Posts Tagged ‘Advertising’

They Hate Your Ads! Creating Marketing Communications That Resonate

Tuesday, March 7th, 2017

41559931 – advertising word cloud, business concept

AJ Agrawal recently wrote an article for Forbes titled “Inbound Marketing: How To Advertise To People Who Hate Ads.” Agrawal correctly notes that successful marketing “all comes down to one principle. People don’t like to be sold to.” What do they want? They want to be helped to by. “In other words, you are a shopping assistant not a greasy car salesperson,” says Agrawal.

Agrawal offers three strategies for marketers to get their message across to those who hate ads. (more…)

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Content Marketers: What You Need to Know About Newsjacking

Tuesday, August 23rd, 2016

content marketing, content management, newsjacking, social media, digital marketing, SEO, online marketingDavid Meerman Scott, a well-known marketing strategist, coined the term “newsjacking,” which he describes as “the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business.” He’s even written an ebook on the topic: Newsjacking: How to Inject Your Ideas Into a Breaking News Story and Generate Tons of Media Coverage.

The concept makes sense, and we all know that a great way to gain relevance online is by leveraging hot topics and news items that are beginning to trend-but it’s a competitive, and fast-moving, field. How do content marketers stay on top of the relevant trends and news in their industries to ensure they’re curating and communicating fresh, engaging content? (more…)

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Understanding the Changing Nature of Public Relations (PR)

Tuesday, February 2nd, 2016

As we move further into 2016, it’s an appropriate time for PR firms to reflect on the changing nature of their industry. What’s changing in the tools available and the expectations of customers? (more…)

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The Role of Contributed Content in Your Marketing Mix

Monday, September 21st, 2015

by Linda Pophal

As more and more businesses engage in content marketing, studies show that implied endorsements from third-party experts hold more weight with buyers than what companies say about themselves. That makes logical sense. Think about how you are influenced to buy new products, try a new restaurant, etc. Will you be most influenced by their advertisements, social media posts and other self-promotions, or by what others say about them? The latter is likely to be true. (more…)

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Tweeting Locally

Tuesday, January 27th, 2015

One of the many things I enjoy about marketing is attempting to generate the most results with the least among of time, money and effort. I want to get more for less. From an advertising standpoint, that means, for instance, that just because the Super Bowl pulls in a large audience each year, it may not make sense to put your message in front of that audience unless a significant percentage of it might represent potential customers for your products or services.

Social media is a lot like that. Just because social media can deliver an international audience doesn’t mean that it makes sense for you to be out there communicating with an international audience. In fact, for many businesses, (more…)

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What’s The Best Way to Advertise to (Insert Group Name of Your Choice)?

Thursday, September 4th, 2014

It seems like just about every week I see a question on social media, or coming through various media feeds that I monitor, asking something like: “What’s the best way to market to millennials?” or “What’s the best way to market to Baby Boomers?” or “What’s the best way to market to mothers?” or…insert any group you can think of.

While I do believe that any question is a valid question, and this one obviously must resonate with many, the question itself points to what would be my key recommendation: (more…)

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PR More Effective than Content Marketing? Probably! But…

Tuesday, July 1st, 2014

Nielsen recently released a report, commissioned by inPowered which indicated that content marketing (the current, go-to communication tool for many B2B and B2C marketers) is actually 88 percent less effective than public relations (PR).

The news has the communication community abuzz online with conversations taking place in many of the social media groups I follow. Many are expressing shock, some disagreement, over the results.

But, when you think about it, it’s really just common sense.

(more…)

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How to Use Social Media to Grow and Market Your Business

Tuesday, February 11th, 2014

The wide proliferation of social media sites–from Facebook, Twitter and LinkedIn to Pinterest, Google+ and Instagram–provide a myriad of opportunities for businesses of any size to connect with their target audiences. That can be good news and not-so-good news for marketers. Why? Because while the out-of-pocket costs for using most of these tools is low to none, the time investment can be significant. Add to that (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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