A Look into Seth Godin’s ‘Connection Economy’

Jul 16, 2013

We are in an age of "permission marketing." This was the topic I had the pleasure to hear Seth Godin speak about at the Integrated Marketing Week Conference last month. One of his main points: All media is optional. If people don’t want to talk to you or listen to you, they don't have to. We're past the time when marketers can just cram messages down people's throats. Everyone skips the commercials on DVR. In the subject line of an email, you essentially are asking them to open your email. In the opt-in form on your website, you have to ask them to sign up for your newsletter. You can’t just say attack the audience with your product; you have to build a connection first.

The Connection Economy
This significantly reduces the value of the mass market, according to Godin. The real value for your marketing dollar is on the edges – the places where specialized info will be most valued. The edge is more receptive to specific messaging. Think politics and religion if you want more vivid examples – the edge craves content on their subject and consumes it at much deeper and higher rates because there’s more passion there. That's where you’re making your connection, and that’s what drives Godin’s notion that we are living in a "Connection Economy."

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Tags: branding, Blog, content strategy, messaging, B2B, content marketing, marketing technology, marketing resource management, connection economy, seth godin

How to Get the Most Out of Distributed Sales

Jun 18, 2013

Distributors can be a valuable asset to a corporation, if the organization uses them correctly. Let’s take a look at some of the challenges of driving sales through distributors and what the manufacturer/vendor can do to overcome those barriers.

Challenges
One of the primary roadblocks to improved distributor sales is motivation. This can be especially true with smaller distributors. Often times they are comfortable with their current sales levels and are not interested in really growing their business. The manufacturer also bears some responsibility for making the information needed to sell effectively accessible and convenient. For example, not having a single point of contact is a hassle that will cause many distributors to disengage.

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Tags: branding, Blog, co-op marketing, sales, distributors, marketing, marketing solutions, distributed sales, incentive programs, MRM, marketing resource management

Personal Clout vs. Company Clout: Our People Are Our Most Important Source of Influence

Jun 11, 2013

Somewhere in America, a business leader is standing in front of an audience prepared to use the phrase, “Our most important asset is our people.” Do you think they really mean it? What about other key assets, for example:

1. Real estate
2. Rights to natural resources like oil and gas
3. Cash reserves
4. Patents
5. The corporate brand

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Tags: branding, Blog, facebook, Twitter, trust, credibility, Klout, social influence, marketing, Kred, corporate branding, personal branding, social media

May 2013 Monthly Marketing News Snapshot

May 29, 2013

Stay better informed as a marketing professional with this monthly series highlighting the latest developments in all things marketing. Get caught up with the May Marketing News Snapshot.

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Tags: branding, Blog, marketing news, online marketing, google, Twitter, TV, content advertising, Tumblr, B2B, Yahoo, B2C, content marketing, USPS, Nielsen, advertising, May, postal service, email marketing, social media, marketing technology

Three Ways Marketing Can Improve Cross-Functional Relationships

May 21, 2013

Executives hate to hear the S-word. The very sound of it is abrasive to their business sense, and hearing it tossed around the office is an affront to the culture they’ve tried to build. That word, of course, is “silos” – the word used to describe the extent of divisions between functional departments within the organization.

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Tags: branding, Blog, silos, blogging, brand advocacy, employee engagement, marketing, content development, content marketing, brand consistency

Digital Advertising Trends and the Role of Marketing Technology

May 16, 2013

In our April Marketing News Snapshot, we shared this article from Direct Marketing News. It features Susan Wojcicki, SVP of Advertising at Google, discussing five trends shaping the future of digital advertising. While they all warrant monitoring, these three in particular jumped out at me, coming from a marketing technology background. For deeper explanations of the trends, be sure to read the article by Ryan Joe. To see how the future of digital advertising compares to that of digital marketing, and the role marketing technology plays in that future, keep reading below!

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Tags: branding, Blog, digital marketing, online marketing, google, online advertising, advertising trends, marketing, scalability, digital advertising, marketing trends, creative production, collaboration, brand consistency, marketing technology, personalization

Building Internal Brand Advocacy

May 14, 2013

Last Thursday, DocuStar and the Cincinnati American Marketing Association teamed up to host a panel
discussion featuring executives from the Cincinnati region. Participating in the event were Jerry Kathman, President and CEO of LPK; Chris McNamee, Vice President Marketing, Hobsons; Ed Burghard, CEO & Manager at The Burghard Group; and Heather Adkins, Vice President, Chief Strategy and Mission Officer, The Christ Hospital Health Network; and moderating was Dan Knowles, President of Brand Ubiquity.

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Tags: branding, Blog, ROI, executive leadership, buy-in, MOL, brand advocacy, Cincinnati AMA, employee engagement, marketing, c-level, human resources, Marketing Organizational Leadership

Engaging Employees as Brand Ambassadors

Apr 18, 2013

The proliferation of information has empowered consumers like never before. There are all kinds of third-party resources at their fingertips for them to get the skinny on brands, products and services, and more ways than ever before for them to share their own experiences and opinions about those same brands, products and services as well. The scary thing about this for marketers and CEOs isn’t that so much information as out there, it’s that this information is unregulated and unfiltered. They feel they’ve lost control of their message, and to a point, they have. But the real issue managers and leaders should be concerned with isn’t control- it’s communication.

Consumers no longer have to go on your word as a business, but that doesn’t render your word meaningless. According to the Edelman 2013 Trust Barometer, the way businesses need to communicate their message has changed greatly. Influence no longer takes place as a fixed monologue dictated by the few with goal of control. Instead, it’s flexible dialogue co-created by many that is all about empowerment.

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Tags: branding, Blog, trust, messaging, brand advocacy, employee engagement, MRM, marketing technology, marketing resource management

5 Things That Erode Brand Value (And How to Stop Them)

Apr 11, 2013

Think like a human, not like a company

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Tags: branding, Blog, silos, messaging, organizational leadership, brand image, marketing, communication, customer relations, MRM, marketing technology, marketing resource management

BrandHUB Seeks To Apply Branding Principles on a Whole New Level

Apr 09, 2013

Depending on the size and age of your company and the market it competes in, it can be difficult to build and establish a strong, meaningful corporate brand. It’s hard to create perception, and almost twice as hard to change it, but one group is attempting to do just that, and they’re doing it on a very macro level.

Denyse Ferguson and Nicole Ball are Director and Marketing Director, respectively, of BrandHUB, a branding initiative geared toward changing the image not of a company, but of a whole city – Cincinnati, Ohio, to be specific. The effort is driven by the Cincinnati USA Regional Chamber, which champions economic development in the area, and aims to promote the city as a bastion of branding expertise.
“The term ‘BrandHUB’ is quite literal for us,” Ferguson says. “Cincinnati is home to 60,000 brand development professionals, and 40 percent of the top 100 most valuable global brands are tapping into that talent. Until now, the city has never been able to successfully pull these resources together to benefit local business and spur economic development of the region.

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Tags: branding, Blog, Cincinnati, Midwest, rebranding, Cincinnati USA Regional Chamber, brand experts, marketing, young professionals, The Brandery, social media

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