Mike Moran

What’s the missing link in personalized content marketing?

William Gibson once said, “The future is already here—it’s just not very evenly distributed.” To me, that is one of the most important quotes for digital marketers. It’s not important for you to invent the future. What’s more important is that you ob...

Does your customer experience track anti-conversions?

Just about every digital marketer tracks conversions of some sort. They are those happy events where your customer buys something from you–or at least takes a big step in the right direction. But what do you track when there is no conversion to mark ...

Is AI coming for your job?

As someone who has been working in various forms of AI off and on since the ’80s, I have heard all sorts of dire predictions of what will happen to us feeble humans when AI finally arrives. Skynet might be the stuff of fiction, but it’s the kind of s...

What are you doing about ad fraud?

According to The Guardian, 60% of online advertising spending is going to fraudsters. Even if you don’t believe that (I do), suppose it was just 20%? Wouldn’t you want to do something about that? I mean, it’s as if I asked you if you would like a 20%...

Why you are ignoring your ugly site search

That headline isn’t fair to everyone, because some marketers are really working to make site search better. But I am pointing my finger at the rest of you. Here are the reasons I have been told that you are ignoring fixing your site search: No one us...

Amazon telegraphs the next step in pharmacies

Jeff Bezos famously remarked once that “Your margin is my opportunity”–meaning that Amazon will relentlessly target high-margin businesses as its means to expand. It started with books, a famously inefficient business where retailers could return uns...

You probably have too many personas

Personas are a good thing. They help us to visualize the audience that we are speaking to. So, you might think that the more personas, the better. But it’s not true. Developing personas has become kind of a cottage industry among marketing consultant...

How did marketers let GDPR happen?

Marketers deserve GDPR because of the way they have rapaciously used every sliver of data they could get their hands on. The backlash has begun, and with it, marketers again appear to be low-life manipulators who would sell their own mother for another point of revenue.

How do you automate tagging your web content with industries?

If you are a B2B company, you likely go to market by industry. So, you might have products that are bought by several industries, but maybe they do different things with your product in different industries. Perhaps they don’t have the same benefits ...

Why do you need to automate your content tagging with AI?

If you have content, you tag it. If you have web content, you tag it in your content management system. Your authors do it every day. And it feels somehow free. You never get a bill for content tagging–people who already work at your place spend a fe...

The three hard parts of manually tagging subjects on your web pages

Everyone loves faceted search–drilling down on your search results by selecting filters. We all use it in eCommerce to pick colors and prices, but we also are starting to see more of this on content websites. And most informational websites that tack...

What is holding you back in digital marketing?

My days are divided between teaching professionals how to change their careers and teaching companies how to change their cultures–both of whom want to embrace digital marketing. But it takes more than giving it a big hug. I actually find that a...

The one marketing investment with no ROI that you must make

I am a big believer in marketing investments returning more than their investment–and you probably are, too. In these data-driven times, we all want to know that we are spending money wisely. We all want to be sure that when we put a dime in the mark...

How do marketers manage their tech stack?

It wasn’t too many years ago that this would have been a silly question — if you drew a Venn diagram of marketing and technology, it would look like two circles that don’t ever touch. How times have changed! Back in 2012, Garner Group predicted that ...

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