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Elevator Speech vs. Unique Selling Proposition vs. Value Proposition

Elevator Speech vs. Unique Selling Proposition vs. Value Proposition | Brand Marketing | Scoop.it
Elevator Speech vs. Unique Selling Proposition vs. Value Proposition via @TopSalesWorld http://t.co/ALeHiTIn9C
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Sales vs. marketing: Who's out-innovating whom? - VentureBeat

Sales vs. marketing: Who's out-innovating whom? - VentureBeat | Brand Marketing | Scoop.it
Sales vs. marketing: Who's out-innovating whom? VentureBeat Kardon grossly underestimates the innovation that's currently disrupting sales, possibly because he defines “sales technology” as being limited to customer relationship management (CRM).
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6 Practical Tips for Marketers with No Time for SEO

6 Practical Tips for Marketers with No Time for SEO | Brand Marketing | Scoop.it
SEO is one of the most important parts of success in the modern marketing world. Are you using SEO correctly?
Tim Pratt's insight:
Good reminder to network for backlinks.
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How Google Works and Why Your Staff Need To Know

How Google Works and Why Your Staff Need To Know | Brand Marketing | Scoop.it
Everyone in your organisation will want to contribute to your inbound marketing when they understand how google works (This is the first step in getting all the content you need for your inbound marketing http://t.co/K9jkaYpAfj)...
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How to Use Calls to Action When Driving Viewer Engagement - OnlineVideo.net

How to Use Calls to Action When Driving Viewer Engagement OnlineVideo.net That's an important question that needs to be a part of your video planning. What do you want people to do after they've seen your video?
Tim Pratt's insight:
Great idea how Pepsi used campaign hash tag on Twitter video post with a CTA to retweet so that they could learn more about their consumers.
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Crap: the single biggest threat to B2B content marketing

Crap: the single biggest threat to B2B content marketing | Brand Marketing | Scoop.it
Why the content marketing deluge will force all B2B marketers to raise their game and build a great content brand. (Saw @dougkessler at Inbound Marketing yesterday, and he was awesome.
Tim Pratt's insight:
A great locker room speech for the battle of the brands in the oncoming deluge of content marketing. And who said it was a good idea to make a sales call to a family household at dinner time? How long before consumers block out content after they get a bad taste for it?
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Retailers Struggling to Keep Pace With Consumers’ New Uses of Technology

Retailers Struggling to Keep Pace With Consumers’ New Uses of Technology | Brand Marketing | Scoop.it

Asked to identify their top 3 marketing business challenges, almost half of retailers indicated that they can’t keep up with the new ways consumers are using technologies, according to[download page] new survey results from RSR Research. While that wasn’t the top response overall (61% complained that customer retention has become more difficult and building customer loyalty is challenging), it was the top concern for so-called “winners,” who boast comparable store/channel sales growth of more than 5%.

 

61% of winners cited consumer use of technology as a top-3 marketing business challenge, with customer retention and loyalty concerns trailing (50%).

 

By contrast, “laggards” (with comparable store/channel sales growth of less than 5%) are very concerned with customer retention (89% citing as top-3), with few (31%) worried about the new ways consumers are putting their technologies to use. In fact, laggards appear to be more anxious about differentiating their brand from the competition (44%), a concern that that isn’t shared by those in the winners category.


Via Russ Merz, Ph.D.
Tim Pratt's insight:

Retailers who are concerned with keeping up with the new ways consumers are using technology are more successful and more confident about their unique selling proposition and their ability to maintain customer loyalty.  Ironically, those retailers who are struggling are not that concerned about keeping up with the new ways consumers are using technology.

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Execs Embrace Real-Time Social Apps for Engagement

Execs Embrace Real-Time Social Apps for Engagement | Brand Marketing | Scoop.it
Research shows that almost three-quarters of business executives use real-time social apps on their companies’ websites.

Via Marylene Delbourg-Delphis
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The Data-Driven Marketer’s Promise to Target Audiences

The Data-Driven Marketer’s Promise to Target Audiences | Brand Marketing | Scoop.it
What data-driven marketers should promise to their target audiences... (RT @hartehanks: 6 things a data-driven marketer should never do via Harte Hanks Market Intelligence.
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10 Pro Online Reputation Management Tips For Local Businesses

10 Pro Online Reputation Management Tips For Local Businesses | Brand Marketing | Scoop.it
Online marketing experts have spent a lot of time providing advice on managing online ratings and reviews for local businesses — but reputation can have much broader impact than your reviews in Yelp and Google.

Via Bonnie Burns
Tim Pratt's insight:

Brands are better off if they are proactively engaging their customers rather than waiting to restrict bad reviews from popping up.  Let your brand advocates deal with any reviews that unwarranted.

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Bonnie Burns's curator insight, January 27, 2014 2:37 PM

There’s hardly a business out there that doesn’t have an occasional issue arise with a customer. Ideally, you can resolve things before it reaches a point where a customer believes they can only get satisfaction through a public forum or feels they ought to warn people about your business. The internet has made it so the barriers between one customer and another are far reduced — word-of-mouth can now travel almost literally at the speed of light!

Rescooped by Tim Pratt from Innovative Marketing and Crowdfunding
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Companies Don't Get It: Cross-Industry CMO Skills

Companies Don't Get It: Cross-Industry CMO Skills | Brand Marketing | Scoop.it
This article is by Sandra Zoratti, VP of marketing at Ricoh and author of "Precision Marketing." Companies want marketers who can deliver growth, revenue and new thinking.

Via Marty Koenig
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Marty Koenig's curator insight, January 5, 2014 7:32 PM

I believe any senior exec with a multitude of experience across multiple industries is more valuable. When one stays in a single industry, yes there are innovation within the industry, but applying talents gained from innovating in a different industry...well that just rocks. 


Personally I have applied manufacturing industry sciences to marketing professional services. It was fun using eCommerce marketing strategies at a bricks and mortar spa. I had a blast using marketing tactics from an IT professional services firm and tweaking them to innovate at a payment sytems company. 


If more search firms and CEOs understood that your marketing executive needs to be the most innovative member of the management team, they would see that new ways of thinking, new ways to market, and new ways to postion your company for success come from out-of-the-box hiring. 


This post was selected carefully for curation by Marty Koenig, actively persuing an executive marketing postion in a young,  innovative company.  http://www.scoop.it/t/crowdfundingrocks

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Marketing masterclass: How a 2% effort can create a 127% return - Real Business

Marketing masterclass: How a 2% effort can create a 127% return - Real Business | Brand Marketing | Scoop.it
Marketing masterclass: How a 2% effort can create a 127% return Real Business Leak #2 - Poor on-boarding.
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How To Maximize Your Inbound Marketing Customer Conversion Ratio

How To Maximize Your Inbound Marketing Customer Conversion Ratio | Brand Marketing | Scoop.it
Read this article for advice on how to increase your inbound marketing customer conversion ratio.
Tim Pratt's insight:
I like the idea of quality leads over quantity. The kind of leads that came from Mitch and Murray, the kind of leads that are for closers. But he suggests a soft touch and advised not to make it a sales call. I think that ABC still applies, but close on a commitment for a follow up call from their assigned brand ambassador and community outreach representative. Give an incentive to answer the scheduled call.
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8 Inbound Marketing Statistics To Inform Your Integrated Marketing Strategy

8 Inbound Marketing Statistics To Inform Your Integrated Marketing Strategy | Brand Marketing | Scoop.it
These 8 inbound marketing statistics will give you a good idea of what you need to do to be successful with the 21st century buying paradigm.
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How to work the Five types of Media to your advantage

How to work the Five types of Media to your advantage | Brand Marketing | Scoop.it

New way to think about the 5 types of media:  Paid, Earned, Search, Social and Home media

Back in the 1990s, we would have thought the 5 types of media would have been TV, newspaper, magazine, out of home and radio.  Life was simpler back then.  But since 2000, media has exploded and shifted dramatically.  Now Brand Leaders are confused as to what to do and how to leverage media to drive their brands. 

PAID media is the Traditional (TV, Print, OOH, Radio) and the new Digital options. While paid might look like an equal opportunity to the equal spender, its not always the case. The more Beloved brands win in this space because they get asked first, they get better slots, lower rates, and more integrations.

With EARNED media, you need to create and manage the news cycle with mainstream news, expert reviews and blogs.  Beloved Brands are newsworthy and new Products are a story.  My own belief is that every brand should have a PR plan.  News is such a ubiquitous part of our current lives–you need to be part of that news cycle.

SEARCH Engine Optimization balances earned, key words and paid search.  Being a famous Beloved Brand helps to bypass paid SEO.  So if you are fighting against the power of those beloved brands, you need to leverage search as a way to break through.  On more complicated purchases (cars, electronics, travel) search is an essential tool for the consumer to gain more information before they get comfortable with the purchase options.

For SOCIAL media, we need to first stop thinking that it’s free.  It’s not.  It’s resource intensive to do it right.  And the more Beloved Brands have advocates that follow, put their views forward and share news on the brand that creates positive interactions that helps to influence others.  While you can build up your social, you might need to first build your brand so that the effort you do via social media pays off.  Nothing worse than an embarrassing social following.  I drove past a gravel pit last year that said “Like us on Facebook”.  What a waste of effort to get 19 people–mostly employees and friends.  How about “Rocks $9 a pound” would have been a better option.

HOME media is your landing page.  It’s a destination for some brands or could be a complete waste of time for others.  Depends on the type of brand you have.  Your website where you can use as a source of information, influence or even closing the sale.  If e-commerce makes sense for your business. 

Where is your Brand?

Before deciding what type of media you want, you need to first understand where your brand is.  I’m a big believer in the Brand Love Curve where brands go from Indifferent to Like It to Love It and all the way to Beloved.  If you start to look at how media might match up to that love curve and framed through a consumer buying system, we can see that when your brand is INDIFFERENT, your main focus should be using awareness and consideration to drive trial for your brand.  That would mean announcement style media (mass, targeted digital, event) as well as starting to play in the search area so you can help facilitate consumers looking for more information.

As you move to the LIKE IT stage, you want to begin separating yourself at the store level.  Yes, you still need the awareness, but you want to make sure that you drive at the crowded retail level to separate yourself from your competitors.  This could mean point of sale signage or even the influence of experts at the store level.  If consumers are satisfied, you should be pushing them to share that positive experience with others. Here’s where social media plays a large role, whether it’s traditional social media (Facebook or twitter) or the more influential social media such as YELP or IMDB.  As you move along the curve to LOVED and BELOVED brands as well as matching to the buying system, you’ll start to see the growing importance of event marketing to core users or social media as a badge of honor to share with others.

The problem I have with many media options, is people at the INDIFFERENT stage think they need a Facebook page.  Well, once all your relatives like that page, you might have 46 followers, which might expose how little people care about you.  On the flip side, I still am seeing LOVED brands pounding out 30 second TV ads that tell the consumers what they already know, all but forgetting the other media options available to them.



Via InsideDigital.org
Tim Pratt's insight:

Key takeaways - Social media is not free, choose the type of media that matches the stage of your brands development.

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The future of business: Six layers of customer engagement

The future of business: Six layers of customer engagement | Brand Marketing | Scoop.it
Business success means mastering the six layers of customer engagement. Are you ready?
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Haifeng LIU's comment, August 15, 2013 6:23 PM
Great thoughts here - these layers are complex and it's difficult to cut through them all and get through to customers and build relationships in the process. I remember one of the hot topics at SXSW Interactive 2011 was gamification, which began with social tools like Foursquare that rewards frequent customers with badges and "awards". I'll be interested to see if this layer comes back as you predict and becomes the engagement magnet.
Elaine Li's comment, August 16, 2013 8:39 PM
This article clearly shows what are the six layers of customer engagement. At beginning, when staff meet customer they need to make an appointment and talking face to face. This way quite waste time and inconvenience。But the relationship between staff and customer quite closer. I agree with Steven’s opinion, as the technology has improved, there is more and more people start to use internet on computer to solve problems online and to get the information what they want. This is the main point why business start to create their own business website. To create their official website which give customer more convenience way to connect to company and also give customer a chance to do the self-service online. The company also can get feedback or opinion from customers. Also, if the customer doesn’t like to meet new people this is a confortable way to communicate with each other. There is more and more people starts use the social media platform such as face book to communicate with each other and to know about the service and produce of the business. Social media platform is another way for business to improve their customer engagement. Nowadays, company starts to turn their customer engagement into game try to attract more people. In my opinion, I still think communicate face-to-face is a best way to improve the customer.
Sam Liu's comment, August 20, 2013 7:08 PM
This article talks about six layers to engage with customer. the first one is face to face, but it doesn't seen much now as it is costly. As customer have more self-options, it also took away relationship. The second layer is digital layer. people became preferable to chat room, because of time-saving. The third is social layer. A business have to be where customer be. For example, many people using facebook, the business need to be there to socialize. The fourth is Mobil layer, many people have facebook, but now they use facebook through their phone. A business have a website isn't enough, they have to create a website that can use on the phone. the fifth is virtual layer and last one is game layer. The example is cited is World of Warcraft. An average for each player spend on this game is 6 hours.