Tom Jager — December 6, 2017 — December 6, 2017 Acquiring new customers is one of the primary goals of marketers. It can be achieved only by getting a company’s name in front of the target audience through social media, outdoor advertising, and other techniques. Or as marketers would say, “build brand awareness.” Without it, … Continue reading How to Measure Brand Awareness: 4 Key Steps
Gustaf Steunlund — November 27, 2017 Follow @stenlundgustaf — November 27, 2017 rawpixel / Pixabay As marketers, we have a tendency to optimize campaigns towards the cheapest clicks, because surely, the more clicks you get, the more leads, online purchases and fan mail you’ll receive… right? Wrong. The truth is not all clicks are created … Continue reading We Analyzed 7 Million Paid Clicks to Branded Content, Here’s What We Learned
Carol Forden — October 23, 2017 Follow @carolforden — October 23, 2017 Fotocitizen / Pixabay For content marketing to be effective, you need to master the art of storytelling. Its long been known that facts tell, but stories sell. Great storytelling and content marketing planning requires a structure of a compelling story. Powerful stories need … Continue reading Facts Tell, But Stories Sell – Great Brands Are Storytellers
Ernan Roman — September 26, 2017 — September 26, 2017 DigiPD / Pixabay “By combining companies, we believe will be able to…enhance the customer experience, increase customer value and put ourselves in an even stronger position to help shape and lead the next generation of shopping,” So said Mike George, QVC’s president and CEO. But … Continue reading All These Mergers… Consumers Are Asking: Will Their Brand Connection Still Be There?
Brooke B. Sellas — August 30, 2017 Follow @madSMscientist — August 30, 2017 Brand accountability is a growing trend with how consumers are using social media today. This means your worst brand behavior is paraded online for potential customers to consume. How is this impacting your brand reputation and purchasing decisions from would-customers? We’re dissecting … Continue reading How Millennials (And Others) Use Social Media For Brand Accountability
When it comes to social influence, governments and other public agencies have a lot to learn from brand marketers. Contributor Scott Wilkinson discusses how agencies can adapt to this new economy to win public support. Scott Wilkinson on August 29, 2017 Over the last decade, we have watched social media upend institutions and topple … Continue reading Mapping the new economy of micro-influence: What governments can learn from brand marketers
Mary Planding — August 25, 2017 — August 25, 2017 Fotoworkshop4You / Pixabay Recently we’ve been working with some businesses that have been struggling with growth. Only it’s not the trouble you think it is — business is actually good. The trouble is whether they’re growing the “right way” for their business. Many business owners … Continue reading How Positioning Your Brand Keeps Your Business Focused and On Track
Virginia Franco — August 22, 2017 Follow @VAFrancoResumes — August 22, 2017 geralt / Pixabay Targeting that executive and C-suite role often requires a solid online reputation. Why? Many recruiters now use social media to find and vet candidates, and decision makers often scour the web for proof that you are who you say you … Continue reading Why You Can’t Skip Out on Online Branding During your Job Search
Columnist Mike Sands believes brands need to take a page from Amazon and put their customers — and the data they generate — at the center of all business decisions. Mike Sands on August 22, 2017 Yes, this is another Amazon story. But this one isn’t about its latest acquisition, innovation or market share … Continue reading Why your brand should obsess over its customers, not its competitors
Elizabeth Harr — July 25, 2017 — July 25, 2017 The goal of any brand strategy is to build a strong brand. That is because a strong brand—and an effective brand strategy—results in a higher return on investment for your marketing dollar. It is as true for professional services brands as it is for consumer … Continue reading Best Brand Strategy: Branded House or House of Brands?