Did you know? Our thought processes, our strategies and how we use our B2B tools need to change.
My marketing career began in the market research field, which has had a
big impact in how I approach marketing problems - I tend to ask a lot of
questions. As I transitioned into media roles, my market research background
has proven to be very helpful since asking the right questions is key to
selecting the proper media channels and achieving desired marketing outcomes.
As Director of Godfrey’s Customer Insight Group, some of the questions we
frequently ask are: What are you trying
to do? Who is your audience? How do we reach them? What do they want and need?
Answering those questions in today’s
fragmented media landscape has become challenging, but I truly enjoy working
with my fellow Godfrey team members and digging in to get that customer
At last week’s BMA Annual Conference in Chicago a large majority of the speakers addressed true customer insight as an important part of a successful marketing organization. Even going so far as saying that not getting customer insights is irresponsible.
When specifying commercial building projects, it’s a team effort among architects, designers, engineers, and contractors. They will work with the building owner or facility manager to reach the best solution for the project. It’s important to understand how each party works together, and what their concerns are, in order to reach each audience with the right message.
For many B2B companies it can be a struggle to align all four of the P's with the realities of a business-to-business marketing strategy. See how Motorola Solutions has evolved the thinking behind the model.
A very common reality among B2B marketers is that their annual marketing plan is closely tied to their fiscal year budget. Read about how you can make informed decisions about B2B marketing budget allocations and marketing strategy using the data you have and pairing it with customer insight.
There are plenty of statistics and information available on the growing trend of smartphone use. But some of the more recent moves from Google in the mobile space put a greater emphasis on its importance, particularly in the Search and SEO world. Here are five Google announcements worth noting.
We have found that Paid-Earned-Owned is simply a categorization tool that helps with content integration and can add value through repurposing valuable content.
One of the most discussed and challenging issues marketers face these days is measuring ROI.
A recent announcement from B2B publisher Ziff Davis should not come as a big surprise – they are discontinuing the print editions of four magazines.
Question and Answer sites have been around a long time but there have been some new additions to this category, including ones that have social and search implications.
LinkedIn recently released their second quarter financial results, including the fact that there are now 11.5 million users. If you are looking to make the most of your company’s presence on LinkedIn, here are five suggestions for where to start.
A few scenarios outlining pros and cons of Groupon-like Daily Deals for B2B companies.
It has been a few weeks since Google rolled out their +1 technology.
What is it?
The audience information that media planners and buyers need in order to put together an effective media plan is a bit of a challenge when it comes to b2b online media channels.
The numbers continue to build the case - mobile is growing. According Google CEO, Erick Schmidt, speaking recently at the Interactive Advertising Bureau's annual leadership meeting, mobile is growing much faster than predicted. He supported his call to “do mobile” with some interesting stats
Facebook recently rolled out a new type of ad unit, called “sponsored stories” What is unique about these ads is that an advertiser is not controlling the message; it is the user or consumer.
I may be a bit late to the prediction party, I have been reading many blogs and articles relating to 2011 marketing prognostications for what seems like months, but here we are, truly on the eve of 2011 and thought now would be a good time to summarize and point out differences in some marketing spending/budget stats for 2011.
It is that time of year, summer is behind us, fall has arrived with pumpkin flavored everything, football, and 2011 planning. As we work with clients to help form marketing communications strategies or allocate marketing budgets, now is the time we recommend including research into the budget.
While this new "follow company" function can be a great prospecting, and job seeking tool, for some companies that like to keep a tight rein on corporate communications, this could be somewhat worrisome.
True or False: Anyone can set up a social media account using your brand name.
The answer is TRUE! We had our quarterly “Hot Topic” lunch discussion at Godfrey today. The discussion was focused on managing your online brand identity in this social media era.
I have really enjoyed the Winter Olympics this year. Perhaps it is because of the especially cold and snowy winter we have endured – or perhaps it is that I am truly in awe of the athletes who can spin, jump and fly on skis.