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How much time do you spend each week explaining to your board why a high-value audience segment isn’t seeing your ads? It is a common frustration for many of us…

One of the quickest wins I have seen in my decade of managing social budgets involves a simple shift in how we view “lost” traffic. By focusing on users who…

Setting a goal is the first step in any cross-platform marketing strategy, but for many of us, the ultimate goal is building an asset that can eventually stand on its…

Discussing innovation in the local marketing sphere often leads us to the most visible platforms. Over my ten years managing brand presence, I have seen a recurring pattern that haunts…

When I sit down with marketing directors to review their quarterly spends, the conversation often hits a wall when we reach the line item for X. I have spent over…

I remember sitting in a glass-walled boardroom three years ago, staring at a spreadsheet that didn’t make sense. I was managing a luxury consulting brand that sold packages starting at…

First impressions in digital advertising are often a trap. When you launch a campaign with a restricted daily spend, the first 48 hours usually look like a disaster. The cost…

Managing a multi-channel portfolio often feels like maintaining a high-performance engine while the car is moving at eighty miles per hour. After ten years in this field, I have felt…

In today’s fragmented digital landscape, a “must-have” strategy for any marketing manager is the ability to prove exactly where a brand’s story lives most profitably. We no longer have the…

Talking about allergies is a lot like discussing social media algorithms. Some people are mildly sensitive to dust; others have a full-blown reaction to peanuts. In my ten years of…