48 Awesome Digital Marketing Tools

SawI love tools.  In fact I would go so far as to say I am a tool addict. I can spend hours wandering through a Lowes searching for the latest and greatest gadget.  Anyone who’s ever attempted a home improvement project knows that the job is a lot harder (and sometimes impossible) without the right tools.  Well what applies in the real world, applies doubly for the virtual one.  However, the great thing about tools you find on the Internet is that they are usually very inexpensive, or even free, whereas a decent table saw (if my wife is reading – birthday present hint) can easily set you back over $500!

The key is finding the right tools for the right job.  I’ve tried to make it a bit easier for you by assembling some of the best social media tools on the web into one convenient location.  I’ve got them sorted by category and have an indication as to whether they have a free version or not.

I already use quite a few of these, but it’s always great to hear about someone else’s favorite tools.  So what digital tools would you add to this list?





Dominant URL shortener but also great at tracking and analytics.
Crazy Egg


Tracks web use via heat maps so you know where people are clicking on your webpage.


Awesome cloud based service that allows you to easily monitor and share all of your vital business data from one single location in real-time.
Google Analytics


Excellent, free source for web analytics.


Social search and analytics.  Locate your key influencers.  Find and address negative tweets.


Realtime Twitter analytics and monitoring.


Social statistics and tools including CRM, monitoring and publishing.


Great way to organize and prioritize your inbox (email and social) in one central place.


Keeps track of your most valuable followers and interactions, rolling up the data into an action-driven dashboard.


Provides custom RSS feeds and management tools to bloggers, podcasters, and other web-based content publishers.
Google Alerts


Sends you regular updates on topics of interest including your industry and/or competitors.


Allows you to upload a single video clip to dozens of video sites – not just YouTube.


Allows you to curate social media posts into a digital newspaper.


Save interesting content that you don’t have time to read now for later reading. Also great for content curation and social sharing.


Addictive site that allows you to take some text and turn it into a beautiful, pinnable image.


Discover trending content and get post suggestions.  Also, create a social home page.


Platform that allows users to gather together great content that they’ve discovered online.


Put share buttons on your website.  Also allows recommendations and sharing of content.


The leading content sharing site for presentations.
Help a Report Out


Site where reporters can post their requests for information and interviews anonymously, and where you can respond (now owned by Vocus)


Share images and short videos from your computer screen.
All In One SEO Pack


Optimizes your WordPress blog for search engine rankings.
Minimum Viable Product


Quick and easy digital presence.
Big Cartel


Easy to set up shopping cart for clothing and tee designers, bands, record labels, jewelry makers, crafters, and other artists.


Allows you to bring together social media updates, photos, videos and more into a unified web presence.


Easy to set up ecommerce sites.


A/B and multivariant testing.


One platform to manage the back-end of your apps – frees you from having to dive into data storage, social integration, etc.


Build simple landing pages and paid membership sites.


Create an online store.


Ecommerce site where you can post and sell items along with other people.


One of the top blogging platforms.


Simple landing pages, A/B testing and lead generation.


One of the top blogging platforms.
Social Analytics    


Uses social media analytics to give insightful and actionable information about your social media presence.


Perform competitive analysis on Facebook posts. Shows how content resonates with fans and how those metrics stack up against competitors.
Social Listening    


Provides real-time social discovery across social streams like Facebook and Twitter.
Social Defender


Tools to measure your social media efforts and calculate customer sentiment.


Real-time social media search and analysis.
Social Media    


Cool apps and CRM to beef up your Facebook page.
Just Unfollow


Allow you to find out who unfollowed you on Twitter, as well as know who your fans are.


Find new Twitter followers and flush your non-followers.


Manage multiple Twitter accounts from one dashboard.
Social Sharing    


Very cool way to select and schedule what you share on social media.


Leverage employees, partners, customers and fans to share your company’s social media messages on your behalf.


Posts through Reachli can be automatically sent across all your social networks, or even engaged with, directly on your own Reachli page.


Increases brand advocacy.
Viral Lock


Unlocks additional content when your web visitors share your stuff on Facebook, Twitter or Google+.

Marketing is Like Washing Your Hair


As I plod deep into middle age, I find I am becoming more hair obsessed – probably because I have significantly less of it. The other day, I was taking a shower and thinking about an issue I was having around a client and marketing discipline. I looked down and noticed tons of my beloved follicles forever abandoning my head and vanishing down the drain, when it suddenly hit me: Marketing is just like washing your hair!

Okay, I know what you’re thinking: that some of my brain cells must have been attached to those follicles. But hear me out. The key process behind washing your hair is lather, rinse and (here comes the important part) repeat. That’s a lot like the implementation phase of marketing where you implement your program, track it and then repeat the process with a revised program which you implement, track and so on.

A key to success in either marketing or hair-washing is discipline.  To be successful in marketing you have to have the discipline to develop goals, strategy and plans before you get to that crucial implementation. And with washing your hair, you’ve got to determine your goals (maybe decrease dandruff or, hopefully, increase volume), figure out the right product, and then buy and use it. Without the discipline to follow the process, you can end up with a beautiful marketing implementation that does nothing for your sales, or you could buy a conditioner meant for curly hair, when yours is straight.

So see, it’s exactly the same! Okay, not quite, but there are some striking similarities. So striking in fact, that I decided to create the following infographic to fully illustrate the eerie similarity between marketing and washing your hair.



Shower Image Copyright (c) 123RF Stock Photos

5 Ways to Build Social Media into Your Marketing Plan

ToadThe other day I had a potential client ask me how to integrate social media into his “regular” marketing plan.  I actually took his question as a good sign.  It showed he was already beyond where many companies are with his social media marketing thinking.  So many times I see businesses that have slapped social media onto existing marketing programs like a wart and are hoping that somehow it comes across as a concerted marketing effort.  Still, the question struck me a bit funny.  No one ever asks me how to integrate advertising or PR into their marketing plans.  That would seem ridiculous right?  It would be like asking how to integrate cold into ice cream, but somehow with social media marketing the question is given some legitimacy.

Now I totally understand that in most respects social media marketing is very different from traditional marketing.  Social media is more interactive, is inbound rather than outbound oriented, and is focused more on content versus advertising messages.  But those differences really don’t matter when you are talking about your overall marketing plan.  What matters is the same thing that has always mattered:  What are you trying to achieve, what are your goals?

Once you determine your goals, then you can work toward figuring out the best way to achieve those goals using ALL of the marketing tools at your disposal, including social media.  The key is making sure you understand all of the tools available to you well enough to know which ones best fit your goals and your budget.

The best way to integrate social media into your marketing is not to “integrate” it.  In my mind, integrating is just a small step beyond slapping the wart on the side.  It still sounds like an afterthought or some outside force that has to be considered separately.  The key is making sure that you are creating plans that will meet your goals and use your entire marketing mix, including both traditional and social media marketing.

The diagram below, which was created by Dion Hinchcliffe from the Dachis Group, provides an excellent example of how to look at the entire marketing process.  He uses the customer journey to demonstrate how the different aspects of marketing can be employed to continue to move customers along that journey.  As you can see in the diagram, there are places where traditional marketing fits better, places where social media fits better and places where all the marketing tools can be used to help customers move along in their customer journey.


Social media isn’t a wart here or even an integration into a regular marketing plan.  It is a marketing tool to be used where needed, just like other traditional marketing tools.

So don’t integrate social media into your marketing plan.  Instead, develop your marketing plan using all of the appropriate tools that can be leveraged to achieve your goals.  Here are the five steps you need to take in order to do so.

1.    Determine your goals

What are you trying to achieve?  Here you need to be as specific as possible.  You can start with a big goal:  Increase revenue by 10%.  But you need to dig underneath that goal to determine what the small goals are that can help get you there.  For example:

  • Increase conversions by 5%
  • Reduce customer churn by 1 percentage point per year
  • Sell an average of .25 more products per existing customer, per year

2.    Know your tools

You can’t create a plan without fully understanding how each of your tools can work for you. An architect would never design a building without understanding the properties of various building materials and what they are good for.  The same is true for a marketer, make sure you understand all of the tools available to you and how they can help you in achieving your goals.  Not sure how social media marketing works or what it can do?  Then start learning!  Here is an excellent blog post to get you started.

3.    Create your plan

Now that you’ve established your goals and you know your tools, you can create your plan.  This is where you bring in all of your marketing elements and form them into a cohesive whole.  Make sure you are addressing each aspect of the plan along the entire customer journey, beginning with brand awareness and carrying through purchase and advocacy.

4.    Implement your plan

Now comes the hard part – putting your plan into action.  Time to break-down your plan into specific actions and assign them to the right people to get it done (or in the case of a one person marketing team, you get to assign them to yourself!).

5.    Track it!

I know I say this one a lot and in the future I’ll have a blog essentially dedicated to it, but it just can’t be emphasized enough.  It’s a rare marketing plan that so perfectly predicts the future actions of your customers that it doesn’t need to be at least tweaked a little.  Since you know you goals and you know how you got to this point, you should have a clear understanding of whether you are on track on if you need to make some adjustments to get you where you need to be.

Yes Virginia, there is a Social Media ROI – Here are 4 ways to measure it

Unless you last flew on Oceanic 815 you probably already know that social media is the hottest thing in marketing right now.  Everyone loves social media marketing, except for a few pesky CFOs and CEOs who actually expect proof that the marketing money they spend helps to increase sales.  They like to bring up things that make some marketers go all glassy-eyed, like revenue generated and ROI.  Of course, us semi-geek marketers get excited at the prospect of showing the actual value of the work we’ve been spending so much time on.  The irony is that while social media marketing is new and many people who use it talk about how marketing has changed, many of these same people use old-fashioned marketing thinking when they talk about ROI.  Do a Google search on “social media ROI examples” and you’ll see plenty of case studies where SMM ROI is proven by things like Facebook friend increases or Twitter re-tweets.

Don’t get me wrong, there’s nothing bad about increasing your brand’s visibility, but saying that these measures “prove” ROI is like saying that page visits or TV impressions prove ROI.  They don’t.  No way.  Not even close. ROI as we all recall from Finance 101 is “Return on Investment” and the only way to measure it is to show financial gain, either increased revenue or reduced cost, greater than your costs or investment.  It’s a pretty easy concept, but not always easy to measure, especially where social media is concerned.

But the good news is that there are actual case studies that come pretty close to showing a social media marketing ROI.  Here are a few examples along with some suggestions I would have on how to make them great examples.  To be fair, it’s not always easy to get the details on these case studies, so if some of these are already following my suggestions, I apologize in advance.

AJ Bombers – I love this case study, not just because I love hamburgers but also because it is one of the more solid examples.  After six months of break-even sales and no money for traditional marketing, Joe Sorge, the owner of AJ Bombers, a burger restaurant in Milwaukee, started using Twitter to attract customers. What happened? 75% of Joe’s patrons now come from Twitter and AJ Bombers has attracted 20,000+ Twitter followers.  But the big news is that within a year, weekly sales increased +60%. Here is the AJ Bombers story.

Justin Boots – Great case study from a larger, more traditional company.  Justin Boots wanted to break out of a somewhat conservative rut and become hip and trendy to the 18-to-24-year-old audience.  They had a new product line focused on younger boot lovers called Justin Bent Rail Boots that they needed to launch. Justin budgeted $120,000 in advertising that would have been eaten up with just a couple of print ads in a typical Western magazine. Instead they launched branded pages on Facebook, MySpace, Twitter and Blip.fm.  The campaign exceeded their sales goal for the new product line by 30 percent and they attribute 95 percent of their sales to social media marketing because that’s where they elected to spend their dollars, rather than the previous go-to tactic of expensive print ads.  And the kicker here is that the results were produced for approximately half of the original advertising budget of $120,000.

Foiled Cupcakes – An online cupcake company that delivers.   Created when founder, Mari Luangrath, tried to buy her son a dozen gourmet cupcakes for his birthday. In Chicago, that wasn’t possible for under $100. Mari’s model was to lower costs with no store but a website with delivery service. But when the creation of the Foiled Cupcakes website was off-shored and the developer ran into a problem with PayPal, the cupcakes were ready; the website wasn’t. Mari jumped in and started the company with only Foiled Cupcakes Facebook and Twitter pages and a commitment to build relationships. Today, 97% of Foiled Cupcakes’ customers come from social media and the company exceeds forecasts by 600%. Last week (July 23), Mari was asked about an order for 40,000 cupcakes.

Joie De Vivre – This major operator of boutique hotels has over 7,600 Facebook fans, and 11,000 Twitter followers, and its social media campaign has booked over 1,000 rooms in less than a year for rooms that would have remained empty if not for its online promotions.  TechCruch features Joie De Vivre in its article titled, “How Social Media Drives New Business” and discusses how they use weekly deal giveaways on Facebook and Twitter as well as partnerships with coupon and travel sites to drive sales.

These are all good examples that show how social media can be linked to financial benefits, but they are all a little loose on the specifics to say that they actually show ROI.  Here are some suggestions on how to make them strong arguments for social media marketing:

  1. Decide on how you will measure success in advance – The first step in determining ROI is to decide what you are going to measure to prove it in.  Again Facebook Friends and Twitter Followers are great, but for the purposes of measuring the success of your program, you need solid financial results.  For example, Joie de Vivre used extra rooms booked – makes sense as this is a critical for hotel chains who find themselves with empty rooms generating zero revenue.
  2. Track your results back to your social media – But how can we be certain that those rooms were booked due to social media?  Web analytics and tracking measures can help provide statistics to prove the linkage.  Google Analytics can be used for a variety of tracking activities including social media like Twitter or Facebook.  Tweetburner also provides Twitter tracking capabilities as well as shortened URLs.
  3. Set very specific goals for revenue and expenses that are measurable – Once you decide how you’re going to measure, you need to determine what that measurement of success will be.  For example, Justin Boots had a specific sales goal target for their campaign.  Knowing their goal and knowing how to track it allowed them to attribute an almost 30% bump in sales to social media.  That kind of hard data will help you maintain (and maybe even grow) your social media marketing budget.
  4. Tell the world (or at least the key people within your company) – Make certain that everyone, and especially your CFO and CEO, know just how big a success your social media program was.   Use numbers that show you had goals, how you met them and the return your program produced.  It’s also important to develop a plan on how you will share results widely within the organization prior to launch of your social media tactics/campaign.  That way, when the results come in you can communicate them in a timely manner, because if too much time goes by the information loses its impact.

So yes, you can show a social media marketing ROI.  It will take a little work and planning, but if you are aggressive and positive about how you show your value to the organization, you’ll be rewarded with marketing dollars…and respect.

Gamifying Your Business in 6 Steps

My life is surrounded by games.  My daughter loves “The Hunger Games” and my son is addicted to “Game of Thrones,” so I guess it only seems natural that gamification is a big part of my business life right now. Gamification is currently a popular, and somewhat controversial, topic as companies look for new and better ways to improve customer loyalty and engagement.

Unlike more complex technical trends, gamification is pretty easy for anyone to understand.  The other night I told my wife that I was helping a client to gamify its web experience and though she had never heard the term, she instantly understood what I was talking about. This is because although the name gamification is relatively new, the concept has been around for almost as long as there have been people.  For example, martial arts instructors have been giving out colored belts to signify achievement, rank and status for decades, and I’m sure most of us are members of an airline frequent flyer program that gives us points and levels and bestows us with rewards.  But recently, with the rise in social media, the level of study and sophistication around gamifying has intensified.

To be clear, gamifying does not mean turning your business or website into a game.  As Gamification.org defines it, gamifying is “the presence or addition of game-like characteristics (my emphasis) in anything that has not been traditionally considered a game.” So the purpose of gamifying is not necessarily to turn something into a game, but to apply the basic human desires we all have that make us like games to a non-gaming environment, and hopefully to improve our businesses.   These basic desires are well known and consist of things like achievement, status, reward, competition, altruism and self-expression.

Some companies, in their zeal to gamify, slap a points system onto a website or process, declare victory and then move on.  This strategy can lead to a superficial “pointsification” of your website and may help your marketing department check a box, but its unlikely to have a significant positive impact on your business.    True gamification requires a more detailed and thoughtful process in order to be successful.   So before you gamify, be sure you are first following these six basic steps:

  1. Determine your goals –What are you hoping to accomplish by gamifying your business?  There can be any number of goals  you are hoping to accomplish, but it is best to keep it to one or two key goals so that you can focus your efforts. Maybe you want to increase the number of members on your website, generate new leads or reduce customer churn.  You must be as specific as possible about the outcomes you need in order to establish an appropriate gamification.  And make sure you are also specific about the quantitatives for each goal.   In other words, a goal shouldn’t be to simply reduce churn, but reduce churn by X percentage points per month.
  2. Know your players – What are the main demographic, psychographic, and lifestyle characteristics of your players?  You may already have some of this information based on segmenting your customer base, which is great, but you need to view these groups in different ways than you would for traditional marketing purposes.  You need to develop profiles and understand what their motivations for participating in the gaming elements you plan to put in place would be.   So create a Persona (player story) for key players and then create a description for each Persona.  The descriptions can include gender, age, socio-economic status, gaming experience, aspirations, fears, daily technology or shopping habits – whatever is most relevant for your product.
  3. Use mechanics to motivate the right behaviors – Once you know your goals and players, you can move into the game mechanics.  Game mechanics are tools and techniques that are used as building blocks for gamifying a website or application.  They are the external elements that allow players to keep track of how they are doing, compare themselves to others and accumulate stuff.  Common mechanics include points, levels, badges, virtual goods, leaderboards and competition.   If you’d like some starter ideas on what mechanics might work for you, I suggest using resources such as gamification.org and Bunchball.  Both are great sources for gamification knowledge and ideas.
  4. Satisfy desires with game dynamics – The difference between game mechanics and dynamics is subtle but important. According to Michael Wu, Chief Scientist at Lithium Technologies, game dynamics determine how and precisely when the badges are unlocked over time and the precise reward schedule. In other words, the mechanics provide the mechanism, but the dynamics provide the motivation.  Clever game designers can create new gaming dynamics by combining various game mechanics over time to make game play more interesting and engaging.  A well-designed gaming dynamic brings players to the next stage at the right time so the players feel accomplished. On the other hand, poor gaming dynamics tend to lose players along the way, either due to boredom or creating overly complex challenges, and therefore make the game less engaging.
  5. Integrate the aesthetics – Aesthetics are the factors that yield emotional engagement and quality of the experience.  They are the sounds, visuals, good loading times, etc.  Every game or gamification must be compelling, and this can be done through game mechanics or dynamics, but it’s also important to put in elements that yield emotions like curiosity, delight, pride and satisfaction. A good game takes the player on some emotional journey over time and knowing what emotions you want to elicit will help you decide what or how you want to design.
  6. Determine how you will be discovered and shared – A social referral program is critical to a gamification’s success. Many companies set up a system with the right mechanics, dynamics and aesthetics but then what? If users are proud of what they’ve accomplished, give them the opportunity to tell the world about it. Achievements mean more if they’re made public and people are more likely to share right after they’ve won something.

Best of luck as you work towards gamifying your business, and as they say in “The Hunger Games”:  May the odds be ever in your favor!

The Tao of Marketing

Most of us are familiar with the ancient Taoist figure of Yin-Yang.  It symbolizes the idea that polar opposites or seemingly contrary forces are interconnected and interdependent.  Our world is filled with these dualities:  dark and light, female and male, low and high, cold and hot, water and fire.   Yin-Yang insists that these are not opposing forces, but complementary forces that interact to form a greater whole, as part of a dynamic system.

I know this is not a Chinese philosophy blog, but I got to thinking about Yin-Yang the other day when I happened upon the diagram below from Jason Miller at Marketo.


While the diagram does a good job of showing some of the differences between a left brain and a right brain marketer, in my view, there are two ways to look at this chart.  The first way forces you to declare your alignment with one side or the other, to proudly state on which side of the marketing divide you fall.  But in the context of Yin-Yang it also presents a big opportunity to discuss not only how important the left or right brain components are individually to any marketing program, but also how critically important the use and interaction of both sides of the marketing brain are to success.   The challenge comes in balancing the two.

Now when I use balance here, it doesn’t necessarily mean a 50/50 split.  With the increasing domination of the Internet in today’s marketing environment, the analytical side definitely has taken the upper hand.  The success of processes like A/B testing and statistical procedures such as multivariate analysis point toward a growing analytical movement that is unlikely to stop or even slow down in the foreseeable future.  Add all that to the challenges of today’s economic environment and it becomes even more important to use analytics to better understand what is really generating sales and alternately, what is squandering resources.  The well-known marketing joke, “Half of my marketing budget is a waste; I just don’t know which half” is no longer acceptable or funny.

But no matter how scientific the underpinnings of marketing, the practice will always need creative thinkers who understand how to develop emotionally rich content that resonates with buyers.  People are emotional beings and most of us tend to make our decisions based more on our gut than our heads.

So what side of the brain do you favor?  In addition to the infographic above, you could use the spinning girl illusion to help sort that out.  Go ahead, take a look.  I can wait.

For a while the spinning girl exercise was a popular way to sort out what side of your brain you used, although many experts don’t really think it tells you whether you are right or left brained.  In fact, most people, if they really try long enough, can see her turning both ways. Of course, it may simply be that almost all of us have some ability to work both sides of our brains if we focus our efforts.  That’s where my belief falls – that most of us are really semi-geeks, leaning one way or the other towards analytics or creativity but with some capability to do both.

So keeping that fact in mind, here are some interesting articles and resourceful blogs for those striving to find that perfect balance between science and art.

  • Websites like Creativity Games can help get your creative juices flowing
  • Blogs like this one on growth hacking point to new ways of looking at the science of marketing
  • Here are some more edgy ideas on boosting creativity
  • This article provides more info on the power of A/B testing

Marketing is Not Dead Yet

Lately there has been a rush to bury marketing. Bill Lee’s recent HBR article “Marketing is Dead” is the latest salvo, but that blog was preceded by other similar pronouncements from advertising CEO Kevin Roberts as well as numerous earlier blogs that predicted marketing’s demise.

From my standpoint, all of this talk is a slightly misplaced. Or to paraphrase Mark Twain: “The reports of marketing’s death have been greatly exaggerated.” Now I know that catchy, provocative headlines get more attention than boring ones (I learned that one in my Marketing 101 class), but my concern is that all this focus on the “death” of marketing will lead to misplaced reactions against the department itself.

Marketing isn’t dead, any more than it ended when Sergio Zyman declared “The End of Marketing” in 1999. The Oxford English dictionary defines marketing as “the action or business of promoting and selling products or services.” And that, my friends, is never coming to an end.

Yes, marketing is going through a massive shift in terms of how customers are acquired and retained, but it’s gone through shifts like this before. Just as Zyman was right in 1999 that marketing needed to focus more on tracking, measuring and process rather than just being a pretty face, the current doomsayers are also correct that the colossal changes caused by almost ubiquitous high speed Internet access and the rise of social media mean that many of the old methods won’t cut it anymore.

So what’s a modern marketer to do? Should we abandon everything that marketing ever stood for now that the old models no longer apply? I don’t think so. The four P’s are still valid, but they must be applied in different ways. I don’t believe anyone has all the right answers in this new marketing paradigm, but below are some ideas and thought starters.

Collaborate With the Market to Make a Killer Product
As it has always been, without a great product the rest of your marketing efforts are useless. Products should always focus on customer needs, but now you can leverage social media and free Web tools like Survey Monkey to better understand your customers. Be proactive in your contact with them and actually listen to and record what they are telling you. Then use this information to affect how the product or service is created, serviced and improved upon over time.

Content Really is King
Content is a significant part of your whole product. Relevant content adds to the overall value you provide to the marketplace, and therefore the value of your product and brand. Think about the kinds of information your customers need. Perhaps it’s intelligence as part of the buying cycle, but it also could be something related to the customer’s ultimate use of the product. For example, if you’re selling laptops and you know there are customers who will use your product for desktop publishing, don’t just provide information on how to determine the best laptop for desktop publishing, provide content and/or links to content around desktop publishing itself. Your customers, their friends and colleagues will look to you as the trusted advisor, and the company to buy from.

Every Company is a Media Company
Whether we like it or not, the evolution of media and the powerful media technologies of the Internet has turned every company into a media company. Every company publishes to its customers, its staff, its neighbors and its communities. The good news is that it’s relatively easy to create and publish your own media. So embrace these new capabilities and take advantage of the fact that you can now engage more of your targets directly, with or without the need for an agency.

Develop Customer References
The stated opinions of your customers carry far more weight in the marketplace than your advertising does. Use social media and company-driven feedback to show others how much your customers love you. Place their testimonials prominently on your Web site, leveraging as many different types of media as possible. Do something special for them and then give them the vehicle to talk about you.

Join in on the Conversation
Take advantage of all the different methods that are available to have a conversation with your customers. Check out forums, Facebook fan pages, or LinkedIn Groups and start talking with their members. This is a great way to learn about their needs and their issues. Plus, you can be there ready to answer their questions. The key is not to sell, but to talk, listen, learn and guide.

The beauty and joy of marketing is that it is always changing, always something new, yet it is consistently based on the same core principles: make a great product, be sure the relevant people know how great it is, price it fairly and create an easy (and if appropriate, fun) way to buy it.

So in closing, I’ll mangle Shakespeare this time – I come not to bury marketing, but to praise it. Long live marketing!