Branding and marketing information for business professionals
When is the last time you published anything on your company’s LinkedIn feed?
I wrote a post about this on my LinkedIn Company Page today, more as a reminder to myself than a message to other marketing professionals!
It’s so easy to get caught up working on client projects, plan and analytics, that I need to remind myself to do a little of it for Marketing Resources & Results as well.
Do you have problems remembering your own online visibility too?
Getting exposure for a brand by building awareness with the target market is often one of the top goals of a marketing communication plan.
But what about when things go wrong and your brand gets exposure you haven’t expected?
Take a look at these top tips for handling a PR crisis so you can be prepared when the unexpected happens.
Your first instinct may not be the right one. Proper planning can help reduce damage. Special thanks to NewsExposure for the use of their infographic.
With all the choices available to marketers in 2019, it’s no surprise to me that many business and marketing professionals are feeling a bit overwhelmed or confused about their marketing efforts.
It can be helpful to review four basic questions of marketing:
Market: Who are you trying to reach?
Message: What are you trying to communicate to them?
Media: How are you attempting to reach them?
Measurement: How do you know if it working?
I call this the four M’s of marketing. If you can succinctly answer these four questions, you are well on your way.
It seems so simple… until you try it. Don’t get too bogged down on question 3.
If you have these 4 in a good place, next weave in your statement about schedule and budget. What’s consistent year over year and what are you testing?
Most companies want to use digital marketing intelligence to improve conversion and identify opportunities like shopping cart abandonment or other behavior-based events to improve their potential customer’s digital experience.
Perhaps you are looking for more from your customer experience tracking software?
Glassbox, a leading enterprise Digital Customer Management solution provider, announced today that a patent for their technology to record web sessions was approved by the U.S. Patent and Trademark Office (USPTO).
Among other things, this technology may be used to help marketers optimize the customer journey to maximize experiences that convert. The platform allows users to “capture, index, search, retrieve, replay and drive real-time machine learning-driven insights from data related to digital customer journeys.”
The technology also enables Tealeaf customers to migrate to Glassbox Cloud without losing any visibility into their production environments. (Tealeaf is IBM’s digital solution to customer retention issues.)
While admittedly, I don’t pretend to understand how it works, this appears to be a new breakthrough tool in the marketer’s toolbox.
When technology moves as fast as it does, sometimes it is hard to keep up.
Sometimes many of us want to dig our heels in and just say “slow down or stop.”
I think acceptance of the new technologies takes a certain mindset and openness that is important to embrace. Most change is met with resistance.
Other times there is change just because someone feels “we should!” I see this all the time in marketing. Chasing the bright and shiny new thing.
In fact, I can think of so many “cutting edge” technologies that have come and gone. At times, when a new technology rolls out, a lot of people have rotten things to say about it. I’m remembering the grouching about fax machines, answering machines, and email.
Each one of those technologies were taken down by spam… marketing spam too. Mass faxing, robo calling and email blasts. Ugh! Using one to one marketing methods as a mass media is so annoying to the receiver that the response rates drop like someone’s junk mail into the trash.
When copy machines first became available all over the workforce, I can’t tell you how many jokes would be photocopied… or people’s face, or hands or… Seems silly now.
Communication changes like dial-up internet moved to DSL over the phone lines, then internet over cable lines and wireless and fiber and satellite. Each time the equipment became quickly outdated and it took some time for the software to get updated and in sync. Sometimes it feels like some companies are still on DSL (I doubt dial up?! right??)
With each new change there are so few standards and a lot of silos!
With the more recent artificial intelligence and virtual reality there is new “leading state-of-the-art” technology (or maybe that is OLD news and I’m really behind) there are new challenges. 5G and driverless cars still seems out there to me.
Even blogging seems so 90’s to many. Podcasting, will also well established, is still a mystery to many. Social media seems ubiquitous, but not to everyone. Other’s have tried it and moved on.
Meanwhile marketing a company, a product or brand continues to be a challenge. You must meet your target market with the right message using the media that they embrace (not you embrace) and constantly measure to make sure you’re hitting the mark.
This week I learned how to use a new application. GLIP. When I first heard about it, I felt my resistance.
Isn’t this just like (fill in the blank) slack, basecamp, campfire, flock, evernote, doodle, zoom, skype, drive and so on? Well, yes and no. One important difference. My new client uses GLIP. So I downloaded GLIP and learned it. Because that is the right reason to do it. Meet the customer where the customer is. Not where I am or we are. Right?
I’m sure we all find it increasingly difficult to meet the challenges of answering clients on email, text, phone, or through various social media like direct messages on Facebook Messenger, LinkedIn Messaging, Direct Twitter or connecting thru their favorite Zoom/Skype/Duo/FB video chat app.
Sometimes I feel I am not as productive as I used to be. And I’m more sensitive about not being timely in getting back to people. I think I have acquired a bit of ADHD just so I don’t miss an important message or call. I know I’m not the only one struggling with this.
What do you do to stay current?
Here’s a website that I like to follow: https://www.controlaltachieve.com/ It is more education focused than marketing focused, but definitely links to cool resources and new technologies that I can use everyday to stay current.
And another to keep my perspective and a sense of humor! https://marketoonist.com/
