A common mistake I see frequently in my decade of managing cross-platform portfolios is the tendency to equate lead volume with lead value. Many marketing managers see a low cost-per-click…
Every dollar you place into a social channel is a bet on a specific human behavior. Over the last decade, I have managed millions in ad spend across Instagram, TikTok,…
The hum of a cooling fan is often the only sound in my office late at night as I stare at two side-by-side browser windows. On one side, a LinkedIn…
For years, many of us viewed the news feed as a guaranteed megaphone. You built a following, you posted an update, and your audience saw it. But over the last…
The social media landscape is currently undergoing a massive shift toward “digital campfires.” Instead of broad, shouting-match style broadcasting, users are retreating into smaller, more intimate circles. For marketing managers,…
Over the last decade, I have managed cross-platform portfolios exceeding $15 million in annual spend for enterprise software and professional services firms. This journey has taught me that the most…
Focusing on affordability is often the first hurdle for a local business trying to make an impact online. Over my ten years of managing brand presence, I have seen many…
I remember sitting in a boardroom three years ago, trying to explain to a skeptical group of stakeholders why a neighborhood service provider should care about short-form video. They saw…
I remember the silence in the boardroom three years ago when a major client asked why our Instagram engagement had plummeted despite a 20% increase in spend. That hollow feeling…
The rapid rise of machine learning has changed how we approach digital growth. In the early days, we spent hours manually tweaking interests and age brackets. Today, the system does…
