Keeping it simple for the consumer is incredibly dire. –Bob Iger I can envision the comments already. Or at least the perplexed emails and phone calls from peers. What!? Four things up front that are critical to my perspective: 1) I am referring to direct-to-consumer marketers and 2) I am assuming they have been briefed […]
Can Publishers Scale Verticals?
Several years ago in a very large conference room I heard Mike Shatzkin give his “The End of Trade Publishers” presentation. Despite working for a trade publisher, I thought it was terrific. In my opinion, Mike didn’t get everything right, but he sure was shaking the right trees. He placed great emphasis on consumers and “communities […]
The Awkward Dance Between Marketing and IT
We shall do nothing until such time as we can do everything. — Publishing Executive in reference to IT department Today, the extent to which a publisher’s marketing strategy and technological capabilities are aligned would seem to matter more than ever. It is practically taken for granted that the long-term survival of trade publishers will […]
Create Your Own Dashboards with Browser Tabs
Today a simple hack worth its weight in gold. I’ve spent countless hours working to align the efforts of Marketers and Information Technologists to develop “dashboards,” those mythical creatures that reveal all pertinent data — and only pertinent data — on one elegant screen. It is a noble quest. It is also very difficult, both […]
Site Analytics in Your Pocket
File under: yet another reason to never stop working. Or, further fuel your iPhone or Android addiction. Or, be a good marketer. However you choose to look at it, analytics are a must-have arrow in the marketer’s quiver. I’ve become convinced that it is useful to be able to take a quick look at your […]