by Robin Neifield
April 17th, 2014

Originally published on To create good and effective content for your brand, there needs to be collaboration between people from many different departments with many different abilities. Is your organization set up for content success? In order to hold an audience’s attention, the push is on for brands and organizations to regularly update their websites, social channels, and other properties with new, relevant, inspiring, and sharable content in a variety …

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by Robin Neifield
March 20th, 2014

Originally published on The word collaboration is universally understood as a positive characteristic. If you are labelled collaborative you are a good team member open to input; you share insights and results and can work effectively with others to achieve better results with more satisfaction and less group or team pain. It’s a big concept and too big a word for kindergarteners but that is what teachers were attempting to …

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by Robin Neifield
February 24th, 2014

Originally published on With the increasing importance of imagery and visual content across many social channels, most of the mainstream social properties are facilitating and rewarding the use of visuals and images in both paid and earned content streams. Recent Facebook changes reflect this heightened response and engagement seen with visual posts and ads. This trend leaves brands with increased costs to create those compelling images, as the bar is …

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by Robin Neifield
January 23rd, 2014

Originally published on Every year for the last four or five years we have been calling that year “The Year of Mobile.” But maybe this is finally the year that we start to adjust our budgets and plans to a new reality. It’s long past due, as evidenced by the undeniable consumer preference for mobile devices and the increasing reliance and time spent with mobile technology. Gartner just released a …

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by Denise Zimmerman
January 20th, 2014
Sustainable predictions that drive outcomes

Did you know that Edelman, self described as “…the world’s largest public relations firm” recently hired a global director of paid media? A few years ago this would have sounded like an oxymoron. Today, it is reflective of the fact that change is a constant in our industry and a reminder that we must respond to the evolving needs of our customers, clients and stakeholders. Change has been coming and …

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by Robin Neifield
November 27th, 2013

Originally published on Email marketers have a number of new challenges in this mobile age. Email deliverability and readability are impacted by the devices consumers choose to access and read their email. Marketers have to address unique and evolving issues of screen size, design rendering, connection speed, and mobile friendly landing pages in their email programs. Apart from all the technical and communication variables that must be considered, there is …

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by Robin Neifield
October 30th, 2013

Originally published on There are constant, myriad optimizations made in any well run digital program. With a number of daily small and large decisions hinging on numerous inputs and influences, how do we assess the overall impact and ensure that our decisions are thoughtful and (on the whole) productive? Budget, targeting, channel mix, priorities, flighting, destinations, creative approach, conversion points and weights, time frames, tracking elements and data repositories all …

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by Robin Neifield
October 2nd, 2013
Marketing Word-Cloud

Originally published on This shouldn’t come as a shock, but two recent studies have documented what many (in fact most) of the marketing world has been feeling lately. The constant, rapid changes experienced by marketing staff, digital marketing professionals and consumers alike are outpacing our ability to stay up to date, staff, budget for and respond to even critical organizational needs. We just can’t keep up. Adobe queried 1000 marketers …

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by Denise Zimmerman
September 10th, 2013

Originally published on Brand marketers know that digital is important. C-level executives now get it too. But recognizing the importance of digital is not enough to succeed. Simply reallocating media budget isn’t the answer either. As brands continue to struggle with the shift to a digital world, the role of the brand manager has significantly changed. However, many brand marketers consider themselves unprepared to deliver on the top factors that …

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by Robin Neifield
September 4th, 2013

Originally published on Mark Twain famously remarked, “I didn’t have time to write a short letter, so I wrote a long one instead.” This quote comes to mind for me whenever an organization proudly unveils a complex report filled with tons of data and very little actionable information. We can measure almost anything in digital – and often, unfortunately, marketers include every data point and every metric in monster reports …

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