Most B-to-B marketers are faced with the dilemma of more marketing channels than resources.
We are living in the age where there is a marketing channel
or marketing platform for almost every aspect of B-to-B marketing. From
outbound channels for customer acquisition to platform channels for managing
the marketing process. It seems there is
a provider at every turn offering the latest marketing technology with promises
that their technology will wholeheartedly produce the marketing results you are
Brands involved with social media face multiple challenges.
Brand enhancement via social media is still viable but vigilance is required.
There are branding benefits that can be derived and measured for brands that choose to participate in social media. However, practicing a “set and forget” social media strategy can have negative branding repercussions. Continue reading →
Impressions and clicks are symbiotic and are the parents of conversions.
Segmentation reporting by device can refine bidding strategy and increase conversion rates.
Understanding marketing’s contribution to revenue generation has two sides. Traditional brand value and awareness measurement require research, focus groups, and surveys to understand the customer’s emotional connection with the brand and their acceptance or rejection of the brand’s promise. Continue reading →
Customers are looking past brand feature/function and want a brand experience.
Recently I attended Colorado Ad Day on the CU Boulder campus. Steve Babcock, Chief Creative Officer for Vayner Media, presented his thoughts on creating and producing branded content. Steve is an advocate of producing “show approach pilots” much the same way that networks produce episode pilots to measure audience engagement and interest. Continue reading →
Advertising’s main mission is to influence purchasing behavior.
7 decades of successful advertising has relied on this advertising model
It seems that the entire advertising ecosphere has become infected with the cheaper/better virus.
Startups think that agile marketing can introduce their idea/App/product exclusively through social media. Thinking that social media can be scaled and user comments controlled to reach and influence the intended target audience with enough impressions to influence the next round of investor backing is naive. Continue reading →
Social capital is the customer’s sentiment towards a brand
Apple, the hardware folks that have brought you everything mobile – music, phones, tablets, laptops – finds themselves in a precarious position. The FBI wants them to unlock the iPhone encryption software so they can poke around in the previous owner’s data. Continue reading →
Does your customer’s brand experience live up to the brand promise?
In all the clutter being injected into business-to-business marketing, it seems that the quaint idea of the brand promise has been forgotten. Yet there are some large global consumer brands that invest untold time, treasure, and resources to define their differentiated brand experience and articulate it across their industry segments to ensure powerful and consistent customer communications. Continue reading →
In the book Spin Selling by Neil Rackman, sales methodology is explored and documented. One of the findings, supported by research, is that in large sales, the selling process is often pushed through the sales funnel by personnel internal to the buyer of the product or service, due to the number of influencers and decision makers that must approve large capital expenditures. During this extended sales cycle, it would be almost impossible for the sales rep to be present for every meeting and address every objection or question that might arise. For that reason, the value of a strong brand reputation plays a critical role in the sales process. Continue reading →
On-demand air charter customers seek a better brand experience.
With over 2500 air charter operators in the United States, competition is fierce for acquiring and keeping customers. While the focus of on-demand air travel is safety, security, and productivity, charter operators should not overlook the value of the emotional connection that customers need to establish with their brand. Continue reading →
Visceral experiences create emotional connections to brands.
It was the bucket list ride. 2,200 miles in all, beginning with a ride to Big Bend National Park and culminating with the North Texas Norton Owners Association rally in the Texas hill country. That much seat and think time allows for serious contemplation such as brand loyalty -– how to create it and how to keep it. Continue reading →