It turns out that the triple threat of being locked away in quarantine, forbidden from visiting clients in person, and being under pressure to continue to deliver sales and profits has had a seismic impact on digital transformation. The Covid-19-led paradigm shift in how customers work and buy has...
Very few businesses today rely on push marketing alone as their strategy to ultimately produce sales. Although the larger picture of inbound marketing is proving itself effective, marketers continue to debate the relative value of content marketing vs. social media marketing. But here’s the spoiler...
Do you ever feel like you’re spending money like crazy on marketing and getting little or nothing in return? If so, you might be tempted to pull the plug on marketing altogether. That would be a big mistake.
An effective marketing strategy can mean the difference between your organization’s success...
If there’s anything the last decade has taught us—and the Covid-19 pandemic has punctuated in grand fashion—it’s that businesses must get digital or they may become invisible. Branding, formerly an exercise that involved plastic signs, billboards, and newspaper print ads, has now firmly taken up...
Manufacturing businesses small and large have had their hands full with the fallout of the pandemic, and although it seems the worst of the crisis is now behind us, companies will continue to grapple with how to keep both customers and employees on board despite supply chain issues, intense...
A few weeks ago, I wrote about Seth Godin’s concept of Finding Your Who, which is all about identifying who your products are for. The Who isn’t defined by demographics but by psychographics: Their (customer) beliefs, their dreams, their desires. It’s a reminder that developing personas is so...
According to Harvard Business Review and the post-Covid CMO survey, social media marketing spending saw a 74-percent lift in 2020. In addition, traditional marketing activity was projected to decline during the same time period. Digital marketing is becoming more of a budget focus for...
Unless you are a supervillain, or hiding from the authorities, a cloak of invisibility is not necessarily a good thing. When you’re in business, and you are looking to use your digital presence to drive customers and revenue, invisibility, most definitely, is not a good thing. But if you can’t...
Simon Sinek popularized the concept of finding your why, which he defines as the purpose, cause, or belief that drives you. He states that the concept is “grounded in the tenets of the biology of human decision making.” Once you find your why, you can live in alignment with it. Truly an...
It is estimated that in 2021, the average person watches more than 100 minutes of online video every day. But is that relevant to your B2B marketing efforts?
“The vast bulk of this video consumption is marketing content,” says Maury Rogow, CEO of Rip Media Group and CMO of TheVideoBot. “Big-budget...
Marketplaces are now dominating the online sphere, which results in more unbranded searches being made by online shoppers who are looking for solutions to their queries, rather than a named-brand product. Nowadays, global brands can expect 58 percent of their searches to be unbranded, while...
In recent years, the focus and surge in e-commerce has been undeniable. There has been clear evidence of how a lack of online consideration can ultimately result in a brand’s demise, with Debenhams and Topshop just two recent examples. However, the latest moves by online giants, including Amazon,...
It is safe to say that we can drop the word “digital” from digital marketing and just call it marketing. Because we are now officially living in a digital world. In 2020, worldwide online transactions in some sectors increased by 135 percent.
B2B companies that were previously dabbling in...
Search engine optimization (SEO) has come a long way, with continued developments, advancements, and algorithm tweaks giving business owners, brand agencies, and marketing gurus more than just a digital headache.
But traditionally, SEO has been a numbers game, with ranking positions the all-...
Undeniably, the power of data is unmatched. With an abundance of data collection opportunities available online, and with an increasing number of businesses taking them, the potential and value of such information is richer than ever before. And businesses are benefiting.
Particularly where data...
Businesses are constantly looking for ways to improve both the efficiency and effectiveness of their operations. And this will only become a more important focus as we continue to navigate the complex and volatile Covid-stricken commercial climate.
Fortunately, e-commerce is thriving. Unlike...
Writing a press release is easy. Writing a great press release takes some thought. And great press releases can draw more potential customers into your sphere of influence. Fortunately, writing great marketing copy isn’t all that complicated. Include these three elements and you’re well on your way...
Marketing is all about having a clear vision. To many, that means understanding what you want to see happen, and how you plan to accomplish it.
As important as that is, however, a different and much more imperative vision must come first: the vision of your potential customers and their perception...
