Archive for December, 2013

A Marketing Prediction and Fervent Wish for 2014

Tuesday, December 31st, 2013

One of the “hot topics” we’ve been following in 2013 is the trend toward more accountability and measurement for social media efforts. We’ve been doing a lot of research on the topic, speaking at conferences and writing articles for communication publications. Based on what we’ve seen we predict–and fervently hope–this is a trend that will continue. (more…)

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What’s the Difference Between Being an Expert and Being a Thought Leader and Can You be One?

Thursday, December 12th, 2013

We work with a number of “thought leaders” — experts who are hoping to establish or build their reputations in some specific area whether as an author, a consultant or some type of service provider. The phrase “thought leader” is bandied about quite a bit lately and we never gave it much thought. But, recently someone asked me to explain the difference between a “thought leader” and an “expert” which caused me to ponder the definitions of these two terms and come up with, at least IMO, an important distinction. (more…)

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No, Paper Isn’t Dead and Isn’t Likely to be for a long, long, long time…

Tuesday, December 10th, 2013

The demise of paper has been predicted for a century, but the end is nowhere in sight according to a recent article in “The Week.”

I heartily agree with this sentiment and I’ve seen interesting examples of just why this is likely to be the case in classes I teach at a local university. While most people today claim that “the millennials prefer electronic communication,” that’s not necessarily true–just ask the millennials! (more…)

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Challenges on the Horizon for Marketers in 2014

Thursday, December 5th, 2013

As 2014 rapidly approaches (I can’t believe how rapidly it’s approaching…) businesses are looking ahead to the New Year and thinking of the challenges and opportunities they will face. We recently responded to a reporter’s inquiry about marketing challenges lying ahead in 2014. Here’s our perspective:

There are two key challenges that businesses are likely to face in 2014 from a marketing standpoint: one is evergreen, the other is continuing to emerge: (more…)

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Looking for the next big marketing idea? Unless it’s tied to real, bottom-line results don’t bother!

Tuesday, December 3rd, 2013

Marketers, advertisers, marketing communication strategists, copywriters, designers, videographers, etc., etc., etc., often talk about “the big idea” – and much of their time, effort and brainstorming activities are directed at identifying that “big idea” – that one thing that will… That will what? It is at this critical juncture between the idea and what that idea is intended to do, I think, where creatives often fail to get the point.

Here’s the thing: (more…)

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Don’t Overlook the Value of Internal Communication!

Monday, December 2nd, 2013

One of the frequently, and unfortunately, overlooked audiences for many organizations is employees. They are the “first line of defense” for ensuring that your key messages are accurately and energetically conveyed to external audiences. Yet, many organizations fail to effectively enlist employees in these efforts. (more…)

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