Marketing encompasses many different forms and functions. Traditional marketing may involve print, radio, and television advertising. These campaigns might show a celebrity endorsing a product or service. Or, the advertisement may provide data specifications to inform potential consumers of the benefits of the product or service. Today, such traditional marketing continues to be of value...Read More

Market segmentation often involves many parameters, such as demographics, income, and geographical location. When sales of a brand begin to show signs of lagging, a firm often ramps up branding and marketing efforts to convince non-users and infrequent customers to make a purchase. However, a recent study by Eddie Yoon and co-workers (Harvard Business Review, March 2014)...Read More

Inbound Marketing has become as natural for a business as breathing is for its employees. The digital age washed away the almost physical boundaries of old media, where it was all about getting on those surfaces that are seen by most of your target group, be it commercial breaks in TV shows or billboards on...Read More

Many firms invest the necessary effort to define the company’s business strategy through its vision, mission, and values. Successful businesses also will design a marketing strategy for new products and services. One way to consider growth opportunities is through the Ansoff Matrix. In a classic article in Harvard Business Review (1957), Igor Ansoff describes four...Read More

Branding can become a complicated process in trying to gain an audience, especially with a much more crowded marketplace of ideas and creativity. While you should always strive to create your own persona during the branding process, should you also consider riding on the back of a popular trend to help gain you more exposure?...Read More

Five years ago, search engine optimization was a dirty business of paid links, spam comments on blogs and message boards and rogue websites designed for the sole purpose of gaming the search engine results pages and Google’s page rank algorithm. Over the past two years, namely with the Panda update and the equally important May...Read More

Online marketing can sometimes be a challenge today to capture someone’s attention in a hurry. While it might be discouraging that everything has to be condensed in order to capture short attention spans, it doesn’t take away the reality that good storytelling is what truly matters. However, what’s the real future of storytelling in online...Read More

Whatever product or service you sell, you can gain a lot of insight into branding based on the Consumer Reports Car Brand Perception Survey. Take a look at the results from the latest poll and consider these 6 lessons about brand awareness and perception. Overall, the survey showed once again that the perceived difference between...Read More

In the age of social media contact, it’s easy to overlook the value of email marketing. As Facebook, Twitter and all their social media brethren take on increased significance as marketing tools, it becomes increasingly easier to forget about the power of old-fashioned email marketing. With that move toward under-utilization comes an increase in the...Read More

With the holiday shopping season reaching a feverish pitch, consumer attention deficit will be at an all time high. Finishing up last minute shopping, checking their list twice and thrice more to make sure they didn’t forget anyone, and even traveling at this time of year can quickly result in feeling scattered and overwhelmed. It...Read More