Archive for the ‘Marketing and Branding’ Category
Tuesday, November 7th, 2023
Influencer marketing is a type of social media marketing that leverages endorsements and product mentions from people who have a dedicated social following and are viewed as experts among a particular demographic. This marketing strategy works effectively due to the high amount of trust these influencers have built up with their following. Their recommendations and opinions offer “social proof” that can be powerful enticements for purchasing products and services of varying kinds.
Not all influencers are created equal, of course.
Tags: becoming an influencer, influencer marketing, marketing through influencers
Posted in Internet Marketing, Marketing and Branding | No Comments »
Tuesday, October 3rd, 2023
When it comes to trend spotting in the marketing space, there’s a bright, shiny thing in the room: artificial intelligence.
AI is clearly top of mind for marketers. But it can also be a distraction that keeps marketing pros focused raptly on it and turning their attention away from other compelling technologies and trends that should be on their radar screens. Nonetheless, its current and potential impact cannot be ignored. (more…)
Tags: 2023 content marketing trends, 2023 marketing trends, AI, generative AI, marketing trends, trending topics
Posted in Marketing and Branding | No Comments »
Friday, September 1st, 2023
A number of years ago, a colleague of mine gave me a book on fractals to read and it was fascinating! At least I thought so. It was all about how nature is made up of fractals that operate in a systematic way to create patterns (in clouds, in leaves, in trees—in everything!). It’s all very mathematical (and I didn’t understand much of the really technical content…) but the images were fascinating and the idea that there are patterns—often predictable patterns—in everything around us, was (more…)
Tags: content marketing, digital marketing, direct mail marketing, Direct Marketing, email marketing, snail mail, traditional marketing
Posted in Content Marketing, Marketing and Branding, Marketing Communication | No Comments »
Thursday, August 24th, 2023
I was pulled into an interesting online discussion recently in a PR forum that I participate in on LinkedIn. There are currently more than 100 responses to a question that initially asked whether participants hated cold-calling and eventually evolved into a discussion of whether (more…)
Tags: asking for input, conducting surveys, customer research, marekt research, marketing research, polling key audiences, survey research
Posted in Marketing and Branding, Marketing Communication, Marketing Research | No Comments »
Thursday, August 17th, 2023
Despite sentiments to the contrary, email marketing is still a go-to tool for both B2B and B2C marketers. But, especially in the B2B environment, it can be challenging to break through the gatekeepers. Even if your email message gets through organizations’ firewalls designed to combat spam, you still need to capture the attention of your desired recipient—or land in the circular file! (more…)
Tags: best email subject lines, email marketing, email subject lines, testing email subject lines
Posted in Content Marketing, Marketing and Branding | No Comments »
Tuesday, August 1st, 2023
Chris is in the market for a new car. Chris, like most consumers, is broadly aware of the many types of cars on the market and can see them on the road, on car lots, in advertisements, and online. While deciding which car to buy, Chris not only draws on his own awareness that has been created through these channels, he is also likely to become much more proactive in seeking information—asking family, friends, neighbors, and colleagues for their advice; perusing review sites; following hashtags on social media channels; gathering information through Google searches; and, eventually, visiting car manufacturer or dealer websites to help narrow the choices. Then Chris is likely to visit a local car dealership to take a test drive and talk pricing. (more…)
Tags: content marketing, dark funnel, digital marketing, internet marketing, marketing funnel
Posted in Content Marketing, Internet Marketing, Marketing and Branding, Marketing Measurement | No Comments »
Thursday, July 27th, 2023
Content marketing remains a high priority for organizations of all kinds today as they struggle to stay relevant to customers while keeping ahead of the constantly changing algorithms of search engines like Google. Companies clearly need to generate a constant flow of high-quality, relevant, current content, but continually creating and updating content can take a toll and drive up costs. And finding a qualified staff that can keep up with the demand isn’t so easy these days.
The solution for a lot of companies today is (more…)
Tags: content inventory, content marketing, publishing, repurposing content, reusing content, Social Media, social media posts
Posted in Content Marketing, Marketing and Branding, Marketing Communication | No Comments »
Tuesday, July 25th, 2023
COVID-19 had a massive impact on many aspects of business life, and events were certainly one of them. SXSW was one of the first events to announce its cancellation at the beginning of the pandemic and, of course, virtually all others followed suit. Live events have been re-emerging, but event planners are approaching the process differently from how they have in the past. Splash’s “2023 Events Outlook Report” (its third annual report) indicates that (more…)
Tags: event management, event planning, events, in-person events, trade shows, virtual events
Posted in Marketing and Branding, Promotions | No Comments »
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Developing and maintaining a strong brand for a service is significantly more challenging than developing and maintaining a strong brand for a product. Why? Because a service is less tangible, more ephemeral—and often involves multiple “touchpoints” that really determine the “brand experience.”
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