Tweet It can be an overwhelming task for a marketer trying to pick an advertising agency. There are no hard and fast rules, but here are some general guidelines to help you along the way: 1. Do your homework Research your options online and via trade publications, that is an easy first step. But also [...]
Category > Traditional Media
7 Business Goals of Content Marketing: Inbound Marketing Isn’t Enough
Tweet Originally published by the Content Marketing Institute, and Written by Joe Pulizzi. This post was written with the assistance of my co-author for Managing Content Marketing and lead strategist for the Content Marketing Institute, Robert Rose. Thanks Robert! I’m tired… tired of the large amount of destructive posts about content marketing that are [...]
How to Test Advertising Effectiveness
Tweet 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 [...]
The Changing B2B Marketing Mix
Tweet Business-to-business marketing is changing rapidly. The marketing mix is evolving, in a good way. There are many reasons for this metamorphosis. First, business-to-business buyers (like consumers) increasingly use the Internet for sourcing and selecting products and services. Therefore search optimization becomes more important than ever. Internet search engine optimization (SEO) and social media both [...]
What is Your Marketing GPA?
Tweet Free Grading Service Now Available! A new marketing grading service is available that measures company or brand marketing performance on a 4.0 grade point average scale similar to education, and then issues a Marketing Report Card. The free Marketing GPA™/Marketing Report Card™ service grades five (5) categories including: brand execution, marketing programs, Internet marketing, [...]
The Newest Rules of PR: Distribution Options
Tweet (PUBLICITY: PART 2 of 2) Per the prior post, the popularity and use of free publicity historically increases when the economy tanks. In the midst of this seemingly extended downturn, PR is certainly gaining priority in the construction marketing mix. At the same time, PR is changing significantly. So how can you refine your [...]
PR Has Changed. Have You Changed Your PR?
Tweet ( PUBLICITY: PART 1 of 2) The popularity and use of free publicity historically increases when the economy tanks. In the midst of this seemingly extended downturn, PR is certainly gaining priority in the business-to-business marketing mix. At the same time, PR is changing significantly. So how can you refine your PR to realize [...]
Ugly Little Ads that Sell: How to Make a Smaller Ad Pull Better Than a Bigger One
Tweet 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 [...]
6 Database Marketing Strategies
Tweet Despite high interest in database marketing (DBM), many marketers still have not implemented DBM. One of the reasons for this is a lack of practical information. Depending on your objectives, you should consider one or more DBM strategies including: 1. Segmentation 2. New Customer Acquisition 3. Customer Penetration 4. Customer Retention 5. Marketing Intelligence [...]
Traditional Marketing Reigns Supreme for Sales Results
Tweet No question Social Media or Social Marketing is the marketing topic du jour. And while the benefits of Social to B2B marketers are becoming more obvious, traditional marketing still delivers measurable sales. For many marketers, the website is the foundation of marketing activity. Integrated with social media, websites become even more potent a marketing [...]
