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BUSINESS MARKETING: Say it again and again then reinforce it - nwitimes.com

BUSINESS MARKETING: Say it again and again then reinforce it - nwitimes.com | Marketing | Scoop.it
BUSINESS MARKETING: Say it again and again then reinforce it
nwitimes.com
It's not a secret strategy but over time, repetition can be one of the most effective marketing and advertising tools a business can use to become known in the marketplace.
Steven Mallach's insight:

Very interesting insight - worth reading.

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BANCO SABADELL - Som Sabadell flashmob

https://www.bancsabadell.com On the 130th anniversary of the founding of Banco Sabadell we wanted to pay homage to our city by means of the campaign "Som Sab...
Steven Mallach's insight:

I love Guerilla Marketing, if it's done correctly the consumer doesn't even know it's brand outreach.

 

If it's done very well indeed it appeals to emotions and enriches the lives of the target audience.

 

This is one of those rare and highly effective tactical executions, well done marketing folk.

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Social Media: Do You Know Your Audience? | Heidi Cohen

Social Media: Do You Know Your Audience? | Heidi Cohen | Marketing | Scoop.it
Before you dive into creating your social media marketing strategy, know who's in your audience and where you can find them.
Steven Mallach's insight:

Take a closer look at the social media and get an idea of who you are reaching.

 

Audience segmentation has always been one of the most valuable tools in any communications professionals kit. Getting sufficient granularity on target audience demographics is one of the factors that influence whether a particular campaign is going to be merely 'ho hum' or a runaway success.

 

The social media has increased the virality of many messages, but is this reach an illusion? Are the people sharing and liking actually the desired audience? Or are some campaigns just reaching an audience impressed with cleverness and creativity? 

 

The question is; will they buy now or at any time in the future?

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Starbucks QR Codes Offer Rich Blend of Info

Starbucks QR Codes Offer Rich Blend of Info | Marketing | Scoop.it
Starbucks is launching a QR code program designed to let consumers learn more about its coffee. The codes, created by Scanbuy, have already started appearing at some Starbucks l...
Steven Mallach's insight:

Great design.Makes a modern necessity almost artitistic. Form + function in an easy to scan package. Awesome.

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3D printing: coming to a high street near you - The Guardian

3D printing: coming to a high street near you - The Guardian | Marketing | Scoop.it
The Guardian
3D printing: coming to a high street near you
The Guardian
Three-dimensional printing, also known as additive-layer manufacture, was first developed in the 1980s but has been slow to move out of engineering to other industries.
Steven Mallach's insight:

Yet another favorite. A technology that is going to revolutionise the marketing industry.

 

Bespoke breakfast cereal giveaways anyone? Just bring your cereal bar code to our offices and we'll instantly transport you back to the excitement of breakfast in the 70's.

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Is Google the Killer of Newspaper Print Ad Sales?

Is Google the Killer of Newspaper Print Ad Sales? | Marketing | Scoop.it
The U.S. newspaper industry has lost more than $40 billion in ad revenue in the past decade — over half of that in the last four years alone — and Google’s ad revenues are now more than twice what the industry pulls in.

Via Robin Good, Guillaume Decugis
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jalp Internet Consulting Services's comment, April 19, 2013 7:25 AM
Google transformed advs and made them accesible to SME's. So low budget marketing departments can act more easily, even if they run their campain through agances.
Guillaume Decugis's comment, April 22, 2013 11:33 AM
@Jalp: good point and an essential reason that drove this change. Not just attention but lowering the barrier to entry. Thanks!
Kitty A. Smith's comment, May 6, 2013 2:37 PM
People are always looking to place fault. Things change when something better comes along. Just because newspapers were first doesn't mean they are best. Tobacco knows time is limited, that would explain why they bought Kraft Foods!
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The 80 Best Guerilla Marketing Ideas I’ve Ever Seen - Creative Guerrilla Marketing

The 80 Best Guerilla Marketing Ideas I’ve Ever Seen - Creative Guerrilla Marketing | Marketing | Scoop.it
These are the 80 best guerilla marketing examples / ideas I have ever seen. If you are looking for Gorilla, Guerilla, Guerrilla Marketing Examples, you found it (RT @skylightit: Struggling for marketing ideas?
Steven Mallach's insight:

Always fun.

 

In a world that increasingly seems to be focused on mobile, online and the social media good guerilla marketing still has the ability to amaze.

 

Done well guerilla marketing can stop consumers in their tracks. This is an essential first step in engagement.

 

Mindspace is at a premium today. We live in an always on world. However marketing folk should never forget that human being are complex, visually fixated organisms.

 

If you can involve other sense, such as taste, small and hearing in your campaigns then you may have an immersive experience to offer the consumer and you increase your chances of success.

 

If you cannot fully engage all the sense, do not despair. Ceative copywriters, especially long form copywriters can do it for you - human beings also have imagination and the good copywriter uses emotive copy to stimulate this imagination.

 

They say a picture is worth a thousand words. The converse may also be true. A thousand words can create a living breathing picture in the mind of the reader, complete with full sensory engagement.

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How Coke Helped Create Pepsi, and Other Historic Market Moments - Motley Fool

How Coke Helped Create Pepsi, and Other Historic Market Moments
Motley Fool
The stories of Coca-Cola (NYSE: KO ) and PepsiCo (NYSE: PEP ) have a lot more in common than brown, fizzy sugar water.
Steven Mallach's insight:

The history of the ongoing battle between Coke and Pepsi for market share is as fascinating as it is instructive.

 

The competition between these two giants will only become more interesting as new US regulation governing the use of 'natural' ingredients in their softdrink alternatives heats up.

 

Given that the market is changing, and has been for some time the pressure on their marketing operations is going to be significant.

 

My predication - look for the bottled water market to become more cut throat as differentiation between 'natural' and reverse osmosis brands becomes a factor in market dominance. Also keep an eye on the growing consumer awareness of recycling and 'plastic container' issues.

 

 

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Nivea Print Ad Doubles as Solar Charger in Brazil - Forbes

Nivea Print Ad Doubles as Solar Charger in Brazil - Forbes | Marketing | Scoop.it
Nivea Print Ad Doubles as Solar Charger in Brazil
Forbes
Just when you think you've seen everything under the sun, here';s a new one.
Steven Mallach's insight:

Just when you thought that there was nothing new under the sun when it came to print advertising....

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The 6 Most Baffling Marketing Disasters by Famous Companies

The 6 Most Baffling Marketing Disasters by Famous Companies | Marketing | Scoop.it
The line between roaring success and humiliating disaster is so, so thin in the world of advertising.
Steven Mallach's insight:

Love the work that Cracked does. If an entire team of gifted humor writers can come up with list based laughs on a regular basis, then this is:

 

Bad: Because it's proof that the current generation of Internet users really does suffer from short attention span disorder

 

Good: Becaise at least the educational system is producing readers who can count (or at least read things in order).

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How Social Media Marketing Has Changed in the Last 5 Years

How Social Media Marketing Has Changed in the Last 5 Years | Marketing | Scoop.it

Posted on May 14, 2013 by Julie Blakley

 

Marketing is changing at a lightning pace, with platforms, strategies and media continuously evolving. In fact, in today’s world, it is essential that marketing departments become media and research departments as well.

As I wrote previously in “Brands as Publishers and How It’s Changing Marketing,” many major brands’ marketing departments are churning out incredible amounts of content in order to connect with customers and amplify their messages – a concept that has grown in popularity only in recent years.

Major brands and organizations are also using social media as a key component of their marketing strategies. Social networking platforms are used to source user-generated content for campaigns, spread messaging and content, and engage brand communities and consumers.

In fact, according to Ogilvy’s 2012 Social Media Study, while only 15% of B2B marketers reported using social media in 2007, by 2012 91% of those marketers reported using social media as part of their marketing strategy.

Here’s a closer look at how exactly social media marketing has changed and how more and more marketing and advertising campaigns are integrating social as a key component:

Consumers are Engaging with Brands - And Fueling Their Campaigns

As consumers, we’re now in an era where we engage with big name brands like Zappos, almost as if it is the mom-and-pop shop down the street.

Companies see the value in this one-on-one interaction with their customers who, in turn, can become their biggest brand advocates. Not only does this allow brands to resolve issues quickly and effectively with a single customer, but it also sets a precedent with other “listeners” that the brand cares. This can go a long way in cultivating your brand.

More big brands are also sourcing user-generated content to help fuel their own campaigns. More big companies have embraced the concept that a brand is defined by what people say about you when you’re not in the room – and incorporated that concept into their marketing.

Keen Footwear and their agency North was recently nominated for a SoMe Award for their Worldwide Recess Day, in which the footwear company asked their fans to share how they were taking time to move via the hastag #Take10. The tweets, Instagram photos and status updates were then aggregated using Postano and became the hub page for the campaign – which helped gain Keen 20k new Instagram followers, 3.5 million followers on Pinterest and more.


Empowering Employees as Brand Advocates

Often a company’s best brand advocates are the very same people who are working for them. However, many companies have failed to realize the potential marketing power in enabling their own employees to act as brand advocates.

Let’s think about it. Even if a company has only 10 employees, if each of those employees has just 250 contacts through a social media network, that company has 2,500 direct connections through their staff to potential customers and new recruits.

That means a mid-sized business of 300 would have 75,000 direct social media connections between their employees and the rest of the world. Then think about a major brand like Coca Cola, who employs 146,200 people and spends almost $3 billion every year on advertising . Think about how much Coca Cola could amplify their marketing messages and spread their campaigns were they to fully utilize their staffs’ own social media networks.

A recent Mashable article, “5 Ways Social Media Has Changed Marketing Campaigns,” gave another good example of a company using their employees’ social media to drive results:


Incept, a Canton, Ohio-based call center, was making cold calls to recruit blood donors. But, they knew people weren’t sitting at home, waiting for a blood drive phone call, so they needed to turn to other channels to connect with potential donors. They turned to social media, creating Twitter accounts for their employees, as well as a blog and Facebook Page. Since training and empowering their employees to post content, interact and build networks, Incept has reduced average monthly turnover from almost 20% monthly to 8% per month, creating an annual direct cost savings of nearly $200,000. Additionally, Sam Falletta, president and chief results officer, says Incept has picked up two new clients from relationships that began on Facebook.

Almost All Businesses Are Becoming Social

Before marketing became social, the rest of the business didn’t have to revolve around what was happening in the marketing department. Ilana Rabinowitz wrote in her article “9 Ways Your Business Needs to Change to Become Social,” that the entire business needs to rethink its way of operating to incorporate social into their entire operation.

Every kind of business from your local neighborhood restaurant to major corporations have embraced using social media as a connect to consumers and potential customers.


Purchasing Decisions Increasingly Influenced by Social Media and Blogs

It’s been well documented that attention spans are shorter. Attention marketing is where there is hope. You can’t just be providing a wonderful product anymore. You have to use your platform as a business to make your consumers’ lives more meaningful. That’s a tall order for any marketing department.

In addition, consumers don’t see themselves as the targets that marketing people have traditionally seen them as. They see themselves as people with innumerable options. SproutSocial recently reported that 74% of consumers rely on social networks to guide purchase decisions – which means that companies MUST present themselves well on social in hopes of attracting new customers.


Social Media Has Altered the Sales Funnel

Let’s be honest – social media and digital marketing has turned the traditional sales funnel on its head. The Internet has completely broken the sales funnel beyond repair. The standard, linear path which many purchases used to follow has been replaced by a vast, complex, interconnected web of interest, desire, clickthroughs, brand awareness and user engagement.

Here are some stats to support this:

70% of the B2B buying process in a complex sale is already complete BEFORE prospects are willing to engage with a sales person.

B2B Sales and Lead generation are no longer simply about the relationship between prospects and sales reps. They’re about your brand assets, thought leadership and emotions built from the vast amount of the info that prospects now have access to thanks to social media, mobile and the web.

78% say digital and word of mouth is most trustworthy source of info (Ogilvy 2012 social media study)

37% of B2B buyers use social for perspective to help them make purchasing decisions

So what does this all mean? That social media marketing is way more than just letting your intern run a Facebook page – it’s now become an essential sales tool capable of driving revenue and purchasing decisions in every kind of business.

This entry was posted in social media marketing by Julie Blakley. Bookmark the permalink, http://www.postano.com/blog/how-social-media-marketing-has-changed-in-the-last-5-years

 

Steven Mallach's insight:

It's taken just 5 years for the social media to change from cute puppy status (how adorable, pat pat) into slavering Cerebrus of channels.

 

The social media seems to be following some sort of mutated Moore's Law, growing exponentially as more and more individual's and businesses leverage its unchallenged reach and emotional appeal.

 

What will the next half decade bring? Scratch that, what new innovation will next month bring?

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Who has liability for 3-D printed gun? Answer not clear - MSNBC.com

Who has liability for 3-D printed gun? Answer not clear - MSNBC.com | Marketing | Scoop.it
All this puts manufacturers of 3-D-printed materials in a gray area from a legal standpoint. Questions arise — could 3-D printers and print manufacturers be bound to turn suspicious customers over to authorities?
Steven Mallach's insight:

The technology is set to revolutionise the way we access and market products.

 

But as with any new technology there are those who will abuse it.Making the manufacturers of the technology responsible for the harm their products do when in the hands of to others is a slippery legal concept.

 

Where do you draw the line? A man in a hurry drops a sno cone on the ground, ignoring the do not litter signs and an elderly person slips and breaks there hip. Who is to blame, it's just a dropped refreshment. Should the government or the legal system hold the makers of sno cones liable?

 

Perhaps these manufacturers should put no slip covers around the product.

 

No, personal responsibility has to be tested first in my opinion.

 

Blaming the manufacturers of 3D printers is pointless, you then have to sart vetting people who want to by one. Next thing you need to obtain a license.

 

That said technology like this can be extremely dangerous in the wrong hands. The solution is bound to be a complex one.

 

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Why Email Is Still Alive [Infographic] - SocialTimes

Why Email Is Still Alive [Infographic] - SocialTimes | Marketing | Scoop.it

This infographic shows how email marketing campaigns have benefitted from new technology and have also found a niche among media outlets and small business owners.


Via Guillaume Decugis
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Kathy Lenard's curator insight, May 2, 2013 9:22 AM

This is probably my source of communication.  I'm glad it's not dead.  There are some benefits.

Minna Kilpeläinen's comment, June 9, 2013 3:57 PM
Thank you, Susan Daniels, for your insight. It was interesting.
Kathy Lenard's comment, June 9, 2013 4:55 PM
Thank you for your comments Susan, Paul and Minna. I will visit your website Susan Daniels.
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RE: What's the difference between Ambient Marketing and Guerilla Marketing? | LinkedIn Answers |

RE: What's the difference between Ambient Marketing and Guerilla Marketing?  | LinkedIn Answers | | Marketing | Scoop.it
                Guerilla marketing is a set of principles that can generate alternative or "outside the box" strategies and tactics that allow business with ...
Steven Mallach's insight:

Excellent question and clarification for those of use who do not work in an advertising environment.

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