Feature - Social Media Marketing

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Do you really know your clients?

it takes character to make it in marketing

Driving Word-of-Mouth with Social Media Marketing

Just a couple of years ago, business-to-business marketers could rely on key words and metatags for SEO, sprinkled with some pay-per-click campaigns to ensure a grand web presence and page-one search results. To get those kinds of results these days, marketers must venture into a new frontier: social media.

Once merely a playground for youth, sites like Facebook and Twitter are rapidly maturing, and serious B-to-B marketers have burgeoning options to explore within this formerly college-oriented arena .

LinkedIn has more than 13 million baby boomers actively networking, and is growing by thousands daily. Facebook claims a 178% increase in users over 55 in the last six months. And Twitter, poised to be the “next big thing,” is thriving thanks to a recent omnipresence among politicos, pundits and celebrities.

Social media is gaining traction on the more affluent professional channels. These are the targets for B-to-B marketers. Savvy professionals read publications, listen to the radio and watch TV. Then they go to the Internet for verification. These sources are often found in social media entries. Marketers can either take advantage of all available options for branding on social media, or risk being left in the dust.

Although the economy may be fueling alternative low-cost online marketing, social media is positioned as a marketing mainstay. While boosting web traffic remains the primary objective for most marketers, the routes to this destination have multiplied, creating a secondary objective: direct, ongoing communication with consumers. Read more...

Do you really know your clients?

Posted Friday, March 20, 2009 by Glenn Taylor

“You don’t stand a tinker’s chance of producing successful advertising unless you start by doing your homework.” - David Ogilvy, Ogilvy on Advertising

With B2B marketing budgets being stretched as far as possible today, and then pulled a little more, this quote from Mr. Ogilvy has never been more important. Knowing where your client lives doesn’t cost you much – just your time and enthusiasm.When was the last time you did a deep dive on your clients’ needs, wants and expectations? Are they receiving your messaging and coming away with the correct impression? Are you making assumptions in your creative direction based on out-of-date research? Read more...

It takes “character” to make it in marketing

Much as Marilyn Monroe was once Norma Jean Mortenson, and Cary Grant began life as Archibald Leach, famed ad character Speedy Alka Seltzer was born under a much less memorable moniker. When Robert Watkins first sketched the miniature mascot for Wade Ad Agency in 1952, he called him “Sparky” — that is, until the name was amended to promote the idea of “speedy relief.” Read more...