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Rescooped by Jennifer Pachiaudi from The MarTech Digest
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Make Your Marketing Content Useful - HBR

Make Your Marketing Content Useful - HBR | Marketing news | Scoop.it

Excerpt...

 

Distributing through channels with analytics is key, though. In the traditional publishing model, the publisher and reseller retain the names of your readers, but when you are the publisher of your message, you get “paid” in loyalty and data — lots of data. Use marketing software to make sense of all that information and to look for patterns in who is consuming your content, which pieces people spend the most time reading, and so on. If the content is compelling enough, readers will willingly give their e-mail addresses to get it. That’s more valuable than cash, because unlike a transaction, ongoing communication creates and strengthens connection.

 

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Via CYDigital
Jennifer Pachiaudi's insight:

"Marketing messages are for consumption, just like products [...] If the content itself isn’t useful, people won’t consume it and your pitch will be lost on them anyway." Great reminder that content marketing is about quality.

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CYDigital's curator insight, July 7, 2014 8:19 PM

I excerpted the most useful paragraph, and it makes perfect sense. The quid pro quo has never been more relevant.

Rescooped by Jennifer Pachiaudi from Teaching Consumer Behavior
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Logo color affects consumer emotion toward brands

Logo color affects consumer emotion toward brands | Marketing news | Scoop.it
Many studies have shown that a company’s logo is one of the most important aspects of marketing and advertising a brand, or features that distinctly identifies a company’s product or service from its competitors.

Via Olga Kravets
Jennifer Pachiaudi's insight:

Some surprising results (about the colour red, for instance)

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