Tagged 'marketing'

Marketing & 'The Internet of Things': Radio Q&A with Author Rick Mathieson

Posted by Rick Mathieson on January 22nd, 2016 at 11:37 am

Is 2016 the year marketing and the Internet of Things finally enter a meaningful new phase?
Don't bet on it. But there are some promising signs.
In the days since CES, much has been made of the emergence of new ecosystems enabled by so-called "smart products"—connected devices that deliver information or can be controlled using your mobile phone.
Fitness apparel brand Under Armour was one entrant that generated a lot of attention during the show for its new Gemini 2 running shoes, which can track run duration, distance and more—without the need for syncing with a mobile device.
It's just the latest in innovative smart products UA has been rolling out, including a heart-rate monitor, new headphones and apps that, as Engadget reports today, the company hopes to use as the foundation for an interconnected ecosystem.
Indeed, while Engadget indicates these products still have a ways to go, they still point toward fitness apparel that doesn't just keep you comfortable, but also delivers useful services to you automatically and seamlessly, behind the scenes, to help you attain your goals.
From Data Collection to Data Utility
Last week, Social Times cited a report from the Economist Intelligence Unit that finds 51% of marketing executives... Read more

Tell Me the Story of a Log Splitter

Posted by Benjamin Taylor on December 21st, 2015 at 4:09 pm

Businesses are too often controlled by accountants. Fiscal responsibility is important, but businesses fail when short term profit motive is allowed to gouge the beating heart out of a business. Long term goals, core values, and human engagement, all of which may be responsible for the company's appeal and identity, do not become dispensable just because they are not directly bringing in money. The reason I bring this up is because we have a similar tendency in marketing when it comes to measuring return on investment (ROI).
My job is content. If I want my work to be valued, then I need to bow to the almighty Greenback and show my boss the money. My work needs to have a demonstrable short term ROI. I've worked for a handful of companies, and I've looked at the work of hundreds of competitors, and it looks very much like this is the prevailing strategy in web content today. We need to turn away from this. It's incredibly shallow marketing for shallow business owners, and if you want your business to succeed in the long term, then you need to think much bigger.
I have published several posts on this blog about our need to step... Read more

Make your Content Appealing

Posted by Benjamin Taylor on November 19th, 2015 at 12:18 pm

We're all spoiled brats. Think about it for a moment. It used to be normal to search through fifty pounds of books to figure out if it was ok to serve pinot blanc with brie. It was either that or pick up the phone and call that one uncle you haven't talked to in eight years.  Oh how the world has changed! If I get a Yahoo Answers reply that's over 500 words, I cry TL;DR and move on.
Now I'm not saying that our streamlining of knowledge acquisition technology and the concurrent adjustment of expectations is necessarily a bad thing. I'm saying that we, as marketers and content creators, need to acknowledge that there is a new standard that we need to meet. It isn't good enough to have the right information. It needs to be presented in a way that is easy to read and easy to understand.
Our solution has been infographics. A properly built infographic is by far the best way to organize useful information in an appealing way. That isn't to say that there aren't drawbacks. Infographics are images, so Google's web crawlers can't see the content. This can make the whole post look like there is... Read more

Earning Social Capital

Posted by Benjamin Taylor on November 12th, 2015 at 12:34 pm

No, I'm not talking about social media. I'm talking about budget wedding tips with no strings attached. Creating useful content costs money, and giving people information that won't inspire them to buy your products seems like a waste of money to your average business owner. So why did we put together content to tell people how to spend less money? Potentially to spend less money with us, even?
We're treating our customers as human beings. Approaching your customers like a vending machine, where you're just trying to find the right button to push so the money comes out, is by far the most common approach you find in business. That isn't how you build a relationship with a person. Engaging a customer works exactly the same as every other human interaction. First you need them to notice you, and then to be interested in you, and then to engage with you. For some reason, the middle step gets ignored entirely most of the time, as if all of us, all of our products and stores and companies are inherently interesting and worthwhile. That all this is readily apparent to everyone who sees our banner ads and billboards. Where does this idea... Read more

16 Marketing Trends for 2016: Trends 1-4

Posted by Winnie Brignac Hart and Lorrie Brignac Lee on November 10th, 2015 at 10:29 am

Standing Out has become increasingly challenging in a world of sensory overload. Because of this, 2016 will be the Year of the Brand, because a familiar and trusted brand still has the ability to cut through the clutter. Organizations will look deep inside themselves to find those unique characteristics which differentiate them from the competition. The Top 16 Marketing Trends for 2016 support this movement.
Take a look at 4 marketing trends to help you stand out in 2016:
1. BRAND AWARENESS WILL BE KEY INITIATIVE

To stand out, an organization must have a clear idea of where it is standing now
Defining key brand attributes (differentiation, relevance, promise and intelligence) will be critical
Clarification of core values, mission and vision will lead to authenticity
What sets your brand apart will facilitate your distinct advantage

2. COMPANY BRAND MUST ALIGN WITH BUSINESS STRATEGY AND PURPOSE

Brands have become increasingly disjointed and misunderstood both internally and externally
The brand must be consistent with internal and external perceptions, reputation and purpose
Alignment will provide a firm foundation on which to build strategy and direction
Internal alignment will contribute to team strength and consistent brand and messaging

3. BUILDING RELATIONSHIPS IS KEY

Intrusive, mass-target marketing is expected to decline as relationships built on trust increase
Need to... Read more