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A Guide to Predictive Marketing
August 21st, 2014 by Dwayne W. Waite Jr.
Data in marketing is nothing new. The face and application of data is only shifting to a new landscape — the digital one. As we marketers bumble through Big Data, there are those companies and thought leaders who believe that they already have a good handle on how to use data for digital marketing. Predictive analytics, or predictive marketing, is one of those methods...

The Merging of Brands and Content Creators
August 20th, 2014 by Dwayne W. Waite Jr.
As the "content is King" philosophy continues to ring true, many brands and organizations are re-structuring their houses to make content and marketing fit better together. Many are beginning to realize that the better strategy to attract customers is to provide information that is useful to them, and then providing a luring or convenient product. RSR Research, a research organization dedicated to the trends in retail and digital commerce, published an interesting story on the "collision of content and commerce." The researchers commented on the story of Conde Nast merging Lucky Magazine and online retailer BeachMint to create the Lucky Group. The writers suggest that the relationship is a win-win; BeachMint can benefit from the editorial mastery...
More Cowbell! Don't Fear the Reader
August 19th, 2014 by Jerry Northup
If the word comes down that your copy isn’t exciting enough or just doesn’t “grab” whoever is in the position to approve it, don’t assume it’s because he or she lacks the basic comprehension skills. Brilliant copy can sometimes fall between the cracks of individual experience, which causes “four out of five” to love it but leaves one out of the mix. When an intelligent person has to be led through a particular idea, other readers will be misled as well. Even if it’s a small minority that don’t “get it”...
Do Consumers Care About Privacy?
August 19th, 2014 by Dwayne W. Waite Jr.
Digital marketing and consumer privacy butt heads more often than they really should. It is true that companies are collecting more data than previously in history, but it matches the fragmented nature of the economic environment we call home. Plus, it isn't like the data you share is less secure than it was before...
Kaspersky Launches 'Brain Zone' Challenge
August 18th, 2014 by Dwayne W. Waite Jr.
The concept of Internet and digital security is getting more and more popular by the day. When news comes out about everything from the recent Target credit card theft to a report that a Russian group of about a dozen young adults...
The Myth of Big Market Superiority
August 18th, 2014 by Jerry Northup
Not to disparage the many talented writers at the biggest Madison Avenues, but I’d like to offer some perspective on the inferiority complex prevalent in small markets. Of course, there is a certain cache rightfully due those who develop the advertisements we see every day. But does anyone with a creative bone in their body really think most of those are in any way superior? It’s not about the budget.
If It Sounds Good, It is Good
August 15th, 2014 by Jerry Northup
I approach my written work much in the same way I approach playing the guitar. Edward Van Halen said it best: “If it sounds good, it is good.” I happen to think the same holds true for most B2C and B2B copy. As a writer, you need to cultivate the ability to read your work back to yourself. It takes practice and a lot of it. Sometimes aloud; most times not, but if you’re verbally or silently tripping over yourself time and time again, it’s time to go back to the woodshed. A breakdown is just the last point before a breakthrough. Very few of us are so talented, so gifted, that copy just flows without persistent effort. As you write, you encounter plenty of peaks and valleys...
The Economy Strikes Back: Ad Rev to Reach 2007 High
August 15th, 2014 by Dwayne W. Waite Jr.
The global economy has had a rough couple of years. In the United States we had the Great Recession; Europe had the near collapse of the European Union with Greece flopping, Turkey holding on for dear life, Spain and Italy struggling with 20%+ of their youth unemployed; and China had been experiencing monster growth and monster decline at the same time. What's nice about interdependence is that everyone feels the pain of an economic slowdown, although in different severities.
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