Tagged 'social marketing'

The State of Human Interaction in Marketing

Posted by Grant Johnson on February 5th, 2014 at 1:15 pm

A funny thing is happening with the proliferation of social media, it is making way too many people LESS social. Walk down almost any high school hallway and you will see. The kids’ text each other rather than converse. Or they Snap Chat, Tweet or use Instagram.
In business circles we seem to prefer email to voice messages and rarely seem to talk to each other, conducting a lot of business electronically via chat, email, webinars and/or, sometimes, conference calls. What about meeting face-to-face?
This may further divide the role of sales and marketing. It’s curious why so many firms still put the two together in one job title. From my experience, they are two different types of thinkers. Most great sales people are not great marketers and most great marketers are not stellar sales people.
It is true that marketing needs to sell today, and input is crucial from both parties. However, when it comes down to it, especially in bigger, considered purchases like in the B2B space, a great sales person can make all the difference in closing the deal.
But it is not limited to B2B. A great retail sales person can turn you into a loyal customer faster than most marketing... Read more

2013 – Change is the new constant for SMB digital marketing

Posted by Katya Constantine on December 18th, 2013 at 8:37 pm

As we draw the curtain on 2013, it's safe to say that the year heralded more change in digital marketing than almost any year before. It saw the resurgence of adtech IPO's, a number of social networking giants moving aggressively to new models of monetization, and hundreds of new start-ups emerging in digital marketing space. But while for large marketers this year has been about growth and maturation, for SMB’s it’s been a constant whirlwind of both change and opportunity.

So let's review some of the most interesting developments of 2013 across various channels and how they may have impacted you.

How to Utilize YouTube's Partner Program

Posted by Tony Quin on July 10th, 2013 at 9:41 am

With Google’s announcement at Cannes Lions that it’s expanding its partner program to include advertisers, it is reinforcing the importance of creating content specifically for the YouTube community rather than just re-purposing ads created for TV.

Why YouTube Should Matter to Brands in 2013

Posted by Tony Quin on July 2nd, 2013 at 10:06 am

So, why are marketers wrong about YouTube? There are 5 reasons that for many brands, YouTube is arguably the most strategic channel on the Web.

How Activity-Based Buyer Persona Development Generates Opportunities

Posted by Tony Zambito on June 10th, 2013 at 6:49 am

We are busy people.  Our business and personal days are filled with activities.  The activities we engage in usually are designed to help us accomplish either a business or personal goal.  For example, I get up early and go to the gym and engage in the activities of exercising.  Not because I just want to – but because I have a goal of losing weight!
Often times, marketing and sales folks have no idea about the activities our customers and buyers perform on a daily basis.  Yet understanding these can yield rich and robust insights into goals, which drive buying decisions.
A Day in the Life
Since childhood, we have probably heard this quote a thousand times:
“You never truly know someone until you've walked a mile in their shoes.” –American Adage, Source Unknown
This applies in the development of buyer personas.  Using an activity-based research approach allows us to walk in the shoes of our customers and prospective buyers.  What it gives us is something very important.  Context.
Context provides us with a day in the life perspective.  We want to see what customers are confronted with in their natural – not artificial – environment.
When you have visitors to your home, you take pride in... Read more