Know Your Digital Marketing – What’s Your Organization’s Purpose

It’s time for your regular posting of content we think you’ll find valuable. In this post, we’ve found a number of different updates to help you cover your digital marketing planning and optimization.

Before we jump in, we want to share the latest video from Scott Galloway. He’s the founder of L2 ( and a professor of Marketing and Brand Strategy at the NYU Stern School of Business. This latest video is from the DLD Conference last month and he talks about how four companies are on paths to trillion dollar market caps. We think you can guess who those companies are.


What is your purpose? That’s the topic of this article. While this idea is not new, it’s been discussed in great books like, “Built to Last” by Jim Collins and this article summarizes a new survey that is a reprise of those findings. This new survey defines purpose as “an aspirational reason for being which inspires and provides a call to action for an organization and its partners and stakeholders and provides benefit to local and global society.”

If you are planning a redesign of your website, this article provides 6 web design trends that may stand the test of time. We say may because we like rich illustrations and animations but we’re not sure they won’t become a bit trendy, especially if overused. We are big fans of the idea of integrating more artificial intelligence and diversity into web designs. The more we (the royal we of course) ask and know about site visitors, the more we should provide unique experiences that provide information targeted to the visitor.

More info on artificial intelligence.  Mark Zuckerberg posted recently about how he has challenged himself to build an AI-powered butler for his home. However, we believe this may be more of a promotion for the new virtual assistant technology inside Facebook’s Messenger. That reminded us to do some research and we thought we’d share this article. It’s older but informative.

Millennials are still a hot topic. Google paired with L’Oreal to research which types of video ads resonate with millennials on up. They share a lot of great findings. Our main takeaway is that, although the typical “glam” ad had more views, the everyday person how-to video generated more than 2 times the click-through-rate (CTR) of the “glam” ad.

We end on something a little more controversial. It’s the use of guilt and shame as a UI element. Like spam emails for ED issues, we all cringe when we see them and deride the idea with friends and coworkers. However, they must work on some level or it wouldn’t be used. The article has some great examples. Let us know your thoughts on the tactic on our Facebook page.

That’s all for this time. Have a great long, Valentine’s Day weekend.

The Know Team