How Do You Keep Customers? And Why Are You Trying So Hard?
Believe it or not, people are not very good about leaving groups that they belong to–even when they’re very unhappy with the marketing outreach that comes with being part of those groups. It’s so easy to click “unsubscribe,” yet people rarely take the time to remove themselves from pesky email lists. We all learned this […]
The Tedious Task of Tracking Changes: Change Management in Marketing
This has been a year of change for all companies and all industries. Marketers have had to be quick on their feet—with even faster fingers on their keyboards—to keep up. And if you’ve been among those who have even slightly managed to keep it together during this time, then you deserve a big congratulations! However, […]
What’s the Strategy Behind Gated Content?
Have you ever been intrigued by an article online or another form of content (such as a video or interactive guide) and eagerly clicked on a link—only to hit a paywall or sign-up page? You might wonder why a company would go through the trouble of bringing you to their page, only to stop you […]
Marketing With Authority
There are a few ways for marketing to be effective. For example, you can have compelling marketing that resonates through its emotional authenticity. You can have memorable marketing that is funny, or splashy, or groundbreaking. You can also get a lot of results by creating marketing that conveys a great deal of authority. But, obviously, […]
Make Marketing More Than Lip Service
In 2020, more than ever before, it’s essential that companies communicate their stance on important social and cultural issues of the day. Sometimes, that task lives with PR. Often, it remains in the realm of Comms. But increasingly, we see that effort cross over to Marketing. From website ads to television commercials, typical revenue-driving efforts […]
Comfort Marketing: A Return to Basics
It’s a stressful time to work in marketing. But here’s the good news: You don’t actually have to overthink in order to compensate for the challenges introduced by the coronavirus. In fact, for marketers and consumers alike, this is a time for returning to basics. Everyone is seeking the comforts of the familiar. That means […]
Pandemic Planning with the 4 “P”s of Marketing
Having a hard time coming up with new campaigns lately? If you’re like most professionals, many of your meetings are probably spent discussing what’s different, what’s allowed, and what other companies are doing. That’s also true for marketers, but dwelling on these repetitive conversations can lengthen the period of time it takes to complete projects. […]
How Can Marketing Help Us Stay Connected?
Marketing plays many roles for a business. It can help share information, promote the sale of goods and services, enhance awareness of your mission and vision, and build relationships between clients/businesses/consumers and brands. It’s strange, then, that when your business landscape changes in a time of crisis, marketing is often discussed in stark terms: Do […]
What’s Safest: Timely or Evergreen Campaigns?
So, you’ve scrapped the marketing campaigns that you had planned for this spring and summer. They no longer had the right tone for today’s climate. As you’re thinking about what kind of marketing to replace those with, you might be facing a common conundrum: Should you create evergreen creative? Or should you create something very […]
How to Share Bad News with Customers and Clients
Often, marketing focuses on sharing good news. You might be highlighting the positive aspects of a brand (like a new community initiative), or you might be advertising news about a special event (like a sale). But what happens when you need to share some news with your mailing lists that they might not be too […]