The Good the Bad and the Ugly GDPR

The world of digital marketing is evolving, and consumer data is at the center of this evolution. It took about 20 years to create an enforceable internet regulation that protects customers. This comes at a high price for companies. The Propeller Insights, in March 2018, indicates that 36 percent of the 300 security executives surveyed will spend between $50,000 and $100,000 on European regulations preparations, and 24 percent will spend between $100,000 and $1 million. Only about 10 percent are expected to spend more than $1 million. There are several sides to the GDPR story that I will present here. You can find a definition about the General Data Protection Regulations here Continue reading “The Good the Bad and the Ugly GDPR”

How important is your next shiny object?

In the martech’s world, shiny objects appear every day. In B2B, they give the promise of more leads, better leads, shinier leads. In B2C more sales, better buyers, and increase in loyalty.
These new software products are presented behind customer quotes, best practices and other roughly measured benefits, and their value sounds for the most part legit. Unfortunately sometimes, they just offer small differences compared to other alternatives – when they don’t  use their competitors as a white brand. For B2B buyers, navigating in this sea of dreams is a challenge, and marketers spend a lot of time trying to make sense of all the noise.

Last week I have received an email from another blogger:

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Marketing Tracking Cookies 101

Tracking cookies
‘Tracking cookies’ allow you to provide your customers and visitors, with an uninterrupted experience with your brand.
Tracking cookies are the centerpiece of most of the automation marketing technologies and website analytics. More and more companies implement them on their websites today to measure their audience, nurture their prospects and leads. Internet didn’t change the way people do business, they just moved it to a virtual place, providing marketers with a more robust way to collect information and personalize content.
To represent that with a non-technical reference, it is like a super techy bell that you would attach to your store’s door that would let you know when someone enters. It also displays unique information about previous intra-store behavior right on your smartwatch.

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Impressions are not Touchpoints

There are seemingly countless websites out there. Every minute, 571 new websites go live. Internet users going through websites very quickly, skimming content and then leaving in an average of 15 seconds. Think about your own web-surfing habits and you will probably agree. Web sites have less than 15 seconds to capture a user’s attention, to tell them they came to the right place to find what they were looking for and that they should linger for a while.
Good thing that Google, Twitter, Facebook and other popular sites have developed systems to communicate information on your brand even when your customer has left your website.
People learn about your product as much on your site as they do by browsing other websites. If you are running paid advertising, each time your ad appears on a user’s screen it conveys a message, leaving one more impression before their eyes that might underscore your product or service in their mind.

Emailing: What Would Can-Spam Do? (WWC-SD)


As I am building my next mass-email campaign, I was wondering WWC-SD (What Would Can-Spam Do?).

Can-Spam establishes the standards in sending commercial emails. The Federal Trade Commission (FTC) enforces these rules.

For most of us marketing professionals, considering Can-Spam in our email campaigns is like taking a kid to a candy store and telling him he can only look. We have the ability to buy lists of thousand of contacts across industries, but we are not supposed to use these for campaigns. Continue reading “Emailing: What Would Can-Spam Do? (WWC-SD)”

How Can Football Help Overcome Objections?

Football season is starting again and I am just now learning the rules of  this national sport. I see football as an analogy to overcoming objections and strong resistances in business. What happens in a football field is the same thing that happens in the marketplace: You have forces that are pushing against each other to gain ground against the other.

One striking difference with football teams is the players’ capacity to make quick decisions, learning from experience trying different approaches, and the way players adapt to change. Continue reading “How Can Football Help Overcome Objections?”

Don’t Be Predictable in Marketing

Marketing is the art of communicating business benefits in a way that attracts customers and increases sales.

The traditional marketer is often an intelligent individual that studied marketing or has grown to become an educated marketer. He or she develops this skill by reading a lot of marketing books and following old and experienced trends. Using “safe” and traditional methods allows these artists to get by and make do.

It is safe to be average, but nobody remembers average.

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