Marketing is a vast umbrella term for a complex and constantly changing business necessity. A familiar, but ever-evolving dichotomy is the concept of “push” versus “pull” marketing. Today, push versus pull strategy goes by many names: outbound versus inbound, direct versus indirect, and interruption versus permission. No matter what you call it, “push” and “pull”
No matter what industry you’re in, it’s essential to keep your finger on the pulse on the market. To do this, businesses require ongoing market research and competitive analysis. By researching the marketplace, marketers can gather vital information about their target audiences, including needs, interests and pain points. But knowing about your ideal customers isn’t
As businesses grappled with the COVID-19 pandemic, there were many changes in how, where and when work was performed. Many companies provided work from home options. While that opportunity helped deal with government-mandated shutdowns, it had other unintended consequences. One consequence resulted in an unanticipated shortage in the labor force. During 2021 alone, 47 million workers quit their jobs in an era now called “The Great Resignation.”
Talk of a U.S. recession is getting louder amongst economists, business leaders and individuals. In fact, most Americans think the country has already entered a recession or will do so within the next 12 months. The ebbs and flows of the economy can be predictable but also can be quickly rocked by events like a pandemic or geopolitical unrest. Because recessions can cause high unemployment rates, business failures and bankruptcies, knowing how to survive an economic downturn is a requirement for business success. That’s where strategic marketing decisions come into play.
One of the best ways to boost credibility, visibility and name recognition is through thought leadership. A thought leader is an expert who shares valuable insights and strong points of view in ways that influence others. To answer the most burning questions of their target audiences, thought leaders tap into their talent, passion and experience.
Of the various types of media available to marketers, earned media might seem the most difficult to predict and control. It’s one thing when an organization creates its own content, pays for media coverage and shares it across multiple marketing channels. It’s far more powerful when authentic, authoritative and third-party sources mention your brand and share your thought leadership.
Content marketing delivers substantial value to an organization. Benefits include increased search visibility, enhanced brand awareness and improved conversion rates. With advantages like those, it’s no surprise that 46 percent of businesses report they want to increase their content creation spending in 2022. As one of the most cost-effective marketing tactics available, content development doesn’t have to break the bank.
The average person spends an estimated 100 minutes per day watching videos online. Video production and accessibility have boomed as streaming capabilities have grown across a wide variety of devices and mediums. People respond to video for good reason: it is eye-catching, attention-getting and proven to help viewers gather and retain information.
In digital marketing, a landing page is a standalone web page designed exclusively for an individual marketing or advertising campaign. When users click a link on an ad, email, call to action request or other marketing initiatives, they are directed to a page that guides them to the next stage of the sales funnel.
In marketing, a “call to action,” or “CTA,” is a small but mighty element of every marketing initiative. It answers the question “what now?” after a prospect consumes a blog, article, video, advertisement, email or other types of content. The call to action, whether digital or print, encourages prospects to take immediate action. Whether you urge a prospect to buy now, subscribe to a newsletter, schedule an appointment, download a white paper or connect with a customer service rep, effective CTAs keep potential customers engaged and guide them through the buying journey. How can marketers maximize these small but powerful tools in a strategic way?
According to noted psychologist and psychiatrist Carl Jung, “colors are the mother tongue of the subconscious.” Jung is credited with early studies that reveal how color affects the human mind. Using the results of his research, Jung developed a form of color art therapy that encouraged patients to express their emotions through color and images. In combination with color theory based on Sir Isaac Newton’s color wheel, color psychology considers how different colors have different meanings, associations and psychological impacts across a variety of individual and cultural norms.
