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The Changing Definition of Inbound Marketing: Why SEOs & SEMs Should Care

The Changing Definition of Inbound Marketing: Why SEOs & SEMs Should Care | Moving buyers to brands | Scoop.it

A lot of marketers are rolling their eyes and wondering why we need another term – inbound marketing – when SEO, PPC (or SEM), etc., worked just fine before. So, what is inbound marketing, anyway? And why should you care?

 

Inbound Marketing: When Customers Come To You Just like inbound flights are the ones arriving at the airport, “inbound marketing” refers to marketing activities that bring leads and customers in when they’re ready, rather than you having to go out and wave your arms to try to get people’s attention.

 

SEO is a classic example of inbound marketing, since it typically works like this: A woman’s alarm clock stops working and she realizes she needs a new one. She goes online to research alarm clocks that aren’t too expensive and have good reviews. She uses Google to search for [best alarm clock]. She clicks on a few results and decides to order one.

 

If you happen to be a purveyor of alarm clocks, this is a dream come true for you! You didn’t have to cold call people on the off chance that they might need an alarm clock that week. You didn’t have to spend a lot of money blasting information about your alarm clocks over the radio or on billboards, reaching far more people than necessary. Your target customer found you when she was ready to buy....


Via Jeff Domansky
MTD's insight:

Inbound, if it means anything at all, means getting attention and action in the most natural and organic way possible. Be as unlike marketing as possible. Be where your buyers are, when they're there, and ensure that you're thought about when they enter the point of need. Let them construct the funnel - because otherwise, it's fake, and this comes out in your sales. Make marketing real: make it organic: make it work. 

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Jeff Domansky's curator insight, June 2, 2013 2:00 PM

A helpful overview of inbound marketing and how to use it.

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5 Steps to Create Video Marketing Calls-To-Action [Flowchart]

5 Steps to Create Video Marketing Calls-To-Action [Flowchart] | Moving buyers to brands | Scoop.it

Video marketing without a clear CTA is like fishing without bait. Or a hook. Or a rod…in the desert.

Don’t go fishing without bait.

If you’re lucky enough to grab peoples’ attention, it’s up to you to funnel that interest in the right direction with CTAs that capture, convince, and convert.

Here’s a simple flowchart and four steps for creating CTAs that make people bite.


Via Stefano Principato
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5 Steps To Becoming A Customer-Centric Marketing Organization - Marketing Land

5 Steps To Becoming A Customer-Centric Marketing Organization - Marketing Land | Moving buyers to brands | Scoop.it
5 Steps To Becoming A Customer-Centric Marketing Organization Marketing Land The “holy grail” for retailers may well be the possibility of becoming truly customer-centric in every facet of their business — from customer service to marketing to...

Via Dennis Bailen, CMO, Chief Outsiders
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The Top 3 Brand Winners And Losers From 2013

The Top 3 Brand Winners And Losers From 2013 | Moving buyers to brands | Scoop.it
From Miley to Lululemon, who won and who lost? The answer might surprise you. It’s that time of year again, where I ask our 400+ brand zealots at Prophet to weigh in on the brand winners and losers for 2013.
MTD's insight:

Miley Cyrus, Netflix and Nike are at the top of Brand winners for 2013, according to Forbes. Losers? Well, the big one's the US government. 

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simplicity sells | Marketing Team Direct

simplicity sells | Marketing Team Direct | Moving buyers to brands | Scoop.it
A look at the quest for simplicity in global brands and ways that businesses can strive for simplicity that differentiates, without oversimplifying.
MTD's insight:

Simplicity isn't everything. It's how you want everything to feel. How you need your experiences to be, for your workers and customers. But many mistake 'appearing simple' for 'not engaging with complexity'. In order to appear simple, you have to get into the guts and engage with the complexity. Otherwise you're just papering over the cracks or pretending. Simplicity can be the ultimate sophistication - if you do it right. 

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The Power and Importance of Language in Branding - Business 2 Community

The Power and Importance of Language in Branding - Business 2 Community | Moving buyers to brands | Scoop.it
Business 2 Community The Power and Importance of Language in Branding Business 2 Community The Power and Importance of Language in Branding image shutterstock 148189415 264x300 I thought of this recently after my breakout session seminar at an...

Via Dennis Bailen, CMO, Chief Outsiders
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Does Your Brand Tell a Powerful Story?

Does Your Brand Tell a Powerful Story? | Moving buyers to brands | Scoop.it
One of the most energizing aspects of my job is the opportunity I have a few times each year to share Burberry’s story with external audiences at conferences and events around the world.These (Does Your Brand Tell a Powerful Story?
MTD's insight:

Great brands make people want to be part of what they do. They do this, fundamentally, by telling a story (in one way or another). We all know this - but creating a confident, creative and emotional story that buyers want to be part of is a major challenge to a business' confidence and sense of certainty. Here, a good analysis of what it means to have a clear story and how to make yours sing. 

 

 

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P&G Brand Officer Says 'Digital Marketing Is Dead'

P&G Brand Officer Says 'Digital Marketing Is Dead' | Moving buyers to brands | Scoop.it
Procter & Gamble's global brand building officer Marc Pritchard proclaimed digital marketing to be "dead." He urges advertisers to go back to brand building.
MTD's insight:

Is digital dead? Well, not quite. But for any major brand - or business that aspires to become one - the time has perhaps come to see it in its proper perspective. Digital is not the 'end'. It is not the 'thing' that marketing does. Marketing, as ever, is simply about getting to your buyers in the most effective and simplest way possible and ensuring that they think the way you want them to. 

 

Marc Pritchard's comments here merely underline that from a strategic standpoint for someone like him, the constant babbling about digital - or even content - must seem like a sideshow. Digital channels, technologies, content - are all tools. They are not the point. The point - the entire point for any leading business - is to build and nurture the brand in the right way for buyers. 

 

In agencies, Pritchard's words should hopefully fall on receptive ears. For a while, the idea of being 'integrated' has mainly been interpreted as being able to develop and deliver campaigns and suppport strategies via any channel/type of content/etc, etc. In short, agencies have gone native on channel and content and forgotten, in some way, that these are not the 'end'.

 

But 'integrated' should really mean that you, like your client, are focused on bringing together the brand, and sending out communications, through any means, and across any and every channel, necessary - simultaneously, seamlessly, without any gaps. 

 

This is what leading brands do. It's what global business leaders look for. And so it's what every agency, of whatever size, should aspire to support and develop. Many do. Some don't. All should. 

 

 

 

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What are the opportunities and challenges for agencies in 2013?

What are the opportunities and challenges for agencies in 2013? | Moving buyers to brands | Scoop.it
Last week Econsultancy published its Top 100 Digital Agencies Report, detailing the who's who of those in the digital marketing industry. (Marketing: What are the opportunities and challenges for agencies in 2013?
MTD's insight:

The world's full of challenges and of course, opportunities. Agencies face a range of hurdles to overcome and turn into revenue and growth. 

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Ten IT-Enabled Business Trends for the Decade Ahead

Ten IT-Enabled Business Trends for the Decade Ahead | Moving buyers to brands | Scoop.it
As technological change accelerates and adoption rates soar, ten pivotal trends loom large on the top-management agenda.
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6 business and leadership lessons from 'The Sopranos'

6 business and leadership lessons from 'The Sopranos' | Moving buyers to brands | Scoop.it
In honor of the late actor James Gandolfini, here are some financial words of wisdom from Tony and the crew.
MTD's insight:

The great thing about The Sopranos was, of course, how it managed to mirror real life through an intense situation and always, always hit it right. You can trawl any episode and get profound thought amid the New Jersey accents and blood. Here's a few on leadership, meaning and business. 

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The 23 June 2013 Supermoon | Visual.ly

The 23 June 2013 Supermoon | Visual.ly | Moving buyers to brands | Scoop.it
More information about the upcoming Supermoon, deemed the largest supermoon we will see in 2013. By OpticsCentral - Home of Telescopes, Binoculars and
MTD's insight:

It's going to be a big moon, everyone. What makes this interesting? Apart from the fact that it's beautiful and unusual, it's also a testament to how vital alignment is for provoking attention and creating meaning. We attribute meaning to random events and actions, when they line up. Why marketing works. Why campaigns are successful. Why people work more effectively. Alignment is key.

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Bryan Wallenberg's curator insight, August 5, 2013 9:44 PM

The hype was amusing. It wasn't noticable by the naked eye, despite what people thought they saw.

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Why the Inverted Pyramid Doesn't Work for Business Blogs

Why the Inverted Pyramid Doesn't Work for Business Blogs | Moving buyers to brands | Scoop.it

While the inverted pyramid has been the tried and true structure for news articles, it may not be the best for your marketing content. Here's why....I had a realization … I have never written a blog post in the style of the inverted pyramid. Does that make me a bad writer or bad marketer? Or is the inverted pyramid format an outdated storytelling format for business bloggers and marketing content creators today?To tackle this dilemma, I did some digging, and here’s what I found. Before we start accusing writing formats of being entirely right or wrong, let’s take a look at the history of the inverted pyramid....


Via Jeff Domansky
MTD's insight:

Very interesting and riffs off something we've often discussed here. From a pure 'attention attention' standpoint of course the inverted pyramid is very powerful. But for discursive concepts that are essentially nonlinear - ie breaking content up into different platforms and formats and relevant timescales etc, a more story based approach is often better. Frequently complex arguments require set up and introduction, not simply being whacked into people's brains. The inverted pyramid can also make all arguments sound the same, sound journalistic, and salesy. Nice piece. 

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Constance S. Ward's curator insight, June 21, 2013 3:31 AM

Here's a controversial look at breaking the rules of writing when drafting your thought leader's blog

Mafalda Correia's curator insight, June 21, 2013 8:12 AM

Research found out that people don't consume information in the way the inverted pyramid presents it in online environment. An eye-tracking study carried out by Nielsen reveals that most people read in a F pattern online, which basically translates to horizontal movement, followed by vertical, scanning movement down the web page.

Another study concluded that people read significantly more content of an online story than in printed newspaper.

So, there are some alternative story formats that work well on business blogs: the pyramid, the list, the yin & yang, the lego. Engaging content comes in different shapes...

Nicolas Buisson's curator insight, June 24, 2013 12:44 AM

Very good overview of how to write articles and how to touch an audience efficiently.

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Increasing Sales by Answering Customers’ Questions

Increasing Sales by Answering Customers’ Questions | Moving buyers to brands | Scoop.it
An installer of fiberglass pools uses an unconventional marketing approach to save his company and start a new venture.
MTD's insight:

Just answer the question. Answer it clearly and simply. By doing this, you'll join the still surprisingly small ranks of businesses and organisations who bother to treat their customers as important and meaningful. It's amazing what organisations will do not to answer simple questions simply. Don't be like that. Be like this guy. 

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Forget 'the cloud'; computing's future is in 'the fog'

Forget 'the cloud'; computing's future is in 'the fog' | Moving buyers to brands | Scoop.it
Keywords column: Computing things as close to the user as possible is going to be critical to making smart devices ranging from jet engines to refrigerators responsive enough. That's where 'fog computing' poses a challenge to 'the cloud.'
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Caffe Nero - tax avoidance allegations - valid or not?

Caffe Nero - tax avoidance allegations - valid or not? | Moving buyers to brands | Scoop.it
There is a well-written letter doing the rounds on Facebook written by someone called Steve Pottinger, in which he returns his Caffe Nero loyalty card to the company, saying that...
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Overcoming the 4 C-Suite objections to content marketing

Overcoming the 4 C-Suite objections to content marketing | Moving buyers to brands | Scoop.it
You’re the VP of marketing. You’re on your way to the top floor for a meeting with the executive team. You’ve got 20 minutes to sell them on the idea that, in order to compete and grow, the company must adopt a content marketing strategy.
MTD's insight:

While Content Marketing itself is a buzzword, the idea of creating and distributing insightful and provocative, creative material - placing it everywhere the buyer is going to find it so you help them to be informed of what you do - is as old as marketing. In fact, as old as economics. 

 

Telling a busy executive team that it needs to ramp up its content marketing, however, is a difficult sell. The answer? Think like them, remember what matters to them - business outcomes. Then show them how content marketing eases their pain, doesn't get in their way, and drives the business. If that doesn't work, show them how other businesses are using it to get ahead of you. That should do the trick. 

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Spot the difference: Differentiation of your sales proposition is a vital state of mind - Marketing Team Direct

Spot the difference: Differentiation of your sales proposition is a vital state of mind - Marketing Team Direct | Moving buyers to brands | Scoop.it
To sell in today's crowded market, differentiation is key. It's time to bring sales and marketing together to discover and communicate it to the world.
MTD's insight:

We swim in a sea of similarity. And that was fine when everyone had enough buyers to go around. Now, nobody does. Nobody has a guaranteed market. Your business can be taken by anyone. And increasingly, stressing a cost-based or speed based sales proposition is bottoming out - because everyone can do that. Your buyers expect great value and great speed. What else do you have? If you don't have something genuinely different, in your product and service or methodology, then look for one. And the key to this is engaging a differentiation mindset. That skill - to emphasis what makes your proposition, your business, your people different and how that directly attaches to real benefits - is hard and requires you to look wider and deeper than the sales team, the marketing team, than one team alone. It's a business-wide commitment to be different - not just say you are. Can you make it? Those can will win. 

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Check Out The Top 100 Beloved Brands in The Last Decade

Check Out The Top 100 Beloved Brands in The Last Decade | Moving buyers to brands | Scoop.it
Walt Disney, Yahoo, Google, Sony and Nestlé, in that order, are the most-loved companies in the world, according to an extensive study by Apco.
MTD's insight:

What we say to the world - and what they think of it. That's brand. And sometimes that can add up to more than sales. In fact, in order to BE a brand, it has to. It has to become an emotional connection. So it's apposite to look at AdWeek's list of the most 'beloved' brands of the last decade here and see if there's a common thread or two in terms of position, language, design, or simply will to be different. 

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Genius or Process? How Top Creative Directors Come Up With Great Ideas

Genius or Process? How Top Creative Directors Come Up With Great Ideas | Moving buyers to brands | Scoop.it
It's a bit of a pointless exercise to ask creative people where they get their ideas.
MTD's insight:

In the last week scientists (you know them) have found the place in the brain where creative thinking resides. Maybe this study (such as it is) is syncd with that deliberately, or perhaps it's just the synchronicity of the world of thought that from two directions, the nature of creativity is being sought, like two teams of explorers looking for the source of a lost river. 

 

 

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Happy 25th Birthday to Nike's 'Just Do It,' the Last Great Advertising Slogan

Happy 25th Birthday to Nike's 'Just Do It,' the Last Great Advertising Slogan | Moving buyers to brands | Scoop.it
Nike's "Just do it" slogan, unveiled 25 years ago this month by Wieden + Kennedy, might be the last great tagline in advertising history.
MTD's insight:

25 years since 'Just Do It' was born. Amazing. Is it the last great slogan? Not sure. But it's certainly one of the best. 

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The Buyer Enablement Community: building customer conversations and business effectiveness, together - Marketing Team Direct

The Buyer Enablement Community: building customer conversations and business effectiveness, together - Marketing Team Direct | Moving buyers to brands | Scoop.it
MTD's insight:

Our take on creating a more buyer-centered approach; enable sales and marketing to be one team, together with other key areas (customer service, for example) focused on Buyer Enablement. 

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New Smart boss says marketing will stress brand's quirky appeal - Automotive News

New Smart boss says marketing will stress brand's quirky appeal
Automotive News
Sales of the ForTwo microcar did rise 92 percent to 10,009 last year after Daimler took over U.S.
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Move Buyer to Brand

Move Buyer to Brand | Moving buyers to brands | Scoop.it
Move Buyer to Brand, by MTD: updated automatically with a curated selection of articles, blog posts, videos and photos.
MTD's insight:

We thought collating some of our insight and source materials, inspiration etc in a different context would give people some more material to read, think about, curate and channel. Our Paper.li pushes a lot of the ideas that inform us into a different form. Take a look. 

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Defining "Brand Engagement" - Forbes

Defining "Brand Engagement" - Forbes | Moving buyers to brands | Scoop.it
Defining "Brand Engagement"
Forbes
At any rate, it's a complex paradigm, but a necessary one to apply if success was part of your brand strategy brief. And it's not unsolvable.

Via Dennis Bailen, CMO, Chief Outsiders
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Creating the right impression for Atos at the Forrester CIO Forum

Creating the right impression for Atos at the Forrester CIO Forum | Moving buyers to brands | Scoop.it
Marketing Team Direct have recently delivered messaging, design and on-the-ground support for Atos at the Forrester CIO Forum ‘Architecting Tomorrow’s Business Outcomes’
MTD's insight:

We're proud to have worked with Atos on this project. The complexities of any modern global business, particularly one with so many diverse interested and business units, are considerable.

 

Focusing these complexities to ensure that four different areas of the business could achieve fruitful sales engagements, talk as one, yet be distinct - and in line with Forrester's transformational agenda - was a job we relished. 

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