Marketing Craftmanship

APRIL 21, 2011

Co-sponsored by the Financial Times and Doremus, this survey of more than 500 senior-level business executives suggests that if you’re attempting to reach corporate decision-makers, you may want to want to re-consider Twitter as a marketing tactic. Fewer than 10% use Twitter at work, and only about 20% use Twitter at home. .

Tactics 100

Tactics Webcast B2B Marketing Twitter 100

Marketing Craftmanship

SEPTEMBER 2, 2014

Prospective customers now turn to their personal networks and publicly available information — via digital and social media channels—to self-diagnose their problems and to self-prescribe their own solutions. does not guarantee marketplace attention.

B2B Thought Leadership 100

B2B Thought Leadership WOM B2B Marketing Thought Leadership 100

Marketing Craftmanship

JANUARY 10, 2015

This past September, the well-respected marketing firm, Peppercom, conducted in-depth research involving nearly 300 of the hedge fund industry’s largest firms, to measure how those funds are currently applying standard marketing tools & tactics including websites, social media, the financial press and advertising, one year after the JOBS Act.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

JANUARY 16, 2013

Press releases and related media exposure is a good example of marketing activity that is often overrated in terms of effort vs. tangible outcome. LinkedIn, Twitter and Facebook must be updated regularly to stay relevant. Webinars and public forums entail lead qualification and follow-up with prospects. THE PAYOFF.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

AUGUST 31, 2011

Prior to popularization of fax machines in the 1980s, news releases were delivered by human messengers to major wire services such as AP, UPI and Dow Jones, which in turn communicated that news to their subscribing media outlets over a broadtape machine – much like a financial ticker tape, but using a much wider roll of paper.

Public Relations 100

Public Relations Press PR Content 100

Marketing Craftmanship

JUNE 11, 2015

LinkedIn and Twitter Accounts…check / check. And in the case of publicity, the firm likely generated the wrong type of media exposure (regardless of where it appeared), or simply hung the coverage on their website like a hunting trophy, instead of using it proactively to engage with their target audiences. White Paper…check.

Planning 100

Planning Trade Show Paper Marketing & Strategy 100

Marketing Craftmanship

FEBRUARY 14, 2013

A company Blog had everything I was looking for in social media. You might be better suited for a relationship with a Twitter account. Here’s a sad letter from the Marketing Craftsmanship mailbag: Dear Marketing Guy, I’ve fallen out of love with my Blog and I need your advice. My sad story: It was love at first sight.

Merchandising 100

Merchandising Thought Leadership Promotion Social Media 100

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.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

MARCH 28, 2011

Yesterday on CNN’s Reliable Sources , host Howard Kurtz found former ABC newsman Ted Koppel warning of the demise of the Fourth Estate, claiming that most media sources “are desperate to turn a buck,” and are “busy chasing popcorn rather than steak & potato news.” Murrow and Daniel Schorr Weigh In. Chain-smoker Morrow died at age 57.)

Television marketing 100

Television marketing Blast Campaigns PR Twitter 100

Marketing Craftmanship

APRIL 17, 2011

Increasingly, online search and social media transparency will enable us to understand, manipulate, second-guess and validate the counsel of every professional discipline. Google, Twitter and TurboTax notwithstanding, as a knowledge worker, I take some solace in having seen that information and tools are often no substitute for experience.

Transparency 100

Transparency CPA Cost per Acquisition Ad brokers 100

Marketing Craftmanship

NOVEMBER 9, 2017

A company’s senior management and traditional media sources no longer have exclusive or primary control over brand equity. Anyone with Facebook, a Twitter account or a blog — including employees, customers, competitors, short sellers or dedicated troublemakers — can erode (or bolster) brand perceptions. Centralize All Communications.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100

Marketing Craftmanship

FEBRUARY 16, 2013

Not to be confused with “The Wall Street Transcript” Many companies will invest considerable effort seeking positive publicity in influential media sources, and then fail to benefit from the masthead value of that exposure. The Wall Street Journal , for example, has high masthead value; the Wall Street Transcript… not so much.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100