice a success. Bad news for them. Great news for you– if you are in…

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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…

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Five Predicted Trends For Digital Content Marketing In 2019

By Michael Shepherd / December 20, 2018 / 0 Comments

Content marketing continues to be a go-to marketing strategy and, as more brands are enthusiastically embracing the idea of storytelling and content creation, the competitive landscape is quickly changing. With 2019 right around the corner, here are five content marketing trends and predictions that I believe may influence your brand’s content marketing strategy in the…

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Making Personalization Personal: Marketing Vision 2018

By Michael Shepherd / December 13, 2018 / 0 Comments

In marketing, personalization isn’t always personal — and marketers often fail with personalization as they turn to big data and best practices. Part one of this two-part report from ITSMA Marketing Vision 2018 explains that big data and best practices are red herrings in the quest for personalized marketing. Marketers increasingly need to be personal…

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10 Influencer Marketing Trends to Keep Your Eye On

By Michael Shepherd / December 6, 2018 / 0 Comments

Influencer marketing is a hybrid of old and new marketing tools. It takes the idea of the celebrity endorsement and reconfigures it to fit with today’s social media–driven world. Unlike celebrities, influencers can come from any background or industry, and they can have varying amounts of followers. One thing they all have in common is that…

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13 Essential Reasons to Invest in Content Marketing

By Michael Shepherd / November 28, 2018 / 0 Comments

It seems like advertisements are everywhere nowadays. Whether blocking us from watching a YouTube video, or disguising themselves as blog articles with titles like “The 11 Secrets to Be Better at X [#4 Will BLOW Your Mind]”, advertisements are becoming harder and harder to run away from. In the midst of all of this negative…

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