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Posts by Dave Sutton

Breakthrough Brands 2020

With all that’s been going on recently in the slumpy economy, it’s tough to believe that some brands have actually had a red-letter year so far. But in 2020, a few truly sharp and innovative brands have broken through to the surface in spectacular fashion. Interbrand put out a piece of incredible research on a…

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The Importance of Click Forensics in Transforming Marketing

Despite being one of the oldest tricks in the digital marketing book, pay-per-click advertising, or “PPC” for short, is still one of the most widely used digital marketing tactics. With more advertising networks and a wider audience to tap into, PPC ads are perfect for both gaining exposure and converting your target audience into paying…

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The 6 Laws of Zero

My former CSC Index colleague, Chunka Mui, has published a fascinating article in Forbes this month. In it, he details how the six “Laws of Zero” will guide us in designing and building a grand world for our children and their kids by the year 2050. These six key drivers of humanity’s progress—computing, communications, information, energy,…

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Crisis: The Mother of Invention?

Businesses have been forced to rapidly innovate in order to attract, develop, delight and retain customers during the COVID-19 pandemic. Many of those adaptations may not only save businesses but also open new paths for growth and innovation. Recently, I was on a panel of UVA alumni experts for a conversation about how crisis is…

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6 Steps to Crisis-Proof Your Sales and Marketing Strategy

In good times, ensuring sales and marketing alignment is a no-brainer. But when tough times hit, this factor becomes absolutely key to success. Maintaining it during a downturn or in something like the current market environment, caused by our collective response to COVID-19, can be tricky. Business leaders who mobilize and adapt their sales and…

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Some Revelations in Consumer Behavior Since Covid-19

A recent Morning Consult/Bloomberg News poll had some fascinating stats to share regarding the impact of Covid-19 on consumer behavior. There’s nothing here that’s surprised me, but the shift in purchasing habits is significant and worthy of a closer look. Some business folks in general have been worried by these figures, which is why I…

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Widgets and Apps and SPAs, Oh My!

Remarkable outcomes are often produced by a marketing team that plays nice with their techies and web developers. Why? Because it turns out that innovative new technologies, more often than not, enable marketers to give their customers a reason to care, a reason to listen, a reason to engage, and a reason to buy. And…

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CRM to the Rescue!

In this chaotic era of ours, with plenty of people still working from home, it’s surprising to learn that many companies still aren’t taking full advantage of what a top-of-the-line customer relationship management (CRM) platform can really do. Recently, even the scientific community has discovered the power of the CRM, using it for some Covid-19…

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How AI Transforms Business and Improves the Job Market

Artificial intelligence (AI) is a buzzword that’s been on people’s minds for the last 20 years—but the vision of what it is has changed dramatically. Instead of futuristic humanoid robots tottering around city streets, what we mainly envision now is a leading way to help customers interact with companies. AI is changing how we market…

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Trump’s Social Media Order and the Freedom to Market

Claiming that platforms like Twitter possess “unchecked powers” of censorship, President Trump signed an executive order last week aimed at removing some of the legal protections for social media companies. CEO of Twitter, Jack Dorsey, quickly condemned the move, saying that the order is “a reactionary and politicized approach to a landmark law,” adding that it’s…

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Protecting Your Brand Reputation in a Time of Crisis

“It takes many good deeds to build a good reputation, and only one bad one to lose it.” — Benjamin Franklin Ben Franklin nailed it. And in times of crisis, it is even easier to fall into this trap. According to a recent 12-country study, 71% of people say they will stop trusting brands that…

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The 4 Cs of Enlightened e-Commerce Delivery

Did you know that loyal customers are 25% more profitable for brands than new converts? It actually costs five times more to attract a new customer to an unfamiliar brand than to get a loyal consumer to make a purchase. The lesson here? It’s absolutely vital to optimize customer satisfaction when it comes to eCommerce…

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