What Advertising Media should you use? Media by ELM Appeal

If you are an advertiser, then you need to consider how your customer is likely to process the advertising message that you want to give them. The Media by Appeal graphic with this post is a simple way of looking at what media is best for your message

Why comparison of bids is a great B2B Marketing Opportunity

The 4th Step in the B2B Purchasing Process is comparison of bids received. This can be a great B2B Marketing Opportunity for new suppliers trying to get in .

B2B Process 2: Why does product specs/SoW feel like a rigged job description?

In Step 2 of the B2B Buying Process, the buying organization develops the Product Specifications/Scope of Work (SoW). This is the document that will be put out for request for proposals (RFP) or tenders. If you have never supplied to the buying company, and you are generally capable, you can face a sudden roadblock. That roadblock feels similar to rigged job descriptions that our dear readers have all experienced.

Why marketing is about customer value – and not social media

Ask anyone – What is marketing? And you’ll get answers like advertising, social media or mobile marketing. Others, who have taken a formal marketing class, will say 4 P’s (Product, Price, Place, Promotion). This is surprising and at the root of any marketing effort that fails or provides a less than hoped results. And as anyone who has tried to market anything has learnt – marketing results tend to disappoint. Unless, the marketer is razor focussed on the customer and their perceived value.

Happy July 4th: Why think about life after the COVID Pandemic?

Tomorrow is July 4th, 2020 the American Independence day.  July 4th is the American Independence Day and a day of hope and freedom for people.Due to the recent spike in American coronavirus cases, traditional firework displays have been cancelled in regions where there is an upsurge of cases. However, there are some options to watch fireworks  and here is a nice list of virtual fire work displays. Here is our July 4th post from 2008, in the midst of the great recession.
It’s really important to start thinking about life after the global coronavirus (COVID) pandemic…. because like the great recession, we will overcome this.  Here is why we should all be hopeful this 4th of July:

Resolve to change your web content fast in 2020’s

Why is it so hard to change your web content?
Note: Tis blog post was updated for formatting on February 10, 2021. In COVID times updating your website quickly, is even more important]

Giving Tuesday: Why Non-Profits must focus on marketing their impact

Today is Giving Tuesday, the Tuesday after Thanksgiving. It’s timely think about the impact that a non-profit is able create and communicate . With 1.5 Million non-profits in the US, it’s hard for both beneficiaries and donors to find the non-profit that will actually make a difference. Most beneficiaries are incapable (eg too sick or too poor) or unaware (eg US opiate epidemic) that there are helping hands around.

Why marketing attribution continues to be a problem

The backstory starts in the pre-internet age when sales folks were very reluctant to adopt technology because they wanted to keep their leads to themselves. After all, commissions were earned depending on who “closed” the sale. Similarly in direct mail and catalogs, the coupon code and a mailed in  order identified which mailing worked. As digital and internet marketing developed, the legacy metrics were adopted and “last click attribution” became important. If you think about it “last click” or the ad that you clicked mirrored the “sales closing” and fitted neatly with the old direct mail coupon code model. All you had to do was to put a code on the ad, email  and upon checkout just match the ad to the transaction and “Eureka” you had attributed the ad spend, specific email or ad to the purchase. 

Forever 21 : What is your strength – that customers value?

It is sad to see that Forever 21 filed for bankruptcy. Their backstory is fascinating and the 5 minute video backstory of Korean immigrants achieving the “American Dream” by Business Insider is worth watching. 
Unlike the typical sad “decline of US malls”  story and rise of “online retail” the Forever 21 story has important lessons for all businesses. It is also an eerie reminder of the the New Coke fiasco,  To recap, Coca Cola did not realize in the eighties that customers did not drink Coke for taste but  it was all about being American – a much deeper meaning.

What is 5 G? How marketers can get ready for 2020

The two biggest attractions for marketers with 5G will be:1) Mobility: With mobile use already at 3 hers 35 minutes a day in the US expectations are that mobile will surpass TV in terms of time spent in 2019. And that’s before 5G really kicks in.
2)Fast=Decrease in latency: Latency or the delay between asking and getting replies due to network speeds will vastly improve. Google will get even faster replies but also even your messaging can get faster. The day is not far away when at a restaurant you see the dessert ads on your phone even before the waiter asks at the end of your meal!

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