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Why management consultants are becoming the new ad agencies
By Mark Schaefer While researching my new book, I reached out to dozens of marketing industry experts to learn their views of how our world was changing, and how we needed to cope. One of my go-to...
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Why you can’t believe social media sentiment analysis (“It’s crap”)
There have been a number of studies recently pointing to the suspicious results of automated social media sentiment analysis generated by some of the most popular “listening” dashboards. In...
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Survival strategies for the post advertising world
With our ability to skip, block, and pay our way around disruptive advertising, we’re seeing fewer ads … and believing them less, too. Smart businesses are starting to figure alternatives to this...
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Marketing and the unintended consequences of tech
One of the problems most companies face is the unintended consequences of technology. Of course this has always been a problem, but its especially acute today because the cost of tech is slow low and...
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What are the most in-demand marketing skills right now?
An overwhelming majority (92%) of B2B companies are finding it difficult to hire good marketers. But which skills are hardest to find? As it turns out, marketing analytics is the skill set most...
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Mind-bending social media trends
By Mark Schaefer In our latest episode of The Marketing Companion, Tom Webster and I dissect a massive new report from Hootsuite and We Are Social. As I dove into some of the charts, some of the...
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The end of an era for The Marketing Companion
By Mark Schaefer Over nearly six years, I have had the pleasure and honor of co-hosting The Marketing Companion with my dear friend Tom Webster. In this special episode, I say goodbye to Tom as my...
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Momentum is building to break apart Facebook. Can this really happen?
By Mark Schaefer Brooke Sellas I published our next Marketing Companion episode early in order to introduce the show’s new co-host Brooke Sellas. You’ll probably recognize Brooke as a regular...
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How to monetize a Facebook Group
By Mark Schaefer There’s no more relevant or interesting topic these days than the moving target of monetization in the online world. The model has changed drastically over the years but Dana Malstaff...
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Social media shakeout: Why the future of social media is hazy
By Mark Schaefer It took me a long time to figure out my talent. I wasn’t a gifted athlete or singer like some other kids in school. But sometime in my early 30s I noticed that I had an instinct for...
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Maybe the future of marketing looks like Everlane
Screenshot from Everlane environmental promotion By Mark Schaefer I first learned about online retailer Everlane from a close friend. She raved about the honesty and transparency of the company — every...
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Why online trolls do what they do
Online trolls are one of the most toxic elements of the social media world. Nobody is immune to their tenacious wrath. But why does this phenomenon exist? Why would anonymous individuals spend their...
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The impact of fake news on your marketing department
Fake news is in the news. But what does it mean for marketing? Samsung announced creepy new technology that would allow a somebody to create a lifelike video of a person from a single photograph,...
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Mukbang and Monetization: New Digital Marketing Trends
I know. That is the weirdest photo I have ever posted on this blog. But I think you will enjoy hearing about this crazy new trend called mukbang that Brooke Sellas and I discuss and demonstrate on the...
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Can you measure how company culture impacts your success?
Wow. The new episode of The Marketing Companion is jammed packed with fascinating ideas. Brooke Sellas and I wind up on some of the most interesting trends in marketing, starting with company culture....
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Big company or small: Advertising at a crossroads
That photo? An explanation is coming, I promise. But first an observation. I always follow the deliberations at the annual Cannes Lions Festival. It’s an opulent, sun-drenched gathering of...
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Video everywhere: Exploring marketing ubiquity
Three great trends discussed on the latest edition of The Marketing Companion podcast! You won’t want to miss this: 1) Video everywhere The latest social media advice is to get into video. But when...
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Is this the worst marketing tactic ever?
By Mark Schaefer In corporate parlance, it’s called the breakpoint. It’s how far customers can be pushed before their heads explode … and it very well may be the worst marketing tactic ever dreamed up...
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CEOs band together to build tech we trust. But will it work?
On the latest episode of The Marketing Companion Brooke Sellas and I talk about a group of CEOs who have banded together and pledge to build trust into their tech They’ve created a tech manifesto and...
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Is it possible to remain relevant in a hyper-changing world?
It seems that everyone around me is worried about how to remain relevant. Perhaps this is nothing new. Since at least the mid-1800s and the industrial revolution, careers have been in a constant state...
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