Why You Should Believe in Customer-Driven Marketing

Considering Real-World Variables by Listening to Your Customer Ten times out of ten, the first thing a marketer learns in their very first Introduction to Marketing class is the concept of the Four Ps of Marketing, namely Product, Place, Promotion, and Pricing. At the most basic and academic level, these four factors together constitute the …

Making Efficient Marketing Plans

Eliminating Waste by Focusing on Targeting Before creating a marketing plan, marketers must understand the meaning of their plans and efforts within the context of their wider organization. Principally this means acknowledging that marketing plans are more than anything else an investment. It is often said that marketing departments are the ones that spend money, …

Customer-First Communication for Small Businesses

Negotiating with Your Customer to Create a Connection First and foremost, in order to succeed, consumer-facing small businesses must make a connection with their customers. Beyond pure awareness, customers need to understand what the brand signifies, and more importantly, what it can do for them. Small business owners are no doubt aware of the challenges …

Lies, Damned Lies, & Statistics

Why Marketers Must Seek Context to Better Utilize Data Analytics At this point in the Digital Age, business organizations have by and large woken up to the importance of data, especially now that data collection and management have become easier than ever. Organizations have gotten smarter about collecting data at every stage of the consumer’s …

Holistic Marketing: Don’t Forget to Look Within

How Internal Branding Helps Ensure Customer Satisfaction As long as the art of Marketing is alive and well, the following phrase will live on: the customer is always right. When it comes to building brand equity amongst targeted consumers, it is critical that marketers understand that ultimately perception is reality. A marketer’s best-laid plans are …

trojan horse marketing

IS IT REALLY A TROJAN HORSE IF YOU LIKE IT? Cartoonist and marketing savant Tom Fishburne coined the term “Trojan Horse Marketing” to describe the special kind of content that people actually want to engage and consume but still delivers an important marketing message. In essence, this represents nirvana for content marketers: content that consumers …

The Need for Analytics in Marketing

A Basic Introduction to the Power of Digital Analytics A key tool for achieving any goal is data. With the right information, you can move towards building a strategy for achieving the goal, determine if that strategy is working, and overcome challenges or obstacles along the way. Because Marketing is an inherently goal-driven discipline, effective …

Television Today: What caused the Paid Television Industry’s Current Instability?

What the Buying Decision Process can tell us about all those streaming platforms. It was always bound to happen. As you sit there reading this right now, I am almost sure you are currently subscribed to at least three different streaming platforms. Not only do you have those subscriptions, but as you hear about the …