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. A company blog is the most effective way to leverage social media.
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. Plan media solicitations last.
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Marketing Craftmanship
APRIL 8, 2011
Distracted by all the social media buzz, it’s easy for a company to lose sight of the fact that their website remains the mother ship of brand expression and commerce. With apologies to poet Robert Browning, when it comes to website content, less is absolutely more.
Marketing Craftmanship
DECEMBER 11, 2014
The historical roots of journalism, now encompassing all mass media, were nurtured by its role as The Fourth Estate ; the independent public watchdog that keeps in check the three major democratic “estates” of power (in Britain the houses of Parliament, in America the three branches of government).
Marketing Craftmanship
JULY 5, 2013
Slash and burn public relations, where all communication is shut down with a media source considered to be biased or not acting in good faith. Although this over-the-top tactic was and is considered childish by many PR and media executives, it made a strong statement to the public and Wall Street Journal editors as well.
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