February 3rd, 2015
Some B2B marketers know exactly what accounts are in their target market. What a luxury! These marketers can eliminate the old “spray and pray,” and focus all their attention and investment in a finite universe of prospects and current customers. It’s almost like mass customized selling, with maximum coverage and minimal waste. Best of all, a number of new tools and tactics are now available to do the marketing job efficiently. Continue Reading »
January 6th, 2015
If there is one thing that is dramatically clear from this week’s Consumer Electronics Show in Las Vegas, it is that the future is definitely not about mobile. Or smart televisions. Or super slim digital cameras.
Instead of these mainstream consumer gadgets, the products getting attention this week are wildly diverse … from wifi enabled “smart kettles” to “selfie hair brushes” tomood tracking wrist straps. Amidst the silliness of sometimes overly quirky products, though, is a quantifiable consumer electronics trend that is poised to eclipse the “Internet of things” and offer a huge opportunity to marketers paying attention. Continue Reading »
December 2nd, 2014
Are you asking the exact wrong question?
Recently I was speaking at an event, and somebody asked me afterwards, “Well, tell me, Jay, what companies like ours are using these same marketing tactics? Show me evidence that other companies like ours are doing this.” Continue Reading »
November 4th, 2014
Integrated Marketing often means a combination of marketing tactics as part of a specific campaign tied together with a common goal and audience. As consumers become more diverse and sophisticated in how they discover, consume and interact with digital content, it only follows that marketers correspond their efforts to provide a common (yet relevant to the channel) experience for customers.
Continue Reading »
October 14th, 2014
Marketers have a longstanding reputation as maybe not the most straightforward folks you’ve ever met. Like salespeople, marketers have been known to shade the truth just a touch. They know how to give any story just the right “spin.” You might be forgiven for taking what marketers say with a grain of salt. And the younger you are, the more likely it is that you pay almost no attention to marketing at all. At least not what you perceive as marketing. Continue Reading »
September 16th, 2014
When I was a teen, back in the 80’s – yes, I’m old – there was this bakery just off my local high street.
It was a family-owned bakery, and had a mix of fancies, pastries, bread and sweets (candy, in North America). While the goods being sold were a great mix, and kept the bakery successful, it was what the owner did to keep it that way that interested me (and probably instilled the first concept of marketing to my subconscious). Continue Reading »
August 26th, 2014
The latest feature added to Twitter’s Vine service should give marketers a new opportunity to repurpose existing video content in a fresh way. Continue Reading »