Archive for the ‘research’ Category

All the cool kids are on TikTok. Here’s a plan for you and your business!

TikTok is on a roll but is it right for you and your business? This post presents an analysis with five solid business considerations.

If marketing is essential, why are marketing jobs going away?

Why are marketing jobs going away and marketers in a desperate fight for survival. If marketing is so important, why is the function being displaced?

The remarkable challenge of owning your power

I have a problem owning my power. But then I took a lesson from Laura McKowen.

Twitter is not reality: The fatal flaw of influencer lists

Influencer lists are most often based on a Twitter feed, which is not very representative of anything.

Marketers must stop doing what people hate.

If you’re a fan of my book Marketing Rebellion: The Most Human Company Wins, you’ll know that I advocate a movement toward a human-centered approach to marketing. And the first […]

Why online trolls do what they do

Online trolls are one of the most toxic elements of the social media world. Why do they do it? The answer is surprising!

What happens when we can’t depend on marketing research any more?

Marketing research is in jeopardy. A WSJ report says that people won’t respond to polls any more. What are the implications for our businesses when we can’t count on marketing research?

Mind-bending social media trends

Marketing Companion hosts Mark Schaefer and Tom Webster discuss some mind-bending social media trends on the latest podcast episode.

Why you can’t believe social media sentiment analysis (“It’s crap”)

There have been a number of studies pointing to the suspicious results of automated social media sentiment analysis. Here’s a simple idea that really works.