As I have watched this crisis unfold, I have been keeping a keen eye on the messaging that has been being pushed out though ads, social posts, and marketing emails (occupational hazard). Watching to see what brands have been quick to respond and which have not.
How to evaluate your marketing plan during a downturn.The difference between Price and Value is something all marketers need to know and use during our daily lives. With the current situation, its importance will only increase. As marketing professionals we are going to be doing daily battle with attacks on our budgets during these uncertain times. Now more than ever, we need to prove the value of what we do. Our co-executives may look at marketing tactics and only see price. We must show them the value.
You may have already had the “Cut Back” not “Cut Off” conversation regarding marketing. Assuming it went well and your company has not decided to go completely dark during this unprecedented downturn, you may be considering “What next?” How do I best determine what to cut back on, what to completely stop, and where to pivot budget into? Let Value be your guide.
Most established organizations recognize the importance of marketing and the effect it has on sales, customer growth and retention, brand awareness, legitimacy ... the list goes on and on. The problem is that effective marketing is not something that is "one and done." It takes time. Time for research, planning, strategy, execution, follow up and time to start all over again in today's ever-changing business environment.
The state of marketing is in constant and rapid flux. There are now more places than ever to spend marketing dollars and the pressure to create campaigns and content to use across all these channels is a real thing. That’s why everyone now talks about “integrated marketing”.
Just a few years ago, brand activation was a phrase most of us had never heard. But as the era of “engagement” dawned in marketing, brand activation became an essential part of any professional’s toolkit.
The equation was simple: replace impressions with experiences to create a stronger relationship and deeper loyalty between the consumer and the brand. In its truest sense, brand activation is the art of driving consumer action through brand interaction. The key aim of brand activation marketing campaigns is to get consumers to act. It’s about bringing brands to life via experiences and forming long-term emotional connections.
If you are a nonprofit organization, here are three important marketing trends you should include in your 2019 planning.
1. The Revival of Email
As the reach on social media channels like Facebook declines through stricter algorithms and policies, nonprofits should ramp up email communications. By 2021, 7.7 billion email accounts are expected worldwide. Smartphone users check emails 81% of the time on their device. And with 59% of email opens occurring on mobile, you need to ensure any landing page click thru’s are mobile optimized as well.
Google has always seen itself as more than a search bar. In fact, if you saw the news last week, Google is committing itself to the healthcare space from a variety of angles.
Google announced last Friday that Geisinger Health CEO David Feinberg has been hired to head up their healthcare initiatives. Feinberg will work to coordinate Google’s move into the $3 trillion healthcare market across many groups including Google Brain (the artificial intelligence team), Nest home automation group and Google Fit wearables team.
I had a conversation with a recent college graduate last week and I asked him if he used LinkedIn to prep for a meeting. His response surprised me. “I already have a job. I don’t need LinkedIn.” Really? In this time of big-data, constant networking and social media driven everything, LinkedIn still is thought of as just a place to find a job?
LinkedIn is so much more. And if you’re not using it as part of your organizations digital marketing strategy you are missing out.