Tag Archives: digital marketing
[Published in MKTGInsights]: The New CMO Data Mandate
Having a data strategy is as important to the modern enterprise as a product road map and a sales plan. In this article in MKTGInsights, I explain why marketing’s shift from “Madmen” to “Mathmen” mandates a proactive approach to acquiring, synthesizing, reporting, monetizing and protecting customer data. To read the full article, click here.
Why NPR-esque User Donations Aren’t Likely To Pay The Bills For Digital Publishers
A few times every year, I’ll meet someone who decries all forms of advertising, especially the digital variety. These objectors tend to concentrate their ire on the data gathering and targeting behind digital ads, but that’s not their only concern. They also find ads on their favorite apps and websites a burdensome distraction. Since I work for a […]
Essential Blogs And Newsletters For The Mobile, Digital Or Social Marketer
Ever since I started blogging, the number of blogs and newsletters I read has exploded. That’s because the more I write, the more I have to work to find the next thing to write about. I’ve had a few recent exchanges with colleagues about what we most like to read, so today is all about sharing […]
Unsure About How To Make The Right Investments In Mobile? Think Like Mr. Spock.
I’m not a huge Star Trek fan, but I know that if we were to take the show’s original cast and drop them into the business world, Mr. Spock would work in accounting. They may not bleed green, but talented accountants possess an elegant and ruthlessly efficient mind. Like Spock, they know how to put […]
The Rise Of Big Data Will Be Nothing Compared To The Return Of The Creative Class
The 2014 U.S. midterm elections illuminated for me a very clear and compelling vision of the world marketers seek to master. That vision looks like this: Big Data is more important and useful than ever, but someday soon, Big Data will become a commodity, available cheaply to anyone. Real, lasting marketing value will lie in the power […]
A Warning Sign For Brands: You May Not Be Keeping Up With Your Mobile Customers
Last week, I met with two marketing agency CEOs whom I’ve gotten to know over the years. As we caught up on their businesses, I asked them the same question I ask a lot of non-mobile native company executives. What mobile projects are keeping you busy? The surprising answer, for them and me? “There really […]
Mobile App User Acquisition Costs On The Decline
A story emerged yesterday that reports that the average per mobile app user acquisition cost is declining. While that may be good news for advertising buyers, it may not be such good news for the overall health of the mobile economy. That’s because the transition from desktop and laptop-based digital marketing to mobile form factors […]
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