What’s Below the Line Marketing Anyway? I Dove Deep Into BTL Marketing to Find Out

I cringe whenever I look at how many unopened emails live in my work inbox. I’m lucky if I open maybe ten percent of them — including anything promotional. But, of those ten percent, what convinced me to open and respond to them? Those companies did below the line (BTL) marketing right. Email marketing, direct…

3 Missteps with AI Image Generation and How You Should Be Using Them

For marketers, AI-generated imagery tools open up new possibilities for content personalization and campaign engagement…but only when applied in strategic, targeted ways. AI-generated imagery platforms like Flux, Runway, and DALL-E are becoming a valuable part of marketing, design, and UX toolkits. But with all the options available, it’s sometimes difficult to understand where and how…

Catastrophizing toward action

A friend found a knobby growth near his knee. After a few doctor visits, it was diagnosed as cancer. A cancer diagnosis is a self-sufficient catastrophe–few people need more than that to start taking immediate action. At the same time, we live in a media culture where catastrophe has become a business model. More catastrophe…