Successful marketers will tell you that the two most important things you can do when putting together your media plan are:
Measure the effectiveness of your current advertising
Test new forms of advertising
Measure & Test: Using call tracking to improve your local advertising
Video quality must improve to be vital to brands
Who hasn’t seen the video of the cute laughing baby or the troubled musing of the musician who lambastes an airline for breaking his guitar?
With the emergence of online video, we certainly have gotten used to being “entertained” every time a new kitschy video hits the Internet. The question that lingers is whether we actually turn to online video for information about new products, advertising from our favorite restaurants or news about a new store opening in our areas. Continue reading
Blogging benefits local dealers, agents and franchisees
As a dealer, agent or franchisee, you may wonder whether blogging should have a place on your already long to-do list. Even if your company maintains a corporate blog, there are benefits to having your own localized blog. Continue reading
SEM and e-mail: Like Kleenex® to the marketing world
It wasn’t that long ago that e-mail marketing became all the rage, or that marketers started trying to crack the mysteries that lie behind search engine marketing (SEM) and search engine optimization (SEO) – which in many cases still seem to be like deciphering the Da Vinci Code.
Now SEM, SEO and e-mail are marketing staples; everyone is using them and their results can be tested and measured. Continue reading
Social media – another way to schmooze
Regardless of your profession, process improvement and technology always throw you for a loop until you can get a handle on the new ways of doing things – and understand how the changes will affect you and your business.
Such is the case with social media. Whether attending a marketing or technology conference, participating in a strategy meeting or chatting with colleagues or business partners at an after-hours function, the conversation almost always includes the question “How are you utilizing social media?” Continue reading
Newspapers must nail their niche
Just as we “tweeted” on Twitter about print still being a viable marketing channel for the pizza industry, many in the magazine and newspaper business believe niche markets will make it possible for newspapers to not only survive but also flourish. Continue reading
Maintain Consistency – Even When Re-Branding
Anyone in the advertising/marketing business knows that a company’s brand is one of its most valuable assets. That’s why it’s important to maintain brand consistency across all mediums and in all markets.
This holds true even when it’s time to re-brand. If you find it’s time to re-brand because your business – or its products or services – has changed, it’s even more important to hold true to your brand. Continue reading
Set the table – Digital Citizens and Tourists are both invited
Depending on how long you’ve been in the working world, you either have a strong grasp of digital technology or you feel like a kid in a toy store, with so many flashy new toys around you that you can’t decide which one to play with first. Continue reading
Doing good for more than goodness’ sake
Everyone knows PR equals public perception. Good or bad, PR helps people formulate opinions about a company.
Whether to portray a company in a positive light – or to offset prior negative comments in the media or the marketplace – PR directors make a point to release “good” news about their companies on a regular basis, or to form partnerships with other community or industry “do-gooders.” Continue reading