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Greg Chapman

Pulling Back the Curtain on Content Strategy

by Greg Chapman December 13, 2010

What’s all the hubbub about Content? It’s the king, the queen, the prince. It’s also the enigma – it’s everything, but where does it come from? Content. What is it? Why is it so important? What makes it the king? Why does it need a strategy of its own? As the leader of a full [...]

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Welcome to Customer Service – Digital Style

by Greg Chapman October 6, 2010

There’s a restaurant close by that is a family favorite. It’s one of seven Valley locations, and the restaurant has been a Phoenix tradition for 45 years. My wife and I suggested that we meet up with friends from out of town there Sunday night. We knew it would be something different that they didn’t [...]

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From Acquisition to Advocacy – The “Digital” Customer Lifecycle Funnel

by Greg Chapman September 13, 2010

According to numbers I “mashed-up” myself, taken from Forrester’s 2009 U.S. Interactive Marketing Forecast and an e-Marketer estimate, I pieced together the following estimate of advertising spend in 2011 (approximate, in U.S. billions): Television $70,432 31% Print  $56,256 23% Digital $34,080 15% Newspaper $29,536 13% Out of Home & Other $22,720 10% Radio $18,176 8% [...]

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Revisiting RFM in the Digital Marketing Environment

by Greg Chapman July 14, 2010

How do you measure, or more appropriately, identify your best customers? If your business is like most, 20% of your customers contribute 80% of your profits. Do you know this segment? How do you identify and measure them in order to implement a successful contact strategy? RFM is not new. In the direct marketing world, [...]

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Yahoo! Pulse vs. Google Buzz

by Greg Chapman June 9, 2010

I take some heat around our office for 1) being a Boomer; 2) being slow to change some of my originally adopted Boomer  internet behavioral habits and still desperately clinging to my IE browser; 3) not throwing all of my cards in with Google and all of its features and functionality. As such, I still [...]

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Don’t Look Now But Web 3.0 Is Here…

by Greg Chapman May 12, 2010

Last fall I had the privilege of delivering the keynote address to kickoff an agency event comprised of top clients, agency staff, partners and industry pundits. In an effort to give everyone a little glimpse of what’s to come, I chose to talk about the Web 3.0 environment, and what that might look like. Web [...]

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