by Full Spectrum Marketing | Aug 3, 2016 | Marketing
In all of the media hubbub of the Democratic and Republican Conventions it’s easy to forget what is actually the largest media event on the globe this year – the 2016 Rio Olympics. As a person who loves competitive sports, I definitely enjoy the Olympics. I enjoy them...
by Full Spectrum Marketing | Jul 6, 2016 | Marketing
While there are many great debates in how to execute marketing messaging, today I challenge us to consider the use of fear in marketing. Fear is a frequent trigger in all types of marketing messages and advertising. Usage of fear in communications is designed to do...
by Full Spectrum Marketing | Jun 29, 2016 | Marketing, Video
Of all marketing tactics available to marketers, video is the most impressive, tantalizing, and intimidating. I have a colleague who assesses the marketer’s viewpoint on what makes a quality video with this delightful and convicting analogy – everyone wants Tom Hanks,...
by Full Spectrum Marketing | Jun 22, 2016 | Marketing
Communications is separated into two parts – how we send information and how we consume information. I write a lot in this space about how we send communication. That’s a big part of what marketing is. I don’t, however, spend a whole lot of time on how we consume...
by Full Spectrum Marketing | Jun 1, 2016 | content marketing, Marketing
It’s finally time to demystify one of my favorite marketing methods – content marketing. Whether you are promoting a company, introducing a product, or building a brand, content marketing is a platform for delivering information in creative, findable, and memorable...
by Full Spectrum Marketing | May 26, 2016 | Marketing, Mobile
Over the past two columns we have truly covered a full spectrum of ground in the marketing world, from creative color choices to high-level business strategy. Since On Marketing began in January we have not yet addressed that tiny elephant in the room. Or more...
by Full Spectrum Marketing | May 19, 2016 | Marketing
Time for a strategic conversation. The day-to-day world of your business keeps you incredibly busy, mostly working on managing details and maintaining progress. Or, if you’re like 100 percent of other businesses in the universe, putting out fires. Getting the time to...
by Full Spectrum Marketing | May 12, 2016 | Brand, Marketing
To date, this column has focused a great deal on the function of marketing, rather than the form. For example, discussions of where people seek information, how search marketing is changing, the ways that Facebook adds a useful dimension to your marketing, and more....
by Full Spectrum Marketing | May 4, 2016 | Communications, Marketing
My family was fortunate enough to get its first computer when I was just six years old. My older brother and I went nuts for it. This was the mid-1980s. The home computer came complete with a (by today’s standards) painfully slow processor, featured all of four colors...
by Full Spectrum Marketing | Mar 24, 2016 | Marketing
“If I had more time, I would have written a shorter letter.” – Blaise Pascal in Letter XVI, 4 December 1656 Pascal was a 17th Century French mathematician, physicist, inventor, writer, and philosopher – how is that for a job description? He did so much writing that he...
