David Dodd
David Dodd is a B2B business and marketing strategist, author, and marketing content developer. He works with companies to develop and implement marketing strategies and programs that use compelling content to convert prospects into buyers.
Marketers have long argued that a strong brand can induce customers to pay premium prices, increase customer loyalty, and drive growth. But until recently,...
One of the more infamous quotes in marketing is usually attributed to John Wanamaker, who reportedly said, " Half the money I spend on...
(This month's Research Round-Up features a study by Boathouse that reveals what CEOs actually think about marketing and CMOs, and a survey by Informa...
Source: Basic Books Predictive mathematical models touch our lives virtually every day. Every weather forecast we watch, hear, or read is formulated based on multiple...
Source: Shutterstock I've always been skeptical of claims that using any one technique or tactic will consistently result in superior marketing performance. Simple, "silver bullet"...
Source: Shutterstock (The concept of the "marketing mix" has been a staple of marketing for over 70 years. It's discussed in virtually all marketing textbooks...
Source: Shutterstock (This year, I plan to devote some of my Research Round-Up posts to a discussion of academic research papers about artificial intelligence. Some...
Source: Kogan Page Last November, I published a review of Robert Rose's new book, Content Marketing Strategy. Rose's book is one of the best I've...
Source: Shutterstock Establishing objectives is an integral part of any business planning process, and some of those goals inevitably relate to revenue growth. Revenue...
“You can’t manage what you can’t measure” is one of the most often-repeated maxims in the business world. What happens when the "number" becomes the…
Source: Shutterstock Generative AI has the potential to drive a once-in-a-generation step-change in business performance and productivity, but a recent, first-of-its-kind scientific experiment demonstrates that...
"Your content will never provide competitive advantage. But your content strategy just might."Robert Rose, Content Marketing Strategy Source: Kogan Page Content marketing has become a…
Source: "The CMO Survey" (Christine Moorman, 2023) (This month's Research Round-Up is devoted entirely to the Fall 2023 edition of "The CMO Survey." This research...
Many marketing pundits argue that companies should make environmental and social "purpose" an integral part of marketing communications. Read on to learn why you...
The context in which people consider buying something has a significant impact on how the buying decision is made and on what is (or...
Source: John Wiley & Sons The most basic goal of marketing is to influence customer buying behaviors, so understanding why customers buy is essential for...
(This month's Research Round-Up discusses two recent surveys that examine how marketers are using artificial intelligence in mid-2023. These surveys explore the extent of...
For the past several years, I've written a few posts each fall that address some aspect of marketing planning. With the fourth quarter of...
Understanding what will motivate a potential customer to buy your products or services is a critical prerequisite to developing an effective marketing strategy and creating…
Source: Penguin Random House LLCOver the past several decades, psychologists and other behavioral scientists have conducted thousands of research studies examining various aspects of human…