digital tortoise

The Digital Tortoise or Hare? Is It Better To Be Fast or Consistent?

To the extent, these days, time is being counted in nano-seconds and everything is happening in real-time, there is an evermore acute merit to being "ahead of the curve." One can safely say that notion of being ahead of the curve has always been true. However, there has been a certain acceleration of time. As a result,…

marketing 5E's branding and brand

A Digital Silver Economy – The Silver Lining Of Digital For The Baby Boomers

For many years, I have been carrying a message about how marketing must evolve to include the 5E's. The new model looks like this:   But maybe I've been getting it wrong? I have been encouraging brands to focus on these 5E's, applying them throughout the organization, and especially through all of the different functions that must…

hands_online_blog_post

Using Your Hands Online? Why Brand Comms Are Failing Us

The other day, I stopped to observe a man driving solo in his Audi car who, with one hand on the steering wheel, was gesticulating wildly with his other hand. Obviously he was "on" the phone, albeit hands free. Smiling to myself, I thought that he was most possibly Italian. However, it's true that, with the mobile…

nysale

Mindset and Marketing trends 2016 – What To Watch Out For

Last week, I published the first section of the business trends predictions for 2016, focusing on the new technology trends. This week, I present the other two sections, looking at the trends for marketing and in terms of mindset. The truth is that, if organizations are to take advantage of these trends, it must come with the…

Marketing Automation Mistakes — When It Goes Awry And Lessons Learned

I always remember being stumped by the question: How do you know what you don't know? When automation is used to run a brand's marketing efforts, there is always a temptation to take your eyes of the wheel that is driving those automated activities. The issue is finding the balance between efficiency and effectiveness. Marketing…

Now I Gotcha Marketing – The Poison Of The Single Opt-Out Option

I have long advocated that, core to one's digital marketing strategy, one must focus on two components: website (as a hub) email list (for communications) It's a very simple story. With the spiralling costs of social media (it's widely accepted that you now have to pay to play) and the changing nature of the media landscape (most…

How to Make Great Email Campaigns for a Luxury Brand?

If the email is the stalwart workhorse of digital marketing, it can be a tricky channel for a luxury brand. How to make great email campaigns that are effective, valuable and desirable in a luxurious manner? I am on the email list of a host of 'luxury' brands, including such brands as Harrods, Hermes, Chanel, Louis Vuitton, Fendi,…