by Linda Pophal
All marketers know how important it is to understand their target audience so they can effectively craft messages and select communication channels that will most appeal to them and move them to some desired action. (more…)
Archive for the ‘Marketing’ Category
Using Google Search Can Help You Save on Market Research Costs: Here’s How
Friday, March 27th, 2020Time-Tested Tenets of Effective Marketing Haven’t Changed in 100 Years
Wednesday, February 19th, 2020
In the digital age of rapidly increasing technology and here-today-gone-tomorrow fads in fashion, popular culture and consumer tastes, it can seem like the rules of marketing are constantly changing, rendering obsolete what may have been sound advice just 10 or 20 years ago. But despite the near-constantly changing winds at the edges and frontiers of the marketing industry, the vast majority of the core principals remain unchanged and have stood the test of time. (more…)
No-Cost, Low-Cost Ways to Boost Your Brand
Tuesday, July 30th, 2019
We’ve previously discussed the challenges many companies face when trying to calculate an ROI on their marketing efforts. For small and medium-sized businesses, this can make it difficult to justify increasing spend on marketing efforts.
But, just because you feel like you can’t spend more money on marketing doesn’t mean you can’t invest in your brand. (more…)
Goby the Trash Fish and Nudge Marketing
Thursday, July 11th, 2019
Behavioral economics is the study of how and why consumers do not always act rationally —rational behavior is one of the fundamental assumptions underlying classical economics. Behavioral economics helps explain things like why consumers make impulse purchases and incorrectly value goods and services. Two of my favorite behavioral economists are Dan Ariely and Steven D. Levitt, authors of Predictably Irrational and Freakonomics, respectively–two books I highly recommend.
Nudge marketing is a key form of behavioral economics. It involves providing subtle “nudges” to guide human behavior in ways that serve marketers’ needs. Here we take a look at some interesting examples of how elements of behavioral economics can be put to work in the field of marketing.
Tesla Charging Stations: Real-World Example of Barriers to Entry
Tuesday, February 26th, 2019
by Justin Grensing, Esq., MBA
Tesla, the electronic vehicle (EV) company headed by high-profile billionaire Elon Musk, is a fascinating organization in many ways. The media has recently been excited about the company’s back-to-back quarterly profits. Despite the company operating in the red for so long, observers love to root for the revolutionary company. It’s also interesting to look at Tesla from a business strategy standpoint. For example, Tesla is widely recognized for the way it generates intense customer loyalty. (more…)
Key Takeaways From Amazon’s NYC Exodus
Thursday, February 21st, 2019
by Justin Grensing, Esq., MBA
On February 14 – Valentine’s Day – Amazon announced a break up with New York City. The company faced intense backlash from community members after it was announced that the much-anticipated HQ2 would be split between New York and Arlington Virginia.
Here are some takeaways from a marketing perspective on the tech giant’s big decision. (more…)
The Blurred Lines Between PR, Marketing and Advertising
Wednesday, November 7th, 2018
There’s a raging — and quite interesting — debate that I continue to see taking place in various online forums about the relationship between PR and marketing. I’ve found it especially interesting because I recently was engaged in the same debate while teaching PR courses at a local university. Surprisingly to me, there is a group that believes quite strongly that PR is not part of marketing: that it is a separate and distinctly different function within an organization.
Frankly, that’s just “crazy talk” to me. (more…)
Using Push Marketing Techniques to Grow Your Business
Thursday, October 25th, 2018Most of us in the marketing business are familiar with the concept of – if not necessarily the term – pull marketing. Pull marketing refers to using your business development strategies to attract customers actively seeking out a product or service to your particular offering. For example, a pizza company might work on increasing its page ranking through search engine optimization (SEO) so that it shows up prominently when a hungry potential customer searches for “pizza near me” in their search engine.
But there’s another type of marketing that takes a more aggressive approach. “On the other side of the coin is a push campaign,” writes Rocco Baldassarre – Founder & CEO of Zebra Advertisement 1DollarAd.com – In an article for Entrepreneur. “A push campaign presents products and services to an audience without serving an initial demand.”
Baldassarre writes about push marketing in the context of online marketing and offers four tips for maximizing the outcome of your efforts. (more…)
Thought Leadership Through Content Marketing for Business Professionals
Tuesday, May 22nd, 2018
Most small business owners are heavily focused on their core skillset. They are bakers, event planners, lawyers – insert job – first, and accountants and marketers second. As Pamela Slim writes for Entrepreneur, “Most small business owners aren’t marketers by trade, but almost all (95 percent) do some form of marketing for themselves, and many need to master what can feel like a very steep learning curve quickly. Most entrepreneurs and small business owners (64 percent) are self-taught and less than half (46 percent) consider themselves ‘marketing savvy.’” (more…)
Advertising Isn’t About Entertaining Unless it Also Drives Sales!
Tuesday, March 6th, 2018
“Dilly, dilly!” It was the marketing catchphrase of the year, according to the Wall Street Journal. And it’s definitely catchy. I love the commercials and the catchphrase and smile every time I hear it. I’m not alone.
Unfortunately, despite the popularity of the company’s new ad campaign, sales are slumping. (more…)
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