Advertising is one of the most expensive elements in the marketing mix, whether print, broadcast or online. And because of the fickle and subjective nature of advertising, seemingly great ideas can flop, while unexpected approaches surprise even the most experienced marketers. With all financial investment at stake, it makes sense to gain insight into customer [...]
Category > Advertising
Marketing Commodities, Now That’s An Oxymoron
Originally posted by Channel Marketing Insights, written by Anna Johnson. Experienced marketers spend years honing their skills to identify ways to differentiate their product from the competition. And as traditional differentiators like price, quality, and features become more uniform across the competition, the marketing differentiating tool becomes obsolete. The mistake that’s often made, however, [...]
3 Ways to Find a Great Marketing Agency
One of the most important decisions you can make as a marketer is finding a marketing agency to partner with that can generate great ideas, as well as manage and implement projects expertly and efficiently. And perhaps most important, help you be successful with measurable marketing results. Shouldn’t be too hard, right? After all, there [...]
Right-Sizing Your Advertising: How to Create a B2B Advertising Machine
Originally posted by The Business Marketing Institute, by Eric Gagnon We’re hearing all kinds of news about companies pulling out of their print advertising schedules, with no end in sight. At the same time, there’s a lot of happy talk out there from people in and around the B2B marketing field telling you that cutting [...]
QR Codes for Business-to-Business Marketing
QR Codes are everywhere! The hype is backed up by statistics like 14 million American’s scanned QR Codes in June, 2011 alone! (source: comScore) Clearly most of what we encounter is consumer advertising and retail applications. So what about business-to-business marketing? Are QR Codes an effective marketing vehicle? The answer is yes! And this blog [...]
LinkedIn Announces IPO: B2B Implications
Now that LinkedIn has announced it will go public we will see several implications throughout the social media and B2B world. The companies valuation of 2 billion dollars will shake the social media space, but it will not shatter it. They are the first of many Social Media power houses that are making the jump [...]
Ugly Little Ads that Sell: How to Make a Smaller Ad Pull Better Than a Bigger One
by Eric Gagnon Many agency and marketing folks often consider running only full-page ads in their B2B campaigns, under the mistaken assumption that a full page ad always makes a bigger splash than any smaller ad size. But you can run a successful lead-generation advertising program using smaller ad sizes, if you focus on highlighting [...]
Tips for Effective Taglines
Developing effective taglines is a disciplined process that melds insight with positioning strategy and creativity. So what is a tagline, and how can tagline development deliver a breakthrough? Sometimes called tags, positioning taglines, slogans, jingles, unique selling propositions or descriptors, taglines distill your corporate or brand position to a few simple and memorable words—ideally from [...]
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