Content marketing, according to the Content Marketing Institute, is “creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” In other words, it’s communicating with your customers and prospects without selling. That newsletter you receive every week […]
Insight + Expertise = Results
Insight + Expertise = Results
Author: saphicdrmr
Relationship Marketing Has Gone Mainstream
If you aren’t relationship marketing, you’re missing out. Sure you need to generate your leads and bring in new customers, but it’s much more cost-effective to keep the customers you have. Relationship marketing is all about that. Relationship marketing strategy should be designed to inspire customer loyalty, engage the customer, and promote interaction. The Cross-Functional […]
Choosing Your Cause Partner – The Four Pillar Approach
A lot of companies make the move into cause marketing by simply looking for an organization that’s a good match for them. Joe Waters, one of the authors of Cause Marketing for Dummies, calls that the Garanimals approach. You remember those? Choose the same animal on each item of clothing and they should match. That’s […]
Cause Marketing Explained
Thompson and Pringle, in their book Brand Spirit, define cause-related marketing (CRM) as a partnership between a for-profit and a non-profit business for the mutual benefit of both. This form of societal marketing is practiced by any number of large companies including Patagonia, American Express, Marriott and PetsMart. Of course, when it comes right down […]
Google AdWords Bidding Basics
So…you’ve heard about this “new” thing – Google AdWords. It sounds pretty exciting. It sounds like you get a lot of bang for your buck. Your ad shows up on the page that is returning pertinent search results. An ad can show up anywhere on any of the pages returned. The more you are willing […]
Why Nonprofits Need Social Media Strategy
When you think about it, nonprofits have been using social marketing for decades to get their message across. I’m sure you’ve heard the phrase “grass roots campaign”. What is that but a pre-social media era social marketing effort. It seems to me that the natural evolution of the social marketing strategy is the social media […]
Creating Resonance Through Leadership Style
If you remember, in the post entitled Effective Leadership and Emotional Intelligence I promised to discuss leadership styles in my next post, but then skipped them in favor of 2012 marketing trends. This is that promised post. There are, according to Daniel Goleman, six leadership styles and all are effective – when used at the […]
2012 Marketing Trends: Strategy and Practice
Let me first say that “no, you didn’t miss a post”. I’ve been working on my budget so my mind has been very much in 2012 instead of in the present where it belongs. As a result, I got to thinking about upcoming trends instead of leadership, so you get a trends post instead. I’m […]
Effective Leadership and Emotional Intelligence
Typically, I write more on what I would call hard skills: strategy, research, analytics, etc. but I’ve been doing a lot of thinking about leadership lately, and what makes a good leader. I’ve been in design industry a long time, 19 years, and most of it has included some aspect of marketing, though that didn’t […]
Push vs. Pull Marketing
There are a variety of marketing strategies available for you to implement but all of them fall within two categories. They are either push or pull marketing. I actually had someone say, recently, that push marketing is dead due to the surge in media marketing. I don’t think they’ve turned their TV on recently. In […]