Opinion Perspective Unspun Fact

+ Experience vs. Expedience in Digital Marketing
Tuesday, November 22nd, 2016

My latest piece for Target Marketing Magazine is up on that site. This time around, we look at how to find the balance between creating a great user experience and not getting in the way of those user who want to get to the info they need quickly and without marketing fluff. Experience vs. Expedience […]

+ Tips on Keeping Subscriber Engagement Up and Spam Complaints Down
Friday, November 11th, 2016

One of the best reports on email marketing, spam and subscriber retention I’ve seen, the Litmus/Fluent report is worth reading in full. It’s not even that long – 25 pages – and has lots of pretty pictures. But if you’re looking for a summary here are a few key points. And here’s the link in case […]

+ Effective Audience Segmentation for Digital Marketing
Tuesday, November 8th, 2016

My most recent article on effective audience segmentation for digital marketing is available on the Target Marketing website. If you’re looking to move your segmentation beyond, “We sell this product to these customers and that product to these other customers,” you may find the segmentation ideas worth investigating. They include Industry Customer Size Client Role […]

+ Is Your Website a Conversation or a Presentation?
Tuesday, October 25th, 2016

Almost everyone would prefer an interesting conversation over a long-winded lecture. So it makes sense that you should try to make you website more conversational and less of a one-way presentation. That’s not just true for your writing style, but also for the way you choose to engage with your audience, the options you offer for […]

+ Digital Marketing: It’s Not About You
Tuesday, October 11th, 2016

I’ve been saying it so frequently, it’s almost become a mantra: your prospects don’t care about you, they don’t even care about what you do. All they care about is what you can do for them. If your marketing is going to be effective it better be abundantly obvious to your target audience what’s in […]

+ Smarter Website for More Effective Marketing, Part III
Wednesday, October 5th, 2016

Wrapping up this three-part series on the Biznology website that I started in August, this month I took a look at the metrics you should be tracking to measure your site’s effectiveness. (And I once again owe a tip of the hat to my colleagues Scott Hornstein, Wayne Cerullo and Phil Shelp, whose help was invaluable.) The […]

+ Smarter Website for More Effective Marketing, Part II
Tuesday, September 13th, 2016

Continuing a series started last month, my Biznology post for September is part two. I once again owe a tip of the hat to my collaborator Scott Hornstein, as well as to Wayne Cerullo and Phil Shelp, whose help was invaluable, as well. What’s the biggest mistake you can make with your website? There are […]

+ Smarter Website for More Effective Marketing, Part I
Thursday, August 11th, 2016

This month over at Biznology, I begin a three-part series of posts on which I’ve collaborated with long-time colleague Scott Hornstein. (We both owe a tip of the hat to Wayne Cerullo and Phil Shelp for their help, as well.) If you’re wondering why you’re not seeing the results you expect from your website – […]

+ Advertising Effectiveness in Video and Social Media
Thursday, August 4th, 2016

Advertisers are choosing Facebook over YouTube for their video advertising campaigns. As I read the headline on the Luxury Daily article this morning, I was shocked. Isn’t YouTube the king of web video? Well, yes, and conspiracy theorists love to point out that video’s rise in search results coincides with Google’s purchase of YouTube (though […]

+ Don’t Call Them, They’ll Call You – Personalizing Your Content Marketing
Tuesday, July 19th, 2016

My latest piece for Biznology is live on that site and it’s a good one. (If I do say so myself.) I dive into an overview of content personalization to increase conversions in your content marketing and digital marketing more broadly. (And the concepts apply to traditional marketing, as well.) If you’re a small business […]

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