May 23, 2017

A suspect is not a prospect

Prospects are people who are able, ready and willing to buy. Suspects are merely eligible to do so. – Lester Wunderman Far too much time and money is wasted on marketing to suspects. Misusing data and technology enables marketers to waste time and money at scale. Prospecting with email is one example. Recently I got an […]

Direct marketing is alive and well on the internet

Is direct marketing still relevant in the Internet Age? In these heady times of digital disruption some marketing pundits and thought leader wannabes say it’s not. Some even declare direct marketing is dead. How do they arrive at this? Their assumption is based on a fundamental misunderstanding of what direct marketing is. Digital natives are […]

One mistake the ‘smart kids’ make with integrated marketing

It’s like the Rubik’s Cube of marketing, only harder to solve. The smart kids are already at work organizing pieces of the puzzle, trying to find the solution to integrated marketing for the digital age. They are building models that look a lot like integrated marketing from the 90s, but with a focus on digital […]

The secret to surviving technology disruptions

Troubling thought, isn’t it? The idea that a new technology could come along at any time and disrupt your business … derail the comfortable status quo … maybe make you completely irrelevant to today’s customers. Are you ready to reimagine your business? Forbes says you better be. Last year it made the case that in […]