Cliff Allen on Marketing

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Developing a Marketing Communications Strategy

Cliff Allen on Marketing

Raising awareness of your product in your target market is where sales begin, and this is where marketing communications activities begin the selling process. With today's multiple channels for content to reach potential customers, the art and science of marketing communications has become increasingly important. Another key part of the messaging process is creating the positioning statement.

Marketing Trends for 2010 - And What to Do About Them

Cliff Allen on Marketing

There are several new marketing trends for 2010 that will have an impact on practically every marketing organization because of new trends in customer behavior, such as: Shift in consumer mentality from recession to recovery. Changes in how customers make purchase decisions. New technologies for communicating with customers. Spotting marketing trends. And, second, it's growing in adoption.

Strategic Direction - The Core of a Strategic Marketing Plan

Cliff Allen on Marketing

Taking a long trip is like marketing. You need to pick a direction, which will determine what to pack -- shorts and sandals for summer, or coats and gloves for winter -- and who you will meet along the way.  . The same is true for marketing. The importantce of choosing the right strategic marketing direction. For many years Sears was the low price leader for many products that consumers buy.

Turning Marketing Strategy into Marketing Program Plans

Cliff Allen on Marketing

Every good strategic marketing plan includes two elements: strategic direction and plans for moving the company in the new direction. After you have developed your strategic marketing direction , it's time to develop strategies for each of your major marketing functions. You've probably seen companies where the advertising didn't match the actual customer experience at the point of sale.

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

Using Marketing Analytics in Strategic Marketing Planning

Cliff Allen on Marketing

A good marketing strategy is based on good data. That's why it's important to start the strategic marketing planning process with data about your industry and specific market, and about your customers. Industry and market data. When your industry is growing, your company is probably growing, too. Macro economic trends. Industry size and growth. Competitor size and growth. Customer behavior data.

Mind Maps Make Marketing More Meaningful

Cliff Allen on Marketing

Success in any area depends on having a clear, sound plan -- then acting on that plan. It's especially challenging to do this in marketing for two reasons: Marketing strategy is based on how multiple groups of customers think and feel about products. Marketing has become increasingly complex as the number of communications and sales channels has increased.

Mind Maps Make Marketing More Meaningful

Cliff Allen on Marketing

Success in any area depends on having a clear, sound plan -- then acting on that plan. It's especially challenging to do this in marketing for two reasons: Marketing strategy is based on how multiple groups of customers think and feel about products. Marketing has become increasingly complex as the number of communications and sales channels has increased.

How to learn about social media marketing

Cliff Allen on Marketing

The popularity of social networking among friends — and would-be friends — is fast becoming "social media.". Individuals are now concerned about their "personal brand." And, companies are looking for ways to use social media in their marketing to increase brand awareness and drive traffic to their Web site. It's personal because it depends on personal relationships and conversations.

How to learn about social media marketing

Cliff Allen on Marketing

The popularity of social networking among friends — and would-be friends — is fast becoming "social media.". Individuals are now concerned about their "personal brand." And, companies are looking for ways to use social media in their marketing to increase brand awareness and drive traffic to their Web site. It's personal because it depends on personal relationships and conversations.

Get in the "Zone" with B2B Marketing Zone

Cliff Allen on Marketing

Marketing has become more and more complex as the Internet has become part of everyone's lives. Blogs have sprung up everywhere on all aspects of marketing, but it's been hard to find the really good marketing blogs, especially good blogs on B-to-B marketing. Recently, a couple of really savvy guys created a great site that allows us marketers to find the latest blog posts on B-to-B marketing from some top notch marketers. added B2B Marketing Zone to my blog reader when it launched, and it's made it so much easier to keep up on hot B2B marketing topics.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

When Good Metrics Go Bad

Cliff Allen on Marketing

The goal of marketers is usually to increase revenue, so we create metrics that help us do that. Metrics are those numbers that "per" -- like "cost per lead" and "page views per day.". Marketing Metrics Are Everywhere. There are metrics everywhere in the marketing/sales process from awareness to closing an order and servicing the customer. Keeping Marketing Metrics Profitable.

Why Marketers Must be Better

Cliff Allen on Marketing

a lot has been written about increasing the roi of various marketing activities. but, one thing is usually missing from those articles and sales pitches -- explaining just how to calculate that higher marketing roi that they talk about

Market Research Answers the Second Question

Cliff Allen on Marketing

Every marketer has done market research, even if it's just looking at a competitor's traffic at Compete.com. But, we sometimes forget just how many ways we can use market research. Recently, I found a list of ways market research could be used that included a few I hadn't thought about. It reminded me that many experienced executives and sales managers have a good feel for where a potential market is -- but it may not be such a good market. customer may have ordered a product that isn't normally purchased by that type of company. Two questions about that market come to mind: What is it?

Market Research Answers the Second Question

Cliff Allen on Marketing

Every marketer has done market research, even if it's just looking at a competitor's traffic at Compete.com. But, we sometimes forget just how many ways we can use market research. Recently, I found a list of ways market research could be used that included a few I hadn't thought about. It reminded me that many experienced executives and sales managers have a good feel for where a potential market is -- but it may not be such a good market. customer may have ordered a product that isn't normally purchased by that type of company. Two questions about that market come to mind: What is it?

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Here's what we learned.

Keeping Up with Tech in Southern California

Cliff Allen on Marketing

Southern California is a hotbed of technology companies that are leaders in their sector. This includes MySpace, CitySearch, Ticketmaster, eHarmony, and thousands of lesser known technology companies. high-tech community like this also has many bloggers and Web-based news outlets that cover our companies, venture capital, and events -- plus a number of advisers who help technologies entrepreneurial companies grow. It's been difficult to keep up on all aspects of the technology sector in Southern California. For example, here's a page on that site that summaries my recent blog posts: [link].

Keeping Up with Tech in Southern California

Cliff Allen on Marketing

Southern California is a hotbed of technology companies that are leaders in their sector. This includes MySpace, CitySearch, Ticketmaster, eHarmony, and thousands of lesser known technology companies. high-tech community like this also has many bloggers and Web-based news outlets that cover our companies, venture capital, and events -- plus a number of advisers who help technologies entrepreneurial companies grow. It's been difficult to keep up on all aspects of the technology sector in Southern California. For example, here's a page on that site that summaries my recent blog posts: [link].

Keeping Up with Tech in Southern California

Cliff Allen on Marketing

Southern California is a hotbed of technology companies that are leaders in their sector. This includes MySpace, CitySearch, Ticketmaster, eHarmony, and thousands of lesser known technology companies. high-tech community like this also has many bloggers and Web-based news outlets that cover our companies, venture capital, and events -- plus a number of advisers who help technologies entrepreneurial companies grow. It's been difficult to keep up on all aspects of the technology sector in Southern California. For example, here's a page on that site that summaries my recent blog posts: [link].

Are You an Analytics Leader?

Cliff Allen on Marketing

No matter how much you use marketing analytics, you could probably be doing more. Mila D'Antonio at Think Customers: The 1to1 Blog reports that Garther, the consulting and analyst firm, says that many of the largest companies will miss opportunities because of under funding their analytical processes: Gartner reports that through 2012 more than 35 percent of the top 5,000 global companies will fail to make insightful decisions about significant changes in their business markets due to under investment in the information infrastructure and business user tools.

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

Are You an Analytics Leader?

Cliff Allen on Marketing

No matter how much you use marketing analytics, you could probably be doing more. Mila D'Antonio at Think Customers: The 1to1 Blog reports that Garther, the consulting and analyst firm, says that many of the largest companies will miss opportunities because of under funding their analytical processes: Gartner reports that through 2012 more than 35 percent of the top 5,000 global companies will fail to make insightful decisions about significant changes in their business markets due to under investment in the information infrastructure and business user tools.

Gravity Summit Slide Presentations

Cliff Allen on Marketing

I recently mentioned that I attended the Gravity Summit one-day seminar on social media marketing. Here are slide presentations from representatives of three large brands on how they have used social media marketing: Yahoo. Sprint. In addition, here are slide presentations from two social media consultants who presented examples of clients they've helped: David Reis. Rodney Rumford , co-producer of the event. These presentations show what's possible by using social media to raise awareness of brands.

Gravity Summit Slide Presentations

Cliff Allen on Marketing

I recently mentioned that I attended the Gravity Summit one-day seminar on social media marketing. Here are slide presentations from representatives of three large brands on how they have used social media marketing: Yahoo. Sprint. In addition, here are slide presentations from two social media consultants who presented examples of clients they've helped: David Reis. Rodney Rumford , co-producer of the event. These presentations show what's possible by using social media to raise awareness of brands.

Gravity Summit

Cliff Allen on Marketing

Social media marketing is the current "hot" marketing technique that marketers are turning to. recently attended the one-day Gravity Summit seminar on social media marketing. The speakers from Sony, Sprint, and Yahoo presented excellent examples on how major brands can generate attention for a product by using social media. And, representatives from social media marketing agencies described how they help clients plan, implement, and monitor a social media marketing campaign. Create social media profiles on sites such as Facebook, MySpace, Twitter, and others.

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

Gravity Summit

Cliff Allen on Marketing

Social media marketing is the current "hot" marketing technique that marketers are turning to. recently attended the one-day Gravity Summit seminar on social media marketing. The speakers from Sony, Sprint, and Yahoo presented excellent examples on how major brands can generate attention for a product by using social media. And, representatives from social media marketing agencies described how they help clients plan, implement, and monitor a social media marketing campaign. Create social media profiles on sites such as Facebook, MySpace, Twitter, and others.

What Data Crunchers Did for Obama

Cliff Allen on Marketing

The election of President Obama was significant in many ways to many people. As marketers, it represented a continuing evolution of the use of market research data at the individual level. Political consultants have used survey statistics for a long time to help their candidate tailor campaign messages. However, small survey samples resulted in imprecise analysis, and messages that were not always on target. Today, marketers can obtain access to comprehensive databases about what people have bought, which gives some insight into how they make decisions.

What Data Crunchers Did for Obama

Cliff Allen on Marketing

The election of President Obama was significant in many ways to many people. As marketers, it represented a continuing evolution of the use of market research data at the individual level. Political consultants have used survey statistics for a long time to help their candidate tailor campaign messages. However, small survey samples resulted in imprecise analysis, and messages that were not always on target. Today, marketers can obtain access to comprehensive databases about what people have bought, which gives some insight into how they make decisions.

9 Marketing Trends for 2009

Cliff Allen on Marketing

While the economy in 2009 looks challenging for most companies, the outlook of marketing executives is rather bright and upbeat. Deborah Kania and her team at Brightworks Interactive have just released results of their survey of marketing executives' plans for 2009. The survey covered both B-to-B and B-to-C companies, as well as a mix of large, medium, and small businesses, so the survey results represent a good cross-section of marketers. Marketing Trend #2: Increased use of quality, targeted content (textual and video) that tells a company's story well and engages the prospective customer.

Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization.

9 Marketing Trends for 2009

Cliff Allen on Marketing

While the economy in 2009 looks challenging for most companies, the outlook of marketing executives is rather bright and upbeat. Deborah Kania and her team at Brightworks Interactive have just released results of their survey of marketing executives' plans for 2009. The survey covered both B-to-B and B-to-C companies, as well as a mix of large, medium, and small businesses, so the survey results represent a good cross-section of marketers. Marketing Trend #2: Increased use of quality, targeted content (textual and video) that tells a company's story well and engages the prospective customer.

Marketing 2.0 Strategy

Cliff Allen on Marketing

Marketers are always looking for the next hot technique to get in front of prospective customers, which is why there is a continual shift of ad budgets to all things digital. Unfortunately, many marketers are a still a bit behind in fully understanding how to take advantage of today's digital environment to maximize revenues. First, marketers need to do away with the notion of "getting in front of customers" because it's so easy for prospects to go around marketing messages that block or interrupt their path to satisfaction. sell to). This means collaborating with prospective customers.

Marketing 2.0 Strategy

Cliff Allen on Marketing

Marketers are always looking for the next hot technique to get in front of prospective customers, which is why there is a continual shift of ad budgets to all things digital. Unfortunately, many marketers are a still a bit behind in fully understanding how to take advantage of today's digital environment to maximize revenues. First, marketers need to do away with the notion of "getting in front of customers" because it's so easy for prospects to go around marketing messages that block or interrupt their path to satisfaction. sell to). This means collaborating with prospective customers.

PR for Start-up Businesses

Cliff Allen on Marketing

Most of the discussion around the Brian Solis article on PR has been from each individual's personal perspective, instead of a general discussion of a start-up's strategic marketing plan ( [link] ). Answers to two questions can give some guidance on the best ways start-ups can use PR: Does the business sell products (or services), or is it a free Web site? Does the business provide a truly innovative product or service, or is it a "me too" product that depends on taking market share from existing companies? So, it takes an experienced marketing team to figure out what's best for the company.

Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

PR for Start-up Businesses

Cliff Allen on Marketing

Most of the discussion around the Brian Solis article on PR has been from each individual's personal perspective, instead of a general discussion of a start-up's strategic marketing plan ( [link] ). Answers to two questions can give some guidance on the best ways start-ups can use PR: Does the business sell products (or services), or is it a free Web site? Does the business provide a truly innovative product or service, or is it a "me too" product that depends on taking market share from existing companies? So, it takes an experienced marketing team to figure out what's best for the company.

Shifting Ad Dollars to Online

Cliff Allen on Marketing

Rajesh Jain has a comprehensive review of the recent ad:tech conference. One part of his summary points out the high ROI for online advertising versus traditional advertising: In the US, there is a big mismatch between time spent online and ad dollars. US Consumers are now estimated to be spending over 20% of their time online, while online ad spend ($20 billion in 2007) is only 7% of the overall ad budgets. This is seen as the big opportunity to dramatically grow the size of the online ad pie. Print and TV are the two media which will feel the impact and pain of this shift.

Shifting Ad Dollars to Online

Cliff Allen on Marketing

Rajesh Jain has a comprehensive review of the recent ad:tech conference. One part of his summary points out the high ROI for online advertising versus traditional advertising: In the US, there is a big mismatch between time spent online and ad dollars. US Consumers are now estimated to be spending over 20% of their time online, while online ad spend ($20 billion in 2007) is only 7% of the overall ad budgets. This is seen as the big opportunity to dramatically grow the size of the online ad pie. Print and TV are the two media which will feel the impact and pain of this shift.

Marketing Team Productivity

Cliff Allen on Marketing

Great marketing from corporations comes from productive marketing teams that have the tools to work together no matter where they are geographically. This means that marketing teams need the best collaboration technologies available to speed interaction. One of the best productivity tools, Microsoft OneNote , is also one of the best collaboration tools. I use OneNote all day on a Motion Computing Tablet PC. The slate tablet is great for marketers because we like to scribble notes, draw 2x2 matrix diagrams , and tap into mounds of marketing data during the same meeting.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

Marketing Team Productivity

Cliff Allen on Marketing

Great marketing from corporations comes from productive marketing teams that have the tools to work together no matter where they are geographically. This means that marketing teams need the best collaboration technologies available to speed interaction. One of the best productivity tools, Microsoft OneNote , is also one of the best collaboration tools. I use OneNote all day on a Motion Computing Tablet PC. The slate tablet is great for marketers because we like to scribble notes, draw 2x2 matrix diagrams , and tap into mounds of marketing data during the same meeting.