Harvard Business Review

AUGUST 22, 2012

There's a new battleground, though: With around 300 million Chinese using social media platforms — more than those in any other country — websites like QZone and Sina Weibo have now become critical to the marketing mix. Most marketers are therefore trying to engage with the increasingly affluent social media user.

Media 14

Media Marketing Sample Brand 14

Strategy Driven

JANUARY 7, 2011

Headquartered in Atlanta, Georgia, Everspark Interactive was founded in June 2009 by internationally-known Search Engine Optimization (SEO) expert, Jason Hennessey and 20-year marketing veteran, Chris Watson. Call to Action – Think of each video as it’s own marketing / pr / advertising campaign. What do you want your viewer to do?

Video 50

Video Marketing Mix Press Release Engineering 50

Harvard Business Review

MAY 9, 2013

We knew that the Internet would bring with it a whole wave of new media disruption. We''re also seeing an increasing amount of media budgets shifting from traditional channels to digital advertising. It''s beginning to make social media, mobile marketing and plain-old digital advertising seem somewhat antiquated.

Media 8

Media Marketing Advertising Marketing Mix 8

Harvard Business Review

JULY 25, 2017

Companies spend a lot on marketing communications. In fact, global spending on media is expected to reach $2.1 And more fundamentally, does marketing actually work? Marketing ROI analysis can help answer those questions. What is Marketing ROI, and How Do Companies Use It? Juan Díaz-Faes for HBR.

ROI 8

ROI Marketing Marketing Mix Short-term 8

Harvard Business Review

OCTOBER 10, 2014

Marketers often distinguish between paid, earned, and owned media. Paid and earned get most of the attention, but the new battleground is going to be owned media. If you want to get ahead, and stay ahead, you need to rethink your owned media strategy. Social media is usually treated as owned and earned.

Media 8

Media B2B Disintermediation Content 8

Harvard Business Review

AUGUST 15, 2012

Despite the explosion of social media, few sales reps and marketing people are using it effectively. A recent survey by BtoB magazine found that only 5% of B2B marketers said social media was a "fairly mature and well optimized" part of their marketing mix.

Webinar 14

Webinar B2B Marketing Mix Maturity 14

Harvard Business Review

JULY 15, 2014

Given how fashionable storytelling is today, you’d think every market-centered company would have a person like this on staff to manage the collective memory of its brand. Given the skills and span of responsibility required, this function should sit in the marketing department. The New Marketing Organization. Marketing'

Marketing 10

Marketing Storytelling Brand Marketing Mix 10

Strategy Driven

NOVEMBER 29, 2010

If you’re using the same old marketing strategies today because they brought in business in years past, you’re in danger of being pummeled by your competition. you have to get their attention, and that means your typical tried-and-true marketing tactics aren’t going to cut it anymore. Do what works!

Wilde 62

Wilde Tactics Advertising Brand 62

Strategy Driven

DECEMBER 6, 2010

gives you the tools to take an eclectic approach to your marketing, and pick the best, most wildly successful marketing methods – traditional, online, or both — to win at achieving your marketing goals. Combine social media with traditional marketing techniques for breakthrough results! Do what works!

Wilde 50

Wilde Real Estate Discount Advertising 50

Strategy Driven

FEBRUARY 7, 2011

gives you the tools to take an eclectic approach to your marketing, and pick the best, most wildly successful marketing methods – traditional, online, or both — to win at achieving your marketing goals. Combine social media with traditional marketing techniques for breakthrough results! Do what works!

Wilde 50

Wilde Newsletter Marketing Motivation 50

Harvard Business Review

MARCH 18, 2013

The creation of a successful advertising or marketing campaign requires a tricky formula. Read on for their answers: Christa Carone - Chief Marketing Officer, Xerox Corporation. The challenge we're seeing is that "paid" is no longer the hero in the marketing mix.

Advertising 8

Advertising Marketing Storytelling Brand 8

Harvard Business Review

MARCH 5, 2012

They spend their time sighting targets (through customer segmentation), calibrating trajectories (by optimizing marketing mix), loading ammunition (with messages and offers), firing their weapons (with marketing campaigns), and celebrating successful strikes (from sales). Their mantra is test and learn. You can also start small.

Brand 13

Brand Customer Loyalty Marketing Mix Media 13

Harvard Business Review

AUGUST 9, 2016

All this means it takes marketers too long to get important information that could make a real difference to the customer experience—and the bottom line. Read more from Google Analytics 360 Suite: Rethinking Marketing Measurement from the Ground Up. Marketing Analytics Can Improve the Customer Experience.

Survey 8

Survey Content Marketing Marketing Mix 8

Harvard Business Review

JUNE 20, 2014

But she also realized that the company needed to develop greater marketing muscle to drive a commercial transformation. As she put it, “Our markets are going through dynamic change. It must be marketing. And she put marketing in charge of an organization-wide growth program. Who should lead our transformation?

CEO 8

CEO Marketing Hotels Long-term 8

Harvard Business Review

JULY 24, 2015

Many authors appreciate the turnkey services publishers provide such as distribution, design, marketing, foreign rights sales, and editing. It’s become accepted wisdom among authors that you are responsible for publicizing your book (and that it’s a terrible mistake to rely solely on your publisher to market it for you).

Short-term 8

Short-term Long-term Audience Brand 8

Strategy Driven

NOVEMBER 13, 2019

it’s because they have crafted an impeccable marketing communication strategy. Marketing communication strategy is a broad term that covers so many small aspects. However, you should not miss out on the following must-haves while designing a marketing communication plan for your company. Pick the right marketing mix.

Marketing 11

Marketing USP Strategy Audience 11

Harvard Business Review

DECEMBER 24, 2015

Many B2B CEOs still believe that social media isn’t right for them. But social media marketing can offer B2B marketers a range of benefits if they take advantage of it, from increasing engagement and influencing decision making before the sales call to customizing sales messages and enhancing their company’s reputation.

B2B 8

B2B Media B2C Marketing 8

Harvard Business Review

APRIL 1, 2013

What marketers seem to be missing is that Boomer women are actually outspending younger generations online — and not on the products that might come to mind when you picture the 50+ set. I began working in digital marketing to women when I was 22.

Marketing 8

Marketing Freedman Forrester Fashion 8

Harvard Business Review

NOVEMBER 24, 2010

He also founded Bubblegeneration, an agenda-setting advisory boutique that shaped strategies across media and consumer industries. Cross-functionalizing the marketing mix to drive incremental revenue generation opportunities" isnt reflection (and heaven knows few breakthroughs ever lie down that path ).

Short-term 15

Short-term Guidelines Mass Marketing Telecommunications 15

Harvard Business Review

APRIL 30, 2013

As Chief Marketing Officer Paul Matsen told me, "We use enterprise-wide standards. There is one marketing communications team, and we work across all our institutes, such as heart and vascular, or cancer. Another example at Cleveland Clinic is in search engine marketing.

Operations 8

Operations Customer Intimacy Supply Chain Wiersema 8

Harvard Business Review

AUGUST 14, 2012

Online sentiment analysis for social media. Marketing mix portfolio modeling. I divided the possibilities into two categories — those that are pretty aggressive on the technology front, and those that are more aggressive on the business front: Technologically-Aggressive Customer Intelligence Applications.

Objective 11

Objective Attrition Workshop Retail 11