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A New Commercial Strategy: Creators and Community
Over the past few months, I’ve been immersed in projects and research that have reinforced the idea that creators and community are driving huge changes in commercial strategies. These new dynamics...
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How Shein and Temu threw a bomb at eCommerce conventions
When I dress for the day, the first question that enters my head is, “I wonder how old this shirt is?” So … I’m not a shopper. But I do love studying the marketing behind shopping trends, and there is...
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How do you measure the value of a brand community? Ten ideas.
I’ve been giving many talks about community-based marketing, and one of the common discussion points is measurement. Isn’t that ALWAYS the most important question in marketing? What’s the value of a...
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The new influencers beat traditional advertising effectiveness
Pilot Ernie Meeks is one of the new influencers building trust for brands By Aaron Hassen, {grow} community member The most difficult job in marketing today is determining how to effectively connect...
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The ROI of creators: An inspiring influence marketing case study
Scottsboro, Alabama, (population 15,750) is a sleepy river town known for its First Monday craft fair, Payne’s Soda Fountain, and hot, muggy summers. It would not be considered a hotbed for influencer...
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What we learned about marketing in 2024
The world is moving at the speed of Nvidia these days, and no career is being disrupted more than marketing. I host a community called RISE that’s dedicated to the future of marketing. What’s coming...
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The end of brands, or the end of common sense?
A common click-bait technique is to write a blog post with “The death of …” in the title. I’ve learned to ignore these, but I’ve seen such an avalanche of headlines with some version of “the end of...
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The photo that changed my life (and maybe yours)
It was March 15, 2023, and I snapped a photo that changed my life. And I’ll explain how it can change your life, too. On that date, I was attending the annual SXSW festival in Austin, TX, and enjoying...
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The 10 biggest marketing challenges have nothing to do with AI
Are you tired of reading about AI? Me too. There’s a whole world of marketing disruption and opportunity to talk about, so let’s put GPT on pause for a moment and consider the State of the Nation and...
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