Archive for the ‘Marketing communications programs’ Category
Friday, August 13th, 2010
Last night, 50 Wharton alums gathered in downtown Boston to hear Professor Peter Fader speak about “The Paradoxes of Interactive Media”. Of special interest were Dr. Fader’s comments on how target marketing has changed. His message: when profiling your most promising prospects, focus on differences in behavior rather than demographics.
To illustrate his point, Dr. Fader looked at the data underlying a study that concluded that Hispanics were more likely to purchase DVDs than Caucasians. He began by acknowledging that the conclusion was accurate–but not particularly useful.
Lies, Damned Lies, and Statistics
Tags: Boston, demographics, market segmentation, market segments, marketing campaigns, purchasing behavior, target marketing, trigger events, Wharton
Posted in Buying process model, How to, Internet marketing, market intelligence, Marketing communications programs, Marketing strategy | No Comments »
Thursday, July 15th, 2010
Lee Odden, a recognized expert in the areas of search and social media, recently ran the 2010 Digital Marketing Poll on the TopRank Online Marketing Blog. The poll, presumably directed at marketers, asks: “What 3 online marketing channels & tactics will you emphasize in 2011?” 
TopRank used Twitter to promote the poll–and did so on multiple occasions. Presumably, a lot of people received notice of the poll: @TopRank has 6061 followers, the update was retweeted 262 times, “liked” by 45, and likely got additional visibility through other social sharing media*.
How Odden attracted responses
Tags: 2010, @TopRank, content marketing, conversion rates, digital marketing, direct response campaign, engagement, Lee Odden, marketing channels, marketing tactics, mobile, online marketing, response rates, search, social media, targeted audience, Top 10, Top Rank Online Marketing Blog
Posted in Internet marketing, Marketing communications programs, Marketing strategy, social media, social media marketing, Uncategorized | No Comments »
Monday, June 14th, 2010
In today’s guest post, fellow Wharton alum , Craig James, offers tips for leveraging Linked In to generate sales. Craig is the founder of Sales Solutions, a sales productivity improvement business located in suburban Boston. Contact him directly toll-free at 877-862-8631, or by e-mail at craig@sales-solutions.biz
Sales people and others responsible generating business for their organizations will find LinkedIn a valuable tool. Unlike sites such as Facebook and MySpace, LinkedIn tends to attract those looking to develop business relationships, as opposed to friendships.
Tags: "premium LinkedIn", "sales results", Boston, LinkedIn, LinkedIn applications, Marketing, Marketing consultant, marketing materials, personal brand, sales, sales presentation, sales productivity, targeted message, thought leadership, top of mind, trusted advisor, value, Wharton
Posted in How to, Internet marketing, Marketing communications programs, social media, social media marketing | 2 Comments »
Tuesday, May 25th, 2010
As a marketing consultant, I attend a lot of marketing seminars and marketing conferences to stay current with my craft. Today, the buzz there is all about online marketing.
Typical topics include content strategy, search engine optimization (SEO), social media, inbound marketing, marketing automation, and of course email marketing. Spending in all of these areas is up–often at the expense of conventional advertising and PR.
There are several trends driving this transition. One is that prospects are moving online so the marketers that wish to reach them must also move online. Another is that advances in marketing technology have made it relatively easy for non-professionals to produce content that attracts and engages their audiences.
This is a preview of
Will marketing consultants and agencies switch places with in-house staff in a digital world?
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Read the full post (317 words, 2 images, estimated 1:16 mins reading time)
Tags: analytics, branding, content, content strategy, demand generation, email marketing, inbound marketing, marketing automation, Marketing consultant, marketing strategies, marketing techology, measurable, online marketing, search engine optimization, SEO, social media
Posted in Internet marketing, Marketing communications programs, Marketing strategy, social media, social media marketing | 6 Comments »
Thursday, May 6th, 2010
So much to learn, so little time–which is why I was thrilled to have the opportunity to meet and learn from hundreds of other marketing professionals this week at Marketing Profs B2B forum. What’s more we had a lot of fun and left with a lot of ideas that many of us are already putting into action.
B2B digital marketing best practices
Over two jam-packed days, we heard about best practices in areas like search engine optimization (SEO), content strategy, lead generation and lead nurturing, and social media. We learned about what’s worked, what hasn’t, and why from Marketing VPs that have been there, tried that.
This is a preview of
B2B marketing insights and tips compliments of MarketingProfs
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Read the full post (1256 words, 2 images, estimated 5:01 mins reading time)
Tags: B2B, B2B mobile, best practices, blogging for business, call for action, campaign ROI, content strategy, conversion, digital marketing, Google URL Builder, Google's webmaster tools, landing pages, lead generation, lead nurturing, Marketing VPs, qualified leads, recommended WordPress plugins, search engine optimization, SEO, Sepaton, site maps, social media, target market, URL Shortening tools
Posted in How to, Internet marketing, Marketing communications programs, Marketing strategy, social media, social media marketing | 1 Comment »
Monday, January 18th, 2010
Most B2B companies are just beginning to dip their toe in the social media marketing waters. Consequently, I was delighted when Alan Belniak, the newly appointed Director of Social Media Marketing at Parametric Technology Corporation (PTC) agreed to an interview about how his company is approaching social media and why.
My questions appear in bold followed by his answers. Here’s what he had to say:
Why did PTC create your position?
Tags: B2B, brand, content, conversation, engagement, listening tools, measures, metrics, online social networking, research, ROI, social media, social media marketing, strategy
Posted in Marketing communications programs, Marketing strategy, social media, social media marketing | 2 Comments »
Wednesday, December 30th, 2009
A quick search on Google indicates that surveys about business-to-business (B2B) marketing priorities tend to concentrate on tactics–rather than strategy. They also tend to focus on investments in various types of promotional activities, rather than the greater marketing picture. As for strategy, at least one survey seems to indicate that in a tight economy, B2B companies rank demand generation first and then raising awareness.
What happened to the focus on the customer?
The irony is that gaining deeper insights into customer, or prospect needs, rarely shows up as a priority, let alone a high priority. Why not?
Tags: B2B marketing, customer case studies, customer intimacy, demand generation, lead gen, listening tools, marketing priorities, marketing research, sales, sales enablement, social communities, social media, surveys, usability testing, win/loss
Posted in Buying process model, Internet marketing, Marketing communications programs, Marketing strategy, social media | 2 Comments »
Tuesday, November 24th, 2009
Last summer, Robert DeSimone of MediComm Consultants, Inc., a colleague from the Medical Development Group, mentioned that several of his clients had inquired about social media. Recognizing that medical device companies face special marketing challenges because they are regulated by the FDA, we decided to go right to the source. Here’s what we learned:
Is social media part of the medical device marketing mix?
Our primary objective was to learn whether and how medical device companies are using social media to communicate with prospects and customers, and the effect that FDA regulation or the lack thereof, is having on these activities.
Tags: marketing communications, marketing mix, measurement, medical development, medical device, press releases, qualitative research, social communities, social media, survey
Posted in health care, Marketing communications programs, social media, social media marketing | 5 Comments »
Friday, August 7th, 2009
One of my clients, a membership organization, is facing a challenging problem. The Board would like to recruit younger members to ensure that the organization continues.
One of the issues our team has been trying to address is, “How do you attract and retain new community members—when these prospective members start out with little in common with current members?”
Luckily for me, I attended a social media breakfast in Boston(#15) this morning. There, Communispace CEO, Diane Hessan, was the last speaker at an event entitled “SMB15: The Power and Peril of Online Communities.
This is a preview of
Social Media Breakfast (SMB15) serves up great insights and recommendations
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Read the full post (1334 words, 7 images, estimated 5:20 mins reading time)
Tags: campaign, Communispace, community manager, community members, Community Roundtable, health care, health care providers, healthcare, listening strategy, LiveWorld, Marketing strategy, marketing tactic, medical device companies, membership organizations, on-line communities, online communities, online community, SMB15, social community, social media, social media breakfast, social media communications, Twitter
Posted in Marketing communications programs, Marketing strategy, social media, social media marketing | 2 Comments »
Tuesday, October 7th, 2008
Let me ask you a question. Are you missing out on business opportunities because prospective clients either don’t know about all of your services—or don’t fully recognize the value that you could deliver to their businesses?
Would these companies be more likely to buy if they knew how others have benefited from your services? If so, maybe it’s time to tell them.
Better yet, let your current clients do the talking. But, make it easy for them to share their experiences with a wide audience—rather than just telling those they know who are in similar circumstances.
This is a preview of
Customer case studies: Let your customers do the talking
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Read the full post (798 words, 1 image, estimated 3:12 mins reading time)
Tags: Client case studies, client satisfaction, client success stories, clients' requirements, customer case studies, marketing tools, newsletter, perception of value, prospective clients, referrals, remove obstacles to the sale, sales collateral, sales cycle, shorten the sales cycle, web traffic
Posted in Marketing communications programs | 4 Comments »
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