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 not be the same as the content that will reach them best today.Take, for example, the (very) rough outline pictured above of a teenager’s customer journey toward deciding to get a MacBook for college. As a teenager, appearances sometimes make…

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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 what it takes to get brand communities right.But the first step should really be to understand just how this phenomenon (or strategy) affects consumers and how they, in turn, can affect the brand right back. The best way to understand…

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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 benefits most from the a casual form of social media interaction, business to business marketing is geared toward decision makers working on behalf of an entity, not on behalf of themselves. For this reason, personal appeals and entertaining interactions have somewhat…

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Maximizing Audience Attention – The Use of Consumer Involvement

When exposing your audiences to marketing content, you must first grab their attention before that content can begin to have an effect. One method of capturing your audience’s attention is by making your content easy for them to process.  There are a couple of obvious ways to achieve this, such as ensuring that your content is experienced with minimal distractions or contrasting it with competing stimuli to make it stand out. A more effective technique, however, is to make the content personally relevant to the audience. But how do we…

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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 to remember what has come before, but also because they allow us to feel connected to each other and to the human experience outside of our own. It stands to reason then, that a marketer that can wield this force…

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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 to what that piece is meant to achieve. But it can sometimes be a bit of a ‘chicken and the egg’ situation. The marketer may be running on autopilot, so used to creating and putting out content that a marketing…

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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 audience to target. To help you in the beginning stages of this process, there are three determining factors to guide your specific segmentation strategy.The first thing to keep in mind is that your target segments must be measurable. It’s not…

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The Fiesta Movement and Outsourcing Marketing through Social Media

In today’s digital age, social media can be a solid complementary tool for a marketing campaign. It can also sometimes go above and beyond to be the most useful and exponentially profitable tool in your marketing arsenal if it is wielded creatively. In 2009, Ford proved how a relatively small investment can leverage social media to bring about tremendous benefits. The Fiesta Movement was a campaign based on a simple but powerful concept; outsource the product’s promotion to the public. Ford selected 100 “agents” and gave them a Fiesta for…

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The Fiesta Movement and Outsourcing Marketing through Social Media
August Fiesta Agent Mission: Fiesta Movement agent Vanessa Villanova, some friends and her Ford Fiesta take part in a parade in New York City. (8/12/09)

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 all, relying solely on word of mouth for promotion. In these cases, the marketing plan may need to begin by helping the business owner or leadership define what their identity is as a brand. Only then can the concrete marketing…

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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 branding on a global scale, there are some helpful tips to consider throughout the process.Understand differences and similarities in the global branding landscapeEmbrace integrated marketing communicationsCultivate brand partnershipsBalance standardization and customizationBalance local and global controlLeverage brand elementsMake sure you balance…

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