Marketing Craftmanship

NOVEMBER 9, 2018

Regardless of content, only a small number of professional services firms proactively work to expand their newsletter’s reach, to maintain an adequate CRM capability, or to properly leverage readership analytics from open and click-thru rates, if their newsletter is delivered online. Newsletters often are one-way conversations.

Newsletter 113

Newsletter Work Management B2B Thought Leadership Marketing Management 113

Marketing Craftmanship

JULY 1, 2014

In their 2001 book, The Attention Economy , social scholars Thomas Davenport and John Beck proposed that in today’s information-flooded world, the most scarce resource does not involve ideas, money or talent.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Marketing Management 100

Marketing Craftmanship

OCTOBER 9, 2016

The objective is to showcase your company’s intellectual capital (which is very different from a sales pitch), either through respected print / electronic media sources or social media, primarily to gain online visibility for that content. marketing approach, then please let me know.

Planning 100

Planning Marketing Plans Work Management Marketing Management 100

Marketing Craftmanship

JANUARY 5, 2012

Websites dedicated to employee dissatisfaction were social media pioneers; empowering workers to publicly call their manager a “5-Alarm Nut Job” without retribution, to gripe about low pay or a lousy lunchroom, and to warn others to look elsewhere for a job. It also means that Glassdoor.com visitors will begin to believe them.

PR 100

PR Social Media Tools Media 100

Marketing Craftmanship

AUGUST 7, 2011

Complaint websites such as Yelp , Glassdoor and Ripoff Report – that empower actual and imaginary customers or employees to anonymously post their accurate or bogus comments online – have created new brand-related challenges and opportunities for their corporate targets.

Brand Identity 100

Brand Identity Branding Viral Marketing Opinions 100

Marketing Craftmanship

FEBRUARY 13, 2015

In an online world, websites are the mother ship of market transparency. Hold off on Twitter and other social media sites. Few hedge funds have the time or social media sophistication to engage safely and consistently on Twitter, and the compliance risks are significant. Create a bona fide website, not a proxy.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 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

JULY 4, 2011

Social media will not increase word of mouth influence. Research by Keller Fay for Google shows that 94% of word of mouth conversations occur offline, and most often, those conversations are sparked by information found on the internet and television…and not on Facebook, Twitter or other social networking sites.

Social Media 100

Social Media Social Marketing Word of Mouth Media 100

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. This is the online mother ship of your brand.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

MARCH 21, 2014

Regardless of content, only a small number of professional service firms proactively work to expand their newsletter’s reach, to maintain an adequate CRM capability, or to properly leverage readership analytics from open and click-thru rates, if their newsletter is delivered online. Newsletters are one-way conversations.

Newsletter 100

Newsletter Marketing Mix Word of Mouth B2B Thought Leadership 100

Marketing Craftmanship

APRIL 29, 2013

Regardless of content, only a small number of professional service firms proactively work to expand their newsletter’s reach, to maintain an adequate CRM capability, or to properly leverage readership analytics from open and click-thru rates, if their newsletter is delivered online. Newsletters often are one-way conversations.

Newsletter 100

Newsletter Word of Mouth B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

AUGUST 31, 2011

Online news portals and email killed the underlying functionality of paper releases as a news dissemination tool. Twitter, blogs and other social media-based “pull” tools may eventually replace the press release. Regardless of how they were delivered, news releases served an important role in mass communication.

Public Relations 100

Public Relations Press PR Content 100

Marketing Craftmanship

MAY 17, 2011

A new study from Boston College’s Carroll School of Management on the impact of multi-media multitasking has some significant implications for marketers using TV or online channels. In a forthcoming edition of the journal Cyberpsychology, Behavior, and Social Networking , Professors S.

Media 100

Media Multi-Channel Television marketing Social Networks 100

Marketing Craftmanship

JANUARY 27, 2015

The loss of this important filter, coupled with the explosion of online content, has created a marketing world in which sloppy, incomplete (and sometimes blatantly false) research generates news items that can go viral and become accepted wisdom.

Research 100

Research Content Marketing Work Management Paid Search Agency 100

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. and here’s a news flash from 2011: Online content is no longer used by sophisticated marketers as a lead generation carrot. (Of

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 100

Marketing Craftmanship

SEPTEMBER 8, 2023

Practitioners and firms invest in online directories, on search engine optimization or paid search, on Google ads and even highway billboards to drive new business inquiries. Those largely self-promotional items are more appropriately communicated on social media.

Marketing Management 26

Marketing Management Planning Sales Cycle Advertising Agencies 26

Marketing Craftmanship

JUNE 19, 2015

What’s surprising in our current B2B world – where at least 70% of the short list selection process in made online, in advance of any direct contact – is that so many B2B firms have ineffective or outdated websites; provide no catalysts to drive traffic to their website; generate no content to validate their intellectual capital; and fail to properly (..)

B2B Thought Leadership 100

B2B Thought Leadership B2B Word of Mouth Thought Leadership 100

Marketing Craftmanship

AUGUST 14, 2015

To make matters worse, business owners often engage ad agencies, PR firms and outside (and internal) marketing “experts” who are always ready to prescribe a long list of tactical solutions (white papers, blogs, newsletters, publicity, social media, direct mail, conferences, advertising, etc.)…all

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

JANUARY 16, 2013

Often, the value of marketing activity gets measured in tactical terms—such as volume of media exposure, website traffic, webinar attendance, email click-through rates, awards for civic participation and social media “Likes” and “Followers,” rather than by tangible business outcomes such as lead generation, conversion rates, acceptance of new service (..)

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

APRIL 17, 2011

As online access to information and insight into a broad range of professional and technical skills becomes more widely available, will “knowledge worker” craftsmanship become an anachronism? For decades, medical schools have told students that patients want the Three As: Accessibility, Affability and Ability… in that order.

Transparency 100

Transparency CPA Cost per Acquisition Ad brokers 100

Marketing Craftmanship

JULY 6, 2011

Mason’s rant aside, no one denies that loudmouth Nancy Grace, pop shrink Dr. Drew Pinksy (his degree is in internal medicine), CNN anchor Anderson Cooper and a very long list of respectable print, electronic and online media sources have feasted on the Casey Anthony trial over the past 3 years.

Television marketing 100

Television marketing Aggregators Fulfillment Opinions 100

Marketing Craftmanship

NOVEMBER 9, 2017

Post restructuring, the rebuilding of trust and confidence with audiences that shape a company’s brand equity is far more difficult (and expensive) to achieve, because negative and incorrect facts and opinions have online visibility that can last for many years. Apply Listening Tools & Respond Immediately. Centralize All Communications.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100

Marketing Craftmanship

FEBRUARY 16, 2013

There’s simply too much offline and online noise to ensure that any media exposure on its own will gain the attention you’re seeking. Online visitors are more likely to scan images, heads, subheads and captions, than they are to read body copy. and to pull off these tasks with a matter-of-fact level of self-confidence.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100