Building a Marketing Operations Program
Ahava Leibtag (@ahaval) from Aha Media Group and I just published a sequel to our first white paper (“Three First Steps to Operationalizing Your Content Marketing”). This one is called Building a...
View ArticleGilbane 2012 Slides Posted
Last week I presented a session about Marketing Operations at the Gilbane Conference. The big idea is that marketing technologies are like bicycles. If you commit the effort, the right technologies...
View ArticleMarketing I.T. in the Cloud
For a long time, I have been advocating that marketing organizations build technology capabilities. Marketing I.T. and Enterprise I.T. have totally different mindsets. Marketing I.T. is more like...
View ArticlePreventing Source Language Bleed-Through
When considering a translation proxy to localize a website, people often ask “if we change the content on the site, what will visitors see while the translators are working on the new translations?”...
View ArticleLocalizing the Long Tail
Choosing the first few markets to localize your website for is relatively easy: look for the ones with the most obvious market potential. A U.S.-based company may start with U.S. Spanish and Canadian...
View ArticlePredictive Analytics for Marketing
As a consumer, the article “Predictive Analytics: The Power Behind Next-Gen Marketing” sounds very encouraging. To date, most marketing technology has focused on increasing the capacity of marketing...
View ArticlePortfolio Rot
Image Source: There I Fixed It. Jake Dimare, over at The CMS Myth, has a great post that speaks to the frustration that agencies feel after turning over websites to the incapable hands of their...
View ArticleHow frequently should we update our homepage?
I recently overheard a discussion that should have gone extinct years ago: “We try to update our home page twice a month … you know … to keep it fresh” In my early CMS days I used to hear this type of...
View ArticleThe Website is Launched, the Journey Begins
We have all been there. We launch a new website and, interspersed with general praise and appreciation, there are some hysterical complaints about trivial things like a word-wrap or a punctuation mark....
View ArticleThere is no partial credit in digital marketing
You sweated over SEO but forgot to set your robots.txt to allow. Fail. Your content is brilliant but you can’t drive traffic to it. Fail. You bought all the right keywords but your content stinks....
View Article
