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Gone are the days of successfully running campaigns that offer a monolithic messaging strategy. I mean, can you honestly think that one message will engage both a millennial hipster and a retired baby boomer? How about a professional middle-aged woman and a twenty-something oil and gas laborer? You’d be surprised how many products both segments,…

Marketers focus on duplicating successful conversions. It makes sense, after all; when and where you’re successful, you should seek to do more of whatever drove that success. It’s the low hanging fruit, and it shows clients an ability to drive sales. But even the most successful campaigns convert a relatively low percentage of those they…

In a world where people are constantly being saturated with advertisements left and right, how do you make sure your message isn’t tossed aside like every other? It is important to stay on top of the trends, and most importantly – you must KNOW WHO YOU’RE TALKING TO. Let’s face it – unless it’s Super…

Let’s set the stage. I’m 35 and I have a 3 year old who is rambunctious and doesn’t pay attention to anything for more than a minute and a half. She takes after me. According to Forbes, U.S. adults will average 73 minutes per day getting their entertainment fix online and a little over four…

The book Markets of One: Creating unique value through mass customization was way ahead of its time. While it lays out a strategy in which data is leveraged to build customer experiences based on individual Nth selects and/or behavior, it was published in 2000—well before the mobile revolution. Think about the implications this strategy has…

Truth #1: People sell their skills whether it’s applicable for you or not. Most marketing firms come to the table with a defined set of skills. They always sell these skills as the best solution to your marketing challenges. A print shop will advocate for using direct mail, an ad agency will sell you traditional…