Not just content, content, content

There is so much that has been written about inbound marketing and we are, no doubt, really beginning to understanding how effective content can be and turning ourselves into publishers at the same time. And publishing is a great thing as it gets our story out there and lets customers understand what they need, where they can get it, what they are going to receive and how best to assemble / use / consume their purchases. The only thing is that providing valuable content isn`t the same as creatively inspiring people. Read more…

It`s really hard NOT to think about where b2b e-commerce might be going when business research specialists keep coming up with amazing growth figures. Frost and Sullivan recently forecast $6.7 trillion, orabout 11% of the worldwide b2b sales total, by 2020. So where do `portals` fit into this?

Read more…

We are all pretty used to newspaper headlines about the cost to the environment of increasing levels of domestic waste and the pressures on local councils to deal with this, but are householders still motivated to help? Read more…

So why would Marc Pritchard, P&G`s Chief Marketing Officer, express dissatisfaction with digital advertising? Especially as digital advertising is still `on a roll` and taking an increasing percentage of overall ad spending – over 40% this year in the US and headed for much more according to e-marketing specialists.

Read more…

As a `rich` country we have been on the waste reduction and recycling `journey` for some time. Typically, we generate 17.5 kilos of waste materials per week per household, expect someone else to collect it and process it – and still don`t have a thought for the sustainability of this service.There remains a lot to change as average recycling levels are still only around 44.2% in the UK (DEFRA,Dec.`15)

The problem, as I see it, is that waste and recycling `rules` are confusing and, most of us, are not properly informed or lazy or have too many other priorities.
Read more…

OK , so we are in the middle of ( or at the beginning of?), the biggest period of change that the marketing business has ever seen.But, but, but… does that mean that we are getting so swept along by the delivery technology that we have lost sight of other key needs?

Read more…

 

O.K., b2b marketers have always had the inside track engaging with their prospects and customers. It`s hardly surprising as b2b numbers are generally fewer than even specialist b2c market segments and many product `buys` are technical decisions and require pre and post purchase guidance.

But just how far have things moved on?

Read more…

`Native adverting` sounds intriguing , but isn`t it really just new terminology for advertorial or client sponsored content, which has been used widely in b2b journals and b2c magazines? What is new, however, is that there are now so many ways to deliver this.

I`m talking about the ever widening options of print advertorial, digital journal advertorial, website `contributions`, sponsored blogs, videos, still images, articles and social media posts and more.

So, how are we supposed to approach all these opportunities and get the most out of them?

Read more…

You`ve only got to go into your local supermarket or open your post at work to understand that  magazines are still one of the very best ways to get  your brand values and product choices across to customers and prospective buyers.In fact they are a perfect complement to your inbound programme!

Read more…