BroadVision Marketing Blog

 

Every business owner and marketing manager (often the same person!) knows that they need a marketing strategy. But what do they really have?

Simply carrying out assorted marketing tasks or "doing marketing" does not constitute a marketing strategy. Something more is required. And therein lies the problem for so many businesses.

Topics: content marketing, inbound marketing, Marketing Plan, content creation, Marketing strategy, business blog

 

Topics: Social Media Managing, social media strategy, content marketing, Pinterest, inbound social media marketing, Hubspot, Social Media, social media marketing, local SEO, content distribution

We're approaching the end of another year and will soon be in 2022. Yet, despite the turbulence and shifts of 2021, digital marketing powers on. Will you?

Topics: social media strategy, content marketing, inbound social media marketing, Social Media, social media marketing, local SEO, content distribution

 

Did you know that Marketing has a very specific language and syntax?

The purpose of this language is to get attention, generate interest, arouse desire, and stimulate action.

 

Topics: social media strategy, content marketing, inbound social media marketing, Social Media, social media marketing, local SEO, content distribution

[This article was first published in October 2020 and has been updated and expanded.]

A question we often hear is whether an inbound marketing strategy can work for every business model? In other words, are some businesses better served by more traditional marketing?

The truth is that almost any type of business can successfully make use of inbound content marketing. The key is in knowing your audience and demonstrating authority and expertise in your content. 

Topics: inbound marketing strategy, content marketing, online marketing strategy, inbound marketing, inbound marketing agency, local internet marketing, inbound content marketing

 

Introducing Marketing Strategist Philip Kotler.

This video was part of a talk given by marketing strategist Professor Philip Kotler to the London Business Forum.

Professor Kotler begins his talk by inventing an acronym on the spot: CCDVTP.

He defines that to mean:

Create, Communicate, Deliver Value to a Target market at a Profit.

• Create value-product or service management
• Communicate value-brand management
• Deliver value-customer management
• Product--how do you brand the product

Now a business is really involved in three businesses--product management, brand management and customer management

• Product management  used to take place all your company. Following engineering an idea, you made things and  asked sales to get rid of them. Product management now takes place inside and outside of the company—open innovation

• Brand management used to mean packaging, name, logo. Now it is what business is all about. Brand management inspires everything you do. This is a new direction.  In the past brand management was just mind share and heart share, now brand management includes spirit share. Businesses show that they are more than just concerned about their own interest. They show that they care for rest of world-corporate responsibility.

• Customer management is not just keeping a data base of customer, even with email and direct mail. No, now getting to know customers and know them beyond data base. Asking customers help to co-create products and advertising.

Professor Kotler ends by saying, "This is a radical change in marketing."
For more information:

• Kolter Marketing Group
• Marketing Management, 13th edition, Philip Kotler, Book Information and Review
• Philip Kotler (Author of Marketing Management)

Topics: content marketing, Advertising and Marketing, Online Communities, Internet Marketing Strategy, Marketing strategy, Content Marketing Strategy, distribution channels, trust building, blogging strategy, digital marketing strategy

 

While that may seem to be a bit of an odd construct, it really does make sense. That's because content without a content strategy is ineffective at best.

One of the major failings of any content marketing effort is the lack of a cohesive strategy.

Topics: inbound marketing strategy, content marketing, content development, content creation, Content Marketing Strategy

What do you get when you link attention with economic value creation? Attentionomics, which Steve Rubelsays is a combination of infinite content options (space) but finite attention (time). Where is Einstein when you need him?

Rubel is EVP/Global Strategy and Insights for Edelman - the world's largest independent public relations firm. He starts by looking at Twitter. They have a staggering 110 million tweets a day and it’s growing. But the problem is that each tweet decays almost as soon as it is released. There are 71% of tweets that get no response. 6% get retweeted and 23% get an @ reply. Some 92% of all retweets and 97% of replies occur within the first 60 minutes, according to Sysomos.

Topics: social media strategy, content marketing, inbound social media marketing, Social Media, social media marketing, local SEO, content distribution, attentionomics

Like many other mediums, content marketing gets analyzed and dissected regularly by marketers and others. And, like many other mediums, there is a bit of debate on whether it is a science or and an art. The consensus is that it's probably both. 

What the question really brings out is the need to know how it works and why? Content marketing is not a new discipline, nor is it particularly unique. Most observers will point back to 1895 when the John Deere company first published The Furrow, a magazine for customers.

Topics: content marketing, Target Audience, analytics, infographic, content distribution

 

First things first: Email is not too old school for marketing. While email is now almost 50 years old it is still a powerhouse marketing tool.

And another thing, email isn't "dead" as some might like you to think. In fact, by 2022, the number of email users around the world is expected to hit 4.3 billion.

Topics: content marketing, content creation, email marketing, newsletter, email marketing strategy