About Lisa Maier

Lisa Maier is the CEO of DirectiveGroup, and brings great passion and over a decade of experience in the online marketing space. Her background includes a undergraduate degrees in Economics and Sociology, a Wharton MBA degree in Information Strategies & Economics, top tier technology strategy consulting and several years helping small technology companies traverse the chasm from good products to nationally scaled businesses, particularly making use of online marketing and media programs.

2019 Trends in Data & Data Management for Marketers

Discovering the new answer to the age-old question of “How can I generate more sales at a lower cost” will be key for marketing managers to master in 2019. More than ever before, this year data will lead the way.

Without a doubt, the future of marketing is intimately connected with the future of Big Data. At this year’s CES (Consumer Electronics Show) it was noted that 2018 really was the culmination of a number of key tech breakthrough into the mass market (like AI and 5D), and observing how they will play out for business.

In 2019, tech and marketing experts say we’re moving from a focus on connecting people to the Data Age to a new phase, one in which the way consumers behave will determine the way we use technology to engage with them. For sure, being able to use the latest data advances to sell more products and services in 2019 is top-of-mind for smart B2C and B2B marketers everywhere. This article discusses some of the data trends you’ll want to be aware of – and begin to implement – during 2019. Continue reading “2019 Trends in Data & Data Management for Marketers”

Blog Abstract: Brand Management in the Age of AI

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our CEO, Lisa Maier, discusses the recent Branding Strategy Insider article, “Brand Management in the Age of AI” by Kevin Keohane. 

This is an interesting article because it begins to explore what AI and rapid consumption and integration of customer data might mean for the expression of a brand. In the past, a ‘brand’ has been a stalwart of consistency until such time there is deemed to be a need for a wholesale change, after which it again locks into position of what the author calls “ruthless consistency.” After all, this is what is needed for a brand to be crisply understood and related to by its target market segments.

But there is an increasingly strident argument that no brand can maintain its relevance in the most effective manner … Continue reading

Facebook: Good Marketing Practices in a Chaotic Privacy Environment

The digital footprints left by users sharing personal data online with web cookies tracking every click has given modern marketer’s an unprecedented insight into consumers. Digital data informs the way businesses serve up solutions tailored to users’ individual needs. It informs communication strategies and definitely affects customer experience. This makes personal data ever so valuable and also – unfortunately – prone to theft or misuse. Rightfully, consumers want to know how companies use and store their personal data.

With social media sites like Facebook, Twitter, LinkedIn and Instagram becoming a huge part of users’ daily lives, there are legitimate concerns about users’ online privacy. There are more than 1.86 billion monthly active users sharing personal information on Facebook, which is why there has been massive public outcry about its ongoing, ever-deepening privacy debacle. While this was sparked by the Cambridge Analytica scandal, wherein the political consulting firm harvested data from … Continue reading

DirectiveGroup 10 Years – What Has Changed

DirectiveGroup 10 Year Anniversary

““The only strategy that is guaranteed to fail is not taking risks.”

— Mark Zuckerberg, founder, Facebook

While it has been a joy and a pleasure to participate in the growth and development of DirectiveGroup over the last ten years, I have experienced it as one of those strange time warps in which time seems to have sped by and at the same time to have crept by very slowly. It is incredible to believe it has been so many years since we launched DirectiveGroup (née LocalDirective). I’ve been asked and lately have been pondering: what has really changed and what has not changed in the last 10 years? And … that question has set me to thinking.

Changes in the Digital Environment 

Well, for one thing, digital marketing is almost unrecognizable from the form in which it existed when we started our digital marketing agency. Options have proliferated and … Continue reading

Prepare Now For Voice Commerce

There is a debate raging about whether a new economic revolution has started without the masses realizing it. And people are voting with their dollars and their voices: the new economic trend that is quietly gaining traction is voice commerce. This trend makes use of a software application on smart speakers, all mobile phones and is commonly used on commercial websites. It lets people use their voices to order products and services instead of the mouse or the keyboard. Some of the voice commerce platforms come replete with sophisticated voice recognition capabilities and are able to process complex sentences and responses.

A Growing Trend

While one study showed only 2% of people who own Amazon Alexa have used the smart speaker to make a purchase using their voice, others show more than 35% of respondents had made a purchase using a smart speaker. And with about 21.9% of the internet … Continue reading

The Top Social Media Analytics Tools Your Company Needs in 2018

Social media marketing has opened up new channels and tools to disseminate targeted messages in order to promote businesses and various offers. But do you know what’s trending or what your target audience is looking for in terms of content, what is the best time to schedule your posts for your target group or even how your content is performing in comparison to that of your competitors? To fully reap the benefits of your social media marketing efforts, marketers have to keep a finger on the pulse of the audience so that they can focus on the right social media goals and choose the right metrics to measure success. In order to efficiently prove ROI, marketers need access to the right tools and that is where social media analytics comes in handy.

Social media analytics tools can help gather and quickly organize data from your accounts and campaigns to track … Continue reading

The New Transparency: Are You a Data ‘Have’ or ‘Have-Not’?

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our CEO, Lisa Maier, discusses the recent AdAge article, “THE NEW TRANSPARENCY: ARE YOU A DATA ‘HAVE’ OR ‘HAVE-NOT’?” by Julie Fleischer, Neustar.

Love the tone of this article, just a little cheeky. But she is right when she point out this stark reality:

“Let’s reflect for a moment on some of today’s biggest business stories:

  • Amazon has crushed retail
  • Uber and Lyft have changed the taxi game
  • Dollar Shave Club got acquired by Unilever for $1 billion
  • Facebook and Google dominate media

All these brands have one thing in common: they are the ‘haves,’ companies founded on and built by data. Those without a direct link to customer data? They are today’s brand ‘have-nots.’ “

The DirectiveGroup agency was founded 10 years ago to ride on – and … Continue reading

Full Digital Marketing Attribution and Choosing the Right MarTech Solution

Marketing Technology is just exploding these days. It is amazing to hear the statistic that on average, B2B companies with robust marketing groups use over 90 MarTech tools. Wow!

Marketing technology has the purpose of furthering the attainment of marketing goals. However, just as with many new tools and processes, there can be a subtle shift from reaching the goal that MarTech tool is designed to help with to fully and robustly using the MarTech tool. This is certainly true with tools that are designed to help a marketing manager make sense of the attribution data generated from digital marketing such that it can be actionable. So once a CMO or marketing leader has obtained these tools, he or she probably has some new problems.

This problem had originally cropped up because marketers had engaged in digital marketing, which held great promise to not only deliver results, but also to … Continue reading

Review Management – The Strategic Foundation for Your Business

Whether you sell to businesses or direct to consumers, local or international, to ensure your business success, you must establish a foundation of customers who believe in your products/services and are willing to share their opinions with others.

Over time your relationship with these customers grows broader and deeper, separating you from your competitors and making it much easier for new customers to choose your business.

This thought process is the foundation for review management. And understanding why a review management initiative should be at the top of your marketing checklist is pivotal to your success.

See What Your Customers See

Take a moment to do a search—the way a prospective customer might—for the type of product/service your business offers.  For example, if you are a kennel owner, type in ‘dog kennel’ and the city you are in.

  • Does your company come up on page one of the search results?
Continue reading

Use Marketing AI to connect your channels, devices, platforms. No cookies, no ad fraud.

If you are an executive at a company that is looking to significantly improve the performance of your marketing programs, things could radically change for the better in a relatively short amount of time through new technology-based marketing tools that make use of Artificial Intelligence (AI). What’s more, our solution is cookie-free, it is not challenging to implement, it is not expensive, and it doesn’t take a long time to begin seeing results. Say what?

The basics: AI, or machine learning, uses powerful technology to sift through mountains of data to find patterns (learn) that are associated with specific outcomes, which – for many companies – are greater conversions. As a result of this learning, marketers and strategists can pare down and focus their efforts to deliver precise and specific digital content – at the right time in the right place in the sales process – that will lead to … Continue reading