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Effective Digital Marketing for Specialty Brands

In the previous article, we talked about common mistakes specialty brands (and many other types of businesses) make with digital marketing. Now that we’ve saved you a bunch of money and disappointment by showing what not to do, let’s talk about what you should do to charge up your sales pipeline using digital channels. Content Marketing is King Content marketing is far and away the single best thing you can do to generate a sustainable, highly-converting pipeline of customers and keep them coming back for more. But as with most things, there’s a lot of nuance in the details. One

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How to Fail at Digital Marketing

We live in a time where digital-first marketing is the name of the game for almost every business, and especially for specialty B2C. But ‘digital marketing’ is extremely broad and constantly changing. So what type of digital marketing should you be doing? Maybe just as importantly, what shouldn’t you be doing? In far too many businesses, the marketing function is one of the primary places money goes to waste under the guise of productivity. This is because doing marketing well is not easy, and a lot of marketers would rather do flashy but ultimately less-effective things, rather than those that

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Media Roundup: AI, Web3, Retail Signage, and Communication

In this article, we’ll briefly review some business insights based on press mentions and interviews I gave over the past quarter. This will probably become a regular segment around the end of each quarter going forward. As my book on the business use of AI came out in February, and AI was the hottest business topic during the first half of the year, a good chunk of this content is AI-related. AI & Marketing Article: “AI Revolutionizing Marketing: Exclusive Interviews Reveal Top Industry Insights” Publication: FoundersMag Date: March 29, 2023 Commentary: Marketing will be radically altered by generative AI. Historically,

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