Posts Tagged ‘Creative’

Most BtoB Marketing is Underperforming

June 20th, 2012

For BtoB companies, marketing is an underperforming cost center. Not that it is the marketing teams fault, rather  they are making the best of a tough situation. In consumer marketing, brand awareness and product reputation can go a long way in generating sales. In BtoB, the channels to reach buyers are increasingly becoming choked with noise. We built this chart to explain what we are seeing in the world of BtoB marketing:

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Social Marketing Is & Isn’t

May 25th, 2010

Social marketing is an “effective way to build relationships over Social Media”

  • Effective – Defined as cost effective, efficient, focused, specific, works
  • Relationships – Defined as having both recognized value and emotional connection
  • Social Media – platform independent; not just LinkedIn, Facebook, or Twitter, but the right platform to support the right interaction

 Social Marketing is not…

  • Just Another Channel – old form over new medium hasn’t worked with the transition from print or TV to internet, why wouldn’t a new form of interaction require new rules?
  • Just about Creative Branding – How many cool TV ads where you can’t remember the company afterwards. Creative just creates awareness, but not necessarily leads to a buying relationship.
  • Build “It & They Will Come” – Despite your brilliance, you still have to build a relationship to the community (credibility) and you have to actively promote your solution(evangelize)
  • Magic Relationship Bullet – just because I connect to you doesn’t mean we are friends, or even acquaintances. Hell, I don’t even know you…. Etiquette rules still apply.
  • SPAM me into a Relationship – “No matter how many times you send it (awareness), I don’t care (interest), don’t want it (relevance), won’t buy it (relationship).”

 Social Media (Marketing) is about having a presence, Social Marketing is about having a purpose….