Marketing Communication Archives

Should You Outsource Your Marketing Function?

I was interviewed recently by a reporter with Inc. Magazine about the prevalence and value of outsourcing the Chief Marketing Officer (CMO) role. It’s a topic that I definitely have an opinion about–one that may seem to be at cross-purposes with my own self interests. As a marketing communication consultant I’ve actually served in the role of an “outsourced CMO” on a couple of occasions. In one instance, the client was looking for not only my assistance with current marketing efforts, but my recommendations for how they should proceed in the future — should they continue to outsource this function, or should they hire someone to handle their marketing efforts on staff?

Continue reading “Should You Outsource Your Marketing Function?”

Creating Online Communities

I assist some clients with their social media activities, including the managing of online groups–some are more successful than others. As I’ve managed and monitored their groups, dabbled with my own, and evaluated other groups I’ve noted a number of factors that seem to impact their success. Continue reading “Creating Online Communities”

What Social Media Tool Should You Use? No Easy Answers.

With so many different social media outlets to choose from, how do businesses decide which one or two they should focus their efforts on? It’s a question that many are pondering these days. The good news?

Social media decisions are no different than any other communication decisions you may have dealt with in the past. There are multiple ways that you can communicate and connect with any audience. To make the best choices you need to Continue reading “What Social Media Tool Should You Use? No Easy Answers.”

DVORAK, QWERTY, AC/DC, CD, MP3 — AND QR CODES

A writer with Ragan Communications contacted me recently for my response to an article suggesting that QR codes were “dead.” He was writing an article in response to this claim and seeking input from those with opinions to share. My response: Continue reading “DVORAK, QWERTY, AC/DC, CD, MP3 — AND QR CODES”

The Big Benefits of Traditional Direct Mail

Despite the fact that the United States Postal Service (USPS) is struggling and about to cut back on their delivery, there are some (including me) that believe that traditional direct mail still holds benefits for both marketers and consumers. In an increasingly cluttered email environment, after all, marketers will be challenged to come up with new ways to “capture eyeballs.” Traditional direct mail may hold some opportunities for a number of reasons: Continue reading “The Big Benefits of Traditional Direct Mail”

The Reports of the Death of Direct Mail Are Greatly Exaggerated

A couple of years ago I proposed a book update to one of my publishers. I had written a book on direct mail marketing back in 1992 and, obviously, things have changed quite a bit since then. Not surprisingly, as I began my research, I discovered that the direct mail landscape had changed quite a big to accommodate–and capitalize on–new media. I found that my personal belief that traditional direct mail might be seeing somewhat of a resurgence was right on. Effective marketers were beginning to seize upon the ability to communicate in a less-cluttered space. For example: Continue reading “The Reports of the Death of Direct Mail Are Greatly Exaggerated”

What to Avoid When Marketing to Women? Defining the Audience Too Broadly

Marketers often pose questions like: “What are the best practices when marketing to women?” In my opinion, that question is far too broad. Women are not a homogeneous market segment. There are a myriad of variations among them. I was recently asked this question; here’s how I responded: Continue reading “What to Avoid When Marketing to Women? Defining the Audience Too Broadly”

How to Generate Leads With a Limited Marketing Budget

In our technology-driven world, the good news for marketers is that lead generation does not have to take a huge investment. Traditional media still have a place, but the Internet and social media make it more cost-effective than ever to raise awareness, generate leads and ultimately create sales.

The process of lead generation is the same as it ever was, but Continue reading

Introduction to FourSquare

In the generation of the iPhone, Apple users are always looking for new, interesting, and most importantly, free apps to explore. Joining the popular Facebook, Twitter, and Instagram is Foursquare, a check-in app and website that makes the most of where you go. FourSquare, like many social media options is “fun,” but it’s also a practical option for businesses hoping to connect with various audiences. Continue reading “Introduction to FourSquare”

Getting #Personal: How Engaging Social Media Visitors in Conversation Can Boost Engagement

A good place to keep your clients, customers, and employees engaged is online. Interaction is key, and a critical element of keeping people engaged and interested. You can do this on social networks, blogs, emails, and websites.

Here’s an example that comes from an intern of mine, who reached out and tweeted to a company that makes an interesting Mac app. Continue reading “Getting #Personal: How Engaging Social Media Visitors in Conversation Can Boost Engagement”