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The Value of Knowing the “Who”
“The aim of marketing is to know and understand the customer so well, the product or services fits him and sells itself.” Peter Drucker’s sage advice from decades ago still holds true today, and in...
View ArticleHow Video Can Revolutionize Your Focus Groups
Focus groups are a time-tested way to build brand awareness and gauge public perception. And while this methodology does have its limitations, marketing experts are discovering that the best way to...
View ArticleMLS’s Logos Could Net More Sponsorships
New York-based Major League Soccer is aiming to be among the best soccer leagues in the world by 2022 by growing its already-significant global fan base. Last week, MLS took a step toward that goal by...
View ArticlePumpkin Power: Seasonal Offerings Pique Consumer Interest Year-Round
Pumpkin Spice Marketing Fall is officially here, and grocery store shelves are flooded once again with a plethora of pumpkin-spice-flavored products. The autumnal flavor has made its way into...
View ArticleYour Mobile Moments Are Shrinking
What can marketers accomplish in a micro moment? You can make it easy to buy on impulse. You can alert people that they ought to take action. You can even alert people that no action is required. The...
View ArticleThree Tips for Turning B-to-B Employees into Content Creators
Social media content is playing a bigger role in the B-to-B buying process, and it’s crucial to develop a robust internal content program to engage current customers and attract new ones, but...
View ArticleThe Power of Negative Thinking
Above all, keep in mind that while it might be uncomfortable, disapproval can be just as useful as approval. Running from critique will do you no favors, so be bold and embrace the hate. Let’s...
View ArticleCould Social Media Save McDonald’s?
Transparency is the Main Ingredient in McDonald’s Social Media Campaign In late September, Oak Brook, Ill.-based McDonald’s Corp. reported one of its worst quarterly profit declines in years,...
View ArticleMobile Purchasing Up Slightly This Holiday Season, AmEx Predicts
More consumers who plan to use their mobile devices during the holiday process actually plan to click “purchase.” This holiday season, mobile shopping penetration will have changed little since the...
View ArticleToys ‘R’ Us Isn’t Playing Around with Brand Equity
Following unfavorable consumer feedback, Toys “R” Us pulled a line of action figures based on characters from the AMC TV drama Breaking Bad. Brands across the marketplace are working to become more...
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