Type the words “customer journey” into a Google Image search, and what you’ll see is a collage that looks like board games. In each journey, boxes, lines and circles form a path, and little cartoon customers follow it to a purchase. The ‘touchpoints’ along the way are just like the dice and cards that transport […]
When David Berkowitz declared the “The Beginning of the End of Storytelling” in Ad Age, the advertising executive told five separate stories to make his point. As CMO of the ad agency MRY, Berkowitz was telling his own ‘brand story’ in arguing that ‘storymaking’ is future of connecting with people (MRY does storymaking). Berkowitz is […]
Clickbait is to content marketing what smoking is to living: you’ll get your high (metrics), but you will be judged harshly, and eventually, the clickbait will kill you. It’s common sense that misleading readers in order to inflate clicks is bad. However, using clickbait is tempting because we’re under immense pressure to grow an audience […]
The boundary between physical and digital life has become so blurred that a new adjective is being used to capture the phenomenon: ‘phygital’. In late October, the concept of phygital retail landed on front pages with the announcement that Lowe’s is testing two retail service robots in a San Jose store. Of course, the sci-fi […]
For content creators, the daily work of creating great content can feel like off-road driving in a pickup truck filled with glass milk jugs. You hit the dirt road loaded with rich ideas, and then they all start to crack, spill and mix together at the computer. Each time your try to write a sentence, […]
