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Author Archive

Customer Engagement: Make Your Sponsorship Count

There are many forms of sponsorship businesses can use to their advantage: from the check written to the local Little League baseball team to help

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Attendee Acquisition Is A Long-Term Investment That Pays Off

With the recent rise in attention among marketers to customer engagement, and customer experience, customer journey, call it what you like, event marketing has risen

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Can A Computer Know Your Customers Better Than You Do?

The rise of the machines, and the fear associated with it among humankind has increasingly crept into popular culture, in some subtle and not-so-subtle ways.

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Center On Customer Experience To Sell Out Events

We’ve long advised companies who want to be market leaders to adopt a customer-centric stance in their internal and marketing attitude. That advice has been

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Deep Branding Is The Real Thing . . . How To Achieve It And Keep It Thriving

There are an awful lot of misconceptions about what branding is, how branding works, what purpose it serves, how much time, money, and energy should

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Big Data VS Privacy – Who Wins, Marketers or Consumers?

In daily practice, good marketing, at it’s heart, is an attempt to get inside the head of as many people of a certain type as

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Patience Is A Declining Virtue

In marketing practice, we are called upon to determine customer insights so that our message can be directed toward the “right” audience, that it might

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Why Do So Many Super Bowl Ads Fail?

  While they are still fresh in my mind, I wanted to work through my dismay at the quality and effectiveness of many of the

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Engagement Is Good, Revenue Is Better

There is a lot of buzz among marketers about fostering customer engagement, building engagement with apps and websites, creating communities with blogs and social selling.

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Lies, Damn Lies, And Statistics

The world of marketing is fraught with data, we’re drowning in it, awash in a sea of numbers, statistics, charts, graphs, analytic dashboards keeping track

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