Having spent much of my career as a marketing professional in a marketing driven company, Hallmark Cards, and having spent many of those years in a division entitled Product Discovery & Development, I understand that the primary value of marketing is to discover unmet customer needs and to develop products, services and experiences to meet those needs.
The fracas over at PepsiCo as to whether the company should continue to operate a diversified platform or free the snacks division to pursue its goals independently is a reminder of the ongoing debate over diversification versus focus.
The marketing mix has shifted dramatically for B2B brands, and while high-value content, context and audience remains valuable, for many brands even the performance of advertising is now measured in part by the ability to drive engagement with earned and owned media, and is now part of a greatly expanded mix of integrated marketing services, data and business intelligence.
If brands tell stories, it might be useful that those stories are informed by the universal myths that recur over time and across geography and culture. These myths resonate with people at a very deep level. They are about coming to grips with our mortality, making sense of our lives and reconciling the individual experience with the infinite. So, what are the myths that emerge in one form or another again and again?
Yes, B2B marketing is businesses marketing to businesses. But when it comes down to who is actually is making the decision, it is still a human being who says yes or no and signs the checks. This means that B2B marketers still need to appeal to individual human emotions, communications, and reasoning.
Websites are incredible. They provide us with loads of useful and great information with hours of entertainment. A way to improve a website and monitor how it’s doing is through website analytics or metrics, and this blog is going to provide the top ten that are most valuable to know.
C-level executives need to stay informed about their target audiences, and the best B2B marketers find ways to make sure that understanding scales across the organization. For this reason, it’s important to develop a cohesive marketing strategy that employs people at various levels of the organization who can effectively speak to the products and services of …
So marketing analytics are a waste of money, eh? We reported as much this week after seeing results of the CMO Survey by Duke University. It triggered some people to defend marketing analytics and its place in an organization. Today, we discuss how to make marketing analytics work by using the right tools and generally having the right mindset and approach. Topic: Customer Experience.
I had a remarkable interview with a medium sized supplier today, that has truly found a business model which I believe holds a promise for a new industrial revolution in North America. The approach is built on one of America’s most important capabilities that makes it stand out globally: the ability to generate ideas and bring them to market.
Now that upward of 75% of the buying cycle happens online, there’s a lot of focus on the importance of website analytics. But as a marketer with limited time and resources, how do you make sure you’re not accumulating data for data’s sake?
One important aspect of marketing in the B2B sector is remembering that every interaction that takes place is happening with a human being. That means that marketing needs to appeal not only to the consumer’s logic but also to the emotional side of decision making and response. Those businesses looking to develop a more effective marketing strategy often benefit from investigating B2B consumer psychology, as this can provide that additional element that makes marketing truly 360 degrees.
While it’s different for every business, return on investment can be difficult to quantify. You’re often working to develop and generate stronger brand relationships, rather than putting on the hard sell for quick returns. This is still possible through social media.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.