Marketing Strategy

The Most Daring Marketing Trends of 2017

As our favorite credible sources for marketing trends compile their predictions for 2017, we’re sorting through them and deducing some foresight of our own. 2016 brought with it growth in mobile and ecommerce, as well as important trends in marketing automation, mass customization and a renewed focus on the customer. However, even as marketing gets more customer-intimate, it is also getting bigger. We predict that 2017 will bring even more big changes to marketing, including some bold moves.

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Going Beyond Past Success: Learning to Survive in Changing Markets

My firm gets paid to find patterns in the world. It’s what our clients come to us to help them do, so they can find the stories that work for their brands.

Lately I have been overwhelmed with sightings of a business pattern where leaders focus on the tried and true, and avoid the risks of the new and unproven.

Safe Data or Risky Creative; Is Your Marketing Strategy Too Safe?

Creative freedom

A common discussion among marketers tends to be the intricate juggle between creative freedom, calculated risks and data-driven research. Whether it’s B2B or B2C, the same conversation seems to surface. The popular mindset tends to veer toward the data end of the spectrum versus the provocative risk-taker. In fact, as a chief marketing officer (CMO), one must deliver these statistical results as proof their tactics are working.  

12 Tools to put in your Agile Marketing Toolbox

We are beginning to hear more of the term “agile marketing,” and we believe there are some powerful ideas within—but who has time to reinvent how they do their marketing? So we’ve broken down agile marketing practices into smaller parts that can be added in stages. Here are 12 concepts we think should be part of every marketer’s repertoire...not all at once, but added one at a time.

 

1. Customer development manifesto

Cause Marketing…How Can You Make a Good Thing Great?

Cause marketing is nothing new. When a for-profit business supports a nonprofit, the company mission is about something bigger than itself. Sponsoring a cause is beneficial to both the company and the organization, which is why it’s a concept often-executed. Being viewed as a company who is helping a good cause appeals to customers. And although this noble work ultimately helps the business make money, one would hope that the business sincerely cares about the cause regardless.

Social Media Recipe. Equal Parts Posting /Interaction.

Most companies agree that social media marketing is important. What they don’t as easily agree on is how this marketing should be done. "Content marketing" is a hot phrase right now. At the same time, the concept of “social media engagement” is rising in popularity. This trend towards engagement can even be seen in the beginnings of the presidential election this year!

People Don’t Listen! Say What??

The biggest threat to the survival of the human race may not be climate change or nuclear war.

What could instead cause the extinction of our entire species is one simple fact: We are completely uninterested in listening to each other. And this general human problem is a bit of a problem for marketing, too.

Now, of course it’s not always true that we don’t listen. But think about a time when you were talking to someone who only wanted to talk about themselves and was really talking AT you instead of to you. Nobody likes that guy. Don’t be that guy.

Sell Into Retail: Supporting Midmarket Product Companies.

Sell-in support is crucial for midmarket product manufacturers who struggle with the competitive retail purchasing process.

Don’t Sweat the Line Review!

Many companies lack the resources to create and package products that win line reviews with picky buyers. We help manufacturers strategize the 30 minutes they have with these buyers to get the shelf space they want. See how we supported Jarden Group’s Pine Mountain to successfully sell in and generate almost $5 million at twice the average gross margin.

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