Popular Posts
A hand-picked collection of the most-read and most-discussed articles on this blog — covering social media strategy, advertising, and digital marketing.
Giving your Social Content "LEGS"
An alternative to the "Jab, Jab, Jab, Hook" analogy — the LEGS framework proposes Listen, Engage, Give, and Sell as a more thoughtful approach to social content. Listening comes first; selling comes last.
"There is no such thing as a low-interest category…"
Challenging the idea that some product categories are inherently boring. Drawing on Richard Huntington's thinking and examples like Volvo and Forsman Bodenfors, this piece argues that creativity can make any category compelling.
Demand Generation vs Demand Fulfillment
Exploring the critical distinction between creating new market interest and satisfying existing demand — and why marketers need to understand both.
The Real Reason That Banners Don't Work
A frank examination of why banner advertisements consistently underperform — and what the industry keeps getting wrong about display advertising.
Branded Content Is Older Than Your Grandad
A historical perspective on branded content, showing that the practice long predates the digital age — and what that means for modern marketers.
Who Is Your Most Valuable Customer?
Rethinking customer value beyond simple transaction history — introducing the idea that your most valuable customer may not be the one who spends the most.
Social Customer Lifetime Value
Expanding traditional Customer Lifetime Value to include Social Capital and Customer Referral Value. The formula: SCLV = CLV + CRV. Referencing Brian Solis on the growing importance of social influence.
A Tip for People Interviewing for Jobs
Practical advice drawn from the author's own experience interviewing for the Head of Digital and CRM role at Fiskars — including how to handle tough questions.