Corona Virus and Content

We are just getting into the global fears of the Corona Virus panic. It’s early March 2020 and airlines are feeling the impact of travel restrictions. In the technology marketing world, travel restrictions for trade shows and customer visits are a showstopper. Some companies, especially early in the sales cycle (when a product is new)…

Explore: My Digital Landscape

Today’s digital landscape covers the whole globe. It also covers almost everything we do (in the west) and almost everything we consume (globally). This vastness gives us the ability to explore. Unfortunately, there are no real maps of all the information. Every market sector and product category have their own content and networks. Also, due…

When Everything Becomes Bigger: Volume

One of the hardest and most frustrating feeling today is volume of change. Not just the internet work but how it influences everything else. The way we communicate in business is simply growing beyond our ability to handle. This is because most of us are still operating with old techniques and skills. We can’t handle…

KPI Fever: What to Measure

Digital marketing is full of measurable parameters. The term KPI (Key Performance Indicator) is used today to describe the one parameter which will make a difference. Essentially improve one measurable factor and the overall result will be wonderful. Each of us wants to find the one factor which will make the overall great result. Yet…

You Don’t Always Get What You Want…

“but if you try sometimes, you’ll find you get what you need” (Mick Jagger, Rolling Stones, Let It Bleed, 1969) YouTube The song definitely dates me, and what it says is a little sarcastic when it comes to digital marketing. BUT… in this case the sarcasm is actually true. There are two views here, the…

When Everything Moves Fast: Velocity

One of the hardest and most frustrating feeling today is speed of change. Not just the internet work but how it influences everything else. The way we communicate in business is simply moving faster all the time. The mobile device has changed how quickly we see personal communication. Social media has changed how we network…

Opinion: Keep Your Cool Humility

Something we don’t talk and write about much: personal pride when we face difficult situations. A situation that still puzzles me is a startup with a good idea and strong funding. The product is a hardware communication niche device. But they’re digital marketing was weak. The CEO (call him David) decided to bring in an…

How to build a startup brand in Social Media? (from zero)

Today’s digital marketing and business development landscape are changing product introduction. It is also very useful in engaging early adopters. Unlike traditional virtual digital marketing, this area is actually used by salespeople. Essentially becoming the sales sourcing technique. A content strategy: Social media content is similar to long-form content (blogs, site pages, marketing collateral) but…

Your First Marketing Stack

Doing anything for the first time is hard. To some people getting started is the hardest step in anything. This makes designing and thinking about a marketing stack hard. If this is the case with you, my advice is to simply get started. What we come to call the Nike solution (Just do it!).  If…

Marketing Before a Product?

Many startups wait to market only after they have a product to sell. Or at least ready to demonstrate an MVP (Minimum Viable Product, prototype). Yet there is marketing work to be done before a product is ready to sell. Some products have long selling cycles, this is especially true in large enterprise products (government,…