June 2021

            The recent pandemic sent shockwaves throughout the world, affecting nearly every aspect of marketing in a number of far-reaching ways. Some have argued that such a catastrophic event inevitably propelled segments of the economy forward in an unexpectedly accelerated manner. Whatever the futuristic ideas of marketing visionaries might have been prior to this event, […]

Building an Online Promotional Strategy             Having an online promotional strategy is crucial for a company; its potential success or failure can pivot on this single component. Since the process of online strategy encompasses the entire gamut of planning, developing, and implementing how marketing campaigns are conducted, it has become a key factor when it

What is Meant by Supply Chain Transparency?             Ever since the 1904 publication of Upton Sinclair’s book, The Jungle, shed light on the atrocities going on behind the scenes in the meatpacking industry, people have grown more and more concerned about where their products are coming from, and how they are arriving. That incident of consumer

What is Digital Media Marketing?             Digital media can be defined as any method of transmitting information by means of an electronic device, most often relying on that means for the creation, the distribution, and the viewing of that information. Speaking of digital media as a marketing strategy generally refers to the process of distributing

Marketing guru Scott Mann shares his thoughts on running a “collective” agency model, lead generation, social media automation, the current state of branding, and gives advice to those who are changing careers and entering the field of marketing for the first time. Otis Kopp: I am here with Scott Mann, CEO of Highforge Directive in Orlando,

What Is Omnichannel Marketing?             Marketing channels are the vehicles used by companies to communicate with their customers. Such channels might encompass traditional marketing methods, such as print and media advertising, direct mail, and a variety of in-person possibilities, as well as digital options, including email campaigns, social media platforms, and e-commerce websites, to list

What Makes Up a Content Strategy?             While content marketing is focused on coming up with specific content to publish and promote, a content strategy is primarily concerned with identifying the best ways to reach target audiences, concentrating on how to direct and amplify content in order to optimize its effect. A content strategy provides

What is Disruptive Innovation?             The term “disruptive innovation,” coined by Harvard Business School professor Clayton Christensen, refers to the process by which an underrated product or service gains popularity and, in doing so, replaces other products or services. Taking root at the bottom of a market, such an innovation relentlessly surges upward until it