iEntry 10th Anniversary Business Networking Tips

Why you should merge your traditional and digital marketing work

November 24th, 2015

In small companies, this is not an issue that ever comes up–traditional marketing, digital marketing, and possibly cleaning the break room are all merged–that’s Victor’s job. But at big companies, the kind that I work with, folks continue to wrestle with whether the old-style marketing organizations ought to be merged with the new cool digital folks.

Traditional marketing goes by different names in different places–many B2B companies have Marketing Communications (MarCom) and Event Marketing groups, while B2C companies often have Advertising (often through an agency) or Direct Mail teams. But the issue is the same. Do we take the people doing the old-fashioned work and group them with the newfangled social/search/local/mobile mavens?

The companies that I have seen go the merger route seem happier to me than the silo proponents. Here is what they have told me happens after they merge:

  • Skills transfer. Every marketing organization is dealing with the tremendous change in skills required, so merging the groups and actually moving people’s responsibilities around can only help grow the overall skills of the organization.
  • Better analytics. Digital can be measured much more easily than traditional, but when you merge the organizations, you can run tests in digital that inform your budget and creative decisions on traditional.
  • Better focus. If you aren’t dividing the team between traditional and digital, that allows you to organize around more interesting splits, such as geographic or product lines or market segments or something else that makes sense for your business.

None of these benefits accrue to companies that adhere to the status quo of traditional-digital divide. Merge your organization and start making real money.

Necessary Skills For Modern Marketers

October 20th, 2015

Recently I gave a goals, vision, mission presentation internally at our agency and an important part of it centered around the marketing skills needed individually and collectively to reach our goals.

The basic analysis of the published skills of our own team in preparation for my presentation revealed we have a collective 700+ skills listed across nearly 30 marketers. While that is quite a robust array of skills, it is my belief that we can always do better.

The fast pace and changing nature of our industry is not for the faint of heart or for those that subscribe to mediocrity. What seemed advanced in marketing skills a few years ago has become 101 level today. Continue Reading »

The most important part of online video happens before you turn the camera on.

September 22nd, 2015

Regardless if you are new to online business video production or a pro, if you use a professional video production services company or create video content in-house, the most important part of business video production is everything that happens before the actual production.

Companies of all sizes are realizing that video production for their business is an important part of their marketing communication and sales mix because business decision makers would rather watch video than read text. These companies also realize that a well thought out business sales or marketing video can communicate more in a shorter amount of time than text. Continue Reading »

Open the Floodgates: The Case for Investing MORE in Web Marketing

August 25th, 2015

This may come across as a completely self-serving comment, but I have found that most businesses under-invest in web marketing. And I’m not just talking about local companies that struggle to come up with any marketing budget at all. My agency, Pole Position Marketing, has worked with businesses of all sizes, and we have found that even large companies that have money to throw around under-invest just as much as the small guys.

The value of web marketing is in the ROI. It’s not enough to break even. You want to increase your revenue in multiples over what you’re investing–all while maintaining a nice profit! If the ROI isn’t there or comes slower than the business hopes (or often needs) then, the inevitable result is the plug getting pulled. Continue Reading »

How To Make Your Facebook Marketing More Cost Effective?

August 11th, 2015

When you promote a Facebook post, do you do so to people who have already liked your Page or to people who have yet to do so? Some mix of the two? You might be interested to know that unless your ultimate goal is just to get more Facebook fans, you’re probably better off promoting to people who have already liked your Page. Continue Reading »

Instagram Will Make Advertising Available Through An Ads API

August 4th, 2015

In June, Instagram announced it would make advertising available through an Ads API and Facebook ad buying interfaces in the ensuing months, in an effort to open up ads to businesses of all sizes. It said it would open API access to a select group of Facebook Marketing Partners and agencies first, and would expand it globally throughout the year. Continue Reading »

Marketers Should Be Interested In Instagram Incorporating Search

July 28th, 2015

In 2013, boasting a little under 100 million users, Instagram finally decided to pay some attention to its web presence. The social network updated its barebones website to finally offer the ability to browse your feed. Before that, Instagram on the web only allowed you to look at user profiles and like photos. Since then, it’s been adding more and more features to the web. Continue Reading »


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