Back in October, 2009, I proposed an article on “Do You Really Need a Web Site” to some editors I work with, but the idea didn’t really seem to have traction. Today, though, it’s a topic I hear people talking about more and more, with Continue reading “Do You Really Need a Web Site?”
Tag: Marketing
Measuring Marketing Effectiveness – Yes You Can!
My contribution on “Measuring Marketing Communication” is included as a chapter in IABC’s (International Association of Business Communicators) recently released book The IABC Handbook of Organizational Communication. It’s a great book (even if I do say so myself!), with contributions from a wide range of communication experts on topics including how to manage communications, internal communication, public relations and marketing communications.
I particularly enjoyed Continue reading “Measuring Marketing Effectiveness – Yes You Can!”
Majority of Worldwide CEOs Not Active Online
A recent study by Weber Shandwick found that 64 percent of CEOs from the world’s largest comanies are not engaging online with external stakeholders. Most telling is that less than 10 percent Continue reading “Majority of Worldwide CEOs Not Active Online”
Common Marketing Research Mistakes
I was interviewed recently by a major business publication about common marketing research mistakes that businesses make. As someone who has been involved in marketing research – conducting research, contracting with vendors to conduct research, writing about and teaching market research courses – I was able to share a number of examples of things I’ve seen (and sometimes that I’ve done myself!). Continue reading “Common Marketing Research Mistakes”
Social Media and Marketing Synonymous? I Don’t Think So!
“Social media and marketing have become synonymous over the years.” – Brian Solis
I recently read this comment on the blog of a very prominent social media guru, and it made me cringe. Continue reading “Social Media and Marketing Synonymous? I Don’t Think So!”
What Makes Information Worth Paying For? An “Aha!” Moment!
I just finished a complicated, but very interesting, article for an information industry publication about security and identity issues for content owners. Once I was able to get past all of the confusing terminology and “IT-speak” (which took me several interviews and multiple reviews and re-reviews of my notes, not to mention “sleeping on it” for several nights…) some key themes began to emerge. Ultimately (I think…) I pulled together an article that effectively sums up both the challenges and opportunities facing content owners today. There are two “big questions” from the content owners’ perspective: Continue reading “What Makes Information Worth Paying For? An “Aha!” Moment!”
The Value of an ELetter or Newsletter
| During a recent conversation with a client, while talking about her new web site and ways to use the site to interact more with prospects and clients, she recalled that I had recommended an eletter at one point. But, she admitted that she really didn’t see the value of using a tool like that for her audience (and that may well be true given her communication goals and specific market). Still, the conversation made me reflect on all of the reasons that I feel that eletters (or even the old, traditional, print newsletter) can be very useful communication tools for marketers and why it’s worth the bother to create one on a regular basis. Continue reading “The Value of an ELetter or Newsletter” |
What Advertising Images Go Best With Your Product?
Does a talking fish make you thirsty for iced tea with citrus? Lipton’s marketers must think it does – their TV ad shows a weary woman shopping at the market. It’s part of their “Drink on the Bright Side” campaign. She pulls a Lipton gree tea with citrus from her bag and, as she takes
Continue reading “What Advertising Images Go Best With Your Product?”
Should PR Report to Marketing? Vice Versa? Who Cares?
There is an interesting discussion raging (and I do mean raging!) on one of the LinkedIn groups I’m involved in – Network of PR Professionals. It all started with this post:
“Have observed/noticed in many cases Marketing wants PR to be part of their function/department…However as PR ( External and Internal) is developing, it needs to have a separate identity of it own.”
This comment was almost immediately followed by Continue reading “Should PR Report to Marketing? Vice Versa? Who Cares?”
Twitter Contests: Waste of Time or Opportunity to Engage With Followers?
At this point, it is safe to say that just about everybody has at least heard of Twitter, if they don’t already have accounts set up. Attracting followers is generally the first objective of anyone who establishes a Twitter account. Followers represent a core group of individuals – or organizations – interested in what you have to say. Once followers have been established, the next goal is connecting with and building relationships with those followers.
This is where contests come in. Continue reading “Twitter Contests: Waste of Time or Opportunity to Engage With Followers?”