Good Marketing
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Marketing is sometimes perceived as deceitful or manipulative, with a goal to make us buying things that we don’t really need or at unfairly high prices. It may also be viewed in an oversimplified manner, as “common sense” and “creative thinking”, limited to promotional activities and advertisement. On this site I will focus on positive aspects of marketing - changing the world for the better, establishing new trends, providing great customer service, engaging and creating shared value, corporate social responsibility and sustainability. I will also tell you how successful marketing strategies are rooted in understanding human psychology.
Curated by
Kasia Hein-Peters
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What brand marketers can learn from Maslow's Hierarchy of Needs and Aristotle's seven causes of human action.
Kasia Hein-Peters's insight:
Good marketers should know psychological basis of customer behavior 
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Ask yourself a simple question: Is my marketing sustainable? Here's why the goal with all of your marketing is to build personal, engaging with relationships with customers – and then to sustain those relationships over time. Via Pantelis Chiotellis
Kasia Hein-Peters's insight:
Marketing should combine data, technology and people to achieve sustainability
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The American Marketing Association's blog offers insights and perspectives on the latest in marketing, analytics and results from leaders around the globe.
Kasia Hein-Peters's insight:
You need a reasonable mix of push and pull marketing tactics
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Anyone who has ever worked with, volunteered for or founded a nonprofit knows just how much work it can be....
Kasia Hein-Peters's insight:
Storytelling is essential for non-profit organizations in order to engage donors
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Beyond personas, how can you really understand what your audience wants? Answers from CMW presenters fall into 3 categories – Content Marketing Institute.
Kasia Hein-Peters's insight:
There are many ways to get to know your customers better
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Never underestimate the importance of a writer for your company. Content creation, copywriting, marketing messages - good copy makes a huge difference.
Kasia Hein-Peters's insight:
Marketing should be an equally important function as any other, even in start-ups and small companies.
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One of the hottest trends in content marketing today is storytelling. There are many ways to engage in brand storytelling.
Kasia Hein-Peters's insight:
This article includes a very nice example of storytelling by Apple for their iPhone 5.
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or "Why is my Lightsaber Blue?" Press CC to see a list of the movies shown. TRACKLIST: 0:00-3:10 Aphex Twin - Avril 14th 3:15-8:49 Childish Gambino - Flight ...
Kasia Hein-Peters's insight:
Color adds emotional tone to the story, so use it consciously
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Social Media - Most B2B companies are bad at social media marketing. They're too boring, or too product-focused, to engage social media users and develop a following, which leads management to conclude social ...
Kasia Hein-Peters's insight:
How to design the right social media strategy for your B2B business?
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It’s no easy task: consumers today are wary of marketing and seek an authentic brand experience, one where they feel heard.
Kasia Hein-Peters's insight:
Successful brands are always authentic - they must be many other things as well, but it all starts with authenticity...
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Emotional values like customization, meeting personal emotive needs and the ability to meaningfully 'talk' to the brand that actually 'listened,' are important to Millennials, Robert Passikoff, Brand
Kasia Hein-Peters's insight:
How to engage Millennials
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Find out how Content Marketer of the Year finalist, Marriott’s David Beebe, is delivering on its influencer marketing strategy – Content Marketing Institute.
Kasia Hein-Peters's insight:
An example how Marriott uses influencer marketing.
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This is a guest contribution from Lorraine Reguly. “Damn. It’s not perfect, but it’ll have to do.” “Shit. I wanted it to be better than that.” Have you ever felt that way before hitting the “schedule” or “publish” button? I bet you have, during at least one point in your blogging career. Writing is difficult for [...]
Kasia Hein-Peters's insight:
Help for all of you bloggers out there!
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Kasia Hein-Peters's insight:
Keeping the cause marketing honest...
Florian Eisele's curator insight,
July 31, 2014 3:38 AM
If your non-for-profit wants to team up with a corporation for cause marketing ensure above all that your missions match.
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While cause marketing has been around since the 1980s, there has been a significant recent uptick in cause marketing initiatives.
Kasia Hein-Peters's insight:
The cause marketing is here to stay
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Read on for 10 things you probably didn't know about your favorite energy bar brand, so we can all be obsessed together.
Kasia Hein-Peters's insight:
A nice story about a brand, which focuses on healthy snacks, sustainability and employees well being
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The concept of having a personal brand can be intimidating. It seems like only famous people have a shot at establishing one, since their names are already well
Kasia Hein-Peters's insight:
Rules of personal branding
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I always think one of the best ways to learn about something marketing-related is to look at brands that are already doing it well and try to work out what makes their efforts successful.
Kasia Hein-Peters's insight:
It is a very good example of a positive, multichannel promotional campaign by Chevy
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Kasia Hein-Peters's insight:
What corporate stories are often missing and how successful companies use the fairy tale type of story to their advantage.
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Kasia Hein-Peters's insight:
Companies should engage with customers around both positive and negative comments. A positive comment provides an opportunity to enhance the brand image.
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Content - Flashy content may pique your customers' interest, but to keep that interest you need to provide content with substance. Long-form content can create such meaningful engagement. Here's how.
Kasia Hein-Peters's insight:
Adding value by providing meaningful content
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It's true that for far too long, mainstream media has presented us with the one vision of ideal beauty. But here's what worries me for ourselves and for our kids: We are still too hyper-focused on girls and women's bodies.
Kasia Hein-Peters's insight:
Let's focus on our brains sometimes...
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In a digital effort to draw yet more attention to school lunches’ dietary shortcomings, the American Heart Association had funnyman Nick Offerman take to the fields.
Kasia Hein-Peters's insight:
Healthy marketing...
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Kasia Hein-Peters's insight:
Influencer marketing by Novo Nordisk
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A rationale behind creating a "limbic" content