craig hanna

Craig Hanna

About Craig Hanna

Craig Hanna is partner and board director at Cohesion Web Technologies.

Overcome by ineffectiveness of direct mail

I am registered as a speaker for the DMA conference starting today and I’m very much looking forward to what looks like an exciting conference with a great lineup of speakers and sessions.

What I have been less impressed with is the show sponsors’ approach to marketing. For instance, one day last week I received 22 pieces of direct mail from sponsors of the event (and 5-10 most other days).

Eight steps to achieving digital marketing excellence

One question that we often get asked is ‘how can we develop world class digital capability?’ It often comes after companies have tried traditional methods that, when done in isolation, are doomed to failure. 

A common tactic tried by many is to hire ‘digital gurus’ to come and magically fix their problems. They are then frequently isolated and over stretched so they often move on after six months due to frustration and a lack of understanding of their role.

Or, in today’s job market where digital skills are at a premium, they simply get a better package elsewhere.  

On the flip side, some companies invest in training for their ‘traditional marketers’ without considering that there are organizational elements of the business that need to change as well.

Add to this a market that constantly evolves and the resistance to change most people have and you have a heady concoction of failure.