BroadVision Marketing Blog

[This article was first published here in November 2017 and has been revised and updated.]

It's not enough to simply publish great content or have lead magnets. You want your leads, prospects and customers to take action! So how do you do that?

While inbound marketing and traditional, outbound marketing differ significantly, they do share some tactics. In addition to knowing you audience and leveraging the optimum channels, inbound and outbound marketing have one other thing in common: a call-to-action.

Topics: Advertising, outbound marketing, CTA, call-to-action, inbound marketing strategy, Landing pages, lead magnet

Guest Blogger Ann Mullen

When advertising began at the end of the 1800s, it was enough to just put a drawing of the item in the newspaper. Quickly, salesman started putting a pretty girl next to the item and advertisement appeals began getting complicated.

In the 1970s Jib Fowles published a paper, “Mass advertising as social forecast: A proposed method for futures research, that the abstract said, “is an attempt to develop a procedure for anticipating broad socialcultural change by a decade. . . .culled with an content analysis of mass marketing.” In the report Fowles looks at 15 of advertising’s basic appeals, for when showing a tube of tooth paste is not enough.

Shirley Biagi, wrote a textbook “Media/Impact: An Introduction of Mass Media” now in its 8 ^th edition, that put Fowles’ list of appeals in her book.  At the time of Biagi’s 4 ^th edition, Frank W. Baker took the list from her book and put it on the internet at http://www.frankwbaker.com/fowles.htm.  Baker’s interest is in education and media literacy.

Topics: Advertising, Television advertisement, Fowles, Marketing Plan, Facebook, Marketing Principles

Traditional marketing is not dead. In fact, it seems to be going as strong as ever. But it is still a poor strategy choice when compared to inbound marketing.

Traditional, or outbound, marketing strategies are typically dependent on paid advertising. The objective is to capture attention, often by "interrupting" a target audience with a print ad, billboard, and radio or television commercials. This approach still has significant influence in the marketing world.

Topics: Advertising, outbound marketing, Advertising and Marketing, inbound marketing, Social Media, PPC

As a business owner or marketer you have a number of marketing strategies to choose from. But not all marketing strategies are a good fit for every business. So how do you decide?

[This post was adapted and revised from a post published June 2016]

Topics: Advertising, outbound marketing, inbound marketing strategy, Business Blogging, Content Marketing Strategy, white papers, email marketing

The purists in the marketing world would say that Pay-Per-Click (PPC) and Inbound Marketing are mutually exclusive. Yet, together, they make a powerful marketing strategy.

We are huge proponents of inbound marketing and high value content as a basis for an effective marketing strategy. And we're not alone. Increasingly, year after year, more and more marketers and brands are turning to various forms of content marketing tactics that are incorporated in an inbound approach. 

Topics: Advertising, Google Search, content marketing, Advertising and Marketing, Landing pages, inbound marketing, PPC

Inbound marketing is a proven strategy for generating high quality leads and conversions. But there are other strategies that can be used along with it.

While some business owners or their marketing managers might be familiar with Account-based marketing, or ABM, many are not. The first question to answer, then, is what exactly ABM is and can it be used alongside an inbound marketing approach?

Topics: Advertising, content marketing, inbound marketing, Marketing strategy, account-based marketing

It may seem obvious to many, but it's amazing how often it is overlooked. A call to action is what moves your prospects to act. 

Your Prospects Need a Call to Action

Topics: Advertising, CTA, call-to-action, content marketing, inbound marketing, white papers, downloads, ebooks

[caption id="" align="alignright" width="100" caption="Hamlin advertising for FedEx"] [/caption]

Guest Blogger Ann Mullen

This is the third part in a series based on the 30+ year old Advertising's 15 Basic Appeals, by Jib Fowles, quoted by Shirley Biagi, in her textbook “Media/Impact: An Introduction of Mass Media”( now in its 8 ^th edition) and put on the internet by Frank W. Baker at http://www.frankwbaker.com/fowles.htm.  We have covered appeals for sex, aggression, attention and domination, some pretty hefty appeals as well as some more benign ones like the need for affiliation, nurture and guidance. Let’s see what the last set of needs appeal to.

Topics: Advertising, Television advertisement, Marketing Plan

[caption id="" align="alignleft" width="210" caption="Advertising from 1890sGuest Blogger Ann Mullen"] [/caption]

Guest Blogger Ann Mullen

When advertising began at the end of the 1800s, it was enough to just put a drawing of the item in the newspaper. Quickly, salesman started putting a pretty girl next to the item and advertisement appeals began getting complicated.

In the 1970s Jib Fowles published a paper, “Mass advertising as social forecast: A proposed method for futures research, that the abstract said, “is an attempt to develop a procedure for anticipating broad socialcultural change by a decade. . . .culled with an content analysis of mass marketing.” In the report Fowles looks at 15 of advertising’s basic appeals, for when showing a tube of tooth paste is not enough.

Shirley Biagi, wrote a textbook “Media/Impact: An Introduction of Mass Media” now in its 8 ^th edition, that put Fowles’ list of appeals in her book.  At the time of Biagi’s 4 ^th edition, Frank W. Baker took the list from her book and put it on the internet at http://www.frankwbaker.com/fowles.htm.  Baker’s interest is in education and media literacy.

Topics: Advertising, Television advertisement, Fowles, Marketing Plan, Facebook, Marketing Principles

[caption id="" align="alignleft" width="240" caption="Classified Ad"] [/caption]

We are still looking at the basics in advertising.  We all agree that advertisers are people who pay money to put up a message though a medium, including digital media, physical advertising, online, and product placement. Let’s take a closer look at digital advertising, physical advertising and promotions.

Digital advertising

Television commercials are “The” most efficient mass-marketing advertising platform. That’s why they cost the big bucks, especially during popular airtime, like prime time or the Super Bowl football game. In 2009 the single 30 second spot during the game cost its advertiser $3 million. Besides just showing the ad, the advertiser includes a song or jingle that help people remember the product. Virtual advertisements on television are interesting phenomena. They are mostly used at sporting events where the backdrop has computer graphics that changes as different products are displayed.

Topics: Using Different Media, Advertising, Marketing and Advertising, Super Bowl, Email lists, Product placement, blog, Marketing Plan, Facebook, Social Media, Marketing Principles, Business, Branding, Marketing strategy