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diamonddog Four-Ps-sm-1 Changing up the Four Marketing P’s

Time to Retool the Marketing Mix One of the key learnings from an introduction to marketing class is the four P’s – product, place, price and promotion.  Marketing professor and author, E. Jerome McCarthy, first introduced the four P’s marketing mix in his 1960 book, Basic Marketing: A Managerial Approach.  These elements are still key to any marketing strategy today, but they are especially relevant for the marketing of consumer goods.  However, according to thought leaders, Richard Ettenson, Eduardo Conrado and Jonathan Knowles, the four P’s can restrict B2B marketers; therefore, they reinterpreted......

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diamonddog dreamstime_xl_30710311-1 The First Impression of Your Website

First Impressions Matter The first website went live on the world wide web in August 1991.  And, in 28 years the number of websites has grown to over one billion.  This dramatic increase demonstrates that a website has become a key tool for doing business nowadays.  However, not all websites are created equal and some can even negatively impact a business’ credibility and perceived quality, ultimately leading to a loss in revenue.  In today’s fast paced world, it takes only 50 milliseconds or .05 seconds for most visitors to form an opinion......

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diamonddog girl-with-credit-card-influencer-marketing Grow Your Business with Influencer Marketing

Looking for a Different Marketing Approach? Try Influencer Marketing Influencer marketing may still be a fresh idea for some businesses.  If you are not familiar with this concept, influencer marketing is defined as a form of marketing in which focus is placed on influential people rather than the target market as a whole on social media.  It identifies individuals who have influence over potential customers, and orients marketing activities around these influencers. Influencer content can be compared to testimonials. Even though Influencer marketing has encountered some negative publicity due to fake followers or influencers acting inappropriately,......

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diamonddog dreamstime_xl_33892894 Planning a Rebrand in the New Year?

Five Reasons Why Rebranding can be Good Rebranding your business, product or service can be one of the most important yet scary decisions you will make.  A rebranding exercise requires a tremendous amount of time and effort.  As you will see from the two examples below, it is critical that rebranding is managed properly. Some brands, such as Old Spice, have rebranded very successfully.  Old Spice changed from being a 70-year old brand with products only used by your grandfather to a line of body washes, sprays and deodorants that have experienced......

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diamonddog kids-on-phones Here Comes Generation Z – Is Your Business Ready?

Marketing to Generation Z Are you tired of hearing about marketing to Millennials?  Well, we are too.  They are still a huge force to be reckoned with in the business world, but Generation Z now is starting to enter the workforce and establish buying power.  Gen Z, also known as Digital Natives or Gen Tech, number 61 million in the United States today.  However, according to Bloomberg research, in 2019 they will become the largest generation in the world, comprising approximately 32 percent of the population; therefore, establishing marketing best practices to......

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diamonddog Fotolia_6609443_Subscription_XL Marketing is Always Important – Good or Bad Economic Times

Smart Marketers Have the Future in Mind For many, the U.S. economy is humming along. The unemployment rate is 3.7 percent, the lowest in almost 50 years. Manufacturing is returning to the states and is forecasted to increase faster than the general economy. Home healthcare is the fastest growing sector, projected to add 425,000 new jobs by 2026. With this type of rosy economy, businesses may become over-confident and over-optimistic, often forgetting about the bad times. One of the biggest mistakes companies make during a good economy is reducing their marketing efforts......

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diamonddog adult-american-analyzing-1059111 Is Your Team on Message?

Whether your company is a start-up, mid-size business or a member of the Fortune 500, it is critical that you have a core messaging document. Consistent and effective messaging is one of the most important marketing components a company will possess yet it is also one of the most challenging to create. However, it is important that every employee is “on message” when representing your company at a trade show, briefing an analyst, attending a client meeting, producing collateral, or engaging in a myriad of other marketing related activities....

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diamonddog laser-machine Manufacturing is Becoming Smarter in More than One Way

Manufacturing is becoming smarter in many ways, from how machines operate on the shop floor to how marketing reaches target customers. IIOT, or the industrial internet of things, is transforming manufacturing plant floors by acquiring great amounts of data at incredibly fast speeds, enabling organizations to make smarter decisions that drive efficiencies and cost savings....

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diamonddog dreamstime_xl_37448213small Marketing to the Different Generations

One Message does not Fit All In the United States today there are basically six living generations that have buying power. These various generations have had different life experiences, which in turn have shaped their buying behaviors, the marketing messages that resonate, and the advertising channels they use. This is better known as generational marketing, which companies need to consider when targeting key customer segments. One marketing message and channel do not necessarily work for all generations. In this blog, we are going to explore the characteristics of each generation and the......

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diamonddog Young-People-Meeting-adobe How to Fulfill Your Marketing Requirements

Exploring the Pros and Cons of Outsourcing vs. In-House Marketing Every business needs marketing.  Without it, growth is evasive.  However, exactly how you fulfill that need varies.  With the unemployment rate reaching historically low levels, hiring new talented marketing personnel may not be so easy.  Recently, a potential client told us that he plans to hire a marketing manager who is going to be responsible for their website, content creation, graphics, social media management, strategic direction, events, and the list continued.  My colleague told him “Let me know when you find that......

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