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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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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Security Must be Part of the Event Planning Process Event security and brand protection may seem like opposite concerns for marketers, but the two are very closely related in today’s world. Your big event is about to kick-off. You and your team have been planning diligently for months, maybe even years for this moment. Everything is ready, from the catering and the presentations to the security plan, correct? In today’s world it is crucial that security is included early in the event management process. A security issue can be a nightmare for......
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Pointers for a Google AdWords Campaign Have you noticed how much the first page of Google has changed? Organic listings are no longer the first results. In February 2016, Google moved all paid results from the sidebar to the middle of your search engine results page. Now, running a Google AdWords campaign is the only way to truly be the first listing your customers see. Since Google is the #1 search engine in the world, running a Google AdWords campaign can benefit your business greatly. Depending upon your industry, you may not have to spend much......
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Why You Should Start Planning for 2018 Today 2018 is less than three months away. That means it is now the time to be thinking about your marketing strategy for the new year. When done well, a marketing plan serves as a great road map to increase sales and overall company success. Here are a few points to consider as you create your 2018 marketing plan: Set Clear Goals Establishing clear goals will allow you to track and measure the success of your marketing plan. Goals should be tied to a defined......
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Why Your Business Needs to be on LinkedIn LinkedIn boasts over 500 million users from 200 countries. While LinkedIn was once viewed as a site solely for job hunters and business networkers, its acquisition by Microsoft in late 2016 led to increased functionality and capabilities. Today, LinkedIn allows companies to create a company page that offers tremendous benefits. Below are just a few ways that a LinkedIn company page can help your business: Extends Reach When sharing content to your company page, it appears in the newsfeed of your connections. If connections engage, it......
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The Positive Impact of a Mobile App Everything seems to be going mobile. There is a mobile app for just about any type of business or task nowadays. With a mobile app, people can easily order food, compare prices, bank, request a ride and much, much more. By 2020 it is projected the mobile app market will be $189 billion, representing 270 percent growth. Currently, 95 percent of the U.S. population owns a cell phone and 81 percent of these devices are smart phones. On average Americans spend over four hours per day on their mobile devices with nearly three-quarters of......
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Video is the Future of Marketing As business leaders, we are continually tasked with finding innovative ways to engage our audience. As we develop marketing strategies to help grow businesses, video is becoming an essential element of the conversation. Customers want content in a quick, succinct, but high-quality format. Video caters to our fast-paced world while still providing value, imagery and relevance. The most recent statistics below clearly demonstrate the benefit and demand for video: Video will be responsible for 80 percent of consumer internet traffic by 2019. Ninety percent of customers reported product videos......
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Utilize A/B Testing to Achieve the Ultimate ROI on Marketing Campaigns Did you know most companies spend on average $92 to attract a visitor to their site, but only $1 to convert him/her from a visitor to a customer? In order to convert more visitors into customers, it is important to gain insight into their behavior, preferences and wants. This is where A/B testing comes into play. A/B testing (also known as split testing or bucket testing) is a method used to find the best promotional and marketing strategies for your business.......
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Perfecting the Product Launch Approximately 40 percent of new products launched into the market today do not meet the commercial objectives of the business unit; therefore, categorizing them as failures. These product failures can be attributed to a variety of causes ranging from incorrect pricing and targeting the wrong market to prolonged product delays and misunderstanding customers’ wants and needs. However, almost a quarter of product failures are attributed to marketing issues, making a successful product launch very critical. Introducing a product into the marketplace is a mixture of art and science. ......
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