I did an interview recently with a reporter who was looking for tips on email marketing effectiveness. Whenever I do this type of thing, or write bout email or Internet marketing, or even *think* about email or Internet marketing, I’m always struck with how very much the *same* online marketing is to traditional marketing. The tools may be different. The reach may be different. But the bottom line, by and large, is that the techniques Continue reading “Ramp Up Your Email Marketing Effectiveness”
Category: Advertising
Is Social Media Better Than Traditional Media?
Here’s another one of those “it depends” questions: Is social media better than traditional media? Well, it depends…
- Is television advertising better than radio?
- Billboards better than newspaper?
- Direct mail better than email marketing?
These are all “it depends” questions and, frankly, if you ever see answers to questions like these I’d recommend Continue reading “Is Social Media Better Than Traditional Media?”
Connecting Locally Through the Web
While the Internet offers the ability to reach out to audiences that are literally around the world, not all businesses on the Internet are really interested in audiences around the world–or even around the country. In fact, there are many businesses that are interested in connecting with local markets. An online discussion recently focused on whether there is a place for local marketers on the World Wide Web. I would say that Continue reading “Connecting Locally Through the Web”
How Social Media is Changing Advertising and PR
In the “old days” there was advertising and there was PR. Advertising was communication that we created about ourselves and we paid for. PR was communication that we earned through creating relationships and clever pitches to the media gatekeepers who would then share information about us on our behalf. Social media represents a new communication option that has had, and will continue to have, a marked impact on both advertising and PR. Continue reading “How Social Media is Changing Advertising and PR”
Multi-Image Brands
Typically when experts talk about brand strategy they focus on the creation of a single image or personality for the brand–creating a clear, compelling message for the market. And that approach seems to make logical sense. But, not all big brands follow that logic and I’ve often found this to be intriguing. Take Budweiser, for instance. For many years Budweiser has been a stalwart presence among SuperBowl advertisers with a variety of ads that incorporate Continue reading “Multi-Image Brands”
Are the “4 P’s” Still Relevant? I think so.
The concept of the “4 P’s” was first put forward in the 1960’s and still used in many circles today, although from time to time a new “marketing mix” will be proposed by some marketing expert to replace this classic formula. To me, the basic principles are still sound and still apply despite Continue reading “Are the “4 P’s” Still Relevant? I think so.”
What Results Are You Looking For? Do You Know Your Maximum Capacity?
I’ve recently encountered situations with clients in two very diverse industries, with two very different marketing challenges, that were both embarking on major marketing initiatives in the absence of some very important information. They hadn’t clearly identified the specific results they were looking for.
They thought they knew. In fact, when I asked them they both provided me with a lengthy explanation of what they were hoping to achieve. The trouble is that Continue reading “What Results Are You Looking For? Do You Know Your Maximum Capacity?”
Greatest Marketing Challenges Facing Businesses Today
A student asked me the other day what the greatest marketing challenges facing business today were and whether I think these challenges are different than they have been historically. That’s a great question and I’ve pondered it for a while.
Ultimately, what I decided is that Continue reading “Greatest Marketing Challenges Facing Businesses Today”
Marketing Budget Best Practices
I’ve spent most of my career working for large organizations so developing and managing budgets is second nature to me. In fact, I *like* budgets — they provide both a planning guideline and a framework against which decisions can be made. In my case, those decisions have generally been related to marketing expenditures. Given a certain organization goal, and considering past activities and their costs, how much do I think I will need during the subsequent year to meet or exceed those goals. I like looking at and considering data this way and I like having a benchmark against which I can measure effectiveness of my marketing expenditures.
But, to my surprise Continue reading “Marketing Budget Best Practices”
What’s the Difference Between Marketing, Branding, Advertising and PR and Does it Matter?
It’s a question that comes up in many venues. On Twitter and in LinkedIn groups. In business meetings. In university classes. It recently came up through a journalist who was asking for input from marketing professionals – like me: “I’m looking for experts to explain, compare and distinguish advertising vs. marketing vs. branding vs. PR.”
For those of us “in marketing” the answer is deceptively simple. Continue reading “What’s the Difference Between Marketing, Branding, Advertising and PR and Does it Matter?”