Marketing Craftmanship
MARCH 16, 2013
Rapid, lemming-like adoption of social media tools by small and medium-sized B2B firms – fueled by an army of self-proclaimed social media experts – has resulted in wasted dollars, missed opportunities and heightened distrust of the marketing function in the C-suite. YouTube can be a very effective social media channel for B2B firms.
Marketing Craftmanship
APRIL 8, 2011
The standard marketing approach – particularly among B2B firms – is to create a brochureware-esque “Who We Are / What We Do / Why You Should Select Us” web presence, which forever serves as a handy repository for press releases, case studies, white papers and other expressions of thought leadership.
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Marketing Craftmanship
DECEMBER 11, 2014
We live in a world where our knowledge, perceptions and culture are shaped by Google searches, Facebook posts and YouTube videos, and where technology and economic forces have created the perfect Petri dish for commercial agendas to overwhelm the volume and attention given to objective editorial interests.
Marketing Craftmanship
MARCH 16, 2012
For starters: There are too many distractions within traditional print, broadcast and digital media channels to ensure that target audiences will notice your company’s brand exposure, remember seeing it, or be influenced by the coverage; Many types of media exposure have very little marketing value. Slice and dice for additional ROI.
Marketing Craftmanship
JULY 5, 2013
Herb Schmertz called this “affinity-of-purpose marketing,” where audiences associate successful ventures with the companies that sponsor them. Corporate underwriting of artistic endeavors unrelated to Mobil’s core issues, including sponsorship of the PBS television series, Masterpiece Theatre. Herb Schmertz was no reckless PR cowboy.
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