Blog

Targeted Content – The Importance of the Buyer’s Journey

Any novice marketer knows the importance of customizing their content to fit their intended audience. However, not all remember that a prospective customer fits into different audience categories depending along different points in time. As a consequence, the content that was best suited to affect them two weeks ago may

Read More »

Brand Communities – Belonging and Engagement

A 2009 Harvard Business Review article drew the comparison between Harley Davidson in 1983, when it was facing extinction, and the same company twenty-five years later when it had become a top-50 global brand with a $7.8 billion value. This stark reminder of the company’s progress introduced their discussion about

Read More »

B2B Marketing – LinkedIn’s Social Media Dominance

In the world of social media marketing, there are two distinct worlds. While there is some methodological overlap, B2C and B2B marketing (business to consumer and business to business) have to be approached with different mindsets. This often translates to the usage of different social media platforms. While consumer-oriented marketing

Read More »

The Power of Storytelling

Storytelling in marketing has a very impactful power. The source of that power is found in the very building blocks of what makes us human. We have been telling stories longer even than we have written records. They are an intrinsic part of humanity not only because they allow us

Read More »

Setting Marketing Objectives in Social Media

Though it should go without saying that setting an objective is the first step in any marketing activity, I have noticed just how often it is overlooked. Don’t get me wrong, if asked about any email sent, post shared, or ad created, most marketers will have a quick answer as

Read More »

The Foundation of Market Segmentation – Getting Started

Segmenting is one of the foundational steps in the marketing process. It is how we determine who to cater to with our products and promotional messaging. This can be a complex process because each industry, product, or brand can have different sets of traits that are useful when determining which

Read More »

Marketing Plan for a Small Business – A Sample

When presenting a marketing plan to a prospective client, what you include has a lot to do with the type of business that they have and the marketing infrastructure they already have in place. The smaller the business, the more likely it is that they have no marketing plan at

Read More »

Global Branding – Tips and Guidelines

Branding techniques are determined by an extensive list of factors. Weighing all these factors together is a balancing act on the best of days, but becomes even more delicate when the branding process is done on a global scale. Geographical factors bring with them their own set of considerations. When

Read More »
Categories