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6 Unappealing Content Marketing Practices

by Mandi Rogier @ CopyPressed

Content marketing is a sticky area that has a variety of different content marketing practices to choose from. Search engine algorithms change so fast that the very tactics that were boosting[...]

The post 6 Unappealing Content Marketing Practices appeared first on CopyPressed.

Great Marketing Can Transform the Aftermarket Service Industry; Here's Why

Great Marketing Can Transform the Aftermarket Service Industry; Here's Why

by Katie Martell @ THE BLOG -

I believe great marketing can transform aftermarket service products.

This past week in Chicago, I had the chance to speak at The Service Council’s Smarter Services Symposium (whose eponym pays no respect to anyone with a lisp), a gathering of executives responsible for service products - aftermarket purchases - such as service warranties, contracts, parts, and more. 

My discussion focused on addressing one of the biggest challenges facing service executives - service marketing.

The emerging role of aftermarket services.

This service function is facing a period of immense change (what department isn’t?) 

The days of field service, parts operations, call centers etc. as a cost center which is solely the result of a product sale are nearing their end. Today, there’s a growing idea that there should be revenue driven from a service business. 

This department no doubt faces a perception problem - something we can empathize with in marketing - one that limits it to a “cost center” vs “profit driver.” 

The reality is, this function can drive tremendous strategic value within the organizations it serves. (TSC found this year that 92% of Champion organizations consider service to be a competitive differentiator compared to 42% of the entire community.) 

Sure, NPS will increase and CSAT scores will improve, but I’m talking about cold, hard cash. 

Training, installation, and consulting offer another method by which to exceed customer expectations and differentiate the organization. With many companies now looking for an advantage in competitive markets, aftermarket services can offer an edge - one that is sustainable, high-margin, and low-risk. 

One McKinsey analysis across 30 industries showed that average earnings-before-interest-and-taxes (EBIT) margin for aftermarket services was 25 percent, compared to 10 percent for new equipment.

Summarized succinctly in One HBR article

“Being on par with your rivals in performance, price, and quality gets you into the game; after-sales services can win you the game.” 

 

A massive opportunity to shift perception.

Historically, these after-sales services have been seen as a burden, not an opportunity.

I recently spoke to the fabulous Claudine Bianchi, CMO of ClickSoftware, who markets to service executives. She described this perception challenge, saying, "many executives still don’t look at customer satisfaction in terms of the valuation it can have on a company."

In the aforementioned HBR article, its authors revealed many “perceive after-sales services to be a necessary evil… like taxes.” 

Ouch. 

This problem of reputation is due in part to the legacy of services businesses. Seen as a reactive team, many demonstrate their success on the basis of solving a customer's problem - historically measuring (if at all) impact in terms of customer satisfaction. 

That’s a really limiting way of demonstrating value, when the true potential of this team lies in a term well-adopted by marketers - Customer Lifetime Value. In this case, Service Executives should focus on the aftermarket lifetime value of their customers. 

For some industries (gas turbines, helicopters, data storage) the aftermarket lifetime value of a customer can be 40-75% of the initial sales price of the product. In others, it can be 5x more. See more in this detailed benchmarking study by McKinsey.

Talk about leaving money on the table. 

A fundamental switch from reactive to proactive.

To achieve these kinds of growth potentials, Service Executives need to switch from their reactive nature to a proactive culture. 

This was the crux of my recommendations at TSC's event, and I leveraged their own data to make this point.

  • 58% of champions frequently educate customers on products/services compared to 17% of the entire community. 
  • 91% of champions consider it a priority to increase the coverage of their installed based, compared to only 50% of the community. 

Proactive Services Marketing is an enormous opportunity for services teams to dramatically improve their perception by unlocking the value of their aftermarket services.

ServiceMax (another vendor in this space) found that proactive selling can increase revenues by up to 160% within a year.

 

Does the future of aftermarket services depend on marketing?

Maybe.

I think the way to look at it is that we are in this together. 

Marketing is increasingly responsible for the customer experience, of which post-sale is certainly part. We are seeking differentiation in competitive markets, and are held accountable for more and more revenue. The insights gleaned from the front lines of field service technicians can be a gold mine for improving our customer understanding and intelligence. A feedback loop between our teams can help us to tailor products and messaging accordingly.

Marketing needs the aftermarket services function. 

Services, on the flip side, should consider marketing to be an important ally in the business. We can drive growth with engagement marketing that earns trust and compels buyers to take part in services programs. We can leverage your incredible amount of data coming from IoT and connected devices to better segment and personalize our efforts. We can help build the foundation for a cohesive customer experience by helping to integrate service data with sales and marketing systems so that each touchpoint is… the magic word... consistent. We can help to segment customers by their role in the buying committee, or by their specific need based on their usage or product history. 

Marketing can maximize the potential of services, and in turn, drive more impact in our organizations. This is truly a win win. 

And, while we can be your best ally, we can be your worst enemy. “The best service intentions can be derailed by poor sales and marketing activities.” (TSC).

Now is the time to invest in proactive service marketing.

In an informal poll of the room this week in Chicago, 50% of the audience had a dedicated team of service marketers on staff. The other half, did not. 

One attendee from an electronics company followed up with me after the show, sharing that he was the very first product marketing manager for their services department in the organization’s history. That’s 84 years without one.

The need for marketing services is here - and while many organizations aren’t there quite yet, those that win are waking up to this reality. 

Champion organizations are 2X as likely as others to have dedicated service marketers in place to support commercial business growth - TSC.

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Thank you to Sumair Datta and Aly Pinder for inviting me to this year's event, and to Claudine Bianchi of ClickSoftware for her insights.

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Every week I send out new ideas, writings, and interesting links on marketing, business, and life. It’s free & curated by me. Get on the list.

Morrisons on how staff are inspiring both its marketing and turnaround

by Thomas Hobbs @ Marketing Week

Morrisons' top marketer discusses the brand's ongoing turnaround, the Amazon deal and his expectations for Christmas.

The post Morrisons on how staff are inspiring both its marketing and turnaround appeared first on Marketing Week.

55 agencies with 120 projects enter BalCannes 2017

by Gašper @ Marketing magazin

This year’s BalCannes entries will be judged by separate panels of judges, consisting of marketers (clients), journalists and agency representatives. As every year, the best 25 campaigns will be chosen among submitted entries. Yet for the first time in BalCannes history, top 25 list will be presented by each of three juries on 22 September […]

The post 55 agencies with 120 projects enter BalCannes 2017 appeared first on Marketing magazin.

3 Tips For Retail Marketers

by Michael Walton @ CopyPressed

Retail is all about the products, right? As a retailer, you probably know that’s not even close to true. Sure, you need to sell products and make money to stay[...]

The post 3 Tips For Retail Marketers appeared first on CopyPressed.

Stereotypical TV ads ‘causing resentment’ among consumers

by Leonie Roderick @ Marketing Week

TV advertising still relies too heavily on outdated stereotypes, new research suggests.

The post Stereotypical TV ads ‘causing resentment’ among consumers appeared first on Marketing Week.

LinkedIn’s Content Vision, Stronger Connections, Dove Ad Parody

by Ritika Puri @ Dove – The Content Strategist

LinkedIn is becoming a content powerhouse, making sure to execute one core concept — the powerful junction between content, design, and great products.

The post LinkedIn’s Content Vision, Stronger Connections, Dove Ad Parody appeared first on The Content Strategist.

The Complete Guide to Launching a Successful Blog

The Complete Guide to Launching a Successful Blog

by Lauren Hooker @ Blog

People are always shocked to learn the reason Elle & Company grew exponentially in my first year of business. It wasn’t through Instagram (although social media is a fantastic marketing tool). It wasn’t through networking with the right people (although word of mouth and recommendations from trusted sources is helpful). And it definitely wasn’t through some sort of big break (although that would have definitely been nice). It was through blogging.

How Rolex Maintains Its Status as One of the Most Valuable Brands in the World

by Monique Danao @ Word-of-Mouth and Referral Marketing Blog

Rolex has a lot of history. Its watches and timepieces have been worn by the most influential icons in the world. Its been a constant companion of  world leaders, celebrities and influencers. So, it’s always been associated with status and prestige. But how has the luxury brand maintained its place at the top, for more […]

The post How Rolex Maintains Its Status as One of the Most Valuable Brands in the World appeared first on Word-of-Mouth and Referral Marketing Blog.

Deliciously Ella on her ‘unusual’ approach to marketing

by Michael Barnett @ Marketing Week

Food writer and entrepreneur Ella Mills started Deliciously Ella back in 2012, and it has since grown into a multimillion pound brand. Here she shares the secrets to her success and the role marketing has played.

The post Deliciously Ella on her ‘unusual’ approach to marketing appeared first on Marketing Week.

3 Tips for Creating a More Effective Email Campaign

by burkhart @ Burkhart Marketing & Advertising

There are plenty of different online marketing avenues available for businesses today. They range from pay-per-click search ads to social media posts to email campaigns. Email campaigns…

The post 3 Tips for Creating a More Effective Email Campaign appeared first on Burkhart Marketing & Advertising.

4 Essentials of Startup Branding from The Ad Club’s 2017 Brandathon

4 Essentials of Startup Branding from The Ad Club’s 2017 Brandathon

by Katie Martell @ THE BLOG -

What happens when ten Boston-area startups meet ten of Boston’s best creative agencies?

 

Brandathon, that’s what.

 

The Ad Club President Kathy Kiely admitted in her opening, “we’re not supposed to pick favorites… but this is our favorite event.”

 

And I totally get it.

 

This event checks every box. It’s a pure celebration of the sheer work that goes into brand building, the creativity behind well-loved marketing ideas, and the strategy and research required to deliver a message that is both relevant and remarkable.

 

But, perhaps the most entertaining piece of this evening is the art of the agency pitch.

 

Imagine if Don Draper had access to Photoshop and embedded .gifs in PowerPoint slides. Then, add puns. Brandathon’s audience is given front-row access to see the type of performances that win these agencies global name-brand accounts. A truly remarkable experience.

 

This annual Ad Club event (now in its fourth year) includes 10 marketing teams who work for 72 hours to develop a new brand for 10 of Boston’s most promising startups.

 

It’s a coveted position to be in, as evidenced by the swell of applicants this year. 150 companies applied for ten spots. These startups, many lacking dedicated marketing resources of their own, know the competitive advantage of a strong and well-conceived brand.

 

For example, a 2016 Brandathon startup Tranquilo took the new branding work developed by 36creative all the way to Shark Tank, ending up with a deal from Robert Herjavec, and going on to grow “from 5 figures to 7 figures in less than a year” according to CEO and founder Melissa Gersin.

 

This year, Arnold took the top spot for a hilarious rebrand of Kulisha chicken feed. (Yes, really, chicken feed.) In second place was 36creative for their work with OatShop, and finally, Genuine Interactive secured third place for their meaningful revival of CommonWealth Kitchen.

 

 

 

Other participating startups this year included WA11.ST, HipChip, Janji, Nomsly, Sheprd, and Solstice, receiving new brand design and ideas from creative teams including Forge Worldwide, GPJ Experience Marketing, Racepoint Global, SapientRazorfish, Small Army, and W-9.

 

This was a night of creativity and humor, but also a reminder of startup branding basics:

 

1. Branding goes beyond packaging

 

When you think of branding, you may consider a website, logo, business cards, and of course the packaging a product may come in. But, we were reminded this evening that a brand is truly comprised of all the touchpoints a customer may have with an organization.

 

Agencies tonight presented each startup with ideas to bring their brand recommendations to life far beyond the initial website or package design, well into the lifecycle of a customer. Many entrepreneurs forget to consider that their brand is the sum of an experience a buyer has from before the purchase to after the sale, not only the wrapper to their product.

 

2. Customer-centric branding wins

 

Many startups describe what it is that they do in terms of the products or technology they provide.

 

But, as each brand makeover demonstrated, product-centric branding is only so effective. When a startup is ready to for real growth, their brand must reflect customer-centric ideals.

 

This begins with the audience being served, and working backwards to design an identity and a message that speaks directly to them - in their language, and addressing their problems, first.

 

3. Simple and approachable is best

 

For many of these startups, the biggest change to their original messaging came in the form of simplification.

 

These agencies know through their work with consumer brands worldwide that less is often more, especially when a consumer is faced with a new brand for the first time. Buyers (and all humans for that matter) make a split-second judgement call. That moment of truth is where the power of a good brand comes into play - and where the danger of complex, confusing branding creates problems.

 

Throughout the evening we saw taglines shortened, websites streamlined, and jargon/buzzwords banished. Each agency helped to make their startup clients more approachable, their mission and value clear, and their relevance to the buyer easy to understand.

 

4. Startups need a cohesive brand narrative

 

Many startups will cobble together their initial attempts at branding using an affordably-made logo, accessible Wordpress template, and whatever free stock imagery they can access. (Resourcefulness is the name of the game for early-stage businesses, right?) But for those companies seeking to grow, a cohesive brand narrative is a paramount component of building a business.

 

Each pitch tonight featured a narrative that reflected the brand’s founding story, values, personality, beliefs, and identity. The art of articulating all of this in a set of imagery, colors, and copy is exactly what makes this profession so difficult - and what made each pitch so impressive.

 

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Brandathon 2017 was special - the energy and passion of both brands and agencies were on full display. Nearly every startup here knew the biggest problem they faced in this nascent stage of their businesses was creating awareness, and for each of them, a cohesive brand is an invaluable gift, as it serves as a launch pad for all future growth.

 

Diane Hessan, Brandathon Committee Chairperson summarized it best, sharing in her introduction, "when I founded my own company, the idea that I could have this level of access to the great, creative agencies of Boston was simply incomprehensible.”

 

This was an event that really could have only happened here in Boston, reflecting this city’s unique mix of entrepreneurial strength and world-class marketing fortitude.

See you in 2018.



 

IAB Macedonia names new leadership

by Gašper @ Marketing magazin

Also, the new Board has been named as well. Besides Eftimovski, it consists of Darko Lazarevski (Kajgana Media), Nikola Ancevski (Ovation), Ira Babić (Brand Union), Damjan Dano (IWM Network), Nenad Ristevski (PublicisONE Mackdonija), Meri Shesho (McCann Skopje), Sashka Nikolova (Media Plan) and Igor Popovski (CrnoBelo Media). The main goal of the Bureau, established in 2012 […]

The post IAB Macedonia names new leadership appeared first on Marketing magazin.

The Marketers’ Perspective on the Content Marketing Ecosystem

by Amanda Dodge @ CopyPressed

You can easily get caught up in the world of content marketing when you work in the trenches. Often, agencies and marketing departments are so focused on meeting deadlines that[...]

The post The Marketers’ Perspective on the Content Marketing Ecosystem appeared first on CopyPressed.

14 Things CopyPress Loves About Content Marketing

by Courtni Casanova @ CopyPressed

CopyPress loves content marketing. That’s no secret. But just what is it about content marketing that we hold so dear? We got into the Valentine’s Day spirit and asked around[...]

The post 14 Things CopyPress Loves About Content Marketing appeared first on CopyPressed.

So You Need Help With Topic Creation

by Mandi Rogier @ CopyPressed

Topic creation is an ongoing struggle for every content marketing professional. You need a steady flow of fresh, interesting ideas to continuously generate new traffic and keep your existing readers[...]

The post So You Need Help With Topic Creation appeared first on CopyPressed.

On-demand webinar: Are You Set Up for ABM Success? What to Know Before You Go.

by Katie Martell @ THE BLOG -

Yesterday I had the opportunity to present a live webinar with Jon Russo, founder of marketing performance firm B2BFusion.

Jon is often a voice of clarity to me in what has become a complex world of marketing and sales technology. Choosing the right vendor is enough of a challenge, but making systems work to their full potential is another story.

What's more, making tech work together in stacks can be a major challenge preventing organizations from seeing value in their investments. 

I asked Jon to present his worldview working with clients to find success with ABM tools. Watch the free, on-demand recording of our event, below. One-time registration is required (but is soooo worth it, trust me.)

Are You Set Up for ABM Success? What to Know Before You Go.

Account-Based Marketing tools like Engagio, DemandBase, and Terminus are powerful, exciting pieces of technology. But without the right data and decisions in place, it's like putting really nice shutters on a house without a foundation.

B2B companies must be thoughtful about their ABM setup. 

Join Katie Martell, on-demand B2B marketer, and Jon Russo, B2B marketing operations expert and high-tech CMO as they walk through EXACTLY what companies need to get these tools to work. They'll share a real-life example of how to wrangle data and MAP/CRM integrations to get up and running with account-based strategies. 

Everyone's on a journey with ABM, but some are in different places than others. This session is ideal for anyone who's interested in getting started with ABM, who has bought an ABM tool and wants to improve their implementation, or who wants to see more value from their investment in ABM.

B2B Content KPIs: What Are Your Startup’s Goals?

by Jennifer Ross @ CopyPressed

Is your content working? This might seem like a pretty straightforward question, but the truth is, many B2B marketers are struggling to answer this seemingly simple question of how “successful”[...]

The post B2B Content KPIs: What Are Your Startup’s Goals? appeared first on CopyPressed.

International round-up: Coca-Cola’s new corporate campaign, Uber sues mobile agency

by Marketing Week Reporters @ Marketing Week

Coca-Cola looks to make its corporate brand about more than just Coke Coca-Cola has launched a new corporate branding campaign in the US that aims to portray it as a “total beverage company” and shift the focus away from its most famous product. The spots, which are airing on US TV, feature a wide range […]

The post International round-up: Coca-Cola’s new corporate campaign, Uber sues mobile agency appeared first on Marketing Week.

International round-up: Facebook fined in Spain, L’Oréal uses AI to target Chinese shoppers

by Charlotte Rogers @ Marketing Week

Plus marriage equality opponents in Australia outspend their opposition by nearly 500% in TV advertising and B&Q faces disruption from a French DIY website.

The post International round-up: Facebook fined in Spain, L’Oréal uses AI to target Chinese shoppers appeared first on Marketing Week.

Dove’s Ad Blunder Shows the Bar is Set Higher for Marketing to Women

Dove’s Ad Blunder Shows the Bar is Set Higher for Marketing to Women

by Katie Martell @ THE BLOG -

Let me start with a question. Have you seen Dove’s most recent campaign?

 

Now, Dove is owned by the same parent company, Unilever who sells Axe, male-targeted grooming products with a looooooong history of ads like this:

 

 

Don't get me wrong - this ad is hilarious, just hypocritical coming from the same company promoting the "real beauty" narrative.

Yes, Unilever, tell us again how you lead the fight against unrealistic body standards in the media.

Dove (Unilever)’s body-shaped bottle campaign in the UK (in partnership with Ogilvy London) is yet another example of a company stumbling and crashing head-first as they attempt to traverse the space between women’s body-image in the media, and selling consumer goods.

While the notion that society needs equality between men and women has been around since the 1700s it just happens to be f***ing trendy right now.

I have written before about the exploitation of marketing to womenMore than once.

But the Daily Dot says it best:

“When is a movement not a movement? When it’s a marketing campaign in a movement’s clothing.”

Yeah.

Movements in marketing, done well, are powerful. I just presented on this very topic at Oracle’s Modern Customer Experience in Vegas. But they must strike a tone of authenticity. The most recent ridiculous body shape bottles from Dove miss the mark. I particularly enjoy Jeff Beer of Fast Company’s take on it:

“Dove itself conditioned us against this type of thing. It's too easy. Too shallow. The quality of its past work, means there is no room for half-stepping.

When you raise your audience's expectation, you're simply not allowed to sink back into common gimmickry.”

 

While the marketer in me empathizes with the intention of this latest campaign (I get it, it’s difficult to think of creative ideas to break through the noise,) I can’t help but cringe at the thought of a room full of my peers nodding in agreement at this stunt, saying “you know what - this is a GREAT idea!”

And it’s not just me – the body-shaped bottle nightmare has driven headlines and mockery online:

“I’ve yet to meet the woman honoured and celebrated by plastic bottles on supermarket shelves." – Ruth Mortimer in Marketing Week

“Dove, I have arms, please advise” – Rachel Handler on Twitter

“With this campaign, Dove has moved from celebrating the diversity of the human body to celebrating the diversity of its products’ packaging,” – Clayton Purdom in AV Club

“Have you ever been in the shower, picked up your smooth, perfect soap container and screamed ‘I CAN’T LIVE UP TO THESE STANDARDS!’”? – Aimee Lutkin in Jezebel

Hilarious.

 

Another buzzword nobody needs: Femvertising

Perhaps the worst thing to emerge from all of this is a term that nobody needs - “femvertising” or what Forbes defines as “harnessing feminism in advertising” something Dove has apparently created.

Dove’s “Campaign for Real Beauty” back in 2004 in partnership with Ogilvy & Mather, Edelman Public Relations, and Harbinger Communications was… cute. And it was praised heavily for its message for women – love thyself (then go buy our stuff). The buzz around the campaign drove 30X the exposure than the paid-for media space.

But I have some qualms about this word, “femvertising.” Let’s recap:

·     Feminism = the idea that women should be treated equally to men

·     Advertising = paid announcement meant to sell product

·     Exploitation = taking advantage of someone to benefit from their work

So before we all celebrate the ridiculous concept of “femvertising!” let’s stop and consider the importance of actual feminism, the motivation behind these attempts-at-exploiting feminism, and the very real consequences.

Dove (and every single company for that matter) can do more to support women instead of these dopey, minimizing, lazy, exploitative bottles.

Within the tech space, an industry with devastatingly unequal gender parity set against a narrative of lawsuits, it’s encouraging to read stories like this one, a real SaaS company (client) with two female co-founders who have built a culture of gender equality. They don’t just talk a big game, they bring the concept of equality to life in real business decisions.

Passing the mic back to Ruth Mortimer:

"I like that a brand wants to celebrate women. But here’s a useful guide to doing so. Employ lots of them.

Demand your agencies and suppliers are diverse. Celebrate women for their actual achievements, not just their appearance. Align yourself with causes that benefit women. Continue to show diverse people with diverse figures in your advertising.”

 

If basic decency isn’t enough motivation for companies to support women, women are the ultimate economic accelerator.

Companies with a strong track record of gender diversity are 15% more likely to have higher earnings than their peers. In fact, among all Fortune 500 companies, the ones with the highest representation of women on their boards significantly outperform the others. Read more.

This backlash about Dove shows it’s time to set the bar higher.

 

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I’m going to take this moment to again share pioneering activist Jean Kilbourne’s incredible work to expose the power (and danger) of advertising, since the late 1960s. Take a few minutes to watch her videos. Just do it.

You know what, don’t get up, I’ll embed one right here if you’re skimming this post for the good stuff:

 

 

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Every week I send out new ideas, writings, and interesting links on marketing, business, and life. It’s free & curated by me. Get on the list.

Dove's Marketing Makeover - Baer Performance Marketing - Green Bay, WI

Dove's Marketing Makeover - Baer Performance Marketing - Green Bay, WI


Baer Performance Marketing - Green Bay, WI

In today’s society, commercials and advertisements are prevalent everywhere you look. Whether on the side of a moving bus or on late night television, advertising and the message behind it can resonate with millions of individuals worldwide. A great example of this can be seen in Dove’s “Campaign for Real Beauty” which started in 2004 …

The Benefits of Gated Content

by Anna Sonnenberg @ CopyPressed

Gated content, or material that website visitors can access only by filling in a contact form, adds an entirely new dimension to your website. While few content marketers restrict access[...]

The post The Benefits of Gated Content appeared first on CopyPressed.

In A Far Far Away Land: 18 Proven Storytelling Formulas That Will 2x Word-Of-Mouth For Your Brand

by Si Quan Ong @ Word-of-Mouth and Referral Marketing Blog

On a beautiful spring afternoon, ten years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both — as young college graduates are — were filled with ambitious dreams for the future. Recently, these men returned to their college […]

The post In A Far Far Away Land: 18 Proven Storytelling Formulas That Will 2x Word-Of-Mouth For Your Brand appeared first on Word-of-Mouth and Referral Marketing Blog.

The Marketing Minute with Derek Miller: Meryl Streep’s Golden Globe Speech

by Derek Miller @ CopyPressed

There I was, sitting with our marketing team brainstorming content ideas for 2017. “What can we do differently to increase traffic to our website?” said Jen, our head of marketing.[...]

The post The Marketing Minute with Derek Miller: Meryl Streep’s Golden Globe Speech appeared first on CopyPressed.

Optimizing Your Domain Name (+ 10 Examples of What NOT to do)

by burkhart @ Burkhart Marketing & Advertising

What’s in a domain name? A lot, actually. Here’s a quick rundown to help you in optimizing your domain name, plus 10 companies that totally missed the…

The post Optimizing Your Domain Name (+ 10 Examples of What NOT to do) appeared first on Burkhart Marketing & Advertising.

Market research : how to set up the price of new products and services

by Pierre-Nicolas Schwab @ Market research consulting

In a recent post I told you the story of my friend Patrick who faced the request of a customer not aware of the price oh his high-end services. This turned into a very frustrating experience for both. […]

Cet article Market research : how to set up the price of new products and services est apparu en premier sur Market research consulting.

Burkhart Team Spotlight: Leslie Kavanaugh

by burkhart @ Burkhart Marketing & Advertising

When you hear “advertising,” you probably think TV commercials, magazine ads and billboards. With so much emphasis on the media side of marketing and advertising, it’s a…

The post Burkhart Team Spotlight: Leslie Kavanaugh appeared first on Burkhart Marketing & Advertising.

Ad Age Names IN Marketing #1 Largest Promotions and Experiential/ Event Marketing Agency in the U.S.

by Katelyn Stokes @ Advantage Marketing Partners

Ad Age has named the agency the #1 U.S. Promotions Agency and the #1 largest U.S. Experiential/ Event Marketing Agency.

The post Ad Age Names IN Marketing #1 Largest Promotions and Experiential/ Event Marketing Agency in the U.S. appeared first on Advantage Marketing Partners.

Why Brands Need to Branch Out From Product-Focused Content

by Melanie Deziel @ Dove – The Content Strategist

The old adage "write what you know" may be a bit misleading when it comes to content marketing.

The post Why Brands Need to Branch Out From Product-Focused Content appeared first on The Content Strategist.

How to Optimize Your Live Social Media Strategy

by Anna Sonnenberg @ CopyPressed

As an engaged brand, your business already knows the benefits of developing a strong social media plan as part of a robust content marketing strategy. Few social platforms remain static[...]

The post How to Optimize Your Live Social Media Strategy appeared first on CopyPressed.

Marketing Minute: PricewaterhouseCoopers’ Debacle at the Oscars

by Derek Miller @ CopyPressed

I know what you’re thinking, “another marketing column about a celebrity awards show!?” Yes, I’m doing another column after an event that happened at a celebrity awards ceremony. This time[...]

The post Marketing Minute: PricewaterhouseCoopers’ Debacle at the Oscars appeared first on CopyPressed.

9 Ways to Boost Your Content Marketing Game

by Laura College @ CopyPressed

Content marketing gets stale if you don’t find ways to keep your audience’s attention. Trying new types of content and increasing your existing content’s value can dramatically improve your return-on-investment.[...]

The post 9 Ways to Boost Your Content Marketing Game appeared first on CopyPressed.

Disney shifts focus to put digital content at the heart of its brand partnerships

by Leonie Roderick @ Marketing Week

Disney is launching its own digital ad network as it looks to “monetise content that hasn’t been monetised in the past”.

The post Disney shifts focus to put digital content at the heart of its brand partnerships appeared first on Marketing Week.

Video Content Drives Organic Traffic [Infographic]

by Jennifer Ross @ CopyPressed

There are many different ways that companies can use content marketing to increase traffic and drive revenue to their business. One of the most popular and successful ways is using[...]

The post Video Content Drives Organic Traffic [Infographic] appeared first on CopyPressed.

Dove opens first popup store in Paris : it's superb

Dove opens first popup store in Paris : it's superb


Market research consulting

Dove opened its first popup store ever in Paris. This neat, glamorous popup shop allowed visitors to personalize a piece of soap.

7 Digital Marketing Resolutions to Make

by Mandi Rogier @ CopyPressed

The start of a new year is always a popular time for readjusting strategies and tackling new goals. Make 2017 the best year your company has had yet by crafting[...]

The post 7 Digital Marketing Resolutions to Make appeared first on CopyPressed.

5 Ways to Communicate Better at Work

by admin @ Baer Performance Marketing – Green Bay, WI

Like many fields in today’s workplace, marketing is collaborative. If you’re employed by an agency, you will likely find yourself working very closely with colleagues. This provides an excellent opportunity to learn from others while expanding your skill set, but it’s possible you’ll hit a few bumps in the road. Differences in personality and the […]

The post 5 Ways to Communicate Better at Work appeared first on Baer Performance Marketing - Green Bay, WI.

Confessions of a former agency exec: ‘There is no such thing as an agency model’

by Seb Joseph @ Digiday

A former managing director at an agency, who turned their back on one of the big holding groups, denounces the industry’s search for a new agency model.

The post Confessions of a former agency exec: ‘There is no such thing as an agency model’ appeared first on Digiday.

How to Harness the Power of Social Media Marketing

by Sylvia LeRahl @ CopyPressed

In today’s competitive marketplace, harnessing the power of social media is a must so long as you want to expand your business and your brand. It’s no surprise that engaging[...]

The post How to Harness the Power of Social Media Marketing appeared first on CopyPressed.

7 Tips for Creating Content With a Busy Schedule

by Anna Sonnenberg @ CopyPressed

As a busy marketing professional, your time is precious. When you spend most of your day creating digital campaigns, overseeing social strategy, and connecting with influencers, it’s tough to find[...]

The post 7 Tips for Creating Content With a Busy Schedule appeared first on CopyPressed.

Next: We won’t retaliate against Amazon, we will learn from them

by Thomas Hobbs @ Marketing Week

Despite Amazon’s own-label fashion brand Find going after its core customers, Next chief executive Lord Wolfson says he won’t slip into 'terrible analogies of war'.

The post Next: We won’t retaliate against Amazon, we will learn from them appeared first on Marketing Week.

How Dove is Redefining Beauty (Marketing) | Skillshare Projects

How Dove is Redefining Beauty (Marketing) | Skillshare Projects


Skillshare

You are ugly.  At least that is what the cosmetics industry would have you believe.  If you don't have long shiny hair full lips and a size two body...

How To Go Viral On LinkedIn: 22 Tips From The LinkedIn Pros

by Si Quan Ong @ Word-of-Mouth and Referral Marketing Blog

The story started simple. It started with a request from Dave: “Yo SQ, let’s try to figure out if we could get traffic from LinkedIn back to the blog.” This one question led me down the rabbit hole of LinkedIn marketing — and in turn figuring out how to go viral, get traffic and build a brand. […]

The post How To Go Viral On LinkedIn: 22 Tips From The LinkedIn Pros appeared first on Word-of-Mouth and Referral Marketing Blog.

UK publishers also lag in adopting ads.txt

by Jessica Davies @ Digiday

"While the tool is not a complete fix to all ad fraud, it's a significant step for buy and sell side to combat what is a growing black market."

The post UK publishers also lag in adopting ads.txt appeared first on Digiday.

Interview w/ Dr. Ginger Bowler – Light Therapy

by Jake @ White Dove Global

Thank you Ginger! The Friday FOCUS! March 3rd, 2017 – Dr. Ginger Bowler – Light Therapy Enjoy! – Jake Cunningham For more information on the In Light Wellness Light Therapy products, contact me today. Email: Jake@whitedoveglobal.com DOWNLOADS:  

The post Interview w/ Dr. Ginger Bowler – Light Therapy appeared first on White Dove Global.

Dynamic pricing : natural marketing evolution or threat ?

by Pierre-Nicolas Schwab @ Market research consulting

In a recent article the Guardian recalled the story of John Wanamaker who revolutionized retail by inventing “fixed prices”. As incredible as it may seem, until 1861 prices were set accord […]

Cet article Dynamic pricing : natural marketing evolution or threat ? est apparu en premier sur Market research consulting.

BLITZ and Adobe Push the Boundaries of What’s Possible

by Katelyn Stokes @ Advantage Marketing Partners

Los Angeles, CA (October 27, 2016) – BLITZ Agency, a leading digital marketing agency within the Advantage Marketing Partners’ collective, is currently featured on Adobe.com in recognition of their extraordinary, innovative work for and with Adobe and Adobe software. BLITZ has created multiple, groundbreaking, digital installations for Adobe around the world in cities such as...

The post BLITZ and Adobe Push the Boundaries of What’s Possible appeared first on Advantage Marketing Partners.

Advantage Announces Acquisition of Award-Winning Consumer Marketing Agency Upshot

by Katelyn Stokes @ Advantage Marketing Partners

IRVINE, CA – Advantage Solutions (Advantage) announced today its acquisition of Upshot, an industry-leading, consumer marketing agency based in Chicago. The addition of Upshot to Advantage Solutions will create a comprehensive end-to-end brand marketing capability that enables clients to optimize brand activation and the journey to purchase. Terms of the transaction were not disclosed. Upshot will continue operating under...

The post Advantage Announces Acquisition of Award-Winning Consumer Marketing Agency Upshot appeared first on Advantage Marketing Partners.

4 International Video Marketing Tips

by Michael Walton @ CopyPressed

We all like to say it’s a “small world” when a friend knows a friend of a friend’s sister, but as a growing business, you’re probably quickly realizing just how[...]

The post 4 International Video Marketing Tips appeared first on CopyPressed.

Fine Vines: Atlanta CMO Annual Social Highlights

by Lisa Nirell @ EnergizeGrowth

What do you get when you blend fun conversation, carefully selected wine pairings, and Balinese cuisine? A recipe for a highly memorable Atlanta CMO Annual Social! We celebrated our first year with our Marketing Leaders of Atlanta charter members. CMOs from QASymphony, Innovergent, Walker & Dunlop, iHealth Innovations, and others participated. Many joined me in sipping some […]

The post Fine Vines: Atlanta CMO Annual Social Highlights appeared first on EnergizeGrowth.

Advantage Marketing Partners Named Top 10 Largest Agency By Ad Age

by ampdev @ Advantage Marketing Partners

IRVINE, CA (May 1, 2017) – Advantage Marketing Partners announced today Ad Age has named the agency collective one of the largest networks worldwide and domestically. Advantage Marketing Partners ranked: #10 Largest U.S. Agency Network  19th Largest Agency Company Worldwide #1 U.S. Promotions Agency Network #1 U.S. Experiential / Event Marketing Agency Network  #3 Largest U.S. Hispanic-American...

The post Advantage Marketing Partners Named Top 10 Largest Agency By Ad Age appeared first on Advantage Marketing Partners.

How to Prove the ROI of a Content Marketing Budget to Your End Clients

by Devin Pallone @ Content Equals Money

  Convincing your end client that the returns of a content marketing budget are well worth the investment doesn’t have to be difficult. With the right information to back up your claims, your client will jump at the promise of a surefire thing. Content marketing is a cornerstone of any successful business. Here are three […]

Listen Well, Speak Up; and 3 more Lessons from Madge

Listen Well, Speak Up; and 3 more Lessons from Madge

by Katie Martell @ THE BLOG -

There really isn’t a word that accurately describes the feeling of walking into a room of over 1000 women.

Part of me was surprised – I mean, I’m so used to conferences being a room filled with mostly men. Another part of me was filled with anticipation - I’d been looking forward to this day for weeks.

It was the 2017 Women’s Leadership Forum, hosted by the Ad Club.

Regardless of how I felt walking in, it’s easy to articulate how I felt walking out:

Emboldened. Activated. Reassured.

One talk among many that day left me feeling particularly energized. It was given by Madge Meyer – a public speaker, author, and former EVP and Chief Innovation Officer at State Street, with a long career at organizations including Merrill Lynch and IBM.

Madge offered concise, yet profound lessons to the room, good and sound advice for both men and women.

1.    Speak Up

Early in Madge’s career, at IBM, she was told by a manager that she’d be no longer invited to his meetings. Why? Her quiet and shy personality.

“You never ask questions or make suggestions. You occupy a seat, and never give me any value.”

Though she was listening, albeit passively, it wasn’t good enough. This is an important takeaway for anyone (talking to you, ladies) who may feel nervous about speaking up in a meeting.

Madge asked her manager for a second chance. She promised to ask at least one question, and make at least one good suggestion every meeting. She was allowed to return.

Studies show (and so does women's collective experience every day) that professional women are actually penalized for voicing their opinions more frequently.

“Male executives who spoke more often than their peers were rewarded with 10 percent higher ratings of competence. When female executives spoke more than their peers, both men and women punished them with 14 percent lower ratings.”

Read more in this NYT article.

The article describes a speaking-up double bind that harms organizations by depriving them of valuable ideas.

While before, Madge would attend passively, she began attending actively – and her success in doing so was predicated on her ability to listen the right way.

2.    How to Listen Well

Madge pointed out that many suffer from selected listening in meetings.

We can all likely relate to this. Who hasn’t interacted with someone who spends entire conversations just waiting for their turn to talk?

For Madge, the difference between passively and actively attending was to cultivate the skill of listening well – focusing on what someone really says, and asking intelligent questions.

She shared the tenets of Ting – the Chinese word for the art of listening, which consists of four elements in its Chinese character; ear, ten eyes, a heart, and a king.

Listen with your ear, but with 100% attention and focus (ten eyes), wholeheartedly, and as if listening to your King.

Wouldn’t that make for different meetings…

3.    Tell People Who You Are

One particular story I enjoyed from early in Madge’s career focused on a series of achievements she made in highly complex technical roles. With degrees in mathematics in chemistry, she worked in… well… literal rocket science.

Despite outstanding work, she found herself passed over for promotion in favor of her male colleagues multiple times. Frustrated, she went to her brother for advice.

What he said to her resonated with me, and the rest of the room, as I saw heads nodding in agreement:

“You’ve got to tell people who you are, otherwise, why would they listen to you?”

Being a Chinese immigrant, she possessed a cultural expectation that her accomplishments would be enough to get her promoted. Her experienced was proving this not necessarily true in America. While she did not want to brag, she realized the importance of outside recognition.

“You must show your value to the business. Doing a good job is not enough.”

Years later, as a manager at State Street, Madge ensured the work her team did was recognized consistently, to the tune of 32 industry awards.  

It's critical to toot your own horn. Be your own advocate.

4.    Never Accept No

Whether it was “you’re no longer invited to this meeting” or “you will never become an EVP” or “the answer is no on this project” – Madge persisted.

In one story shared, Madge had identified a massive cost-savings opportunity for State Street. While it would require some significant change, it would save the organization millions. Her proposal, however, was rejected by a committee who told her – Madge, the answer is no.

Expecting a fight, they were relieved to hear her say “OK” in the meeting, and walk out.

Where she was headed, however, was directly to her manager. She confidently brokered a deal (seriously, love this woman) – to let the results of a test dictate the viability of the proposal. If she couldn’t save the company $10M, they could fire her.

Yeah, she bet her job on it. No pressure. Casual.

Madge ended up saving the company $42M (boom), and earning the trust she so well deserved on her path to EVP.

In this story, she mentioned a piece of advice from her parents:

“When the boat hits the shore, you don’t keep trying to move forward. You turn right or left.”

Never accept no for an answer. Go around, and find a way to make it a yes.

5.    How to Innovate

All of these stories, weaved throughout her experience, built a strong foundation for Madge’s unique understanding of the concept of innovation – something she consults organizations on now. At the end of her talk, Madge shared a kind of alphabet of innovation, at least from A-G.

Innovation is:

Anticipatory, not reactive.

Business focused, not technology-driven.

Creative destruction, not guardianship. It’s very easy to hold on to the old way of doing things. Change is a risk.

Distributive leadership, not command and control. Companies that are top down must consider a culture of innovation, letting all people bring ideas to the surface.

Execution, not just inspiration. Madge recalled a Japanese saying:

If you have a vision with no execution, you have a day dream. If you have execution with no vision, you have a nightmare.

Fast and flexible, not fixed or frozen.

Global mindset nor parochial thinking. Leaders must move past only what they're comfortable with, and reach beyond boundaries.

---

I could not get enough of Madge’s easy humor, or her confident humility.

I realize “confident humility” may be an oxymoron, but what I witnessed was a delicate balance of touting her remarkable success, sharing lessons born of mistakes, all delivered with an empathy that left each of us feeling that her journey was – or could be - our own.

 

For more, listen to Madge’s podcast “Innovation is Business as Usual” and read her book The Innovator’s Path.

Thank you to the Ad Club of Boston for having me at the 9th annual Womens Leadership Forum – Stories told, by women bold.

 

 

Every Saturday morning I send out new ideas, writings, and interesting links on marketing, business, and life. It’s free & curated by me. Get on the list.

New Video: The Problem with Personalization

New Video: The Problem with Personalization

by Lisa Nirell @ EnergizeGrowth

A new buzzword among CMO circles is personalization. Many love to extol its virtues. But what are the problems with personalization? How do you define it? I just sat down with Tarek Kamil, the CEO of Cerkl and software visionary extraordinaire, to explore this topic. In this 15 minute video, you’ll learn: The challenges marketers […]

The post New Video: The Problem with Personalization appeared first on EnergizeGrowth.

6 Content Marketing Myths for Entrepreneurs

by Laura College @ CopyPressed

Lots of content marketing myths float around the internet, gaining traction as they spread. If you listen to these myths, your return-on-investment, or ROI, will quickly decline. Separating fact from[...]

The post 6 Content Marketing Myths for Entrepreneurs appeared first on CopyPressed.

The Secrets to Word Count

by Anna Sonnenberg @ CopyPressed

Whether your company wants to update its long-standing content marketing plan or you’re developing a strategy for the first time, article length should be a key part of your plan.[...]

The post The Secrets to Word Count appeared first on CopyPressed.

What You’re Actually Paying for When You Hire a Freelance Writer

by Rai Cornell @ CopyPressed

You need content. Whether it’s for an email marketing campaign, an industry report, or your blog, you don’t want to write it so you need to hire a freelance writer.[...]

The post What You’re Actually Paying for When You Hire a Freelance Writer appeared first on CopyPressed.

Dove takes its 'Real Beauty' marketing drive to India

Dove takes its 'Real Beauty' marketing drive to India


CosmeticsDesign-Asia.com

Skin care brand Dove has enjoyed strong success over the years for its ‘Real Beauty’ marketing, and is now pushing focus on this campaign within India.

Twitter CEO promises overhaul of ‘clunky’ ad offering

by Sarah Vizard @ Marketing Week

Twitter's boss Jack Dorsey admits the platform hasn't done enough to differentiate its ad product or prove to advertisers that it works.

The post Twitter CEO promises overhaul of ‘clunky’ ad offering appeared first on Marketing Week.

How to Know When it’s Time to Replace a Content Writer

by Vickie Ferguson @ CopyPressed

As a client, your interest is in contracting for quality content to promote your marketing strategy based on the criteria you’ve outlined for the project. When the submitted copy isn’t[...]

The post How to Know When it’s Time to Replace a Content Writer appeared first on CopyPressed.

‘Survival of the fittest’: How ageism issues affect the finance industry

by Suman Bhattacharyya @ Digiday

Banks and financial services companies have come under fire for ageism.

The post ‘Survival of the fittest’: How ageism issues affect the finance industry appeared first on Digiday.

2 Quick Tips – Marketing

by Jake @ White Dove Global

Quick Tip #1- Stop Saying Quantum this, Quantum that, Quantum, Quantum … Quantum. Unless you are a quantum physicists and/or is specifically asked about how the technology relates to Quantum Physics, why set yourself up to fail, or trip over your own words, why make your introduction and explanation of what YOU DO, more complicated than it has to be? […]

The post 2 Quick Tips – Marketing appeared first on White Dove Global.

Why El Pais owner Prisa is shifting from header bidding to server-side bidding in 9 markets

by Jessica Davies @ Digiday

Spanish media group Prisa has hit a wall with header bidding, opting for a server-to-server solution that can solve page-latency issues.

The post Why El Pais owner Prisa is shifting from header bidding to server-side bidding in 9 markets appeared first on Digiday.

Represent Communications and Get Interactive partner to expand their native advertising output

by Gašper @ Marketing magazin

Borislav Miljanović (pictured), CEO of Represent Communications, describes the partnership as a logical consequence of many years of work in the field of communications and public relations. “We recognised Get Interactive as a reliable partner with many years of experience in native advertising in the Slovenian market, which provides us with technological and expert support, […]

The post Represent Communications and Get Interactive partner to expand their native advertising output appeared first on Marketing magazin.

MIFF’s Emotional Trailer from Australia Wins The Best of Global Digital Marketing Awards in April

by Best Marketing @ Best Marketing

Here’s the Top 3 of April 2016:

  1. Melbourne International Film Festival’s Emotional Trailer by McCann Melbourne
  2. KFC’s How KFC Won with China’s Gamers by Mindshare
  3. Tokopedia’s Beyond the Banner by Iris Worldwide Indonesia
Read More…

IN Marketing Awarded PROMO PRO Award for Dove Men Mission: Care Campaign - Advantage Marketing Partners

IN Marketing Awarded PROMO PRO Award for Dove Men Mission: Care Campaign - Advantage Marketing Partners


Advantage Marketing Partners

NORWALK, CT (2014) – IN Marketing received a Bronze PROMO PRO Award for its Dove Men Mission: Care activation at Walmart in the Best In-Store Retail Campaign category. The PRO Awards recognize outstanding promotion marketing campaigns. The awards, now in their 24th year, are the preeminent benchmark for excellence in innovation and creativity that produce stellar results. The winning campaigns were selected by...

Thomas Barta: Marketers must stop being digitally naïve

by Thomas Barta @ Marketing Week

The label 'digital' makes marketers throw all leadership rules overboard. They shouldn’t.

The post Thomas Barta: Marketers must stop being digitally naïve appeared first on Marketing Week.

Top 20 Digital Marketing Agencies in New York

by Courtni Casanova @ CopyPressed

We’ve tackled Florida and California, and now it’s time to see what the New York digital marketing agency scene has for us. New York and marketing go hand-in-hand. “Mad Men”[...]

The post Top 20 Digital Marketing Agencies in New York appeared first on CopyPressed.

Uber brand takes another hit as it loses London licence

by Sarah Vizard @ Marketing Week

Transport for London says Uber is not “fit and proper” to hold a private hire operator licence as it raises concerns over a lack of corporate responsibility.

The post Uber brand takes another hit as it loses London licence appeared first on Marketing Week.

How to Be More Inclusive In Your Content Marketing

by Michaela Mitchell @ CopyPressed

Inclusivity isn’t just a buzzword to throw around during staff meetings. It’s not just the right thing to do in a world that grows more diverse every day. When you make[...]

The post How to Be More Inclusive In Your Content Marketing appeared first on CopyPressed.

The Importance of Brand Awareness

by admin @ Baer Performance Marketing – Green Bay, WI

Blog post by: Drew Rhodes, Baer Performance Marketing Intern What is brand awareness? Investopedia defines it as the “extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services.” Brand awareness is important when launching new products and services, and it drives consumers’ decisions when differentiating […]

The post The Importance of Brand Awareness appeared first on Baer Performance Marketing - Green Bay, WI.

Dove Ads | Digital Marketing & Social Media Campaigns

Dove Ads | Digital Marketing & Social Media Campaigns


Digital Agency Network

Featuring creative Dove ads, inspiring Dove digital marketing campaigns, social media marketing campaigns, Dove commercials and hot news.

Facebook’s Sheryl Sandberg: Digital is causing the collapse of the marketing funnel

by Sarah Vizard @ Marketing Week

Facebook’s chief operating officer suggests the growing importance of digital and mobile and the speed at which consumers can find information is causing a fundamental change in the way brands communicate.

The post Facebook’s Sheryl Sandberg: Digital is causing the collapse of the marketing funnel appeared first on Marketing Week.

Corona, Innocent and AEG on what it takes to launch a music festival

by Thomas Hobbs @ Marketing Week

As the Summer festival season comes to a close, Marketing Week asks marketers whether it’s worth the risk trying to create the next Glastonbury.

The post Corona, Innocent and AEG on what it takes to launch a music festival appeared first on Marketing Week.

Creative Spotlight: 5 Content Strategies To Keep Your Audience Engaged

by Ronan Mahony @ CopyPressed

If you are the author of a blog or you’re running your own online business, audience engagement is a vital component of effective content marketing. Keeping your audience engaged is[...]

The post Creative Spotlight: 5 Content Strategies To Keep Your Audience Engaged appeared first on CopyPressed.

“Human sources will always be the bedrock”

by Gašper @ Marketing magazin

  An award winning journalist was recently declared as one of the most influential British journalists. Moreover, Calvert achieved a global recognition with a piece on corruption in FIFA, which eventually led to the fall of senior FIFA officials. Together with his colleague Heidi Blake he described the sensational investigative process in The Ugly Game book. […]

The post “Human sources will always be the bedrock” appeared first on Marketing magazin.

Waltzing Through a Biofeedback Session

by Jake @ White Dove Global

The post Waltzing Through a Biofeedback Session appeared first on White Dove Global.

The Real Story Behind the Success of Dove's Campaign for Real Beauty

The Real Story Behind the Success of Dove's Campaign for Real Beauty


MarketingProfs

Marketing Strategy - Contrary to popular opinion, Boomer women aren't in denial about aging. Advertisers are. And the women they're supposed to be trying to connect with are getting annoyed.

Using Brand Activism in Your Content Marketing Strategy

by Amanda Dodge @ CopyPressed

Brand activism is a popular buzzword that companies are starting to incorporate into their marketing strategies. There are plenty of opportunities to utilize brand activism within your industry and a[...]

The post Using Brand Activism in Your Content Marketing Strategy appeared first on CopyPressed.

Why Marketing ROI Often Misses the Point

by Lisa Nirell @ EnergizeGrowth

It was a crisp fall day in October 2000. I was preparing for a big presentation to the leadership team in Microsoft’s Redmond, WA headquarters. As an outside consultant working for Siebel Systems, I needed to prove myself quickly, and demonstrate that we were generating a solid marketing ROI for them. This was an exciting […]

The post Why Marketing ROI Often Misses the Point appeared first on EnergizeGrowth.

Global Headline Makers: Stephane Wargnier (Petit Bateau, France)

by Gašper @ Marketing magazin

In France, Petit Bateau is one of those revered brands that belongs in the sacrosanct territory of childhood. The children’s clothing and underwear maker was founded in 1893, which means that every living generation has worn it, bought it and seen its advertising. Even its agency, BETC, has worked for the brand for more than […]

The post Global Headline Makers: Stephane Wargnier (Petit Bateau, France) appeared first on Marketing magazin.

CMOs call out inauthentic marketing: ‘Not all brands need to be Dove – often they need to shut up’

CMOs call out inauthentic marketing: ‘Not all brands need to be Dove – often they need to shut up’


The Drum

'Brand purpose' is at risk of becoming another marketing buzzword as more companies attach themselves to passion points – either ethical, cultural or political – without any thought of how it will play out in the longer term, according to a cross-section of industry marketers.

HUB Magazine Names IN Marketing Services #7 on the HUB TOP 20 Report

by ampdev @ Advantage Marketing Partners

IN Marketing Services today announced HUB Magazine, a leading brand experience publication, has ranked the agency #7 on the HUB Top 20 Report.

The post HUB Magazine Names IN Marketing Services #7 on the HUB TOP 20 Report appeared first on Advantage Marketing Partners.

How Red Bull, Amex, and Dove Win by Proudly Branding Their Content

by Celine Roque @ Dove – The Content Strategist

If Beyoncé worked in content marketing, she might sing, "If you liked it then you should have put your brand on it." As investment in content marketing grows rapidly, many brands are grappling with the question of how strongly they should brand their content.

The post How Red Bull, Amex, and Dove Win by Proudly Branding Their Content appeared first on The Content Strategist.

4 Reasons Why It Is Time to Outsource Your Content Marketing

by Chelsea Harrigan @ CopyPressed

Whether you are an agency, small business, or large business, there is always a need for content marketing. A few years ago when content marketing was just up and coming,[...]

The post 4 Reasons Why It Is Time to Outsource Your Content Marketing appeared first on CopyPressed.

2017 Digital Marketing Statistics

by Courtni Casanova @ CopyPressed

We all know it’s important to get your facts straight, so CopyPress is here to provide you with a list of great statistics for your reading pleasure. We’ll look at[...]

The post 2017 Digital Marketing Statistics appeared first on CopyPressed.

Aviva campaign designed to ‘make Britain’s roads safer’ banned for promoting dangerous driving

by Thomas Hobbs @ Marketing Week

Both Aviva and Renault have been hit with bans after the ASA ruled that both had glamourised dangerous driving with "irresponsible" advertising campaigns.

The post Aviva campaign designed to ‘make Britain’s roads safer’ banned for promoting dangerous driving appeared first on Marketing Week.

How Dove Empowered Real Women And Achieved Success in 80+ Countries - Word-of-Mouth and Referral Marketing Blog

How Dove Empowered Real Women And Achieved Success in 80+ Countries - Word-of-Mouth and Referral Marketing Blog


Word-of-Mouth and Referral Marketing Blog

Dove is a personal care brand owned by Unilever originating in the United Kingdom, whose products are sold in more than 80 countries and are offered for both women and men. The company was slow to take off with a lack of global identity and a decentralized product. There wasn’t much of a corporate strategy …

Market research : evolution of food purchasing behaviors on the French market

by Pierre-Nicolas Schwab @ Market research consulting

Every 7 years French institue Anses releases a major study on the evolution of nutrition and food/drink habits on the French market. We reviewed their latest 2017 report (2014-2015 study) and have com […]

Cet article Market research : evolution of food purchasing behaviors on the French market est apparu en premier sur Market research consulting.

How Cancer Research UK is preparing for GDPR

by Sarah Vizard @ Marketing Week

In the first of a new series on how marketers are approaching the new EU data regulations, we talk to Cancer Research UK about its preparations and the opportunities around GDPR.

The post How Cancer Research UK is preparing for GDPR appeared first on Marketing Week.

Workshop on fairness and ethics in recommendation systems

by Pierre-Nicolas Schwab @ Market research consulting

On the last day of the RecSys 2017 conference I was fortunate enough to be in the organizing committee of the workshop on fairness, accountability and transparency in recommendation systems (F.A.T.REC […]

Cet article Workshop on fairness and ethics in recommendation systems est apparu en premier sur Market research consulting.

How L’Oréal Became a Top Global Beauty Brand

by Monique Danao @ Word-of-Mouth and Referral Marketing Blog

L’Oréal is one of the world’s top beauty brands. In fact, Forbes estimates that it’s worth $107.5 billion! How does the brand maintain its seat at the top? In part, through innovations in technology, beauty and advertising. 1. Makeup.com – publishes great articles and social media posts A quick look at L’Oréal’s Makeup.com reveals beauty […]

The post How L’Oréal Became a Top Global Beauty Brand appeared first on Word-of-Mouth and Referral Marketing Blog.

Marketing Mix of Dove - Dove Marketing Mix and 4 Ps

Marketing Mix of Dove - Dove Marketing Mix and 4 Ps


Marketing91

Here is the Marketing mix of Dove which is a subsidiary of its parent company Unilever and is associated with personal care. It is a Flagship brand of HUL.

Tanya Joseph: Stop treating women as accessories and recognise their purchasing power

by Tanya Joseph @ Marketing Week

Women play minor roles in ad campaigns in a variety of sectors from automotive to utilities, missing their decisive influence in the purchase process.

The post Tanya Joseph: Stop treating women as accessories and recognise their purchasing power appeared first on Marketing Week.

Mark Ritson: Spreadsheet jockeys are misunderstanding the marketing funnel

by Mark Ritson @ Marketing Week

Too many people are confusing the marketing funnel, thinking it is all about marketers when really it's all about the consumer.

The post Mark Ritson: Spreadsheet jockeys are misunderstanding the marketing funnel appeared first on Marketing Week.

Short-form or Long-form: Which Should You Be Using?

by Amanda Dodge @ CopyPressed

One of the most heated debates within the content marketing industry centers around content length. SEO experts point to long-form as the superior content, while viral stars highlight their short-form[...]

The post Short-form or Long-form: Which Should You Be Using? appeared first on CopyPressed.

Workshop Digital Named Search Engine Land 2017 Awards Finalist

by Katie Wolitarsky @ Workshop Digital

Richmond, Va. (September 11, 2017 ) – Leading digital marketing industry publication Search Engine Land included Richmond-based Workshop Digital among its short list of nominees in the 2017 Landy Awards, selected from nearly 300 submissions from leading digital agencies, in-house marketing teams, and individuals around the world. Workshop Digital is thrilled to announce finalist nominations for the Read More »

The post Workshop Digital Named Search Engine Land 2017 Awards Finalist appeared first on Workshop Digital.

Should your brand launch a youth sub-brand?

by Leonie Roderick @ Marketing Week

More companies are launching sub-brands to appeal to a younger demographic, but they would be wise to take a look at the parent brand instead.

The post Should your brand launch a youth sub-brand? appeared first on Marketing Week.

How to Test Products – Homeopathic Activation Panel

by Jake @ White Dove Global

Thank you to Bill Cunningham from White Dove Healing Arts for taking the time to share this valuable information regarding How to Test Products using your Quantum Biofeedback system on today’s Friday FOCUS!. For more information regarding the Homeopathy Training and products offered by White Dove, please contact: White Dove Healing Arts Ltd. 10959 Lynne Avenue, Lafayette, CO 80026 Ph: […]

The post How to Test Products – Homeopathic Activation Panel appeared first on White Dove Global.

10 SEO Tools for Content Marketing

by Anna Sonnenberg @ CopyPressed

As a content marketer, search engine optimization (SEO) should be an essential component of your workflow. When you want your blog posts, e-books, and whitepapers to get as much exposure[...]

The post 10 SEO Tools for Content Marketing appeared first on CopyPressed.

What Kind of Copywriting Appeals to Millennials?

by Shane Hall @ CopyPressed

There’s no denying that Millennials, or Generation Y, are the prime market at the moment. With a range that still accepts current teenagers but also extends to folks in their early[...]

The post What Kind of Copywriting Appeals to Millennials? appeared first on CopyPressed.

Digital Marketing Design: An Interview with Brian Dove | Workshop Digital

Digital Marketing Design: An Interview with Brian Dove | Workshop Digital


Workshop Digital

Graphic Designer Brian Dove joined me at Southern Railway Taphouse to chat about life as a creative at a digital marketing agency. If you’re wondering what happens when you let elementary school students design a video game, or how a visual artist can thrive in a business setting, you’ll get your answers below. D: What’s Read More »

Meet the president: Spencer Baim (Vice Media, UK)

by Gašper @ Marketing magazin

New York, when they see it for the first time, can have a profound effect on people. That was certainly the case for Spencer Baim, who says it was the start of a love affair. He adds: “I arrived here at the age of 22 and never left.” Now chief strategic officer of Vice Media, […]

The post Meet the president: Spencer Baim (Vice Media, UK) appeared first on Marketing magazin.

3 Awesome Resources

by Jake @ White Dove Global

Take Charge Tuesday – 3 Awesome Resources for You and Your Business  Check out the following resources that will help you build, grow and achieve better results each month! #1 – Free Book! 108 Proven Split Test Winners! “Simple Tweaks You Can Make To Your Website, So You Can Make More Money Now!” – Russell Brunson Purchase here – https://dotcomsecretslabs.com/free-book […]

The post 3 Awesome Resources appeared first on White Dove Global.

The Art of Spinning Content

by Mandi Rogier @ CopyPressed

Bad publicity can hit any company. While you can prevent many errors by diligently proofreading your content and vetting your marketing campaigns, there’s always the potential for something to slip[...]

The post The Art of Spinning Content appeared first on CopyPressed.

Shell is rather pleased with the duopoly

by Seb Joseph @ Digiday

Shell’s social media boss takes a sympathetic stance on the duopoly.

The post Shell is rather pleased with the duopoly appeared first on Digiday.

Whitepaper Release: How AI Can Improve User Engagement

by Amanda Dodge @ CopyPressed

NEWS RELEASE FOR IMMEDIATE RELEASE CopyPress and Atomic Reach release whitepaper on artificial intelligence and user engagement in marketing Tampa, Fla. (July 11, 2017)—Content marketing industry leaders Atomic Reach and[...]

The post Whitepaper Release: How AI Can Improve User Engagement appeared first on CopyPressed.

Creative Spotlight: Full Circle Copy: How to Appeal to New and Repeat Customers

by Shane Hall @ CopyPressed

In business, it’s often said that drawing in new customers is more challenging than keeping current ones. This idea is applied to many things, including copywriting and marketing. Often, marketing is[...]

The post Creative Spotlight: Full Circle Copy: How to Appeal to New and Repeat Customers appeared first on CopyPressed.

Content Marketing Fails to Avoid in 2017

by Devin Pallone @ Content Equals Money

Content marketing is an art and a science. It is not something a company can (or should) engage in haphazardly. Content marketing paints a portrait of your company – it showcases who you are, what you do, and what you represent. Great content marketing allows a brand to shine, while unfortunate oversights threaten the integrity […]

8 Tips for Creating an Infographic Campaign

by Anna Sonnenberg @ CopyPressed

Infographics play an integral role in any successful content marketing campaign. If you’ve never developed this type of visual content before, however, it’s hard to know where to start. Follow[...]

The post 8 Tips for Creating an Infographic Campaign appeared first on CopyPressed.

How Dove’s Real Beauty Video Touched a Nerve and Went Viral [VIDEO]

by Dawn Papandrea @ Dove – The Content Strategist

The heart string-tugging video, created by Ogilvy & Mathers Brazil, has social and mainstream media buzzing. Here's why.

The post How Dove’s Real Beauty Video Touched a Nerve and Went Viral [VIDEO] appeared first on The Content Strategist.

Using Video Content Marketing in Your Strategy

by Amanda Dodge @ CopyPressed

In 2017, video content will represent 74 percent of all internet traffic, a percentage that’s expected to grow to 80 percent by 2019. This figure is particularly important to marketers[...]

The post Using Video Content Marketing in Your Strategy appeared first on CopyPressed.

6 Audio Content Marketing Tips

by Laura Adkins @ CopyPressed

Audio content is becoming more and more popular. According to the Pew Research Foundation, the percentage of Americans who listened to a podcast in the past 30 days more than[...]

The post 6 Audio Content Marketing Tips appeared first on CopyPressed.

Facebook, Uber, Evans Cycles: Everything that matters this morning

by Marketing Week Reporters @ Marketing Week

Our round-up of all the marketing news this morning.

The post Facebook, Uber, Evans Cycles: Everything that matters this morning appeared first on Marketing Week.

Advantages & Disadvantages of Snapchat and How to Leverage Them

by burkhart @ Burkhart Marketing & Advertising

Snapchat has come a long way as a social media marketing tool. In terms of social networking, it offers good ROI if used in tandem with an…

The post Advantages & Disadvantages of Snapchat and How to Leverage Them appeared first on Burkhart Marketing & Advertising.

New: Join ReferralCandy’s Affiliate Program And Get Rewarded!

by Raúl Galera @ Word-of-Mouth and Referral Marketing Blog

We have been talking about the importance of word-of-mouth marketing for years, helping thousands of ecommerce stores across many industries make over $55,000,000 USD in referral sales (and counting!) Finally, we have now decided to start our own program. If you love ReferralCandy as much as we do, here’s a good opportunity to get rewarded […]

The post New: Join ReferralCandy’s Affiliate Program And Get Rewarded! appeared first on Word-of-Mouth and Referral Marketing Blog.

VARHOPE Panel Review

by Jake @ White Dove Global

The post VARHOPE Panel Review appeared first on White Dove Global.

Intern Spotlight: Bridget

by burkhart @ Burkhart Marketing & Advertising

It’s fall and you know what that means… We’ve got a new intern! We’re stoked to work with Bridget this semester and couldn’t wait to sit down…

The post Intern Spotlight: Bridget appeared first on Burkhart Marketing & Advertising.

New Video: 3 Causes of Marketing Colony Collapse

by Lisa Nirell @ EnergizeGrowth

You may have heard about Bee Colony Collapse, which has generated great concern among noted scientists. The catalysts for the precipitous decline in bee colonies are unknown, and there is much debate about the cause.. Here in Virginia, hive populations have dropped by two-thirds since 1970. The potential impact on our ecosystem and food supply is devastating. Although […]

The post New Video: 3 Causes of Marketing Colony Collapse appeared first on EnergizeGrowth.

The Gift Economy and Social Media Marketing

by Megan Tilley @ CopyPressed

The term “gift economy” is one that has been floating around for quite a while, and although it used to primarily be used to describe a kind of new-age alternative to[...]

The post The Gift Economy and Social Media Marketing appeared first on CopyPressed.

IN Marketing Ranked #1 Advertising Agency in Orange County

by ampdev @ Advantage Marketing Partners

The Orange County Business Journal ranked IN Marketing Services the #1 Advertising Agency in Orange County.

The post IN Marketing Ranked #1 Advertising Agency in Orange County appeared first on Advantage Marketing Partners.

EDUCTOR64 Software Quick Overview

by Jake @ White Dove Global

The post EDUCTOR64 Software Quick Overview appeared first on White Dove Global.

Digital Assistants: Optimizing for Voice Search

by Aimee Sanford @ Workshop Digital

This blog post is basically the TL;DR version of this webinar and whitepaper created, sponsored, and hosted by Bing, iProspect, and AdWeek. I reimagined it and added my own perspective with the goal of creating an educational resource for my team and our clients. Marketing is all about connection points. It’s about reaching your target audience Read More »

The post Digital Assistants: Optimizing for Voice Search appeared first on Workshop Digital.

The Current Content Ecosystem Webinar – Sign Up Today

by Jennifer Ross @ CopyPressed

Are you looking to explore the content marketing industry? CopyPress has recently interviewed and researched a variety of key players in the throughout this space. The goal was to determine[...]

The post The Current Content Ecosystem Webinar – Sign Up Today appeared first on CopyPressed.

Top 20 Digital Marketing Agencies in Texas

by Courtni Casanova @ CopyPressed

They say everything’s bigger in Texas. If that’s true, the Lone Star state’s digital marketing agencies certainly seem to live up to that reputation.  These 20 digital marketing agencies are[...]

The post Top 20 Digital Marketing Agencies in Texas appeared first on CopyPressed.

Dove Uses Data, Makes Customers Feel Beautiful

Dove Uses Data, Makes Customers Feel Beautiful


Target Marketing

A recent Infogroup study found that of the marketers surveyed, 47 percent are already seeing ROI on expenditures related to data technology. Data can always help improve targeting and messaging, but in some instances, it can help fuel creativity.

Dove Marketing Mix (4Ps) | MBA Skool-Study.Learn.Share.

Dove Marketing Mix (4Ps) | MBA Skool-Study.Learn.Share.


MBA Skool-Study.Learn.Share.

Marketing Mix of Dove analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion). Dove marketing mix explains the business & marketing strategies of the brand.

RecSys 2017 conference on algorithmic recommendation has started

by Pierre-Nicolas Schwab @ Market research consulting

I’m on my way to the RecSys 2017 conference, a conference opened to academic researchers and practitioners working on algorithmic recommendations. Such algorithms are widely used on websites to […]

Cet article RecSys 2017 conference on algorithmic recommendation has started est apparu en premier sur Market research consulting.

5 killer stats to start your week

by Leonie Roderick @ Marketing Week

We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.

The post 5 killer stats to start your week appeared first on Marketing Week.

The Haters Have It Wrong: The Ice Bucket Challenge Is a Case Study in Great UGC Marketing

by Tamarra Kemsley @ Dove – The Content Strategist

The ALS Ice Bucket Challenge stands as a testament to the power of campaigns that inspire people to create compelling content around a simple concept—something the marketing world has known about for some time.

The post The Haters Have It Wrong: The Ice Bucket Challenge Is a Case Study in Great UGC Marketing appeared first on The Content Strategist.

The BPM Internship Experience: Drew Rhodes

by admin @ Baer Performance Marketing – Green Bay, WI

My name is Drew Rhodes, and I was this summer’s Baer Performance Marketing “intern extraordinaire.” I attend St. Norbert College in De Pere. I am pursuing a degree in Business Administration with an emphasis in marketing and economics. I have three semesters left before I graduate. In that time, I will be playing football for […]

The post The BPM Internship Experience: Drew Rhodes appeared first on Baer Performance Marketing - Green Bay, WI.

5 Real World Content Marketing Mistakes to Avoid

by Renayle Fink @ CopyPressed

Companies rely on content marketing to reach an audience and be able to sell products to potential customers. Unfortunately, some of them made mistakes in their marketing and these are[...]

The post 5 Real World Content Marketing Mistakes to Avoid appeared first on CopyPressed.

So Your Prospective Client Chose Your Competitor

by Courtni Casanova @ CopyPressed

Most content companies have been there. You have a prospective client in the market for great content marketing. You carefully craft a pitch. You knock the presentation out of the[...]

The post So Your Prospective Client Chose Your Competitor appeared first on CopyPressed.

How Halo Remains Relevant Over A Decade After Its Debut

by Benjamin Leong @ Word-of-Mouth and Referral Marketing Blog

How Halo 5’s advertisements smashed into the Top 1% of all iTunes tracks — 14 years after Halo first debuted Ah, Halo. The first Halo game was launched on Xbox in 2001, but the franchise is still going strong 14 years on with the 2015 release of Halo 5. Their branding was so wildly successful that as […]

The post How Halo Remains Relevant Over A Decade After Its Debut appeared first on Word-of-Mouth and Referral Marketing Blog.

Don't tweet mean things about celebrities on Oscars night — Dove will come after you

Don't tweet mean things about celebrities on Oscars night — Dove will come after you


Business Insider

Dove's #SpeakBeautiful aims to change the way people talk about body image on social media.

How to Develop a Successful Business Growth Strategy

by Felicia Rosenzweig @ Prophet Thinking

Through market penetration and expansion, organizations can develop a business growth strategy that works in the long-term. Here’s how.

The post How to Develop a Successful Business Growth Strategy appeared first on Prophet Thinking.

Beautiful Campaigns, Twitter’s New Ads, Cry at Your Desk

by Ritika Puri @ Dove – The Content Strategist

Women, you're more beautiful than you think. That's the valuable takeaway from Dove's most recent video campaign.

The post Beautiful Campaigns, Twitter’s New Ads, Cry at Your Desk appeared first on The Content Strategist.

CanOWater on its hopes to take canned water mainstream

by Leonie Roderick @ Marketing Week

The water brand is hoping to solve the world’s plastic problem by 'building a cult of people' who will encourage others to switch from bottles to aluminium cans.

The post CanOWater on its hopes to take canned water mainstream appeared first on Marketing Week.

Advantage Marketing Partners is named a 2017 PROMO Top Shop–joining the ranks of the Top 100 Promotional Marketing Agencies

by Katelyn Stokes @ Advantage Marketing Partners

IRVINE, CA (November 8, 2016) – Advantage Marketing Partners has been named to the 2017 PROMO Top Shops, a listing of the Top 100 U.S. Promotional Marketing Agencies selected by the editors of Chief Marketer. View Advantage Marketing Partners’ 2017 recognition by Chief Marketer here. Advantage Marketing Partners, the marketing division of Advantage Solutions, is a...

The post Advantage Marketing Partners is named a 2017 PROMO Top Shop–joining the ranks of the Top 100 Promotional Marketing Agencies appeared first on Advantage Marketing Partners.

Ed Pilkington: Marketing success requires an appetite for risk

by Ed Pilkington @ Marketing Week

People have different relationships with risk, but most businesses would be better off if they freed staff from the fear of failure and encouraged experimentation.

The post Ed Pilkington: Marketing success requires an appetite for risk appeared first on Marketing Week.

4 Benefits of Including Bing Ads in Your PPC Campaign

by burkhart @ Burkhart Marketing & Advertising

When running a pay-per-click (PPC) ad campaign, most businesses overlook Bing as an ad server. Obviously Google is considered the king of search engines, so having ads…

The post 4 Benefits of Including Bing Ads in Your PPC Campaign appeared first on Burkhart Marketing & Advertising.

Public Health England wants to make its brand ‘part of the fabric of society’

by Leonie Roderick @ Marketing Week

The government health body is changing its strategy as it looks to take its “tools out of the marketing world and into everyday interactions with the health system”.

The post Public Health England wants to make its brand ‘part of the fabric of society’ appeared first on Marketing Week.

14 Genius Visual Marketing Campaigns

14 Genius Visual Marketing Campaigns


Elle & Co.

“What makes a viral campaign?”It’s a burning question every entrepreneur should be asking, especially when it comes to the visuals they’re using to promote their products and services.In an effort to answer that question and spark some ideas for your own visual marketing campaign, I’ve

Building Your Business Online Through Referrals and Recommendations

by admin @ Baer Performance Marketing – Green Bay, WI

Blog post by: Drew Rhodes, Baer Performance Marketing Intern   Relationships in business mean everything, and today, technology can further build and strengthen those relationships. Consumers are placing an increasing amount of trust in what they read online. First impressions are being made through profile pictures and social media advertising, and after a quick peek […]

The post Building Your Business Online Through Referrals and Recommendations appeared first on Baer Performance Marketing - Green Bay, WI.

The Body Shop on how its new owners are trying to revive its ‘activist spirit’

by Thomas Hobbs @ Marketing Week

The cosmetics retailer admits it strayed too far away from being a purpose-driven business under the previous ownership but is looking to turn that around with a new mobile-driven campaign.

The post The Body Shop on how its new owners are trying to revive its ‘activist spirit’ appeared first on Marketing Week.

Marketoonist on PowerPoint pitches

by Tom Fishburne @ Marketing Week

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

The post Marketoonist on PowerPoint pitches appeared first on Marketing Week.

Creative Spotlight: How to Think Like a Content Marketer When You’re Really a Freelance Writer

by Sylvia LeRahl @ CopyPressed

If you’re a freelance writer, you want to know The Secret. You’re in good company. To be sure, there are over 4 million freelance writers in the United States alone,[...]

The post Creative Spotlight: How to Think Like a Content Marketer When You’re Really a Freelance Writer appeared first on CopyPressed.

10 Tips to Tighten Your Copy

10 Tips to Tighten Your Copy

by Lauren Hooker @ Blog

Whether you’ve been in business for 2 years or 2 minutes, you know that being an entrepreneur requires a slew of skills.  You have to be a salesperson, a marketer, an accountant, a project manager, a designer, a social media expert, a researcher, and a copywriter - all while being an expert in your particular field.  And you’re probably willingly (yet hesitantly) diving into all of those roles because you have a product, service, or idea that you enjoy and believe in. But in order to get clients and customers to pay attention to you and purchase your great product or service, you have to be able to communicate about it. You have to write about it in a way that’s genuine and persuasive. Emails, blog posts, headlines, bios, sales pages, social media updates - being an entrepreneur means you’re constantly having to write new copy for your brand and your business. But here’s the thing: Most of us aren’t trained copywriters.  We haven’t had a copywriting pro sit down with us one-on-one and teach us how to write in a way that’s concise, compelling, and personable. And if you’re anything like me, you might also have some serious resistance to promoting yourself and selling your products.  But copywriting doesn’t have to be quite so painstaking and overwhelming.  These 10 simple copywriting tricks will help you clearly communicate about your business in a way that resonates with people and encourages them to take action.

24 Questions to Clear Innovation Clutter

by Lisa Nirell @ EnergizeGrowth

What contributes to marketing overwhelm (other than the 7,000 products on the martech chart)? Overstuffed calendars. They create marketing innovation clutter, which hampers growth and competitive relevance. How crowded is your calendar? Among our CMO communities, the predominant cause of marketing innovation resistance is self-inflicted overwhelm. It’s insidious. I have found that it’s usually triggered […]

The post 24 Questions to Clear Innovation Clutter appeared first on EnergizeGrowth.

How marketers are stepping up to take control of media

by Thomas Hobbs @ Marketing Week

Media transparency has become a major issue, but brands including Pernod Ricard, O2 and B&Q are taking steps to ensure they have more control and a better understanding of where their spend is going.

The post How marketers are stepping up to take control of media appeared first on Marketing Week.

Market Research : eSport is a 400m customers market

by Pierre-Nicolas Schwab @ Market research consulting

Here’s a sector where we haven’t done any market research so far : eSport. At IBC 2017 I attended a presentation by Michiel Bakker (of Ginx TV) who really caught my attention (it’s p […]

Cet article Market Research : eSport is a 400m customers market est apparu en premier sur Market research consulting.

The Best of Global Digital Marketing in Mumbai, India

by Best Marketing @ Best Marketing

18th October 2016

What’s the Present and Future Value of Interactive Content?

by David Mumpower @ CopyPressed

Marketing effectively is a constant struggle. You need to sell products and services in a way that connects with consumers, but these potential clients are savvier than ever. Many years[...]

The post What’s the Present and Future Value of Interactive Content? appeared first on CopyPressed.

Marc Pritchard: 2017 is the year the bloom came off the rose for digital media

by Sarah Vizard @ Marketing Week

Procter & Gamble's marketing boss says this year has been a big wake-up call for the industry, but believes once the work on transparency is done digital can enter its next phase of mass one-on-one marketing.

The post Marc Pritchard: 2017 is the year the bloom came off the rose for digital media appeared first on Marketing Week.

The Best of Global Digital Marketing in Dhaka, Bangladesh

by Best Marketing @ Best Marketing

26th September 2016

5 Ways to Improve Internal Communication at Your Business

by admin @ Baer Performance Marketing – Green Bay, WI

  Analyzing marketing and communication from an external perspective is a priority for most business owners. However, it’s just as important to evaluate the success of internal communication. This is because employees are your most loyal brand advocates! And to the surprise of many business owners, employees in 2017 are no longer satisfied with just receiving a […]

The post 5 Ways to Improve Internal Communication at Your Business appeared first on Baer Performance Marketing - Green Bay, WI.

How AI Will Transform Life Sciences Marketing

by Ed Rhoads @ Prophet Thinking

Big data and AI continue to transform the healthcare industry. Learn how life sciences marketing should prepare for opportunities and implications.

The post How AI Will Transform Life Sciences Marketing appeared first on Prophet Thinking.

7 SFW Examples Of How Pornhub Generates Word-Of-Mouth

by Jon Tan @ Word-of-Mouth and Referral Marketing Blog

Marketers have long embraced the adage “Sex Sells” but only very recently have they had to ponder what “Sells Sex”. The most difficult question here is… how do you get people talking about porn? Despite its gradual ascension from taboo into the mainstream, porn isn’t something most people talk about having lunch with the in-laws […]

The post 7 SFW Examples Of How Pornhub Generates Word-Of-Mouth appeared first on Word-of-Mouth and Referral Marketing Blog.

Dove: The Most Impressive Brand Builder | Aaker on Brands

Dove: The Most Impressive Brand Builder | Aaker on Brands


Prophet Thinking

Dove has grown tremendously in an intensively competitive arena with established competitors largely through their brand building efforts. Learn more.

Mothers criticise Baby Dove adverts

Mothers criticise Baby Dove adverts


BBC News

Dozens complain to the watchdog about the campaign which some say is against breastfeeding in public.

Did 13 of Last Year’s Marketing Industry Predictions Come True? Let’s Find Out

Did 13 of Last Year’s Marketing Industry Predictions Come True? Let’s Find Out

by Katie Martell @ THE BLOG -

Happy New Year. For aud lang syne and all that.

We are well beyond that beautiful limbo of the holiday season, an inevitable opportunity for us as individuals to pause and look back on the previous 12 months.

Maybe there’s a tinge of regret (they are teachable moments), glimmers of brilliance, and hopefully buckets of pride in what we’ve achieved.

In the marketing industry, like all others being changed by technology, this time of year that falls at the end of calendar Q4 and beginning of Q1 is when we make predictions.

Collective groan.

Don’t get me wrong, I love prediction pieces! They have kind of become an industry norm – something every blog and publication tends to run. Many are super helpful expert-POV that help us make sense of the change.

Running a quick Google search will reveal hundreds of articles.

Most often, these predictions are a hugely optimistic look at the months ahead, and a really compelling benchmark - like a time capsule - as to where we are collectively the very moment the calendar year (human construct of time, human construct of time, human construct of time) comes to an end.

In the hype race, customers are left behind.

Now, if you’re situated comfortably within the marketing corner office of a marketing tech vendor (or more likely in a funky open office setting, you know, with the plebians) your predictions likely centralize around whatever it is that you’re selling.

Widget vendor? 2017 is undoubtedly the year of the widget.

If you’re in the media, you’re likely writing or being assigned stories that fall into the greater narrative of the tech industry. (Writing about “AI in marketing” this year? Yeah, you.)

We all know the dangers of hype.

Too often, executives who are making predictions try too hard to… well… sound like they can predict the future. Yes, we should all seek to be thought leaders, on the bleeding edge of our industry, ahead of the game, yadda yadda yadda. But what’s happened in many fields, especially marketing, is a bit of a race that’s getting out of control.

Vendors rush ahead to be innovative (or sound innovative). Our customers can barely keep up. Fast-forward 12 months and it’s time for another set of high-level, pie in the sky predictions that very few practitioners are ready to take advantage of.

Where is the customer in the maturity and adoption of these tactics? Who are you writing for?

They’re still trying to implement 2013’s predictions. Some are stuck in 2009. It’s not their fault, it’s the pace of change that is far more difficult to implement than the time it takes to write a thinkpiece on the future of their industries.

We are really not helping anyone with hundreds of pieces about what’s to come in the year ahead that are grounded in truth only realized by early-adopters, or worse, grounded in fiction.

So, I thought it would be fun to do a brief sanity-check of last year’s predictions. See how right our fortune teller industry luminaries really are.

Note: this is done in jest. I don’t mean to call anyone out, in fact I came across quite a few folks that I know and love and have left all names off my piece.

Let’s get into it: 13 Marketing Industry Predictions from 2016 – Did They Come True?

1.    Digital Marketing will Cease as Marketers Shift to Marketing in a Digital World - Forbes

Forget digital, we’re so digital we’re not even digital anymore.

2.    The Era of Cognitive Commerce has Begun – Forbes

Spoken like a guy who works for a cognitive business technology company, oh wait, he does (IBM).

3.    Real-Time Marketing Analytics will Unite Online and Offline Behavior for Richer Lead Scoring and Nurturing in 2016 – Forbes

I know the predictor behind this one, and he’s a smart cookie. This one is getting closer to the truth, as it hopes phone activities from sales will be included in lead scoring. Also, he works at a company selling insights around phone activity. Moving on.

4.    The arrival of Virtual Reality, combined with a major explosion of streaming and the death of old world distribution models will unleash a new age of what we used to call “TV” – Forbes, and this article too

Oooh a new age. I think ages, by definition, take a few years to shake out, so why don’t we check back on this one in a couple of decades.

5.    Being Human Will Return to Marketing / Getting Back to Basics Will Trump the Sexy, Shiny, New Marketing Vehicle – Forbes

Now these guys are speaking my language. Are these predictions? Or is this a cop out? The jury is out…

6.    The Maturation of Addressable Communications will Advance Across Channels – Forbes

I will take bread with this buzzword soup, yes, thank you. Mmm, delicious.

7.    Intent-based Marketing Has Become a Reality – Forbes

Hello my friend! This predictor is also a very smart marketer who I love and respect. Three guesses what his firm sells.

8.    By the end of 2016, CMOs will no longer present slideware to show their impact on revenue in board meetings– Forbes

Down with PPT!! Right after I finish editing next week's board slides.

9.    In the same Forbes article, there’s one about the importance of data-driven marketing, from a marketing data vendor.

10. Another about sales and marketing alignment from a sales enablement technology vendor. And on it goes.

11. In content marketing, this article predicts live streaming will skyrocket in popularity (I do see a lot more of it from brands. I can’t yet find data on its usage but suppose this is closer to reality.)

12. It also speaks to the rise of personal authority over brand authority – something I harp on with my own clients. I’m behind this one.

13. This one predicts “brand/product/marketing/sales and CS teams will reorganize around innovation and customer experience”—again, let’s check back on that one in a few years. I love the spirit of this, but this one will take a while to shake out. Re-orgs take time…

Looking back, thinking ahead.

Look, while this article is done in the name of fun, I do hope it tempers next year’s slew of prediction pieces back to a pace that both positions your company as an innovative leader in your space, while addressing the real problems faced by your customers.

Otherwise, practitioners are sitting on the train, reading your piece on their phones, thinking “wow. My peers are so much farther along than me.” The truth is, most are not. It’s an illusion.

Speak to where customers are today, while painting a bright future for what they could have tomorrow. This will have more impact than lofty predictions.

In marketing, we can’t afford to be so full of BS about the future of our space. It’s become a joke.

Founders, you don’t need to always fake the illusion that you are somehow light years ahead of the market. No, investors don’t want to hear it. They know the companies that build billion-dollar industries are solving an addressable market problem, at the moment of need, with an eye to what’s to come.  

Next time you write a prediction for the year ahead, do a quick gut check.

Now... where’s the champagne? I’m still celebrating.

Article originally appeared on LinkedIn.

The Best of Global Digital Marketing in Warsaw, Poland

by Best Marketing @ Best Marketing

26th April 2016 In cooperation with NoNoobs.pl

When everything looks smaller

by Gašper @ Marketing magazin

Vitaminka introduced a new product – Magnus Stobi Flips -, enriched with 30% of peanuts, making each crunchy bite tastier than ever. This time, through the platform “so big that everything else looks small,” the company is communicating its message to a wider audience, especially among younger. TV ad features young Macedonian actresses Natasa Petrovic, Eva Skenderovska […]

The post When everything looks smaller appeared first on Marketing magazin.

Bruketa&Žinić OM rebrands to Bruketa&Žinić&Grey

by Gašper @ Marketing magazin

As official press release states, “agency Establishes Itself as a Brand, Product & Retail Design Hub, and a Digital Shopper Hub For the Grey Group Global Network”. The management team from now on  consists of Co-Chairmen and Chief Creative Officers, Nikola Žinić and Davor Bruketa with Siniša Waldinger as Executive Creative Director, Damjan Geber as CEO […]

The post Bruketa&Žinić OM rebrands to Bruketa&Žinić&Grey appeared first on Marketing magazin.

Disruptive Marketing: What is It?

by Courtni Casanova @ CopyPressed

You may be hearing the word “disruptive” a lot these days. It’s a buzzword in many industries, and can mean different things to different people.  It all revolves around giving[...]

The post Disruptive Marketing: What is It? appeared first on CopyPressed.

The Link Building Ecosystem

by Mandi Rogier @ CopyPressed

Link building is an essential part of marketing your company and ensuring that your website gets good search rankings. However, this is often seen as a confusing and overwhelming task[...]

The post The Link Building Ecosystem appeared first on CopyPressed.

7 Content Marketing Books You Should Get Your Hands on

by David Klenda @ CopyPressed

To make your product or business successful, you need a strong content marketing strategy. Fortunately, you are not alone and do not need to learn the hard way. Numerous designers, entrepreneurs,[...]

The post 7 Content Marketing Books You Should Get Your Hands on appeared first on CopyPressed.

Copyranter takes on ad agencies that shamelessly pilfer creative ideas

by Mark Duffy @ Digiday

There exists an idea theft code among copywriters and art directors. Lately, many creatives have blatantly broken it.

The post Copyranter takes on ad agencies that shamelessly pilfer creative ideas appeared first on Digiday.

The 2015 Content Marketing Awards: Brands that are Early Favorites

The 2015 Content Marketing Awards: Brands that are Early Favorites


CopyPressed

As we are well over the hill in 2015, today’s leading brands are striving to use every trick in the book in order to top some of the year’s leading campaigns. As content marketing takes reign…

Choosing an Infographic Style: Quizzes

by Amanda Dodge @ CopyPressed

There are multiple infographic options for marketers to choose from for engaging audiences. Some infographics are meant to educate audiences while others entertain. Quizzes typically serve the latter purpose. While[...]

The post Choosing an Infographic Style: Quizzes appeared first on CopyPressed.

Why You Can’t Afford to Ignore Video

by Francesca Di Meglio @ CopyPressed

Video killed the radio star, and now it’s demolishing text and even photo messages on social media. Since 2012, marketers have noticed the surge in interest in video among internet[...]

The post Why You Can’t Afford to Ignore Video appeared first on CopyPressed.

Amazon signs deal for NYC advertising office

by @ Marketing Dive - Latest News

The e-commerce giant has leased space in Five Manhattan West for its advertising division, along with teams for marketing, product design and engineering.

Upcoming Events w/ Jake & Bill Cunningham

by Jake @ White Dove Global

The post Upcoming Events w/ Jake & Bill Cunningham appeared first on White Dove Global.

Dove, please for the love of God, stop making videos and just make soap

Dove, please for the love of God, stop making videos and just make soap


The Daily Dot

Dove, please for the love of God, stop making videos and just make soap.

5 Reasons to Use Digital Signage in Your Professional Services Business

by burkhart @ Burkhart Marketing & Advertising

If you’ve been to the doctor’s office lately, you’ve probably noticed digital displays promoting treatments or educating patients about common health conditions. Physicians, along with other professional…

The post 5 Reasons to Use Digital Signage in Your Professional Services Business appeared first on Burkhart Marketing & Advertising.

Why Influencer Marketing Is Right For You

by Amanda Dodge @ CopyPressed

Influencer marketing has become a popular buzzword in the content community, with some brands joining the influencer trend while others hold back. In reality, almost any brand can tap into[...]

The post Why Influencer Marketing Is Right For You appeared first on CopyPressed.

Outsourcing Content Marketing: How to Make it Work

by Jennifer Ross @ CopyPressed

Teaming up with a production company to outsource your content marketing strategy can be stressful for some. How do I convey my strategy to the production company? How do I[...]

The post Outsourcing Content Marketing: How to Make it Work appeared first on CopyPressed.

The Future of Marketing With Augmented Reality

by Anna Sonnenberg @ CopyPressed

By integrating digital images with a view of the real world, augmented reality (AR) changes users’ experience in real time. Discover some of the benefits of this growing technology, and[...]

The post The Future of Marketing With Augmented Reality appeared first on CopyPressed.

Spring Cleaning Your Content Marketing Strategy

by Laura College @ CopyPressed

Few things feel better than a freshly cleaned house just as spring arrives. However, it’s not just the baseboards and the windows that need a good scrubbing. Your content marketing[...]

The post Spring Cleaning Your Content Marketing Strategy appeared first on CopyPressed.

Apple, GDPR, Nespresso: 5 things you need to know this week and why

by Sarah Vizard @ Marketing Week

Catch up with all the week's news including the launch of the premium iPhone X, Nespresso's first sustainability campaign and Facebook's new ad controls.

The post Apple, GDPR, Nespresso: 5 things you need to know this week and why appeared first on Marketing Week.

Updating Your Editorial Calendar

by Mandi Rogier @ CopyPressed

Your editorial calendar is at the heart of your content marketing strategy. It determines the what, when, and where of everything you’re planning to publish. It’s important to put smart[...]

The post Updating Your Editorial Calendar appeared first on CopyPressed.

Jumpstart Your Business By Joining These 31 Amazing Facebook Groups

by Si Quan Ong @ Word-of-Mouth and Referral Marketing Blog

Do you know where you can find a whole tribe of people who dress like you, walk like you, talk and act like you? Yes, you probably guessed right. Facebook Groups. (And bonus hi-5 if you caught that Slim Shady reference.) Facebook Groups are a perfect platform for you to meet like-minded people who are […]

The post Jumpstart Your Business By Joining These 31 Amazing Facebook Groups appeared first on Word-of-Mouth and Referral Marketing Blog.

John Lewis, Disney & Morrisons: 5 things that mattered this week and why

by Rebecca Aston @ Marketing Week

Catch up on all the important marketing news from the week including Disney's bid for digital ad dollars and John Lewis's focus on social media.

The post John Lewis, Disney & Morrisons: 5 things that mattered this week and why appeared first on Marketing Week.

Covenant Dove | Burkhart Marketing & Advertising

Covenant Dove | Burkhart Marketing & Advertising


Burkhart Marketing & Advertising

Covenant Dove and its affiliates operate approximately 6,000 beds across 56 skilled nursing facilities located in 12 States. Their individual plans of care are tailored to meet…

5 Keyword Research Tips That Are Simple and Effective

by Ronan Mahony @ CopyPressed

It is no major secret to content marketers, which means most online businesses nowadays, that the right combination of keywords provides a huge competitive advantage. The problem is that many[...]

The post 5 Keyword Research Tips That Are Simple and Effective appeared first on CopyPressed.

6 Marketing Conferences Worth Attending in 2017

by Michael Walton @ CopyPressed

Marketing is all about connecting. You connect with ideas, people, and brands. Much of the time, you can make those connections through great content creation, interacting via social media, phone[...]

The post 6 Marketing Conferences Worth Attending in 2017 appeared first on CopyPressed.

Savage Content, Fam: Is Slang Appropriate in Content Marketing?

by Alexandra Shostak @ CopyPressed

Using slang comes so easily to young people, and if that’s how they like to communicate, why shouldn’t brands use it, too? The question is complicated, because lots of brands[...]

The post Savage Content, Fam: Is Slang Appropriate in Content Marketing? appeared first on CopyPressed.

Almost three in four global marketers still unaware of full GDPR implications

by Sarah Vizard @ Marketing Week

The new European data laws are set to come into effect in just nine months time but one in four marketers are still only in the planning stage of ensuring compliance.

The post Almost three in four global marketers still unaware of full GDPR implications appeared first on Marketing Week.

The POWER of LIGHT

by Jake @ White Dove Global

On today’s Friday FOCUS! webinar we learned about Brilliant Light Energy! NASA studies demonstrate cells exposed to LED light therapy exhibit a 150% increase in cellular metabolism suggesting enhanced cellular repair and vitality.  Medical researchers across the globe are currently investigating a wide array of physiologic benefits produced by LED light therapy. LED light therapy is non-abrasive, non-invasive, painless, and […]

The post The POWER of LIGHT appeared first on White Dove Global.

How to Take a Risk in Business Without Being Risky

by admin @ Baer Performance Marketing – Green Bay, WI

Blog post by: Drew Rhodes, Baer Performance Marketing Intern   In business, you have a product or a service, and your goal is to differentiate yourself from competitors in your market. If your market is crowded, and you, as a business, are repeating the same selling points as your competitors, your business will get lost […]

The post How to Take a Risk in Business Without Being Risky appeared first on Baer Performance Marketing - Green Bay, WI.

Burkhart Team Spotlight: Rachael Bowen

by burkhart @ Burkhart Marketing & Advertising

Account management isn’t exactly a cakewalk… Between long hours, handling all sorts of client requests and keeping track of internal projects, it can be quite the roller…

The post Burkhart Team Spotlight: Rachael Bowen appeared first on Burkhart Marketing & Advertising.

Amazon reveals how it thinks about advertising

by Sarah Vizard @ Marketing Week

The retail giant is rapidly building out its ad business but says marketers should think of it as a way to add value to the customer, not just as a sales tool.

The post Amazon reveals how it thinks about advertising appeared first on Marketing Week.

Apple gambles on premium iPhone X but should its rivals be worried?

by Thomas Hobbs @ Marketing Week

The launch of the $999 iPhone X has been labeled a PR success, but is it really the 'biggest leap' since the original iPhone?

The post Apple gambles on premium iPhone X but should its rivals be worried? appeared first on Marketing Week.

Signs of the Times : an artistic project on algorithmic recommendations

by Pierre-Nicolas Schwab @ Market research consulting

Recommendations are everywhere online but offline recommendations have never been heard of. Until New-Zealand based artists Scott Kelly and Ben Polkinghorne chose to use this widespread technology in […]

Cet article Signs of the Times : an artistic project on algorithmic recommendations est apparu en premier sur Market research consulting.

What Can Brands Learn About Marketing From Street Art?

by Julia Schur @ Dove – The Content Strategist

It's time for marketers to color outside of the lines.

The post What Can Brands Learn About Marketing From Street Art? appeared first on The Content Strategist.

Why Your Freelance Writer Needs a Brand Guide

by Michaela Mitchell @ CopyPressed

Authenticity and voice are crucial to the success of your business’s content marketing goals. You’ll hire web designers, graphic artists, and others to help you create the look and feel[...]

The post Why Your Freelance Writer Needs a Brand Guide appeared first on CopyPressed.

Content Marketing Psychology: How to Use it

by David Klenda @ CopyPressed

Before we take a single step we need to review the definition of content marketing. It’s a term we hear a lot, but what is it? Traditional marketing says: “This is[...]

The post Content Marketing Psychology: How to Use it appeared first on CopyPressed.

CopyPress: The Agency’s Agency

by Courtni Casanova @ CopyPressed

There are so many things CopyPress does to help agencies expand their content marketing horizons. From streamlining, managing, and scaling content across multiple clients and campaigns to providing a team[...]

The post CopyPress: The Agency’s Agency appeared first on CopyPressed.

Dove finds the perils of influencer marketing - Digiday

Dove finds the perils of influencer marketing - Digiday


Digiday

VaynerMedia and Coltrane Curtis’ Team Epiphany are competitors. But the former attempted to recruit Curtis as an influencer for a Father’s Day campaign.

What Great Content Marketing and Football Fandom Have in Common

by Joe Lazauskas @ Dove – The Content Strategist

With the NFL season just a week away, I’m already starting to notice my Sunday night browser history is a mashup of marketing/media articles and reports from the New York Giants practice facility. It’s a reminder that at 26, I’ve come to follow the marketing and media industry—which I cover as the editor of The Content Strategist—in the same way I’ve followed the sport I’ve loved since I was three years old.

The post What Great Content Marketing and Football Fandom Have in Common appeared first on The Content Strategist.

Hot Trends Expected to Run Content Marketing in 2017

by Chelsea Harrigan @ CopyPressed

We have come to the time of year where it is important to stop and review our industry trends.  We analyze which strategies are working and which aren’t, all while[...]

The post Hot Trends Expected to Run Content Marketing in 2017 appeared first on CopyPressed.

Creating a Diverse Content Marketing Strategy

by Laura College @ CopyPressed

Back in the good old days, blogging served as the primary vehicle for content marketing. That ship has sailed. Now you need a more diverse content marketing strategy if you[...]

The post Creating a Diverse Content Marketing Strategy appeared first on CopyPressed.

The Marketing Minute with Derek Miller: Uber Customers Revolt

by Derek Miller @ CopyPressed

Uber is trending right now, and not in a good way. The #DeleteUber hashtag has likely popped up on your newsfeed. Here’s why. President Trump’s executive order blocking travel into[...]

The post The Marketing Minute with Derek Miller: Uber Customers Revolt appeared first on CopyPressed.

The Best of Global Digital Marketing in Istanbul, Turkey

by Best Marketing @ Best Marketing

4th May 2016 In cooperation with IAB Turkey

Apple, Nike, BT Sport: The top 10 YouTube ads in August

by Leonie Roderick @ Marketing Week

The most popular ads on YouTube last month included Dwayne ‘The Rock’ Johnson teaming up with Apple’s Siri and Nike exploring what goes into an athlete’s smile.

The post Apple, Nike, BT Sport: The top 10 YouTube ads in August appeared first on Marketing Week.

ThredUp Luxe to bring expected $10 million by end of year, but struggles to scale

by Bethany Biron @ Digiday

Since launching the beta mode of its new luxury platform in July, resale company ThredUp’s Luxe program is already on track to rake in $10 million dollars in sales by the end of the year.

The post ThredUp Luxe to bring expected $10 million by end of year, but struggles to scale appeared first on Digiday.

John Lewis puts focus on social media with 360 ad trial and new hire

by Thomas Hobbs @ Marketing Week

The retailer is hiring for a new head of brand and social marketing role as it looks to differentiate its retail experience and invest in the brand.

The post John Lewis puts focus on social media with 360 ad trial and new hire appeared first on Marketing Week.

Whitepaper Release: The Current Content Ecosystem

by Amanda Dodge @ CopyPressed

Explore The Current Content Ecosystem Download our FREE whitepaper! Click to get yours now! Plenty of speculation exists about where the content marketing industry is heading over the next few[...]

The post Whitepaper Release: The Current Content Ecosystem appeared first on CopyPressed.

Creative Spotlight: 6 Ways to Market Yourself as a Freelance Writer

by Michaela Mitchell @ CopyPressed

Writers, by our very nature, tend to be slightly introverted. We work alone for hours at a time, often in near silence. The solitude we create for ourselves gives us[...]

The post Creative Spotlight: 6 Ways to Market Yourself as a Freelance Writer appeared first on CopyPressed.

How university partnerships are helping brands attract the best talent

by Charlotte Rogers @ Marketing Week

Businesses partnering with universities to offer value-added opportunities for students are reaping the rewards when it comes to futureproofing the quality of their workforce.

The post How university partnerships are helping brands attract the best talent appeared first on Marketing Week.

How data is changing the very model of the modern merchandiser

by Hilary Milnes @ Digiday

E-commerce retailers are competing to offer the most personalized experience to customers who visit their site, a strategy that touches on personalized product recommendations, messages and assortment. But when data is ruling a retailer, where does the buyer fit in?

The post How data is changing the very model of the modern merchandiser appeared first on Digiday.

John Lewis says Christmas offer must be ‘irresistible’ amid weaker consumer demand

by Thomas Hobbs @ Marketing Week

The retail giant says consumer demand for big-ticket purchases is now ‘more difficult', putting more pressure on the John Lewis Christmas campaign to succeed.

The post John Lewis says Christmas offer must be ‘irresistible’ amid weaker consumer demand appeared first on Marketing Week.

A Closer Look at Podcasts and How to Make Them Work

by Michael Walton @ CopyPressed

Brands are about more than just selling products. While the ultimate goal of marketing may be to increase ROI, there are many roads to reach that destination than simply shoving[...]

The post A Closer Look at Podcasts and How to Make Them Work appeared first on CopyPressed.

‘A whole new world’: Coke has a sponsorship deal with a virtual soccer star in ‘FIFA 18’

by Ilyse Liffreing @ Digiday

For the first time, Coca-Cola isn't going with a real celebrity or athlete as a sponsor.

The post ‘A whole new world’: Coke has a sponsorship deal with a virtual soccer star in ‘FIFA 18’ appeared first on Digiday.

Strengthening Campaigns by Engaging Subcultures

by LaTanya Williams @ CopyPressed

Consumers are Changing With the onslaught of new age marketing techniques from digital marketing to mobile marketing, the idea of developing a strong campaign that truly engages the desired audience[...]

The post Strengthening Campaigns by Engaging Subcultures appeared first on CopyPressed.

How to Improve Your Content Marketing with Data

by Amanda Dodge @ CopyPressed

Content marketing is often viewed as a right-brain aspect of marketing. While technical people might enjoy the bidding of paid search or the schema data of SEO, content is a[...]

The post How to Improve Your Content Marketing with Data appeared first on CopyPressed.

The Best of Global Digital Marketing in Taipei, Taiwan

by Best Marketing @ Best Marketing

9th December 2016 

6 Ways to Get Started With Influencer Marketing

by Mandi Rogier @ CopyPressed

The idea behind influencer marketing is nothing new. People have always looked to trusted friends and acquaintances for recommendations. In the digital age, the concept of asking a close comrade[...]

The post 6 Ways to Get Started With Influencer Marketing appeared first on CopyPressed.

WhitePaper Release: Growing and Sculpting Your Link Portfolio

by Amanda Dodge @ CopyPressed

Few topics are as hotly debated in the content marketing and search engine optimization (SEO) circles as linking and link building. Some people believe that any attempt to manipulate search[...]

The post WhitePaper Release: Growing and Sculpting Your Link Portfolio appeared first on CopyPressed.

5 Old Marketing Phrases to Avoid

by Shane Hall @ CopyPressed

At its core, marketing is about communicating to a potential customer or client in a way that makes them likely to choose your business, service, or product. Communication is the[...]

The post 5 Old Marketing Phrases to Avoid appeared first on CopyPressed.

Mark Ritson: Google’s lack of transparency should have us all worried

by Mark Ritson @ Marketing Week

Google's corporate mission that suggests openness and transparency is at direct odds with its actions.

The post Mark Ritson: Google’s lack of transparency should have us all worried appeared first on Marketing Week.

Influencer marketing is growing up with tighter contracts

by Yuyu Chen @ Digiday

Multiple influencer agencies have updated their brand contracts to add clarity to social stars' rights and advertisers' campaign requirements.

The post Influencer marketing is growing up with tighter contracts appeared first on Digiday.

Fifth SoMo Borac receives record number of entries

by Gašper @ Marketing magazin

The most entries have been submitted in SoMo Social (25) while Digital Mix sees 24 entries. 22 projects are competing in SoMo Content. “We are very pleased to receive a large number of entries in all categories,” remarks Ružica Vrdoljak Ličina, co-organizer of SoMo Borac. “We are especially happy about 16 entries in the category […]

The post Fifth SoMo Borac receives record number of entries appeared first on Marketing magazin.

Fall Marketing Internship Opportunity

by admin @ Baer Performance Marketing – Green Bay, WI

Baer Performance Marketing is a marketing firm representing national, regional, and local businesses. Our company offers a diverse and fast-paced environment for expanding professional skills and career development. Position Description: The marketing internship is a temporary position intended to provide undergraduate and graduate students an opportunity for professional development in the rapidly-evolving marketing industry. Interns […]

The post Fall Marketing Internship Opportunity appeared first on Baer Performance Marketing - Green Bay, WI.

How Customer Service Affects Your Marketing

by Anna Sonnenberg @ CopyPressed

For many brands, marketing strategy largely centers on branded content, influencer outreach, and search engine optimization. As effective as these methods might be, they don’t account for the impact that[...]

The post How Customer Service Affects Your Marketing appeared first on CopyPressed.

Dove Drives Its Successful 'Real Beauty' Campaign Into a Wall

Dove Drives Its Successful 'Real Beauty' Campaign Into a Wall


Inc.com

Acceptance is one thing. Asking women to visually categorize their bodies is quite another.

Customer satisfaction is all about expectations : a real example

by Pierre-Nicolas Schwab @ Market research consulting

My good friend (and former customer) Patrick Mascart is in the photo/video business and has also become an expert in aerial photo and video services. Through his agency he has worked for prestigious c […]

Cet article Customer satisfaction is all about expectations : a real example est apparu en premier sur Market research consulting.

7 Copywriting Tips for Marketing Professionals

by Jennifer Ross @ CopyPressed

Reaching out to the customers who can be loyal to you for years is not an easy thing and, no matter how much money you allocate to your advertising spending,[...]

The post 7 Copywriting Tips for Marketing Professionals appeared first on CopyPressed.

4 Internet Laws Marketers Should Be Aware Of

by Amanda Dodge @ CopyPressed

The Internet might seem like the Wild West at first, but there are actually strict laws meant to keep everything in order. Data privacy, transparency, and copyright violations are a[...]

The post 4 Internet Laws Marketers Should Be Aware Of appeared first on CopyPressed.

The one thing Linkedin should do to improve its customer experience

by Pierre-Nicolas Schwab @ Market research consulting

Many regular users of Linkedin that there is one very frustrating things : getting invitations to connect from people you don’t know and without a word of explanation. Nudging users to provide t […]

Cet article The one thing Linkedin should do to improve its customer experience est apparu en premier sur Market research consulting.

Using Content To Build Lead Flow

by Derek Miller @ CopyPressed

This post was originally published on performancemarketer.com by Derek Miller How CopyPress Uses Content To Build A Sustainable Lead Flow Content marketing is one of the most popular tactics for[...]

The post Using Content To Build Lead Flow appeared first on CopyPressed.

Dove’s Newest Social Experiment Is a Content Marketing Hit

by Joe Lazauskas @ Dove – The Content Strategist

Dove's social experiment films are the Nicki Minaj singles of the content marketing world. They may get mocked on occasion, but they're built to go viral, and oh boy, do they pack a punch.

The post Dove’s Newest Social Experiment Is a Content Marketing Hit appeared first on The Content Strategist.

The Freelancers’ Perspective on the Content Marketing Ecosystem

by Amanda Dodge @ CopyPressed

Freelancers are the worker bees of the content marketing ecosystem. While freelancers may not be as involved in the strategy and planning process for creative assignments as salaried employees, they[...]

The post The Freelancers’ Perspective on the Content Marketing Ecosystem appeared first on CopyPressed.

What Social Media Platform Fits for You?

by Mandi Rogier @ CopyPressed

Social media is quickly becoming the preferred way to interact with customers. With 70 percent of the U.S. population using at least one social networking site, social media is a marketing[...]

The post What Social Media Platform Fits for You? appeared first on CopyPressed.

What We Can Learn From Dove's Marketing Strategies | Mechtronics

What We Can Learn From Dove's Marketing Strategies | Mechtronics


Mechtronics

Dove by Unilever has evolved to be one of the most trusted beauty product makers in the industry, appealing to women across the world.

How To Get Word-of-Mouth: 40+ Successful Examples To Learn From

by Jon Tan @ Word-of-Mouth and Referral Marketing Blog

Over the past year, the ReferralCandy blog has been analyzing and dissecting all sorts of word-of-mouth successes: Established brands, new ideas on Kickstarter, and everything in between. We’ve read countless books and studies about the subject: Made to Stick, Tipping Point, Unleashing the Ideavirus, Contagious… you name it, we’ve probably read it. We’ve learned a […]

The post How To Get Word-of-Mouth: 40+ Successful Examples To Learn From appeared first on Word-of-Mouth and Referral Marketing Blog.

Why You Should Automate Happy Birthday Emails For Your Customers

by Raúl Galera @ Word-of-Mouth and Referral Marketing Blog

The following is a guest post from our friends at Leumas Digital. Email automation is the key to driving revenue and traffic to your store. It’s when an email is sent out on an action. It doesn’t require anyone to press send, as a piece of software will send it at the correct time to […]

The post Why You Should Automate Happy Birthday Emails For Your Customers appeared first on Word-of-Mouth and Referral Marketing Blog.

Whitepaper Release: Determining the Right Influencer Type for Your Campaign

by Amanda Dodge @ CopyPressed

“Influencer marketing” is one of the most popular buzzwords in the content marketing industry. Many companies want to try to generate website traffic and sales through this promotional concept, but[...]

The post Whitepaper Release: Determining the Right Influencer Type for Your Campaign appeared first on CopyPressed.

The Best of Global Digital Marketing in Kuala Lumpur, Malaysia

by Best Marketing @ Best Marketing

19th July 2016 In cooperation with Adoi Magazine More information coming soon!

Hack your commute: Don’t buy into brain training

by Michael Barnett @ Marketing Week

Marketing Week’s ‘Hack your commute’ series uncovers inspiring and fulfilling ways to spend your journeys to and from work that will expand your mind and broaden your horizons.

The post Hack your commute: Don’t buy into brain training appeared first on Marketing Week.

Advantages & Disadvantages of YouTube Marketing and How to Leverage Them

by burkhart @ Burkhart Marketing & Advertising

YouTube was founded in 2005. In its first few years, the video hosting site was perceived as a source of entertainment. Some may still think of it…

The post Advantages & Disadvantages of YouTube Marketing and How to Leverage Them appeared first on Burkhart Marketing & Advertising.

5 Tips for Starting Your Internship off Right

by admin @ Baer Performance Marketing – Green Bay, WI

Applying for an internship? Smart decision! College internships help students develop valuable professional contacts and are a powerful addition to any resume. It will show you have experience in a specific field and that you put in the extra effort to gain this experience by juggling the position with school. With that in mind, there […]

The post 5 Tips for Starting Your Internship off Right appeared first on Baer Performance Marketing - Green Bay, WI.

Building the Ultimate Content Library

by burkhart @ Burkhart Marketing & Advertising

Your marketing team may be producing great content, but that doesn’t matter if it isn’t being shared or utilized by your sales team. A recent study by…

The post Building the Ultimate Content Library appeared first on Burkhart Marketing & Advertising.

Is the way you track conversions damaging your campaigns?

by Tina Desai @ Marketing Week

One of the biggest challenges in marketing over recent years has been tracking the value and efficacy of campaigns. Focusing on last-click conversions could be significantly damaging our marketing - but not in the way you think.

The post Is the way you track conversions damaging your campaigns? appeared first on Marketing Week.

Bonus Videos: Overcoming Marketing Innovation Anxiety

by Lisa Nirell @ EnergizeGrowth

What is marketing innovation anxiety? It happens when we keep postponing innovation conversations and initiatives. Unfortunately, in Western cultures, most of us believe that looking busy is a badge of honor, so we default to the familiar—managing our daily problem inbox. My curiosity around marketing innovation anxiety, and the lack of a true commitment to […]

The post Bonus Videos: Overcoming Marketing Innovation Anxiety appeared first on EnergizeGrowth.

Top 20 Digital Marketing Agencies in California

by Courtni Casanova @ CopyPressed

It’s time again to take a look at some of the top digital marketing agencies in the States. Today we’ll be focusing on California. This large, progressive state is home[...]

The post Top 20 Digital Marketing Agencies in California appeared first on CopyPressed.

The Best of Global Digital Marketing in Colombo, Sri Lanka

by Best Marketing @ Best Marketing

October 2016 In cooperation with Sri Lanka Institute of Marketing (SLIM) More information coming soon!

Creating a Business Card That Gets Noticed

by admin @ Baer Performance Marketing – Green Bay, WI

Blog post by: Sarah Schrader, Baer Performance Marketing’s Social Media & Creative Specialist You have a stack of business cards you received from people you worked with or met at a networking event, but you most likely won’t keep them all (especially if a card doesn’t stand out or you didn’t make a connection with […]

The post Creating a Business Card That Gets Noticed appeared first on Baer Performance Marketing - Green Bay, WI.

Dove’s Ad Blunder Shows the Bar is Set Higher for Marketing to Women

Dove’s Ad Blunder Shows the Bar is Set Higher for Marketing to Women



Let me start with a question. Have you seen Dove’s most recent campaign? Now, Dove is owned by the same parent company, Unilever who sells Axe, male-targeted grooming products with a looooooong history of ads like this:  Don't get me wrong - this ad is hilarious, just hypocriti

B2B White Paper Content Marketing Strategy

by Amanda Dodge @ CopyPressed

Some of our clients are curious about our white papers, but they aren’t sure what to do with them and see the results they planned. Often, our clients look for[...]

The post B2B White Paper Content Marketing Strategy appeared first on CopyPressed.

5 Challenges That Come with Managing Content

by Allie Blackham @ CopyPressed

Many businesses across all industries are opening positions for content managers as the need for engaging content continues to grow. Consumers are heavily driven by web presence and online marketing[...]

The post 5 Challenges That Come with Managing Content appeared first on CopyPressed.

B2B Content Marketing

by Mandi Rogier @ CopyPressed

Business-to-business content marketing has a growing adoption rate from companies that see the inherent value in connecting with other businesses as potential buyers. However, content marketing is a complex area[...]

The post B2B Content Marketing appeared first on CopyPressed.

The Best of Global Digital Marketing in Manila, The Philippines

by Best Marketing @ Best Marketing

21st July 2016 In cooperation with Adobo Magazine  

Named #1 Ad Agency by OC Business Journal

by ampdev @ Advantage Marketing Partners

Advantage Marketing Partners tops this year’s list of Ad Agencies in Orange County, as ranked by The Orange County Business Journal. Forty-seven local agencies were named to this year’s list based on annual revenue size, with Advantage Marketing Partners and the #2 agency making up 56% of the annual revenue across all agencies. Additional accolades...

The post Named #1 Ad Agency by OC Business Journal appeared first on Advantage Marketing Partners.

Dove's "Campaign for Real Beauty" Is the Campaign of 21st Century - Marketing magazin

Dove's "Campaign for Real Beauty" Is the Campaign of 21st Century - Marketing magazin


Marketing magazin

The iconic campaign was picked by every one of the Advertising Age judges as belonging on the list, and one that was described by the panel as “groundbreaking, brave, bold, insightful, transparent and authentic.” As Ad Age states, Dove began its campaign with a global survey in 2004 that found, among other things, that only 23 …

7 Questions Every Investor will Ask About Your Go-to-Market Strategy

7 Questions Every Investor will Ask About Your Go-to-Market Strategy

by Katie Martell @ THE BLOG -

Many people assume a Go To Market strategy is really just a list of tactics -- trade shows, email, social media, influencers, etc.

Why Tone Matters to Your Content Marketing Strategy

by Michael Walton @ CopyPressed

Effective brands communicate. In everything from color schemes, to videos, to copy, and more, the brand should keep things consistent, always communicating the brand’s message and capturing its essence. But[...]

The post Why Tone Matters to Your Content Marketing Strategy appeared first on CopyPressed.

Win Over New Industries for Your Agency in 4 Easy Steps

by Devin Pallone @ Content Equals Money

Change is the essence of company growth – change to accommodate new opportunities, technologies, and goals. Expanding into a new industry is one of the best ways to nurture and develop your brand. Yet proving the worth of your agency to a new industry can be tricky. Lack of industry knowledge and inability to market […]

Top 20 Digital Marketing Agencies in Illinois

by Courtni Casanova @ CopyPressed

It’s time to dive into the next location, and today we’re reviewing Illinois’ top digital marketing agencies. Much like New York, the large majority of agencies are located in one[...]

The post Top 20 Digital Marketing Agencies in Illinois appeared first on CopyPressed.

6 Brands That Rock at Content Marketing

by Michael Walton @ CopyPressed

You’ve always been taught to be your own brand of unique. Never copy someone else’s work. Keep your eyes on your own paper. Well, while that may have worked in[...]

The post 6 Brands That Rock at Content Marketing appeared first on CopyPressed.

6 Tips for E-Commerce Copywriting

by admin @ Baer Performance Marketing – Green Bay, WI

On the surface, writing product descriptions sounds like a simple enough task. However, even the most seasoned copywriter can fall prey to a common mistake: writing a description that only describes a product. Product descriptions are to be thought of as a sales tool. Customers need to know why they should buy the product. A […]

The post 6 Tips for E-Commerce Copywriting appeared first on Baer Performance Marketing - Green Bay, WI.

How Much Market Research Is Enough?

by Michael Walton @ CopyPressed

Most worthwhile endeavors require a fair amount of preparation. No one tackles Mount Everest without years of studying the mountain, the climate, the route, and the experiences of previous climbers.[...]

The post How Much Market Research Is Enough? appeared first on CopyPressed.

Top 20 Digital Marketing Agencies in Florida

by Courtni Casanova @ CopyPressed

In a nutshell, digital marketing is marketing through the use of digital technology, such as the internet, mobile, etc. Digital marketing is only going to get more important every year,[...]

The post Top 20 Digital Marketing Agencies in Florida appeared first on CopyPressed.

Dove: Body confidence campaigns prove our authenticity

Dove: Body confidence campaigns prove our authenticity


Marketing Week

Dove says it “walks the talk” when it comes to its body confidence campaigns, as it launches a toolkit to tackle body image anxiety among children.

Facebook responds to growing ‘uneasiness’ over brand safety with new ad controls

by Sarah Vizard @ Marketing Week

The social network is introducing new eligibility standards for publishers and creators that will lay out more clearly the type of content that can be monetised.

The post Facebook responds to growing ‘uneasiness’ over brand safety with new ad controls appeared first on Marketing Week.

4 Primary Ways to Grow Your Business

by Jake @ White Dove Global

The Four Primary Ways To Grow Your Business Maximizing The Return On Your Efforts In The Four Key And Critical Areas The number one thing… and one of the most important things for any business owner, manager, entrepreneur or professional to realize, is that there are four ways… four principal ways to grow a business – any business. There are […]

The post 4 Primary Ways to Grow Your Business appeared first on White Dove Global.

Robin Bonn: Don’t miss out as agencies finally toughen-up

by Robin Bonn @ Marketing Week

Smart agencies are taking responsibility; rethinking their lemming-like, pitch-for-anything behaviour. Marketers must press the reset button too, says Robin Bonn, founder of Co:definery.

The post Robin Bonn: Don’t miss out as agencies finally toughen-up appeared first on Marketing Week.

Real Beauty? Measuring the Dove Marketing Program's Success

Real Beauty? Measuring the Dove Marketing Program's Success


EnergizeGrowth

More than 10 years after its debut, the Dove Real Beauty program remains a marketing icon and a source of controversy. What did it accomplish?

Humanizing and Building Trust With Your Brand

by Sylvia LeRahl @ CopyPressed

With the onslaught of noises, images, and sales pitches we face, it’s easy to become tone deaf when it comes to marketing tactics. As a business person, you need your[...]

The post Humanizing and Building Trust With Your Brand appeared first on CopyPressed.

Consumer behavior : why do we leave online reviews?

by Pierre-Nicolas Schwab @ Market research consulting

On the occasion of the RecSys 2017 conference I was fortunate to attend Prof. Lowenstein‘s inaugural talk that offered an inspiring overview of behavioral economics applied to recommendation sys […]

Cet article Consumer behavior : why do we leave online reviews? est apparu en premier sur Market research consulting.

Life’s too short to not change your job

by Gašper @ Marketing magazin

According to the agency, the main idea lies behind an insight that more than 80 percent of Serbians are frustrated with their current job. Job change presents the fourth biggest change in their life. How to encourage the individuals to get their life in order and change their job. The campaign features well known figures from […]

The post Life’s too short to not change your job appeared first on Marketing magazin.

5 Things Great Product Marketers Do

5 Things Great Product Marketers Do

by Katie Martell @ THE BLOG -

Something not many people know about me is that I’ve got a twin sister.

She’s brilliant. If you are into the left-brain right-brain dichotomy of categorizing people, then she is the pragmatic left with a PhD in biochemistry and I the demiurgic right with a career in marketing communications and a propensity for trusting my intuition.

As everything in life, however, we both exhibit a holistic blend of both left brain logic, and right brain creativity.

In the industry of marketing, we are often quick to separate those in our profession into these two categories - data-driven and analytical marketers against creative, visual, and artistic. Whether you’re left, right, or center…  marketing is about empathy.  

I’ve written before about the need to tap into not only both sides of that three pound lump in our heads, but also another vital organ in our systems:

“The new truth is that marketing is a trifecta of art, heart and science.”

And while it’s true that many of our colleagues could be easily categorized into one or the other, the best marketers I’ve seen are a stellar mix of left brain, right brain and empathy. And perhaps nobody characterizes this blend more eloquently than a great product marketer.

5 Characteristics of Great Product Marketers

One of my very favorite people in this world is Hally Pinaud, a product marketer at Marketo. She’s the best at what she does, and we are all going to be very lucky to work for her someday… until then, her and I recently chatted about what great product marketers look like:

1. "They are great storytellers, but never tell a fairytale." 

Studies show that our brains (those three pound lumps I mentioned earlier) are not hard-wired to understand logic or retain facts for very long. They are wired to understand and retain stories. When used right in marketing, with emotional drivers and authenticity, storytelling results in persuasion and action.

Great product marketers understand their product, of course, but more importantly they understand how it connects to the pain of the buyer. They should articulate that story better than most, putting it together in a powerful way that resonates with a customer's day-to-day life. They not only do it for themselves, they can scale it to the rest of their organization, leading me to our next trait:

2. They are great trainers

Not only can great product marketers tell good stories that tie product back to a problem, they can equip the organization to do the same. A hallmark of great product marketing is their collateral. Good collateral does a lot of the heavy lifting for somebody – but it's not enough by itself.

A PDF can't teach someone when, and how, to use it effectively. Research has found that up to 70% of B2B content goes unused (SiriusDecisions), partly due to its irrelevance, and partly due to a lack of training.

Product marketers must therefore be excellent trainers, able to put tools in front of people and teach them to look for the right clues to leverage them correctly. When in the sales cycle, or in the lifecycle of a customer, is this part of the story relevant? When in that lifecycle are you making this connection?

They must not only create content that moves people along a journey, demonstrating how the solution can solve for pain every step of the way, but articulate when and where to use that content in context. Excellent product marketers are able to evolve from simply equipping the team to true empowerment.

3. They understand the lifecycle – yes, including post-sales

Speaking of lifecycle, great product marketers have a keen understanding of the whole lifecycle of a customer, not just up to the point of acquisition, but also what comes after. They understand meeting with current customers, and knowing the process, can illuminate whether what you’re doing delivers the right level of impact to them.

While many product marketers are great with sales, see my next point, they often risk ignoring the post-sales team. In an age of buyer mistrust and strong competition, our post-sales team is critical to delivering the type of customer experience that creates advocates.

This team brings the product vision to reality, and forms the very foundation for word-of-mouth marketing. For product marketers to have true impact, they’ve got to foster clarity and collaboration with this often grey area of the customer lifecycle.

4. They respect and work with sales

This really should be point #1. One reason I’ve always respected, admired, and appreciated great product marketing is their position within the organization, connecting product development and management to the marketing team, and most importantly acting as a liaison to the front lines of the business, sales.

More than a liaison, great product marketers understand and respect the profession of sales. They forge powerful partnerships that transcend a near-universal narrative of “animosity” that predicates the sales and marketing relationship. They respect that intangible aspect of great sales that requires a high level of emotional intelligence (or EQ) – that je ne sais quoi that you can’t teach.

Product marketing gives sales the ammunition they need to have honest conversations with people, making sure they’re informed so they can channel that EQ in an authentic way. That means being a realist, giving them real-world examples of your competition – the good, bad, and the ugly. They have to speak authentically, and informed, about shortcomings in order to do what they do best.

Great product marketers challenge their colleagues across the organization to do their best work, and trust that they will.

 5. They work in the grey areas

“People are delighted and deals are won in the grey areas.”

This was one of my favorite quotes from Hally, who explained that a great PPT deck can’t get into the nitty gritty of a customer’s experience. Every buyer is different. The ultimate role of a great product marketer is to ensure their organization has empathy for these grey areas, and feel empowered to make decisions with authenticity and realism that allows them to operate in good times and bad.

At the end of the day, product marketing sits in a very strategic arm of the organization. Blame comes to them when things don’t go well, respect comes when they do. There's no mystery why the good ones are in high demand. As someone who comes from and gravitates to the wedge of the marketing pie chart that deals with comms, I find good product marketers to be inordinately invaluable.

I raise my glass (err… of coffee) this morning to each of you. Happy Monday.

Thank you to Hally for these insights - you can follow her on Twitter here.

 

This post originally appeared on LinkedIn

The History of Content Marketing

by Michael Walton @ CopyPressed

Marketing industry competition pushes us to always be looking for the next fresh way to do things. There are plenty of new tactics out there waiting to be discovered, but[...]

The post The History of Content Marketing appeared first on CopyPressed.

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