Category: Leadership & Career

Intent-based marketing, or understanding the consumer intent that prompts search, is the concept behind Avinash Kaushik’s See, Think, Do, Care marketing model. Kaushik is a digital marketing evangelist at Google and, in an interview with Acronym CMO Mike Grehan in 2015, he said he hates standard offline marketing models like awareness, consideration, purchase and loyalty, so he created a […]

If there is one core element that defines content marketing that we can all agree upon, it is the idea that it has to be useful, entertaining or educational. It has to add value. Every good piece of content has to add value in a certain context. Personally, I have always been frustrated with that […]

Since the primary purpose of digital marketing is to attract and retain new customers, it would make sense to take a customer-centric approach. Unfortunately, many businesses tend to get it backward. Instead of focusing on their customers and what they want, they promote content and see what sticks.  As a result, many brands need help […]