Nobody likes to think of something going wrong in the marketing department. The wrong ad ran. Product data or legal terms are out of date. Mistakes are broadcast and unfortunately the in-bound callcenter, dealers and online customer service all feel the heat. Upset dealers and injury to the brand are likely the result if not corrected quickly. […]
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Any new idea must provide advantages to all parties in the ecosystem where it lives, or else it won’t be adopted. We saw this in the late 1990’s with a new idea: Digital Print. It was a compelling idea, but printers didn’t want to decrease the volume on their offset presses. Agencies said it was […]
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National brands should control more, lead more, and make it easier for their channel partners to grow their local business. Localized Online Marketing is what makes our marcom portal and integrated ad builder a unique solution to today’s new media outlets. The very definition of local advertising is changing as consumers quickly move from reading […]
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This is a tough one. On one hand, there may be small media markets where your dealers insist they are best reached by a small newspaper. Rural markets would be one example. While that may be true to some extent, those rural markets have also seen a tremendous growth in online usage, while all […]
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Owned media is any published content controlled by a brand or channel partner; typically their website and Facebook site and other social media. Earned media exposure is the buzz created through interest generated by frequent updates, promotions, pass-along readership and is generated by users, customers and friends of the site. This is one of […]
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There isn’t much good news for printed newspapers when it comes to their remaining relevant to today’s consumers. The last hope seemed be that older people (55-plus) were still loyal to print and that fact has kept a lot of advertisers spending money in print. A recent study now may be breaking down that last […]
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The biggest challenge for those responsible for marketing organizations today is addressing the consumer transformation from traditional to online. That’s not just me saying that, a recent CMO survey by Accenture reported that. They surveyed over 400 senior marketing officers in 10 countries and found that 7 in 10 CMOs expect the marketing function to […]
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