Category: Performance Marketing

What Do Spinal Tap, Selling in a Digital World & Marketing Complexity Have in Common?

This Is Spinal Tap

They have more in common than you might imagine. In addition to being Business.com’s CEO, I’ve been writing about sales, marketing and management for our audience. Lately I’ve covered the challenges of selling in a digital world, the era of marketing complexity, and the veracity of digital media numbers. I’ve also had the chance to […]

From Chasing Customers to Creating Customers

The last several years lead generation has been the driving force in online marketing. From basic click-through to registration based programs, the majority of web marketing has simply been direct marketing. We are starting to see online marketing shift into a new phase however. A shift that combines the efficiency of direct marketing with the power […]

Changing The Lead

Economists regularly produce reports that show the bias in demographic samples. For instance the latest statistics show the majority of wealth in the United States, over 71%, is controlled by less than 10% of the US population. The same sort of statistical bias is true in technology purchasing or in the purchase of any expensive, […]

Is Branding Dead?

Starting in 2003 we started to see the growth in spending of below the line marketing outpace above the line marketing. In basic terms think of below the line as direct marketing and above the line as branding and traditional advertising. Today direct marketing continues to grow while brand advertising is stagnant. There are many […]