One of the most frustrating experiences for a marketer is seeing a great
product or service that is marketed incorrectly. In this case,
“incorrectly” may mean choosing the wrong target audience, choosing the
wrong methods to reach that target audience, building creative that doesn’t
resonate with that target audience, or a host of other mishaps.
Perhaps even more frustrating is watching a great product or service flop
from a marketing standpoint not because of a weak marketing strategy, but
rather due to the absence of a person or firm in the role of Marketing
Let me illustrate the need for a Marketing General Contractor using a
situation I ran into a bit over a year ago. I was approached by a
medium-sized national sales organization that had grown to around 75
employees in 10 offices throughout the US. The President of the
organization had... (more)
Web 2.0 Journal
Whenever a conversation starts around the topic of social media, inevitably I
find a number of people that immediately question the value and want to see
some ROI numbers before getting involved. We’ve talked about both sides of
this discussion before in many posts, most notably Businesses: Stay Away From
Social Media If You Meet The Following Criteria and Social Media: Justify
Your Love With the Right ROI Approach.
Just today I came across this research in B to B magazine, which seems to
once again prove some value to social media activity, particular as it
Admit it. You haven’t started working on your 2010 marketing plan.
Sure, you’ve thought about it and maybe you even built an outline. You
may have held a meeting or two to discuss. And your calendar for
2010…well, it’s already full of trade shows, weekly meetings with your
marketing team, scheduled promotional mailings, and perhaps even a few
webinars. Unfortunately, that’s not really a marketing plan. And
that’s certainly not the way to address interactive marketing.
If you already have your 2010 plan built and ready for action, I commend
you. Based on the organizations ... (more)
Twitter on Ulitzer
It’s been three weeks since I wrapped up teaching a course covering
Interactive Marketing at Georgetown’s School of Continuing Studies. The
topic for our last session was a doozy - social media, and in particular how
social media can be used to achieve business or career-related objectives.
I saved Twitter for the latter part of the lecture, thinking that its stature
as the hottest and yet most misunderstood social media property would
generate some lively discussion. I started with a very simple question:
Who here uses Twitter either personally or professiona... (more)
Last week, we were excited and honored to be part of a group of presenters at
a Greater Baltimore Technology Council event, Digital Media in Action:
Engaging, Implementing & Creating Tangible Outcomes.
For our portion of the program, Mike and I discussed Why Blogging Should be
the Hub of your Social Media Efforts. While I’ve included our
presentation below for those of you that want to dig in slide by slide, from
a big picture perspective our focus was on the benefits of blogging as a
component of your overall B2B marketing strategy. And though many of the
same approaches — an... (more)