The Rise of Omnichannel Marketing
Tracing omnichannel marketing from its roots in retail supply-chain thinking to the buy-online-pickup-in-store push that made it a mainstream priority by 2019.
The Archive
2019
Marketing Analytics Trends Shaping 2019
The specific shifts that reshaped marketing analytics in 2019, from Google's early GA4 preview to Apple's tightening cookie restrictions.
The Rise of Featured Snippets
How Google's featured snippet went from a niche answer box to a fixture of the results page, and the fights over clicks and formatting it caused along the way.
Why TikTok Marketing Matters for Your Bottom Line
TikTok is still young and its ad tools are unfinished, but the reach it offers for the cost is unlike anything else in 2019: the business case and the risks.
Mastering Micro-Influencers: A Marketer's Playbook
A step-by-step process for building a repeatable micro-influencer program in 2019, from finding creators to measuring results.
Why Customer Data Platforms Matter for Your Bottom Line
A CDP earns its budget by fixing fragmented customer data, the hidden cause behind misfired personalization, wasted ad spend and slow-to-spot churn.
Why AI Marketing Matters for Your Bottom Line
The business case for AI marketing in 2019: where the tools paid for themselves, in personalization and bidding, and where hype outran the results.
Case Study: Winning With Video Marketing on Instagram
An illustrative 2019 case study in video marketing, when a Stories-and-IGTV content mix, not a single hero video, was what moved a small brand's sales.
Building a Personalization at Scale Strategy From Scratch
A step-by-step 2019 guide for personalization at scale: the infrastructure to build first, and why cookie decline made first-party data foundational.
Conversational Marketing After the Chatbot Backlash
A year after the chatbot backlash, conversational marketing in 2019 looked different: fewer rigid bots, more disciplined use of chat that converts.
Why Voice Search Matters as Assistant Hits a Billion Devices
By 2019 Alexa and Google Assistant had reached massive scale, but the honest bottom-line case for voice search was about visibility and trust, not direct sales.
Content Strategy: What Every Business Needs to Know
A 2019 decision framework for content strategy, covering Google's E-A-T guidance, content pruning and why businesses were publishing less but going deeper.
Mastering Customer Retention: A Marketer's Playbook
Acquiring customers in 2019 kept getting pricier while keeping them got cheaper. A playbook for retention: onboarding, lifecycle email and win-back done right.
Why Privacy-First Marketing Paid Off Before CCPA Hit
The 2019 business case for privacy-first marketing: the fines, the trust research and why waiting for CCPA's deadline was the expensive option.
Building an Omnichannel Marketing Strategy From Scratch
A step-by-step 2019 guide for going from disconnected channels to a unified omnichannel strategy, including the data and attribution work most businesses skip.
Mastering Marketing Analytics: A Marketer's Playbook
An operational playbook for running marketing analytics day to day, from choosing metrics that matter to building a reporting cadence your team uses.
Building a Featured Snippets Strategy From Scratch
A step-by-step process for finding and winning featured snippets in 2019, from spotting opportunities in Search Console to matching the format Google rewards.
TikTok Marketing: What Every Business Needs to Know
A decision framework for 2019: who TikTok reached before it went mainstream, what running a presence there required and when it wasn't worth the effort yet.
9 Micro-Influencer Strategies That Work
Nine concrete tactics for working with micro-influencers in 2019, beyond just sending free product and hoping for a post.
Customer Data Platforms: What Every Business Needs to Know
A 2019 decision framework for evaluating customer data platforms: what they do, how they differ from a DMP and when the investment makes sense.
AI Marketing: What Every Business Needs to Know
A 2019 framework for adopting AI marketing tools, built on lessons from the chatbot overreach and what automated bidding and predictive scoring could deliver.
Video Marketing Trends Shaping 2019
A snapshot of where video marketing stood in 2019, from Instagram Stories' dominance to the shift toward sound-off, caption-led viewing.
Common Personalization at Scale Mistakes to Avoid
Five mistakes that undercut personalization programs in 2019, from segment-as-personalization confusion to skipping control groups, and how to fix each one.
Conversational Marketing: What Every Business Needs to Know
A 2019 decision framework for conversational marketing: when live chat and bots help a buying decision, and when they just add friction customers resent.
Voice Search: What Every Business Needs to Know
A decision framework for 2019: which businesses need a voice search plan, which are already covered by existing SEO and how to tell the difference.