Integrating Social Media Into The B2B Marketing Mix [Slides]
This presentation covers the change that is occurring in marketing. Marketers are no longer in control of the message.
We are in a battle for customer attention and focusing just on social media is a mistake too many businesses are making.
Only effective integrated marketing approaches can help us reach consumers when, where and how they want…
The Battle For Customer Attention
It used to be so easy. With the right amount of budget and the right Madison Avenue “Mad Men,” any business could reach their target audience.
But now, the consumer marketplace is fragmented almost beyond recognition. We receive more marketing messages than we can handle and the battle for customer attention has moved from being mainly about the medium to technology to content.
If “content is king,” then customer attention is the “Holy Grail.”
That was how I kicked off my presentation to the International Advertisers Association in New York on January 20, 2012. Here is an overview of the presentation and the slides as well…
Online Advertising Ready To Takeoff In 2012
Earlier this week, I wrote about the multiple reports coming out that identify massive growth in mobile marketing ad spend and impressions.
The largest estimates came late Tuesday from InMobi who estimated smart phone advertising revenues have increased by almost 500% and tablet advertising was up nearly 800% from a year ago.
Then this week, BtoB Magazine released their “2012 Outlook survey” showing how online advertising is poised to see significant growth in 2012 as well.
With all this recent news, I believe it offers hope that marketers are beginning to catch up to consumer media habits that are shifting away fr0m traditional marketing channels like print to more engaging forms of content on social, mobile and digital channels.
2 Recent Reports Show Mobile Ads And Apps Are Hot!
One of my “no-brainer” marketing predictions for 2012 was that mobile advertising and app development would begin to take up more than the meager 1% or less of marketing spend as reported by businesses in 2011.
Well it didn’t take long for reports to surface that both were taking off – maybe even faster than mobility experts predicted.
In the last week, 2 reports surfaced: bid management firm IgnitionOne reported that mobile search advertising was up 269% in the fourth quarter vs. the same period last year.
Then, mobile analytics firm Flurry updated it’s report from last summer that showed that time spent on mobile apps has been higher than time spent on the web since June of last year!
Get Found: 7 Steps to Fire Up Your Inbound Marketing
I’ve said many times before that the overwhelming majority of marketing activities are dreadfully unsuccessful.
And now, after playing in the traditional marketing margins for years and chasing smaller and smaller response rates, many marketers are realizing that we have quite literally reached the point of no return with much of our outbound marketing.
The future of marketing is inbound. And one of the biggest challenges with inbound marketing, or pull-based marketing across businesses of all sizes is establishing the mindset for pull. Pull puts customers first. Pull seeks to deliver value. And so, inbound marketing is quite simply defined by this simple phrase from Hubspot CEO Brian Halligan (@bhalligan): Get found!
And once we paint this picture, most marketers say : “Great. Now tell me how to get it done!” So here are 7 steps to getting found with inbound marketing.
2012 Outlook: Marketing Will Lead Businesses To Growth
I have always believed that those who can’t lead, are forced to resort to the tactic of fear in order to get people to listen and follow them. I mean, let’s face it: fear is a powerful force in the human mind.
There are some prognosticators that would have you believe that 2012 is going to be a bleak year for business. The Euro zone will continue to implode, Iran will develop a nuke, The U.S. government will become insolvent and the world, as we know it, is going to end.
Well, I am an optimist and plan to present an alternative view! I believe 2012 offers tremendous opportunity, especially for businesses to grow and for marketers to continue to play an increasingly important role in the transformation of our world economy.
8 Great Marketing Infographics To Inspire Your 2012 Objectives
It’s the dawn of a New Year and maybe you are looking for some marketing inspiration as you set your 2012 objectives and plan for the year ahead.
And if you are trying to drive positive change in your organization, sometimes a picture is better than a thousand powerpoint decks.
So to help you, I have curated some of my favorite marketing infographics that touch on some of the most important issues in marketing today like online marketing, content strategy, inbound marketing, mobile marketing, blogging and storytelling.
I hope these infographics help to inspire your objectives and efforts as we kick off 2012!
7 Things Marketers Should Stop Doing Today
It’s that time of year when a lot of folks like to make resolutions. New beginnings and all that. Well I’m not gonna take the conventional path here.
I mean if you want to lose weight, the steps are pretty simple, right? Exercise every day, weigh yourself once a week, count your calories.
But sometimes it’s not about what you need to start doing, it’s really about what you need to stop doing that is so important. Everyone knows that if you can only do one thing to lose weight it is to stop eating so darned much.
So here’s my list of 7 things for marketers to stop doing right now.
And if you follow these steps, just think about all the amazing business results you’ll achieve and how great you’ll feel when it comes time to put that bathing suit back on!
Read more
B2B Marketing Insider Top Posts Of 2011
I’m not sure why we are obsessed with lists at the end of each year. I know I am fully immersed in reading about the best songs, books, movies, tweets, blogs, etc.
Maybe there is just something in the human psyche that requires us to count the progress we’ve made, to recognize the success we’ve achieved, to learn what works so we can emulate it and to learn what didn’t work so we can eliminate it.
Whatever the reason for humanity’s obsession, here’s my simple objective: to share with you the B2B Marketing posts that generated the most traffic, conversation and sharing in 2011. I hope you found some value in the body of writing I created this year and I cannot thank you, my readers and supporters enough, for making this one amazing year.
And wishing all of you great success in 2012!
40 Awesome Marketing Tweets From 2011
“These are a few of my favorite things…” Now that you have that song in your head, let me tell you a little bit about how I come up with some of my blog content.
I try to follow as many really interesting people who write about (or simply share) interesting stuff in the world of B2B Marketing. And when I see a topic that I think I could cover in a new or fun or exciting way, I write about it.
That’s it. I don’t have a fancy editorial calendar. I never write more than a day or two ahead. I just write about whatever marketing challenge hits me in the forehead at that moment.
Most of the time, the topic comes to me because I saw a tweet or read a post that I thought was really interesting. I usually ReTweet it and some very special few, get “Favorited.” Here is my 2011 list of favorite tweets.
