Marketing
Make Podcasting Part of Your B2B Strategy
Podcasting has been a popular marketing tactic for several years now. According to Edison Research, 30 percent of Americans listen to podcasts. Its low cost and simplicity can help any digital advertising campaign. But before you take the plunge, it’s important plan your podcasting strategy. When to start a podcast The best time to implement…
Read MoreAd Blocking: The Challenge for Marketers
One of the most formidable challenges for marketers today and the foreseeable future is ad blocking. Digital media has been creating what may be described as a resentful customer experience for users. Few of us want to be interrupted by an ad that blocks the screen when viewing desired content. There is no doubt ad…
Read MoreMobile as the Medium
Last week, as I stood on a New York City subway while it was barreling downtown, it occurred to me how each and every person within sight was staring at, listening to or tapping on their mobile device. To those of us centered in marketing, it is no secret that mobile is a major disruption…
Read MoreIn-House or Outside Advertising Agency?
The choice to produce your own advertising program or hire an outside agency will depend on many things – and every organization has its own needs. In either case, you’ll never go wrong if you work with passionate, dedicated and creative people. For at least one generation of business, companies have struggled with the question…
Read MoreMarketing Automation – The Fastest Growing Discipline in Corporate Marketing
It’s no surprise that today’s digital technology combined with sophisticated database management is resulting in a rapidly new growing field known as marketing automation. The two are actually a perfect fit when it comes to building leads and growing sales for the C-suite. Technology allows us to capture more and more information about our brand…
Read MoreWhy Use Social Media for B2B Marketing?
Digital Changes Everything. It is evident that the advent and continuous growth of social media platforms has increased the number of sources that consumers employ in making decisions. It’s had a disruptive effect on purchasing behaviors. Retail websites, rating services, online forums, social sites, peer reviews and blogs are all sources used by consumers to…
Read MoreSo, You Think You Know B2B Marketing?
For most of my professional life I’ve been engaged in B2B and B2C advertising and marketing, on both the client and agency sides of the equation. We’re talking way more than a couple of decades here. I can remember back to when B2B was called “industrial” advertising, and the height of creativity was to put…
Read MoreClosing the Digital Divide
[imageframe lightbox=”no” style_type=”none” bordercolor=”” bordersize=”0px” stylecolor=”” align=”right” animation_type=”0″ animation_direction=”down” animation_speed=”0.1″ class=”” id=””][/imageframe] Full disclosure: I am a Baby Boomer. A first-year Boomer actually: born in 1946 (you do the math, it only depresses me). Consequently, I’m not as comfortable with online shopping as, say, my 31-year-old youngest son, who gets treated by Amazon the way…
Read MoreMaximizing Return On Your Trade Show Exhibit
For many industrial marketers, trade shows are the biggest outreach to customers and prospects, representing the largest single commitment of marketing dollars and manpower. But getting attention and drawing visitors is a huge challenge, especially for smaller companies without the deep pockets to take enormous space filled with glitzy displays and crowd-drawing celebrities. The results…
Read MoreMarketing in the Post-industrial Age – 3D Printing
There’s a quiet revolution going on. Some see it as a third industrial revolution. The first gave us steam power, factories and railroads. The second brought new sources of power, new materials and the assembly line. The essence of both was mass production; the new industrial revolution turns that concept upside down. In the process…
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