The foundational basics of marketing are the 4 Ps: product, price, placement and promotion. When planning a display campaign, consider what you are trying to accomplish, within this framework.
The subject for today's post comes from a conversation I recently had with two senior-level marketers who both work for a fine art auction house. The topic is more about overall marketing strategy than bar codes or mobile.
Let me start by asking you the question, if your best friend jumped off a bridge, would you? Chances are you, and most others, would say "no." Now, let me put a marketing spin on the same type of question and ask, if Competitor A launched a Twitter page, would you? Chances are you, and most others, would feel compelled to answer "yes" but, why? If you were one of the two marketers I spoke with the other day, the answer is simple, because it helps to keep us competitive. When I heard this it struck me because, what does keeping competitive in this time and place really mean? How far does it really get you? In my mind, not much and not very far at all.
If Competitor A launched a Twitter page, then you do, the playing field is level. If Competitor A launched a Pinterest board, then... Read more