What Online Marketers Know About You

Rubble
According to many in the digital advertising industry, at some point in the future digital marketing will be so targeted that consumers will want to see the ads. Advertising will tell us about the products we want to know about, give us a direct path to the content we need and provide access to discounts on products we want.

How will marketers do this? Data, of course. Information marketers can use to determine what you are interested in. [Read more...]

Stop Being a Transactional Content Marketer

cash register
Free white paper! Free webinar! Free eBook!

We’ve all seen the promotional emails, banner ads and Tweets. It’s Free! It’s Free!

The fine print: we will send you weekly emails with more content you didn’t ask for. We will also give your information to our green sales team and tell them to go close the deal now Now NOW as part of our commitment to make it as easy as possible for you to buy. [Read more...]

Should You Celebrate Email Unsubscribes?

Celebrate Email UnsubscribesEvery time someone unsubscribes from my mailing list it stings a little bit.

To get on my mailing list, you not only had to sign up, you probably had to dig the Mailchimp confirmation out of your spam folder to confirm your opt-in! That was an active decision.

If you then unsubscribe, it means I didn’t meet the expectations you had. And that stings. If you are a blogger, I’m sure you can relate.

But actually, if you unsubscribe today, I missed your expectations long ago. I just didn’t know it until now. [Read more...]

How To Avoid the Biggest Pitfall of Progressive Profiling

Questionaire from Focus GroupAccording to Google, progressive profiling is “a method of asking questions incrementally, gathering more information about a prospect over time.”

With progressive profiling, instead of putting a 15 field form in front of your next potential prospect, use progressive profiling and only ask for the first couple pieces of information. Then, as they come back over time, continue to gather a little bit more.

And then it all falls apart. [Read more...]

Mute Represents Everything Wrong with Twitter Today

LALALALA!
Finally, you can mute on Twitter. Everything that’s wrong with Twitter has been fixed confirmed.

If you don’t want to see what someone Tweets, unfollow them. If they are spamming with mentions, favorites or retweets, block them. If that isn’t enough, report them for spam.

But mute? The only reason Twitter needs a mute button is the platform’s addiction to reciprocity. [Read more...]

A Simple Trick To Improve Your LinkedIn Campaign Performance

Missing
If you are a B2B marketer, you are paying attention to LinkedIn. You almost can’t ignore it today.

LinkedIn has become a powerhouse media company for B2B marketers, from opportunities for direct engagement (it does still have a few social media trappings) to publishing, content promotion and advertising. Not to mention the targeting data (but we’ll come back to that). [Read more...]

The Dark Future of Native Advertising

Dark staircase spiraling down.Native advertising, and specifically native publishing programs, will struggle in the future.

It isn’t because publishers’ offerings are flawed, because visitors have developed sponsored content blindness or because we have all developed an aversion to all sponsored content.

It comes down to a marketplace issue that, over time, will be a thorn in the side of native publishing. It will lead to a degradation of media brands, an influx of low quality content and ultimately the loss of many of the benefits that made native publishing attractive in the first place.

First a quick definition of native publishing. Then we will look at the research that points to an upcoming challenge to the growing native publishing market. [Read more...]