We’ve never been more intertwined with our buying patterns than we are today – sometimes seeing an advert on a bus but then buying the product or service through a web store. So when your business is looking to promote services, having a hybrid mix of digital and perhaps offline channels mixed together is important. Digitally, a range of social platforms, including buying options should be made available to your prospects and outlets such as app stores and pod-casts should be considered. Today I’ve written an invaluable online article for The Digital Marketing Magazine, who also run the Digital Marketing Show on this very subject. This includes the importance of search as well as content as an avenue for marketing. To read the article click here.
I’ve recently been trawling the web trying to find various tools that will help me to create interesting content for my blog and twitter feed.
In particular, I wanted a quick and easy way to create things like word clouds and colourful quotes, without having to use a graphic designer or specialist design skills! Plus, these things make great shareable content to enhance your social media presence and drive traffic to your site/blog. As people, we’re drawn to visual content and take action based on its subtle cues faster than any other medium, and brands that can leverage the power of visual content are the ones getting noticed (Source: Social Media Examiner). And, according to Jonah Peretti, founder and CEO of BuzzFeed, creating content people love to share is the key to success.
As a result of my search I came across a number of tools…
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Just watching Vic Wild snowboard is something of an art. When he is competing and going on to win two gold medals in his home country catapults hims into the limelight. The commentator was stating he could now choose which cereal box he wants his face on. Confirmation of the power sportspeople can have in marketing a brand and how clever businesses can harness the coverage of emotion of events like Sochi 2014 to maximum affect can therefore be absolutely key in an effective campaign.
There’s one great thing about sports events and in particular the Olympics – they are great for business. Sochi 2014 is another reminder why the hysteria of winning a gold medal, the excitement of following your team and the drama of the mishaps, falls and narrow losses make it so good for business.
Firstly it creates job, thousands are employed not just in marshaling roles but in catering, marketing, planning, technology, security, accommodation and more. Then there is the coverage on TV; networks can pay millions for the rights to air live footage, creating a money chain of a funds going round the world in itself. There is sponsorship: corporates can pay significant amounts to brand their logos on ski slopes, signage and have their product or services as the ‘official’ one of the games. Similarly, athletes attract sponsors individually and many are kitted out in team kits made by Adidas, Fila or whoever else has a deal with that federations team.
So even if you aren’t the type to be excited by Jamaican bobsleighs, 15 year old professional snowboarders or grand opening ceremonies to showcase the great that is Russia (on this occasion!), by heck are they absolutely brilliant for the world economy.
When it comes to personal relationships with other humans – whether friendship or more – its sometimes a habit for us to ask something that is deemed more personal or early than they would have expected within the course of getting to know them. The same is true with the business environment and organisations often make the mistake of trying to sell to a customer without first displaying their credentials and credibility with that potential customer.
So the key message to remember is – a motivation to want to buy a business’s services should be built first, before then trying to sell to them.
My response to the research results on B2B marketers struggling with engagement (below post) is that few are properly utilising the scope and purpose of what many marketing channels can offer. In particular social media.
Therefore it is important to understand, through own research what is important to your department and firm, for instance communications or to raise brand profile etc. Then it is important to embrace the correct channels to carry out a chosen campaign, which might be through a direct mail programme, event or digital platform. Engagement only happens when you’ve done your homework on the best way to initially launch the campaign/communication, and then correctly followed it through, which then in turn encourages people, and the right people (often prospects or other stakeholders) to then engage.