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Positioning delivers when marketing a professional business firm

Legion are the tales of marketing battles waged by brands that consumers see on retail shelves. But a huge number of businesses go to market every day with no tangible product — yet they are locked in marketing combat.

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During Crises, It’s More Important Than Ever to Support Local

Without the support of all of us, many local businesses we know and love could be gone following the COVID-19 pandemic. Much information has been shared about coronavirus disease 2019, also referred to as COVID-19. Some of that information is true, and some is speculation.

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Brand a place like Canton: We can score big if we go all in

Canton and the National Football League have been the perfect pair for nearly 100 years, the peanut butter and jelly of the sports world. Pro football is in our DNA.

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Unified ID 2.0 (UID2) – The Promise of a Third-Party Cookie-less World

Google twice delayed the demise of the third-party cookie, the means by which all advertisers were able to track and analyze their marketing performance. With the delays, we who operate in a digital world breathed a sigh of relief. Why?

Because a plausible substitute wasn’t yet available.

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Google Reverses Its Decision — Third-Party Cookies are Back!

Google announced its initial intentions to eliminate third-party cookies in 2020. While the decision was based on protecting the data privacy rights of users, companies and marketers were left racing to replace them.

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Google Punishes (And Rewards?) AI-Generated Content

Over the past year, the presence of AI-generated content has exploded across platforms like Google, including everything from generative fill to social media posts to blog articles. With numerous programs available to users, plenty have benefited from meeting today’s content marketing volumes.

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Niche Differentiation Strategy: Mine riches in niches

Charlie Munger knows a bit about making money. Charlie, 94, is worth close to $2 billion. He is the very longtime partner of Warren Buffett, 87. Together they run Berkshire Hathaway. Both still go to work every day. Munger said, “The No.

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Ten Common Online Marketing Mistakes

At Search Engine Strategies Conference in New York, I shared experiences with search marketers from around the world. We love sharing our successes. But by scratching the surface you can find a wealth of tips learned from mistakes.

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Niche Up for Success

With a GDP of nearly $20 trillion and a citizenry accounting for more than a quarter of the global household consumption, the United States is inarguably the most hyper-consumer economy in the history of the world. Hyper-consumerism begets hyper-competition. Hyper-competition is the No. 1 problem facing marketers today.

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Diebold thrives on nearly 160 years of brand reinvention

Diebold Nixdorf, as Diebold is known today following the acquisition of its major German rival, is the embodiment of a company that has responded well when the time came to reinvent itself. The company has thrived on nearly 160 years of brand reinvention.

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