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Using data in marketing - McLellan Marketing Group
Last week we walked through the definitions of first-, second- and third-party data and how you would generate, find or purchase data at each level. In this week’s column, I’d like to explore how you might use each different type of data in your marketing efforts. First-party data: Just a reminder that first-party data comes […]
Navigating social media during a long-term crisis - McLellan Marketing Group
When the world experiences a short-term crisis like a storm or school shooting, it’s easy to know what to do. You mute your social media marketing for a few days out of respect for the situation and how people are responding to it. But what’s the proper etiquette when the crisis or disaster is not […]
Four pillars of marketing: Start with your brand - McLellan Marketing Group
These next four columns will be focused on what I believe are the four most important elements of marketing. Get these four correct and the rest is just details. The four cornerstones of marketing are: Your brand. Your audience. Giving first. Surrounding yourself with the right people. This week, we’ll tackle your brand. I’ve probably […]
I want to be seen - McLellan Marketing Group
This column is the last of the trends series we’ve been working through over the past several weeks. The overarching theme to the series was that our world has been in crisis for the past two years and, like every other crisis in history, it’s going to be followed by a season of great reinvention […]
Working with influencers - McLellan Marketing Group
One of the fastest growing marketing trends over the last five years has been working with influencers. An influencer is someone who has built an audience and community around a specific niche. Influencers are people who have the power to sway the buying decisions of others because of their position of authority, knowledge, celebrity or […]
First-party data – what is it, and why do we care? - McLellan Marketing Group
I’m going to take a couple of weeks to focus on one of the buzzwords of the day: first-party data. It’s becoming more critical to marketers every day. First-party data is information a company collects directly from its customers and owns. First-party data (also known as 1P data) is part of the mosaic of data […]
We crave connecting with our people - McLellan Marketing Group
In an ongoing series, we’ve been acknowledging that 2022 is going to be a watershed year. Out of every crisis in history, moments of great reinvention and change were born, and we are going to have many opportunities to capitalize on that in the coming year. As we explore the last two trends in this […]
Let’s mix it up - McLellan Marketing Group
For the last few weeks, we’ve been settling into the reality that 2022 is going to bring a sea change for us as business leaders. Out of every crisis in history, moments of great reinvention and change were born. Over the next several weeks, we’re going to examine some of the overarching themes of the […]
The power of influencer marketing - McLellan Marketing Group
In last week’s column, I applied some tough love on the idea of using influencer marketing. I wasn’t in any way suggesting that brands avoid using the power of influencer marketing. But I sounded some warning signals around how not understanding the nuances and legalities of the practice can get a brand into some serious […]
What’s old is new again - McLellan Marketing Group
For the past few weeks, we’ve been settling into the reality that 2022 is going to bring a sea change for us as business leaders. Out of every crisis in history, moments of great reinvention and change were born. And given history’s examples, the pandemic more than qualified as a trend-altering crisis. As we explore […]