Brands seek to reach consumers in a new way at #SXSW. How marketing and music can work together to drive customer interaction.
You might think digital marketing is already “mainstream,” but the bulk of marketing budgets still goes toward offline activities such as trade shows, radio, TV, and direct mail. According to a research study conducted in Australia and New Zealand, around 61% of marketing budgets is still spent on offline activities.
Sales and marketing should go together like peanut butter and jelly. Unfortunately, many organizations experience friction between these two areas, especially when it comes to meeting goals and hitting sales numbers. Sales tends to blame marketing for lack of sales support and successful advertising campaigns, while marketing becomes frustrated with sales….
Marketers come from a wide variety of backgrounds. But there’s one common unifying skill that separates the best marketers from the rest of the pack. Ultimately, geat marketers see the trends and adjust their efforts accordingly while maintaining an approach rooted in fundamental marketing theory.
During last week’s LIMRA-LOMA Social Media Conference, one of the key points that keynote speaker Gary Vaynerchuk made was that marketers & salespeople ruin everything. By everything, Vaynerchuk is referring to the dynamics of a marketing channel, and that channels lose their cool factor once they are discovered by marketers & salespeople. Does history support his viewpoint?
In March, I wrote about the advertising trust gap and how companies can work to bridge it. More data has come up this week indicating a significant gap in the way that consumers perceive advertising vs. the way businesses think that consumers perceive advertising. Survey data from Nielsen indicates that businesses believe that 43% consumers believe the contents of advertising “Most of the Time”. Only 14% consumers say that they believe advertising “Most of the Time”. That’s a significant gap, but I wouldn’t necessarily take it at face value because it is a word based statistic and not an action Read More
News this week emerged that FINRA will be closely examining social media profiles of certain financial advisors. When stories like this come out, it is a great reminder of the nature of a highly regulated industries like financial services and insurance. Thoughts of brand compliance permeate an organization more deeply during times likes these, but the subject is often on the minds of many individuals in financial services companies at all times. There are definitely steps that organizations in financial services can take to mitigate brand compliance risks. FINRA fines grew by approximately 15% in 2012. Advertising related fines were Read More
CMO.com recently featured an article about why CMO’s are not good at selling the concept of brand awareness. On the surface, this seems almost incomprehensible to me, as it is a basic fundamental truth of marketing that brand awareness is the first step to inducing purchase. However, this notion makes sense in the context of CMO’s selling brand awareness initiatives to the CEO. Typically, a CEO will ask how much a brand awareness campaign is going to cost and what is going to be its impact on sales. Impact on sales is often considered only with a short term time Read More
Software Advice, a free resource for hotel management systems, recently featured an article about what hotel brands can do to get more bookings directly rather than getting bookings from online travel agencies. With online travel agencies, hotels have to pay commissions for each booking that the agency brings in. This idea would seem like a cost containment measure for hotel brands, and cost containment is usually something that appeals to most businesses. With summer travel season getting started and hospitality and travel being one of our key industries, it is the perfect time to discuss this topic. A number of Read More
This is a hot button issue amongst marketers today. AdAge reported in March that Coca-Cola announced that it found no statistically significant short term impact on sales based on social media buzz. Eventually, Wendy Clark, a senior marketer from Coca-Cola, wrote a follow up piece to the AdAge story about how important social media is in the overall marketing communication mix. This week, AdAge reported that McKinsey Company released data that indicated that one of their telecom clients suffered an 8% loss in sales based upon negative sentiment in the social media space. For that company, that 8% loss in Read More