The evolution of digital marketing expertise

April 6, 2012

Do you love SEO and feel like you could dive its depths for the rest of your career? Do you think email marketing is your long-term career destiny? Do you thoroughly enjoy display media planning and think it’s a great fit for you? Do you believe that social media is the place to be both [...]

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Sometimes, strategy just means knowing what to leave out

March 29, 2012

One of the reasons that I chose to leave the fast-paced agency life in favor of an in-house gig was the promise of getting a much deeper perspective on the business of marketing. What I mean by that is while agency folk swear that they’re super strategic and 100% aligned with your broader business initiatives, [...]

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It’s a lot easier to market something you believe in

March 22, 2012

I’ve had some interesting conversations with my dad over the years, and one of the most memorable and recurring topics has to do with my current profession. I’ve been working on enterprise online marketing programs for nearly a decade now, and while I enjoy the immense challenge that the ever-shifting sands of the internet provide [...]

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Remember that not everyone is a marketer

March 16, 2012

I’m on vacation this week, hitting the slopes in Colorado and hanging out with a bunch friends. The point of the trip is to disconnect a bit and clear mind of marketing-think, so that I can return to my duties at HSN with renewed vigor. But sure enough, despite the fact that none of my [...]

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Seth Godin, Neil Patel and the fallacy of appeals to marketing authority

March 8, 2012

Last week, I focused on the idea that you don’t know what you don’t know, and that therefore, it’s important to keep an open mind in order to avoid stagnation in your marketing strategy. This week, a blog post from one of the most well-respected marketers in the world seems to have lent credence to [...]

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Want to differentiate? Start by accepting that you don’t know what you don’t know

February 29, 2012

Today I get the honor of participating in the Q&A panel for the SMX West session entitled Differentiate or Die. There are some really sharp minds and one true search icon that will share the stage with me, and so I know that it’s going to be a very humbling experience. And interestingly, with every [...]

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The skeptic’s approach to online marketing

February 23, 2012

Those of you who know me well know that I’m a skeptic at heart. This worldview shapes a lot of my personal and professional interactions, and it’s one of the reasons why my social stream is filled with links to science articles. But this is a marketing blog, so let’s get to it. Simply put, [...]

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Advertising Is Dead, Long Live Advertising

February 16, 2012

My original plan was to title this post “Advertising is Dead.” But then I thought about how annoying all those “SEO is Dead” posts are, so I decided introduce a bit more nuance and forego the opportunity for link baiting. But I digress. I curious thing has happened to me over the past month or [...]

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For big brands, social media and SEO link building are virtually one and the same

February 10, 2012

Ten years ago, there was no such thing as “social media.” But there was social friendly content (blog posts, video, infographics, etc.) and social networks (we called them forums) and guest posts. There were also plenty of influencers for virtually every niche in existence. Granted, there were a lot fewer of each of these things, [...]

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How to establish a financially sound approach to search marketing

February 3, 2012

A lot of people will tell you about the tactical details of managing a search program (and by “search” I’m referring to paid and natural search, not just one or the other). Some will tell you about the strategic details. Very few will talk about the financial details. Yet in some respects, it’s finance-driven principles [...]

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