CategoryMarketing

Bye Bye Nacho

Very thorough analysis of the Nacho Analytics demise by Ars Technica (a reminder of what good investigative tech journalism looks like btw). If you’re not familiar with the whole situation, here’s the summary: Chrome Browser extensions (perhaps deceptively) get your permission to track everything you do (recording URLs you visit, content that is on the page etc) and then on-sell that...

HubSpot’s Free Email with CRM play

“Thank you MailChimp, we’ll take your wonderful freemium model with email – that has worked so well for you for the last decade and you recently decided to discontinue – and slot it nicely into our CRM.” That, I imagine is what went through a number of people’s minds when HubSpot announced their (also wonderful) freemium email model now available* in HubSpot...

Email: Relevance versus Frequency

One of the most common questions/myths I run into is about email frequency. “How often should we send emails? We don’t want to bug people and have them unsubscribe…” My answer is always the same: you’re asking the wrong question. The question you should instead be focussing on is: How can we make our emails more relevant. Although frequency is a factor, a much bigger...

Temporal subscriptions: This Old Marketing Podcast is back

What a pleasant surprise – one of my favourite marketing podcasts is back (after an 18 month break). Welcome back to Joe Pulizzi and Robert Rose with their This Old Marketing podcast. One of the key insights from their return episode (212): thinking through the idea of temporal subscriptions. That is, the increasingly common behaviour where people subscribe to a service temporarily with the...

Pushing into Pinterest. Yes, for B2B

When I mention Pinterest, what’s your initial reaction in terms of marketing for B2B?  Not a fit? Our audience isn’t there. It doesn’t convert. etc? If so, then here’s a little prompt to ‘test and measure’. We started running small tests on Pinterest in November last year, with the aim of seeing whether we could use Pinterest to build awareness in the B2B...

Privacy: CCPA – it’s GDPR all over again

You remember the panic around GDPR right? Even if you weren’t targeting audiences in Europe, you were across the privacy changes this new regulation ushered in. What about CCPA? It’s going to be GDPR all over again, but this time in the US, slated for 01 January 2020. Technically it’s limited to California, but in practice this will be an important consideration for...

Attribution, AI and Data – The Marketer of the Future

As a marketer, you might think your role is just about planning campaigns – after all, that seems to be where our time gravitates to. Some days it seems like all we’re doing is chasing down assets, thinking about targeting, messaging and deadlines. But is that what we’ll be doing in our roles in 5 years time? I tend to think not. Instead I think we’ll be increasingly data...

Facebook Location Targeting gotcha

If you do a lot of location specific targeting with Facebook ads then you may have experienced an issue with leads coming from outside your targeted area (eg you target Sydney, but get leads in Canberra). Not only does it waste ad spend budget, it also wastes time following up the leads and qualifying them out. Turns out this is a known problem, and after discussing with Facebook Support...

Marketing = Building trust

To paraphrase Seth Godin’s latest book, marketing is, at its heart, about building trust. It’s something I’ve thinking about deeply lately. Is the work we’re doing for clients, for their clients, helping build trust? Suggestion: think about this next time you prepare an ad, an article, an email, a campaign, a strategy – perhaps even when you write your next blog post...

Grow with HubSpot Event in Sydney

HubSpot runs a bunch of events around the country each year (I’m specifically thinking of Australia, but it’s likely true in most countries).  If you’re in Sydney, you may be interested in their next event. It’s on Tuesday 06 August, and you can get a 50% discount on tickets using this link. Would I recommend attending? I’ve thought about this a bit, and...

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