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.

Blog Abstract: How to Use Process-Level Value Propositions

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 Target Marketing article, “How to Use Process-Level Value Proposition (and Why It’s Essential to Customer Lifetime Value)” by Daniel Burstein with Marketing Sherpa.

This article points out the obvious, but isn’t it true that what is in front of our faces is what we often miss? I had not heard of the Marketing Sherpa work on the Four Essential Levels of Value Propositions, which are 1) Your primary value proposition, 2) your prospect-level value proposition, 3) your product-level value proposition, and 4) the subject of this piece, your process-level value proposition. Continue reading “Blog Abstract: How to Use Process-Level Value Propositions”

It Doesn’t Have to Be Dramatic: How to Make Email Marketing Work in 2019

How to make email work in a 2019 world where people are at war with their inbox? As a marketer, you can make use of effective ways of engaging the subscriber as well as using the data and technology that is available today. The goal of any email campaign should produce results that can be measured and that are experienced in a very personalized by the recipient. With the new technology that is available, here are some tips to keep your marketing team and your subscribers happy.

Use Artificial Intelligence … Intelligently

AI makes it easier to understand underlying correlations and to spot trends. At the present time, although there is a ton of data out there, many marketers are struggling to make sense of it. Or they are overwhelmed by it. AI can help monitor the subscriber while offering relevant suggestions; this will free up time for the marketer and the team. Continue reading “It Doesn’t Have to Be Dramatic: How to Make Email Marketing Work in 2019”

Top Social Marketing Trends Q3 & Q4 2019

From the vantage point of mid-year 2019, we look at the last few years and realize that long gone are the days where social media was a small contributor to marketing success, and boy has everything else digital changed as well. These days, an effectively executed marketing campaign is very likely to be include paid and organic social and a plethora of other paid and organic tactics designed to not only increase exposure and build brand awareness but that also increase sales of your products and services. However, even the most agile marketers need to stay on top of the latest digital marketing trends 2019 to create successful campaigns, mainly because most tactics are rapidly evolving, but also because new tactics burst seemingly out of nowhere. At it is definitely true in social media marketing that the prize goes to the agile companies that are fleet-footed enough to stay steps ahead of their competitors. Continue reading “Top Social Marketing Trends Q3 & Q4 2019”

Blog Abstract: Tackling Bias in Artificial Intelligence

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 McKinsey & Company article, “Tackling bias in artificial intelligence (and in humans)” by Jake Silberg and James Manyika.

In the last year or so, I saw a documentary about Google and the inherent bias in their search algorithm, which basically showed how it baked in the bias of the programmers, probably without any intention of doing so. Then, in this last week, I saw an AllSides blog post, “Audit Finds Evidence of Google’s Bias Toward These Media Outlets” that starts out with this paragraph:

“A new audit shows Google is biased toward a small number of major media outlets — and most of them have a Left-leaning political bias. One-sided information isn’t healthy for democracy, yet the world’s most popular source of news and information displays a major bias. Continue reading “Blog Abstract: Tackling Bias in Artificial Intelligence”

5 Things You Should Do Immediately After Writing a Business Blog Post

You have just poured your heart and soul into creating the perfect blog post for your website. You have found beautiful graphics to illustrate your major points. You have posted it to your website. Now, you have just a few more tasks to check off your list because no blog post can be considered complete until you have promoted it. After all, you want the world to know about the business blog that you have just created.

When you think about business-to-business blog promotion there are several different factors that you need to keep in mind. Think about how you are going to connect your blog to various groups like shareholders, executives, and lower-level management who will be using the product. Double check that you have included data-driven charts and graphs as they are vital to blog marketing. Think about how you are going to keep your blog promotion going … Continue reading

[Blog Abstract] Digital strategy: The four fights you have to win

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 McKinsey Quarterly article, “Digital strategy: The four fights you have to win” by Tanguy Catlin, Laura LaBerge and Shannon Varney.

This article starts off boldly, “Yesterday’s tentative approaches won’t deliver; you need absolute clarity about digital’s demands, galvanized leadership, unparalleled agility, and the resolve to bet boldly.” Their main point is that most successful corporations ultimately decay into incrementalism as a strategic approach and this – unfortunately – will not cut it when digital has the potential to disrupt a business down to its core. The sad reality is that it is usually a newcomer to an industry that has the risk appetite to take the bold, yet necessary, moves.

To battle this problem, this article suggests four remedies. These are the … Continue reading

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