Wow! For someone like me, the best thing about KPCB partner Mary Meeker’s annual Internet Trends presentation is it’s just packed with data. The charts are sometimes too packed, in fact, and more than one viewing is a must to take it all in. But it’s always revealing, and usually challenges a mental frame or two because it is research based, not fiction.
The choice of media channels is a critical decision for marketers at any organization, but especially for values-based organizations and those seeking social change in a media-saturated world. Let's revisit the POEM framework to look at what's the same and what's changed and what's most helpful for today's change marketer.
More is better. This consumption-based philosophy seems to pervade our way of thinking, our way of doing business, our choices and actions—in short, our way of everything. Most companies base their success on bringing in increasing amounts of revenue, creating more products, and growing more customers. It’s a ‘constant growth = survival’ formula. But is [...]
Social media integration for values-based organizations brought 120 of us from across the U.S. together to muse about trends, best practices and challenges.
The B2B funnel seemed like one of the few bedrocks of marketing and advertising you could count on. Since the turn of the century, AIDA (attention, interest, desire, action) made sense as a shorthand description of the events leading buyers through what was labeled alternatively as a marketing, purchase or sales funnel. But the events and steps leading to a purchase decision have changed, and time-pressed business owners and managers at SMBs, small-to-midsize business, can easily underestimate the extent of the change. Did you know that today more than 90% of B2B buyers start their purchasing cycle by looking for solutions and suppliers on the Internet?
Indications of the rising power of visual communication surround us as consumers and marketers. But as visual content becomes the new norm, I confess I am beginning to find its rising dominance all but frightening personally, and professionally as well for the nonprofits, public agencies and triple bottom-line companies that Marketing Partners serves.
Logo, Corporate Identity or Brand — What’s the difference? When a company begins to consider ways to visually represent themselves, their product, service or idea, these terms are sometimes used interchangeably. There are significant differences though, and building a solid understanding of these three terms is valuable for every marketer. What is a Logo? A [...]
