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Posts tagged “marketing communications”

Sales vs Marketing – A false choice, and 3 ways to keep it that way

Generally speaking, the end of summer is very bittersweet, for while we are saying goodbye to long summer evenings and perhaps an extended period of re-charging, many organizations are dusting off their planning caps and hosting the first of many forecasting sessions to begin outlining the business plans, objectives and resources required to conquer the upcoming calendar year.

And what’s usually first up on these agendas? Budgets.

Almost all organizations of scale are structured with separate marketing and sales teams, which works well functionally to account for certain divisions of labor, but operationally can lead to consternation and even contention when it comes to allocating budgets. Inevitably, each department will jockey for more funding, pitting two…

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7 habits of highly effective digital marketers

The late Steven R. Covey identified “7 Habits” that helped business people around the globe become more effective. Today, consider the following 7 habits to become more effective digital marketers.

  1. Align your marketing and communications spend with your target audiences’ information consumption. If you’re investing more in analog media and channels than you are in digital, you may be out of balance.
    Starting point: Survey your audiences to understand where they prefer to consume content. If you’re not game for doing a survey, search for industry reports on audience preferences. Use these insights to calibrate your communications mix. For example, if your audience is on social media and you’re running print ads, you’re likely missing an opportunity.
  2. Measure key…
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Accelerate your digital communications by putting your audience first

I’d like to begin a conversation with you. A conversation about change. About letting go of the past. About how we as communications professionals can communicate better with our collective audiences. About looking to the future.

You may be asking why I want to have this conversation. I believe in possibilities and finding new ways to work and communicate. I believe in developing new ideas and putting them into action. Trying. Testing. Failing. Learning. Growing!

I believe we can’t continue to work and communicate as we have for the last 20-30 years. Consumer and customer communication behaviors have changed in profound ways, but business communications have struggled to keep up with the trends.

Let’s go back in time for a moment and consider some of these…

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How Starbucks, DuPont and GE are expanding the possibilities of digital marketing

Marketing? There’s an app for that. And it might be more advanced than you think. We know big brands – B2C and B2B – are employing mobile technology to enhance sales and after-sales processes. But these companies also are stepping up their efforts to integrate apps with new technologies that help customers become more efficient no matter where they are. Here are few recent examples:

1. Starbucks Voice Ordering

Starbucks is betting big on the growth of “conversational commerce.” They’re working to optimize voice ordering capability by integrating with Amazon’s Alexa skills system and with Ford’s Sync3 system. Why wait to order in a store when you can order in your home or car? And why bother using your fingers on your phone when you can simply speak up? Taking…

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The 5 essential levels of B2B influencer marketing

News Flash!  Influencer marketing isn’t just for B2C brands.  But B2B influencer marketing is more involved than you might think.  While Gucci can easily send a free handbag to a popular fashion blogger, it’s hard to send samples of chemical compounds, high-end fittings or fabric roofs.  Yet, all B2B companies have influencers and a number of new tools at their disposal to reach them.  The trick is identifying who they are and engaging them properly.

Influencer Marketing

There are lots of definitions, but I like this one from Lee Odden:  “Influencer marketing is the practice of engaging and collaborating with internal and industry experts that have active networks to help achieve measurable business goals.”  Influencers have been around forever, right?  A potter…

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