There is not a huge amount of difference between leading brands. Depending on the category, almost all brands offer the same feature, function, and benefit to the user.
What makes a differentiated brand?
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If you feel a little out of touch with the whole marketing ecosystem today, don’t feel alone. There has been a seismic explosion in the channels and tools marketers are using to influence purchasing decisions. Now, effective marketing is a mash-up of traditional B-to-B and digital P-to-P strategies with tactical execution determined by company size and where the buyer to be reached spends the most time.
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Email marketing can be a quick and efficient way to deliver your inbound marketing content to select groups and prospects. However, many times marketers do not fully review the email analytics to understand viewer email habits, engagement with content, and how the success of the inbound marketing efforts is affected.
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Digital ad spending in North America is projected to top $51 billion in 2014. This figure does not take into account the additional spending for digital inbound marketing for websites, emails, landing pages, and newsletters. Now, almost every marketing channel relies on HTML code (Hyper Text Markup Language) to deliver the marketing message.
Why then do so many marketing practitioners shy away from learning the language of HTML code?
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Successful presentations motivate the audience to take a specific action. It’s about presenting a solution based on a point-of-view that the audience can relate to on a personal and professional level.
Answer these 7 questions before scripting your presentation:
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In the early days of social media it was hailed as the replacement for advertising. The interruption model of advertising was so twentieth century and the permission model of social media was the darling of the new millennium.
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Cost reduction is nothing new. The great recession accelerated the learning curve on how to reduce marketing expenditures by cutting personnel and marketing investment. However, as we fast forward to a new year and a recovering economy, when asked to reduce marketing expenditures one must take into account the value of marketing and the influence it has on the behavior of your customers and competitors.
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Point-of-view marketing involves communicating your brand story through thoughts, deeds, and actions on how the industry should be served. One avenue to achieve this is through social engagement marketing tactics. When your brand provides authoritative content, supported by experience or scientific facts, it is demonstrating thought leadership.
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When working with companies serving the aviation industry that are transitioning to people-to-people marketing, I stress that marketing content should be centered around two things: 1) solving customer problems, and 2) the journey through the purchasing process – because these are the two main elements of creating brand preference. Yet many times after this suggestion is made there is resistance to change and a tendency to circle back and do things the way they are most comfortable with. This usually takes the form of reskinning their current website with the latest product iteration.
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Aviation manufacturers are slowly warming up to the idea of inbound marketing. Progressive practitioners are realizing the benefits of improved organic search rankings, broader reach of influence, and increased brand preference by investing in a strategic inbound marketing program.
When contemplating the execution of an inbound marketing program there are business, strategic and tactical issues to consider before starting the process.
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Life After Advertising 2.0 