From the category archives:

Marketing Strategy

Become A Student of Social Media

Social media is about engaging. Like it or not it is about giving more than you receive. If you don’t know what your audience wants or how you can help them, then you don’t know what to give. What does that mean? It means that your efforts in social media, internet marketing and probably business in general are going to provide half the return they could if you took the time up front to know your customer, build your plan and execute.

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Let Them Eat… From the Distributed Marketing… Cake!

Distributed marketing is a powerful concept and capability allowing the corporate marketing organization to develop campaigns in support of enterprise business goals, maintain the brand’s images and messaging while enabling a local flavor to the organization’s marketing execution. When I think of Distributed Marketing, a couple things come to mind.

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CIO to the CMO – "Get Smart Fast!"

Call it “the new marketing ecosystem,” “Marketing 2.0,” or “Marketing’s New World Order.” Whatever terms used, it’s clear that CMOs need to play an increased role in the technology future of their companies and continue to evolve their tech literacy rapidly to keep up with the continually evolving technology of our current marketing environment.

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Why ROI Measurement Is So Elusive

Definitions for Marketing ROI abound, but the pressures to achieve it have increased to fever pitch across all channels and marketing specialties. Why? One reason may be that with all the new marketing technology tools―with their claims of incredible measurement capabilities blasted to your in-box daily―the real complexity of getting to ROI has become washed over. Expectations have been raised. You need to figure it out.

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Great Advertising for Next to Nothin'

Hasbro has launched an inventive new campaign for its NERF Brand that invites NERF owners to create and submit films of themselves using NERF products.

The Battle of the Ads is a web-based contest that includes social media, email marketing, and user-generated video.

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Facebook is launching the Open Graph protocol with 30 partners.

This is a really significant step for Facebook. For years we’ve been saying that FB is an open platform, but now for the first time, the likes and interests of my Facebook profile link to places that are not Facebook.com. My identity is not just defined by things on Facebook; it’s defined by things all over the Web.

World class sales? Where is marketing?

“Sales and Marketing” are often coined together in phrases and discussions, yet too often there is a disconnect with the value that marketing can and should provide to sales. Let’s get on the same page; maybe it starts with the elements that make up a world class sales AND marketing organization.

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Marketing and Sales Best practices are not good enough!

Consider how your marketing and sales organizations identify new opportunities for customer and market share growth. Most companies use macro views of the market place, deploy marketing resources to use “best practices” to create awareness and generate leads from marketing activity. Marketing then turns those leads over to sales to pursue. Meanwhile, sales has assigned a representative to cover a “territory” and the salesperson begins executing the “best practices” sales methodology to identify, qualify, pursue and close the opportunity.

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Confessions of a Wannabe Thought Leader: 5 Questions I Can’t Answer

We are scrambling to launch social media marketing initiatives so we can participate in dialogues with potential consumers who will view us as thought leaders and eventually buy our products and services. On the other hand, we are diminishing the very notion of an expert by the millions of us who are trying to do so. As you know, questions lead to more questions and now I’ve come up with 5 which I cannot answer.

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He’s Just Not That Into You: Customer Loyalty

Is your customer, he or she, that “into” the relationship they have with your company? Do they value the relationship? Are their eyes wandering over to your competition at the other table? Why should you care? You should care because if your customers feel a personal connection to your business, then they are far more likely to remain customers and will often be a rich source of referrals. There are two different types of customer loyalty and you need to measure both in order to turn loyalty into revenue.

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