Archive : Tag

YROO: The Future of AI-Assisted Shopping

Customer Centricity is the promise of AI. It seems to be the holy grail that continues to elude business. Marketing solutions and systems integrators are trying to build technology frameworks for Next Best Action that take real-time consumer context into consideration. They’re still falling short. But what if the only way to truly get to […]

The Strength of Language for SEO

POSTED ON September 17th  - POSTED IN Context

I feel like I am constantly reading about the death of keywords. But I fear that we keep throwing around generalizations instead of facts. There are multiple viewpoints to consider in this debate. I believe keywords are still important as a function of language. I still rely on keywords for most of my SEO recommendations, […]

Generational BS Has Driven Us All Mad

POSTED ON July 9th  - POSTED IN Insights

After working for more than a year with a growing Think Tank of Millennials, I can say with 100% certainty, that Millennials aren’t really that unique. Yes, many of them are hard working; many of them work in tech. Many of them ARE close to their parents, and yes, some of them still live at […]

Using A Knowledge Library To Build Employee Thought Leadership

POSTED ON June 30th  - POSTED IN Future Of Business

Altimeter Group has a great quote referencing content measurement across multiple disciplines: But measuring only for sales and leads – or simply relying on volume or vanity metrics such as “likes” and “views” that contain little innate business value or meaning – undermines and devalues investments in time, media, employees, technology, and vendor relationships. The […]

Why We Should Target Customer Conversations, not Demographics

POSTED ON June 11th  - POSTED IN Context

Identify your potential customers by their conversations, not demographics, because personalities cut across social strata, they endure over time, and they are identifiable from social data. We use social data insights as part of a top-down process which starts from the general and moves down into details. This is a new way of thinking about […]

Measurement, Personalization, and Why the Future of Digital Marketing Isn’t Obvious

POSTED ON May 21st  - POSTED IN Context

As marketers and brands evolve with increasingly sophisticated technology, everyone wants answers to the same question: What will digital marketing of the future be like? In contrast to many blog posts, I won’t pretend to give any definitive answers because I don’t think they are available yet. But there are some hints about which through-lines […]

Measuring: What Matters to Enterprise Business

POSTED ON May 19th  - POSTED IN Performance and Measurement

I have the pleasure of knowing Sean McGinnis, Director, Marketing for Sears Parts Direct and Search Lead for Sears Home Appliance & Services; every now and then I piss him off. On a Facebook exchange discussing what is and is not possible to measure, I was the happy recipient of a long and knowledgeable rant […]

Keywords or Social Insights: Which is the Secret to Great SEO?

POSTED ON May 14th  - POSTED IN Context

Pinterest Keywords are generally considered the starting point for SEO strategy; this idea is not unusual in any way. We look to the use of repetitive language as a point of judgement to determine meaning. In the beginning of SEO that was enough. What changed? The algorithm behind the search engine became smarter. This has […]

Finding Insights in the Space Between Traditional and Big Data Research

POSTED ON April 2nd  - POSTED IN Insights

Working with large data sets is difficult. One of the hidden challenges when you’re digging for insight is that in larger, more open data environments the practices that accompany traditional research can be less than helpful. Think of it this way, you create a web page dialogue with a question and three buttons, one that […]

Tell Your Story with More Empathy for Content Strategy Success

POSTED ON March 24th  - POSTED IN Context

Curiouser and curiouser! – Lewis Caroll, Alice in Wonderland The impulse Alice feels to jump blindly into the rabbit hole is the same motivation your audience feels while searching the internet. If you want to create a content strategy which will catch their attention you should be aware of their cognitive needs. Learn to tell […]