True Omnichannel Marketing: The Ideal State

Marketing loves to follow trends and as the discipline itself evolves, so too does its buzzwords. In the immediate aftermath of the tech boom, we quickly began to move from just “digital” strategies to more sophisticated “multi-channel” and “cross-channel” strategies. This represented a natural evolution as we began to tap into the potential of the …

Why Customer Experience is an Essential Part of Branding

Your branding will never truly succeed if you can’t deliver a positive customer experience. In general, branding begins with a solid foundation of market research and a well-crafted image including a logo, font, and color palette. From there, it extends to intangibles like personality and voice. These are all building blocks of a compelling brand …

How to Create an Effective RFP

RFPs, or requests for proposals, are simply the broadly standardized format for engaging with an external vendor to support temporary projects or establish longer-term relationships. While each industry may have its idiosyncrasies, there is a general roadmap for how to create an effective RFP. Identifying a Need There are several reasons why you would need …

Channel Marketing & How Your Decisions Impact Your Consumers

It’s easy to think of Marketing as just the creative side of the discipline, as in the ads you see or the jingles you hear. Most people think of a brand’s identity and imagery, maybe its ad campaigns, or even its pricing model. These parts of Marketing exist separate from what’s “below the line” and …

Marketing Research and the Theory of Planned Behavior

Last week, we looked at a brief introduction to the Theory of Planned Behavior and how we can apply its principles to the development of marketing strategies. The theory identifies three variables that directly influence a consumer’s intention to act: Attitude, Subjective Norms, and Perceived Behavioral Concern. We can use these three variables to inform …

Using the Theory of Planned Behavior for Marketing

A Look at Three More Levers Marketers Can Pull when Strategizing When marketers start developing any kind of strategy, whether it’s a micro-level digital strategy or a macro-level branding strategy, they have several different levers they can pull on to achieve whatever their business goals are. Most, if not all, marketers are used to the …

Social Media Marketing: Diversity of Platforms

From startups to major multinational corporations, social media marketing has become one of the essential subdisciplines of the marketing field. With such a diversity of platforms, however, it can be difficult to identify which platforms are worth engaging with for each business. Social Media Explosion Social media platforms have exploded since the early aughts and …

Respecting Brand Emotions

We’ve discussed how we can harness psychology to connect with our audiences but another key component to reaching our consumers is respecting their brand emotions. Avoiding Alienating Your Brand Communities We’re all familiar with the idea of the emotions we feel towards our favorite, and least favorites brands. I love Nike running shoes and Le …