It’s no secret that marketing is all about reaching the right customers with the right message at the right time. Marketers want to know more about their audience than ever before, and the secret sauce to reach that audience most effectively is data and lots of it— right? Well, not so fast.
A marketing ecosystem strategy and similar to the content marketing mix and is a wonderful planning and development process that provides structure, purpose, direction, validation, and value all in one place.
Why is it some marketers are afraid of the word “strategy?” I think it’s because they can’t muster up the brain power to wrap their arms around their entire strategic ecosystem. Or maybe it’s because they would rather not organize and operate their marketing within a planned structure. Either way, when you’re missing a strategy, your team and your brand are missing out on the secret sauce of success which is a thoughtful, planned approach designed to reach and connect with customers for the right reasons.
When effective content marketing meets your customers, the magic happens. Before we dive in to the secret sauce behind the magic, what comes first, content or the customer? That’s not a trick question. It’s a real test to see which direction your content marketing is headed. If you’re not sure about how this should play out for the benefit of your marketing and your customer…read on.
The term rebrand is a terrifying word in marketing circles. Maybe that’s because we know it is probably the most challenging initiative we’ll put our hands on as marketers. And worse, there is no guarantee it will work the way we think. It’s like having multiple doors to walk through for rebrand options only you don’t know which one leads to success or failure. Yikes, knowing that, why would anyone want to do such a thing?
In our two-part series, we are unpacking the definition of what translation in marketing really means, and the value of doing it well. In Part 1 we reviewed the tactical aspects of being a marketer and how translation factors in your day-to-day workflow. Here in Part 2 we will delve into four new areas equally as important, yet different in function and impact. Let’s get started.
Have you ever wondered about the volume of change you have to endure because you’re in a marketing career? I mean, really… it’s akin to a fire hose attached to your mouth and you just can’t keep up. But wait, that’s not the tricky part. Because technology, consumer behavior, media, analytics and digital options shift frequently, that means as a marketing leader you must shift with them and understand how to translate the change-environment that is occurring and how it impacts your business.
So you’ve got a digital agency that’s headed in the right direction serving emerging industries and brands, but you realize your business needs more than just top-level young talent and award-winning client outcomes — What do you do?
Marketing leaders always look at their budgets it comes with the territory. Usually, the result of where your budget ends up by years-end is; you are over-budget, on-target or under-budget. However, crazy as it sounds, ending up in any of these three could also mean there were poor marketing decisions along the way. Determining your marketing spend is not as cut and dry as bean-counters think.
In today’s content-crazed, fragmented world of social media, video, apps, text and technology overload, as a marketer, it’s real easy to get off track with your marketing when new tools and methods are constantly being introduced what seems like every week. Research shows that consumers are connecting with varying digital channels more and more.
With today’s advanced metrics revealing more consumer behavior patterns than ever before, the term conversion has risen to the top of the discussion food chain in marketing circles. What it hasn’t done yet is provide a crystal clear definition as to why a conversion should be looked at differently based on where the customer touch point location in the funnel is.
How many times have you sat at your desk in the morning wondering what content to create and if it is really needed or not? Hmm… regardless of how many cups of coffee you have, the answer to that question is not going to be easy to find unless you already have a process in place.
Every customer has a problem they are looking to solve as a consumer. Sometimes it’s glaringly obvious, other times the problem needs to be pulled out of them because it’s not easy to see. Whichever it is, it will be easier to market to a prospective customer if you know the problem you are trying to solve.