Category: Strategy

I once had a debate with a friend about Beyoncé and feminism. My buddy felt that Queen Bey was not a “real feminist” because, while she talked a good game, her brand still catered to the…

Historians help us derive lessons from the past. While we may not always heed them, it’s a smart way to learn. Unlike historical time–with its epochs and eras–in digital marketing, we don’t…

The potential for free traffic and free leads makes optimizing for search a critical component of any digital marketing plan. But it’s not enough to say you want an X% increase in clicks or page…

More than a decade ago, I had the pleasure of working with IEG, a client whose sole purpose was to help companies figure out the best sponsorship opportunities for their brands. IEG has been…

When New York was pummeled by COVID in March 2020, Andrew Cuomo became an overnight sensation. His daily briefings were must-see TV–we even wrote in praise of his clear, concise, panic…

My husband and I got engaged in February 2020. A month later, we were in lockdown, and so was our wedding project. Over the next 20 months, I drew upon every project management and…

I don’t recall how the subject came up, but recently (in a social setting—not bagging on any clients here) I noted that all marketing needs to speak to humans as humans. Even when they’re at…

I’m above average. I just counted up 18 loyalty program cards and apps—four more than most Americans. (And if it’s true that at least half of people’s memberships are inactive, I’m above…

Marketing is not a monolith. While all marketing is about communicating with your audience, brand marketing and campaign marketing have wildly different underlying objectives…

You’ve been on the internet before; you know there are dozens of ways for brands to communicate. Newsletters, websites, social media—a brand could easily have 10 touchpoints with one…