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The goal of marketing is to win the hearts, minds and trust of people. If you win them over, you might win their business too. I hope you find these laws beneficial.
Posted in: Marketing Strategy, marketing strategy best practices, pittsburgh digital marketing agency
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Marketing, like ecology, is a complex ecosystem of reciprocal relationships thriving in a network of mutuality. Parts grow, interdependence begins and symbiotic relationships form. It adapts to each new season.
Great marketers are a rare breed. They are shapeshifters who play these ten crucial roles and gracefully switch between them.
Companies and institutions with out-dated or poorly executed identities need to be aware of the perception their identity has in the markets they serve.
Posted in: Brand Voice, Branding, Identity, Marketing Strategy
Most people draw a clear line between conventional marketing of products and services, and social marketing, which broadly defined applies marketing principles to change human behavior in order to improve health or benefit society. But what happens when you bring a social issue forward that almost nobody knows even exists — one that goes to the very heart of an American ideal as old as the Declaration of Independence. We hold these truths to be self-evident, that all men are created equal. True in countless respects, but not when it comes to gauging a child’s future academic success. Some children simply are born “gifted” or “talented” — and that wealth of talent spreads equally across all segments of the American population, regardless of race, religion, geography or family income. Researchers count about 3.4 million academically gifted American school children in grades K-12 who happen also to be poor. Here is where the story gets interesting. Year after year, grade after … Continue reading
What are the key ingredients of marketing success in 2014?
Posted in: Marketing Strategy, newsletter
I love ROI. You can probably tell from my Twitter handle: @LuvROI. Yet, we marketers don’t often push our metrics far enough to effectively measure ROI. I’m not talking about impressions, frequency, clicks and other traditional campaign measurements. Not at all. Rather, we should view marketing outcomes through the same revenue-focused lens used by senior management in any organization. Digital, social and mobile media (with related analytics) offer increasing opportunities to measure what’s really important to Boards, CEOs, CFOs and other senior executives. Sample Revenue Metrics Number/percentage of new prospects generated online? How engaged are prospects (using blogs, galleries, video, mobile apps, social sites and other measurements)? Percent increase/decrease? Number/percent increase/decrease in gifts made via web? Mobile? Social? Number/percent increase/decrease in average size of gift made via web? Mobile? Social? All this, and more, is possible… When I was a client of Elliance, one of the simplest (but most meaningful) things I ever did was share the “Hottest Prospects” reports … Continue reading
Posted in: Marketing Strategy, philanthropy marketing
Does higher education branding actually help prospects and parents make sound choices?
If done right, SEO will literally outlive your website. On the internet, we don’t often think of our media as having any intrinsic permanent value. News headlines are expired within minutes; tweets are gone in a flash. Blogs squabble and compete for our momentary attention before disappearing again into obscurity. Even websites rarely stand the test of time: In a survey of over 160 companies, more than one third said they had redesigned their website within the last three months. In recent years, marketers have played along. They’ve taken to social media and “#hashtag” campaigns, with performance measured in durations of days or hours. They’ve pushed press releases onto the digital wires, to watch traffic spike for a day or two at best. An occasional campaign may outlast expectations — a viral video might last a few weeks before falling out of fashion — but then it’s back to the drawing board for another short-lived campaign push. Search engine optimization … Continue reading
Posted in: Marketing Strategy, ROI, Search Marketing
During these times when consumers tend to ignore billboard ads, block telemarketing calls, and fast forward through television commercials, inbound marketing is a hot topic. Tactics typically categorized as inbound marketing are ones that encourage interested prospective customers to come to you, as opposed to simply purchasing their attention through advertising and other methods of pushing out marketing and sales communication. Inbound marketing tactics include activities like blogging, search marketing, social media, and content marketing (producing videos, creating infographics, writing articles, etc.). While both inbound and outbound marketing certainly have their merits, the benefits of incorporating inbound marketing strategies into your long-term plan are unmistakable. According to a 2012 Hubspot report, “inbound marketing-dominated organizations experience a 61% lower cost per lead than outbound marketing-dominated organizations.” While a lower-cost outcome might not be surprising for organizations that don’t spend as much on traditional, costly tactics like advertising and direct mail, what is interesting is how strong the leads turn out to … Continue reading
Posted in: Marketing Strategy, Search Marketing, Social Media