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What is Native Advertising?

Reading Time: 6 minutesNative advertising is a term that you’ve probably heard but wasn’t quite sure what it was. After all, advertising is advertising, isn’t it? I have often said that marketing communication can be confusing. It covers so many different things that it can be hard to keep track of everything let alone keep up with it. Native advertising falls under paid media because advertising always involves some sort of cost. With advertising in the title, you feel like you should knowRead More »What is Native Advertising?

How To Harness Creativity For Business Results

Reading Time: 5 minutesA couple of weeks I talked about creativity and what it means in a business environment. More specifically when it comes to digital marketing and public relations which I refer to as marketing communication. From a business perspective, you employ creativity when you solve a problem. This, of course, is easier said than done. It’s one thing to say you need a creative solution but it’s a completely different thing to do it. For creativity to work requires a certainRead More »How To Harness Creativity For Business Results

Does PESO Always Have To Be Integrated?

Reading Time: 6 minutesI use the PESO model to develop integrated marketing communication plans but is that its only use? I always like to look at things from different angles. While PESO is the intention, it doesn’t necessarily have to be used in this way. For the record, I am a huge advocate of integrated plans. They offer more value and you will get better results. For those of you who don’t have the bandwidth, the budget or just aren’t sold on anRead More »Does PESO Always Have To Be Integrated?

Creativity Isn’t Just Limited To The Arts

Reading Time: 5 minutesI have found myself thinking about creativity quite a bit lately. Normally when I think of it, it’s in the context of the arts such as music, painting, stories, movies, television shows but does it have a greater reach? Just because we aren’t creating a piece of art doesn’t mean one isn’t creative. It would be a mistake to believe that creativity only lies with the arts. There is plenty of creativity in marketing, public relations, advertising, and business inRead More »Creativity Isn’t Just Limited To The Arts

How Do You Look At The Sales Process?

Reading Time: 6 minutesThe buyer’s journey and the marketing funnel are just two tools that public relations and marketing have to work with. Knowing what they are and how they work are important but should we focus on one over the other? A few weeks ago I read an article in regards to the buyer’s journey and it made what I felt was a bold statement. The author, David Rondewald, stated, “The buyer’s journey has replaced the traditional marketing funnel as the wayRead More »How Do You Look At The Sales Process?

Do You Know The Two Types Of Marketing?

Reading Time: 5 minutesMarketing really comes down to two facets: inbound marketing and outbound marketing. Some of you might be thinking this is too simple. Others may be thinking this is too complex. Like many things, the answer is probably somewhere in the middle. Marketing can be complex and it can be simple. There are many models, tools, and tactics can be employed which involves determining the proper analytics to measure it all. That can be complex but the way you engage prospectsRead More »Do You Know The Two Types Of Marketing?

Should We Beware Of The AI Overlords?

Reading Time: 5 minutesIf you’ve listened to the news or even some politicians, artificial intelligence (AI) is coming to take your job. It’s just a matter of when. Is this really the case? Last week there was an article posted in a communicator’s forum that I frequent about Chase committing to AI to write marketing copy (you can read it here). It was an interesting conversation to see play out. There were feelings of uneasiness and concern. Rightly so. After all, writing copyRead More »Should We Beware Of The AI Overlords?

What Is The Buyer’s Journey And How Will It Help Your Business

Reading Time: 5 minutesThere are many useful tools and models to help your marketing communication efforts such as the PESO model but have you ever considered the buyer’s journey? It’s a great way to flip the marketing funnel and understand the journey from the viewpoint of a prospect. This is important in helping you create content and messaging that will resonate. The marketing funnel is more about you. The buyer’s journey is more about them. As you will see as we talk aboutRead More »What Is The Buyer’s Journey And How Will It Help Your Business