Michael J. McDermott

Michael J. McDermott writes about entrepreneurship, finance, technology, and — especially — marketing for both print and digital publications. He’s been doing it since the “Dark Ages,” before the internet was really a thing, and has loved every minute of it.

Recent content by this author:

  • Content As a Differentiator

    B-to-B Marketer   January 23, 2019  

    In today’s challenging environment, B2B marketers must find ways to differentiate their products or services from the competition. Many are finding that content — personalized, relevant, and properly distributed — can help them meet those challenges.

  • Create an Ideal Customer Profile

    B-to-B Marketer   December 20, 2018  

    More and more B2B marketers are relying on ICPs to target prospects with the greatest potential and lower the cost of customer acquisition.

  • Marketers Must Prepare for a Tidal Wave of Privacy Regulation

    ANA Magazine   December 7, 2018  

    The GDPR, CCPA, and a tidal wave of new privacy-protection laws are creating a new era of digital marketing — learn what the laws mean for marketers and where things go from here.

  • Rebate Marketing Basics

    ANA Magazine   November 23, 2018  

    A rebate strategy can be a complex undertaking, but done right, it can drive increased buyer interest, stronger customer loyalty, higher revenue, and greater profitability.

  • The Rewards of Taking Risks

    ANA Magazine   November 9, 2018  

    Breaking through the status quo requires learning how to take risks. Here’s how marketers at the U.S. Navy, Carbonite, CenturyLink, and other brands build risk-taking teams that know how to fail forward.

  • A Seat at the Table

    ANA Magazine   October 26, 2018  

    2018 ANA Rising Marketing Star winner Alicia Curley has made a big impact as Atlantic Coast regional marketing leader at the Philadelphia office of Grant Thornton. In this Q&A, she talks about the next generation of marketers and the direction of the industry.

  • Aligning Marketing and Sales

    B-to-B Marketer   October 25, 2018  

    While the lack of alignment between sales and marketing is frequently lamented but rarely addressed, B2B companies like Siemens Healthineers and Dun & Bradstreet are making serious headway.

  • Right on Target

    ANA Magazine   September 26, 2018  

    Location-targeted mobile advertising is projected to more than double over the next four years, to almost $39 billion. Is it time to jump on the bandwagon?

  • A Question on the 2020 U.S. Census Raises Issues for Marketers

    ANA Magazine   August 15, 2018  

    A question regarding citizenship being added to the 2020 U.S. census could have major implications for marketers.

  • The Current State of Data

    Industry Insights   July 11, 2018  

    Tom Benton, the new head of the ANA’s new Data, Measurement, and Analytics Division, gives his perspective on the state of data in the marketing industry.

  • Transparency 2.0

    ANA Magazine   July 6, 2018  

    It’s been two years since the ANA’s blockbuster report on media transparency sparked a firestorm in the industry. A new report from McKinsey looks at where things stand today.