How Well Do You Understand Your Brand’s Perceived Value? I’m a fan of this adage: value that is not perceived will not be received. In other words, if a brand fails to increase its perceived value or value proposition, it is unlikely that customers will be able to fully enjoy what you have to offer. When […]

Stakeholder Collaboration is Key to Business Growth Marketers face many external challenges in communicating a business’s value to the outside world. But what about the process of attaining strategic alignment among colleagues, partners, agencies, and franchisees? In a recent podcast episode, an entrepreneur shares her tips for managing stakeholders and unlocking buy-in. Her insights explore the […]

Improving Customer Momentum Means Understanding the Customer Journey A strong marketing campaign pulls customers forward in their existing journey while simultaneously advancing them along to other elements of your marketing strategy. For instance, a strong headline should pull a customer into a blog post or article, which then funnels them into a product page. Your provocative, helpful, […]

Personalization is All About Unlocking Moments That Matter Just like any service experience, putting customers first pays off massively. For digital marketers, prioritizing users requires understanding their particular likes and interests. As one article puts it, “customers want to be catered to as individuals, which means brands must deliver personalized experiences that are relevant at […]

A Guide to the Psychology of Decision for Marketers Marketers are professional persuaders. It is in our DNA to be convincing and use our words to convey what we think will matter to customers. As risky as it may feel, the truth is that most customers would instead draw their own conclusions about how great […]

Combine Your Owned, Earned, and Paid Media for a Bulletproof Marketing Strategy When promoting a product or service, marketers choose between a variety of ways to attract customers. Content that marketers lean on might be paid, earned, or owned – and each has a different role to play and potential for return. A recent article shared the […]

How To Market to the Next Crop of Digital Natives Today’s culture has a number of ways of understanding generational divides. According to recent reporting, people who are currently under 35 fall into a special category known as Generation C, or the Connected Generation. This age group is unlike any other because the internet became a […]

Looking to Connect With Your Customers? Give Gratitude a Try. Marketers are responsible for a lot – from understanding the customer experience to prioritizing channel strategies to embodying persuasion with tact, there is no shortage of jobs to be done. However, in a field that is so often focused on convincing customers of a good […]

To Be Convincing, Marketers First Need to Stand Out Marketers carry a heavy load when it comes to bringing brands visibility and staying power. Not only do they need to be persuasive – they are also charged with grabbing customers’ attention in the first place. Have you been wondering how to create marketing initiatives that […]