Demand-Creation vs. Demand-Converting Marketing
One of the fundamental mistakes I see executives and marketing leaders make over and over is investing in the wrong part of the demand…
Advertising
Getting Executive Buy-In: How to Tie Audience Research to Business Strategy
It’s a tale as old as time, or uh… for as long as you’ve been doing digital marketing: You’ve uncovered powerful audience insights that…
If your audience’s sources of influence and your marketing budget don’t align, you’re gonna have a bad time
Yes, this is a rant. It’s a rant about where leadership teams allocate their marketing budget vs. where their potential customers actually pay attention.…
Is Google Losing Search Market Share?
A recent Wall Street Journal made the top of feeds in the digital marketing world, claiming that Google is on the precipice of losing…
How Paid Media Buyers Can Get an Edge in 2024
(The following post was written by Sam Tomlinson, EVP of Warschawski and one of the smartest marketing strategists operating today, and published on his…
Why the Least Measurable Marketing Channels Tend to Perform Best: 5-Minute Whiteboard
Content marketing, social media, events, PR, and marketing through sources-of-influence have consistently produced remarkable results for the companies I’ve run, and yet, most big…
If Your Marketing Mix Doesn’t Match Your Customer’s Journey… You’re Gonna Have a Bad Time | 5-Minute Whiteboard
Imagine that you have perfect knowledge of how every potential customer starts their journey to learn about the kinds of solutions your business offers.…
5-Minute Whiteboard: How Obsession with Attribution Warps Marketing Investments
Why do 90% of marketing dollars flow to paid/performance channels that provide attribution? HINT: It’s not because ads are 10X more effective than organic…
5-Minute Whiteboard: Measurement vs. Attribution
Howdy SparkToro fans and welcome to the first edition of a new series we’re experimenting with—short, whiteboard style explainer videos. This inaugural video covers…
The Creator Economy Is Far From Overblown
I came across Alex Kantrowitz’s The Creator Economy Was Way Overblown in my weekend reading. It’s well-written, but completely wrong. Here’s an excerpt of…