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How To Be An Agile Marketer

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Have you heard of agile software development? If you work in a technology-focused environment, it’s likely you have. While many engineering teams used to leverage the waterfall software development model, many are now transitioning to agile. Our world is moving quickly, with flexible and fast-moving companies winning the hearts of consumers. The agile framework gives software developers the ability to adapt rapidly, while exceeding the consumer’s expectations.

The Kenshoo Guide To Agile Marketing

Given the popularity of the agile framework, one starts to wonder: Can agile be applied to other disciplines, such as marketing? Today, I’m absolutely thrilled to share The Kenshoo Guide To Agile Marketing from my good friends at Kenshoo. It’s very fitting that Kenshoo published this guide because they truly embrace the agile mantra, as a company that is always innovating rapidly to lead the forefront of digital marketing technologies.

What can you expect to learn in Kenshoo’s new guide? Quite a bit, in my opinion! The guide starts off with the definition of agile marketing. Then, you’ll learn the six core values of the agile marketer. Next, you’ll enjoy studying the rise of big data and predictive marketing. Synthesizing it all, the guide ends with tips on becoming an agile marketing organization. If you’re a leader at your company and looking to take things to the next level, I highly recommend Kenshoo’s guide.

I’m always reading new whitepapers and eBooks to learn, grow my career, and add value to those around me. Kenshoo’s new guide is one that truly resonates with this scrappy, results-oriented marketer.

Images in this post © Kenshoo

Speaking At Programmatic I/O

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I’m a tremendous fan of public speaking, it’s so much fun and a true adrenaline rush! Recently, I had the honor of speaking at Programmatic I/O San Francisco. I co-presented with my good friend Chris Innes from SteelHouse, in an exciting session called The Agency and Marketer Connect.

As someone who’s been acquiring customers for a very long time (11-years), my favorite channel these days is programmatic. The world of programmatic advertising is evolving rapidly, infinitely complex, and the talk of the industry. Programmatic I/O is the conference for leaders in the programmatic space, and it truly was an honor to present.

During our session, Chris and I highlighted our client-agency and client-technology partnership. When it comes to cutting-edge digital marketing, great partnerships truly mean everything. It was fun presenting our strong partnership, areas of collaboration, and results!

I wanted to take this opportunity to truly thank John Ebbert, AdExchanger, and the Programmatic I/O team. Hosted at the historic Westin St. Francis hotel, I have some fun pictures from the event below.

Programmatic IO

Programmatic IO Speaking

Images in this post © PPCIan.com

Don’t Ever Burn Bridges In Business

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The other day, I received a strange phone call. I’m not going to go into details, but let’s just say that a professional contact/friend of many years called me and essentially burned the bridge. Now, I’m a a reasonably forgiving person, so the bridge was not really burned because I was able to save the day by being the bigger person. However, many people are not forgiving like me. I was surprised the person calling made this mistake, because it’s one that people typically learn (often the hard way) at some point in their career, never to make it again. Today, I wanted to write about burning bridges, and how you can avoid doing so! Please read on, today’s tips will greatly amplify your career and save you from the great challenges that burning bridges can cause. These tips will make you a better leader.

Challenge

First and foremost, what does it mean to burn a bridge? Basically, it means acting in a way that damages a relationship that was previously professional. It means you act in a way that creates an awkward situation, sometimes irreparable. A business relationship that was once sound is now in a state of disarray. In my experience, it just isn’t worth it! This stuff will always come back to haunt you in the future. Avoid burning bridges at all costs.

Tip 1: Even if you treated in an unfriendly way, do not react back with anything other than kindness. Throughout your career, you may not agree with everything that is happening. There may be situations that seem "unfair". Some situations may even test your emotions (especially if you have been working long hours, and are low on sleep to begin with). Never, ever react to this type of stuff. You may think you’re right, but sometimes you are not. Even if you are right, do not do anything drastic. The calm, professional businessperson always wins. Keep it cool, and avoid burning those bridges. Be the bigger person, the leader.

Tip 2: Always leave on a great note! Leaving your company for a new job? Give proper two week’s notice. Be very cordial and helpful. Document everything possible. Treat your co-workers with respect. Don’t brag, keep it low-key. What about the situation where you are leaving but didn’t expect it to happen? Stay calm, and be incredibly positive and cordial. We’re in a very small world here in digital marketing (and technology overall). You will run into everyone again. And, it’s just the right thing to do, be that great professional.

Tip 3: Have a thick skin. In the world of business, things happen. I truly believe that everything happens for a reason. Have that faith and inner peace. Don’t worry if things seem "unfair". Don’t worry if things are not going your way. The very thing that is not going your way could create incredible opportunity for you in the near future. You never know what is right around the corner. Have a thick skin, and carry on. Always do what’s best for the business and you cannot fail!

Tip 4: Find great teammates and rely on each other. Sometimes you will be a mentor to others. Sometimes, others will be a mentor to you. Build that strong team. Build that support network. When you surround yourself with great leaders, you cannot go wrong. There is true strength in numbers.

Tip 5: Think about the long term. Business is all about the big picture. Act in your best interests and your company’s best interests from a long term perspective. Take time to think before doing anything!

Tip 6: Be humble. There are a lot of high-powered professionals reading this blog. Smart, successful people got where they are for a reason. They are great at what they do! No matter how smart you are, however, remember that you can always be wrong from time-to-time. By staying humble, you will always be in that mindset of avoiding danger. Treat every single day like it’s your first day at work.

Tip 7: Be ready to forgive yourself and others. Stuff happens. People make mistakes (including you and me). Remember how I started this post? If you can be the bigger person and build a practice of forgiveness (of course if circumstances allow for it), you will make the business world a better place. You will also amplify your own quality of life. That said, you can forgive, but that doesn’t mean you need to forget. When someone burns the bridge, you can always reserve the right to remember what happened.

Hope these tips help, everyone. It’s all about the people. Forge those world-class business partnerships and they will pay dividends for years (and decades) to come!

Image of Challenge © iStockPhoto – iqoncept

Speaking At The Marin Software All Hands Meeting

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If you’ve been reading PPC Ian for a while, you know that I’m a tremendous fan of Marin Software. Marin Software is an incredible digital marketing platform for enterprise-level marketing professionals, teams, and agencies. Continuing their rapid trajectory of growth and success, Marin just acquired social media platform Social Moov.

Ian Lopuch and David Yovanno

As a long-time client and enthusiast, I recently had the incredible honor of presenting at Marin Software’s all hands meeting. Presenting at their headquarters in San Francisco, to the right is a picture of yours truly and David Yovanno, CEO of Marin Software. I cannot thank David and Marin enough for the great opportunity! It’s motivational moments like these that I truly cherish. The goal of my presentation: Thanking the entire Marin Software team for everything they do to make my life better!

I wanted to take this opportunity to highlight the importance of building strong business partnerships. In the world digital marketing, we work in a truly unique space with amazing people. I view my strongest partnerships as friendships. Thanks Marin for being an amazing partner and friend!

Ian Lopuch Marin Software Presentation

Images in this post © PPCIan.com

Fun Times At The Crunchies With Yahoo!

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Last week, I attended the 8th annual Crunchies with my good friends from Yahoo! Hosted at Davies Symphony Hall in San Francisco, the Crunchies is the Oscars of the technology industry. It’s all about honoring the best innovations in technology from the past year. I had a blast at the event and wanted to share today some of my big takeaways.

Ian Lopuch Crunchies

First and foremost, it’s good to be in digital marketing. It’s good to be a valued Yahoo! partner, the premium sponsor of this event and so many others. Yahoo! really knows how to treat their top partners. I’m talking about a special VIP lounge with amazing food and drinks. I’m talking about the best seats in the house (we sat in a balcony suite right next to the stage, and right next to some of the most important people at the entire event). I’m talking about an exclusive pre-party and after-party. Thanks to Yahoo!, I really had a special time.

Second, it’s all about the networking. In our industry, we all work such long hours. It’s easy to lose sight of the relationships and networking side of things. I’d like to argue today that it’s all about the people and networking. I have built a truly lasting relationship with the incomparable Yahoo! team over the years, and this relationship has added true value to my career. More than that, it’s just plain fun to spend time with great people! Yahoo! has a really special and talented team, and I learn so much every time we hang out. Get out there and invest in your business partnerships, they might just turn into friendships!

Third, it’s important to take time to be inspired. This event honored some seriously incredible accomplishments. I’m a tremendous fan of Customer Acquisition marketing because this career offers so much responsibility. It’s just like being a "Mini CEO". I’m talking about responsibility over: P&L, strategy, huge budgets, large teams (in many cases), technology platforms, cross-functional work, new ideas, growth, results, and so much more. Awards shows like the Crunchies are the perfect time to get inspired. In an inspired state, we all bring our best ideas and work to the table. Combine the overall inspiration of the event with an inspiring premium sponsor (Yahoo!), and I left ready to do my best work ever!

Thanks, Yahoo!, for an amazing VIP experience, and for being the best partner ever!

Hanging Out At the Yahoo! VIP Lounge

PPC Ian and Yahoo at the Crunchies

Images in this post © PPCIan.com

My 2015 Goals

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Happy New Year! While it’s already 1/17, today’s post is my first one of the new year. I’m excited to be back in business blogging and sharing my thoughts with the world!

Happy 2015

If you’ve been reading PPC Ian for a while, you know that I take great pride in documenting my goals at the beginning of each new year. I don’t always hit all of my goals, but I consider that a really good thing. It’s all about shooting for the moon, learning, and growing each and every year. If you don’t shoot for the moon, you’ll never know what you could have achieved! Last year, I had a ton of goals, 9 to be exact. (Check out my 2014 goals.) This year, it’s looking like another year of lofty and aggressive goals, although the themes of my goals are certainly changing as I get older and learn!

Goal 1: Invest In Family

The older I get, the more I realize it’s all about family. 2015 is the year of family for Nicole and I. "Family comes first" is what I tell everyone on my team at work. 2015 is the year I truly live my own motto. I’m so excited and blessed with an amazing, magical, and truly special year ahead!

Additionally, I have a sub-goal this year of spending more time with my parents. I was reading a post the other day on Yahoo! about things people regret not doing in their 30s. High up on the list was not spending enough time with their parents.

Goal 2: Grow My Career and Help Others Learn

My life’s mission largely revolves around growing my career, and helping others build their careers. It’s crazy because the more I learn, the more I have to learn! Marketing is such a fun career in that the learning never ends. Right now, I’m totally obsessed with offline marketing. While I started out in digital marketing, I’m finding that I’m just as passionate, if not more passionate, about the offline channels. I’m truly thankful to be in a position to manage all paid marketing channels for my employer. I’m dedicated to giving back and helping others learn and flourish within this amazing career path.

Goal 3: Invest In Great Business Partnerships

When things get really busy, it’s sometimes easy to lose touch with important business partners and friends. (Fun note: Most of my important business partners end up becoming friends!) My goal this year is making an ongoing conscious effort to thank my friends and business partners for everything they do. My favorite method of doing so: Lunch or coffee on me!

Goal 4: Optimize My Life and Have Fun

My life is very, very complex. I’m a master at handling complexity. I thrive in the complexity and have built an art and science around this practice. That said, optimization is all about cutting away the complexity that is not helping. This year, I’m trying to get rid of some of the stuff in my life that is not adding value. I’m mostly talking about material possessions here. However, I’m also talking about tasks and processes.

I believe that the practice of simplification will bring fun and joy to my life, in both the short run and long run. I also believe that the process of simplification will make room for new, great things. There is only so much mindshare available. I look forward to the new, amazing things ahead!

Moreover, simplification is core to financial success. Keep your life simple, and you have fewer financial obligations. Few financial obligations is the absolute key to long term peace and happiness, in my opinion.

Goal 5: Embrace Spirituality

Nicole and I visited Maui back in September, 2014. We absolutely love Hawaii and find a lot of peace and spirituality in the magic that is the Hawaiian Islands. As we departed for our trip, Nicole had an epiphany: "Ian, we’re going to church when we return from our vacation." As mentioned in my recently revamped about me page (check it out!), Nicole is always right and always has the best ideas. Long story short, the rest is history! This year, I’m dedicating time each and every day to reading The Bible. Our Pastor challenged us to read the entire Bible in a single year. I’m going to set the bar a little lower, knowing how busy I am. I’m going to read half The Bible this year, and the other half next year. I’ll be slow, but steady!

Goal 6: Keep Running

Right near my office, there are some truly amazing trails. I’ve been taking full advantage of that fact and going on some really long 5+ mile runs throughout the week. I’m so fortunate to have that opportunity to take a run during lunch, before work, or after work. I’m dedicated to my health and will keep running this year. This is a super easy goal for me because I find so much calm and joy in running. Running is my time of meditation and when most of my empowered ideas come my way. Want to come up with great business ideas? Go running!

Goal 7: Discover New Rap and Hip Hop Music

I’ve been listening to Backspin radio on SiriusXM. I thought I had exhausted all of the good rap music from the 90s and early 2000s. I was wrong! I’m still discovering new rap music each and every day. I’m especially enjoying the Ed Lover show. This goal revolves around discovering new music that motivates and inspires PPC Ian. As a sub-goal, I’m spending a good amount of time discovering old school songs from the 70s and early 80s that have inspired many of the modern rap and R&B songs. I continue to be amazed at the inspiration I can draw from good music.

Goal 8: Save Money and Grow Cash Flow

Whether it’s dividend-paying stocks, peer-to-peer lending, starting new business ventures, or really anything that can drive sustainable cash flow, I’m all over it! In conjunction with the simplification mentioned above, I want to create long-term cash flow that makes my life easier as each year passes.

Goal 9: Stay Calm and Avoid Conflict

This one is best illustrated through example. Today, I was at the bank with my wife. Someone blatantly cut us in line. Did I say anything? Not at all! The old Ian might have said something, but the new Ian doesn’t care. Later today, we witnessed two people fighting in the parking lot. Apparently, one guy opened the door of his BMW on the other’s Audi. In retaliation, the wife of the Audi owner allegedly punched the BMW owner’s car. The fight was starting to escalate quickly, and we didn’t want to stick around to watch. Long story short, everyone is on a tight fuse around here. Professionals are working very hard. Stress in the Bay Area is at a high level. It doesn’t matter how much money someone has, as illustrated through the BMW and Audi example. I’m dedicated to exercising special caution since I see a crazy environment developing in the Bay Area. I’d rather let someone cut me, than have to deal with any drama!

Goal 10: Share My Good Fortune and Help Others

Customer acquisition marketing has been good to PPC Ian. I’m dedicated to helping others this year and beyond. I’m especially interested in helping those less fortunate around the SF Bay Area.

Image of 2015 © fotolia – cienpiesnf

It’s All About Learning

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Are you learning each and every day? If you’re in the world of digital marketing and customer acquisition marketing, you should be!

Learn Lead Earn

With 2015 approaching, I wanted to share a guest post that I just wrote for the 3Q Digital Blog. My guest post highlights ways in which you can Learn From Your Digital Marketing Agency.

I truly enjoy working with great agencies. Even if you manage your customer acquisition in-house, it’s always ideal to have a second pair of eyes auditing your campaigns. The best teams often include a combination of in-house and agency employees working together in tandem. My guest post offers advice on how you can collaborate with and learn from your trusted agency partners. I hope it helps you maximize your learning in 2015, since it’s all about learning!

Image of Learn Lead Earn © iStockPhoto – almagami

Picking Your Multi-Channel Agency For 2015

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With 2015 approaching, it’s the ideal time to think about your team. I’m talking about your internal team, and also your agency team. Do you manage a complex, multi-channel digital marketing program? When I first started in this field, our industry was organized in more of a channel-specific manner. These days, however, it’s all about the multi-channel approach. And, this is where team comes in. To manage an effective multi-channel digital marketing program, you need to assemble a great team, the best team ever!

I’m a huge fan of agencies. One of my favorites is 3Q Digital, the authors of today’s whitepaper: Should One Agency Manage Your Multi-Channel Strategy? I’m thrilled to share today’s whitepaper because it presents all the right frameworks to think about your staffing approach in 2015. It’s unbiased, covers all of the viewpoints, and includes 13-pages of helpful knowledge around choosing the right internal employees and/or agency(ies) for your digital strategy. Best yet, it’s written by David Rodnitzky, CEO of 3Q Digital.

Some highlights from 3Q’s multi-channel agency whitepaper:

  • How to think about the different digital channels. Which channels build brand, which drive direct response, which do both? Before selecting your team, first think about the channels that are important to your business.
  • How to determine if online advertising is truly core to your business. Assessing how critical digital advertising is to your business will determine if you build your team in-house, go with an agency, or do both.
  • Pros and cons of agencies. I really thought this was cool. Even though the whitepaper is written by a digital agency, it’s truly unbiased and shares all of the pros and cons. Before adopting any approach, it’s good to have honest expectations.
  • What are the three types of agencies and how do they differ? David covers the three types of agencies, and the pros and cons of each. Again, I truly appreciated the unbiased and honest approach.
  • David shares his "deep dive" approach to selecting an agency. Once you’ve crafted your overall team and agency strategy, you need to audition multiple agencies. David’s framework provides a great way to ensure you pick the right agency for you.

I hope this whitepaper helps shape your strategy heading into 2015. Now is the time to think about your team, and build your team heading into the new year.

3Q Choosing Agencies

Image in this post © 3Q Digital

Kenshoo’s Amazing Big Data Guide

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2015 is almost here! Now is the time to start planning your digital marketing strategy for the next year. Is big data part of your strategy? It certainly should be. Big data can be confusing. Is it just a buzz word, or does it have real implications in your marketing strategy? I’m thrilled to share Kenshoo’s Guide To Big Data where you will find the answers to all of your Big Data questions.

Kenshoo, one of the premier digital marketing technology platforms, is a true leader in Big Data. If you’ve been reading PPC Ian for a while, you may remember that I shared an amazing whitepaper about Kenshoo’s SmartPath Technology. SmartPath is perhaps one of the coolest applications of Big Data in the field of digital marketing.

Kenshoo’s whitepaper on Big Data is really big, it’s 20-pages long! Some of my favorite highlights:

  • Is Big Data just a buzzword or a real trend? Kenshoo tells you the truth about Big Data!
  • Kenshoo highlights the most relevant applications of Big Data in the field of online marketing.
  • Kenshoo calls out the "8 Laws of Big Data", perhaps my favorite section of the entire eBook. The 8 Laws section ensures you keep the right focus and perspective when applying Big Data to online marketing.
  • Daniel Morgan, Head of Search Engine Marketing at Accor, gives his perspective on Big Data. I really enjoyed this section since I heard the Accor team speak at Adobe Summit EMEA.
  • Amit Golan, Senior Director of Product Strategy at Kenshoo, shares some really cool perspectives and stats on Big Data. Did you know, Kenshoo processes 85 million tracking events every day. They manage over $100 million in spend every week. They deliver 1 billion clicks per month. And, 1 trillion ads per year. Simply amazing! In my opinion, Kenshoo is Big Data!

Each weekend, I really enjoy reading these eBooks and whitepapers. They always provide great value heading into the workweek!

Kenshoo Big Data Guide

Image in this post © Kenshoo