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Marketing Strategy

By Sarah Thompson

Introduction

Business people, thinkers, idea generators and more who want to know about the elements of marketing strategy. Do you have what it takes?

Sarah Thompson — Sarah Thompson is a marketing technologist who gets digital, social media, technology and PR. Truly, ...

Added by Sarah Thompson: “Drip Marketing

1

The Complete Guide to Drip Campaigns, Lifecycle Emails and MoreEmail newsletters are a great way to send out your team's latest announcements, but they have a major problem: new subscribers only see new emails, and never get the first emails you'd sent out to your list. All they'll see is the stuff you send after they sign up. Often called

Added by Sarah Thompson: “What is marketing attribution? How is a powerful tool for informing your marketing strategy?

2 What is marketing attribution and why do you need it?

In this post I take a term that you're all probably well aware of and try to enlighten myself, and hopefully the few of you who are just as baffled as me, on its actual meaning. As I dive deeper and deeper into the world of digital marketing even more words and phrases float up to reveal themselves, particularly ones

Added by Sarah Thompson: “A great list of things to consider for your next Marketing Strategy.

3 Link Building Tactics - The Complete List

This is the most complete list of link building tactics on the Web, period. I created it because the best tactics are never found in one place, and the most complete lists are completely outdated. One thing to keep in mind while reading: I did my best to split each one up by category (i.e. Local, Paid, Events etc.), but

Added by Sarah Thompson: “Never under estimate the need for creativity in a marketing strategy. This is a good reminder of that!

4 A Call To Value Creativity Pays Homage To The Creative Communications Industry

In a recently released PSA produced by DDB Group Asia Pacific's Regional Creative Director Andy Fackrell, the video pays tribute to the creative communications industry. Featuring more than 30 advertising campaigns in the two-minute short, it seeks to be the mouthpiece in defense for the industry, highlighting the issue of diminishing value placed on creativity and the ideas churned out.

Added by Sarah Thompson: “When you are marketing a product, don't. Market a way of thinking. People will me more responsive to it.

5 Don't Sell a Product, Sell a Whole New Way of Thinking

We all know the story. A team creates a groundbreaking new innovation only to see it mired in internal debates. When it is eventually launched in the market, there is an initial flurry of sales to early adopters, but then sales cycles become sluggish.

Added by Sarah Thompson: “PSFK is a great resource to stay apprised of trends in industries, and innovation. The Internet of Things is important to understand as there is a merger of product and marketing to create a brand new offering for businesses. Think Nike.

6 Real World Web Report

Added by Sarah Thompson: “What skills do you need to have as a modern marketer? Start checking the boxes.

7 What are the essential skills for modern marketers? [infographic]

Our recent Skills of the Modern Marketer report defines the skills that senior marketers are seeking for their team. Both the broad knowledge areas and the deep vertical skills needed to be successful in marketing. As Neil Perkin's blog post on the report mentioned last week, we also found a surprising focus on soft skills - in particular, adaptability, inquisitiveness

Added by Sarah Thompson: “What does it cost to acquire a customer? Here is some math. Ugh, I hate math.

9 Why you should Calculate Customer Acquisition Cost Before Building a Web Marketing Plan

Editor's Note: Today's guest post comes from Asher Elran of Dynamic Search. This piece is a bit more complicated than some of our usual fare, but it's a great one. Put your math pants on because Asher's going to drop some formula knowledge on us. Take it away, Asher! Many businesses, especially startups, focus on three key operation elements. They

Added by Sarah Thompson: “You don't need a degree in marketing to be good in marketing. But you do need to know how to make people want things.

10 You don't need a Marketing Degree to do Marketing in the real world

Too many students in my opinion waste their time getting a Marketing degree in this generation. I'm not belittling formal education, however marketing is more than what you may learn in a classroom.We need students who can learn how to learn, who can discover how to push themselves and are generous enough and honest enough to engage with the outside

Added by Sarah Thompson: “Agile marketing is a valuable thing to consider to ensure you are focused on aligning to the customer experience not catching up to it.

12 Improve Marketing with Experimentation

Agile organizations demand experimentation. Some require big degrees of experiment followed by iteration, while others require smaller experiments and step change to continually improve and better invest marketing dollars. But experimentation and a tolerance for failure are essential agile qualities for the modern marketing organization to embrace for success. Agile marketing organizations demand experimentation, and embrace failure as a path

Added by Sarah Thompson: “"Clarity of Expectations yields a better marketing performance" - lessons for all CMOs. Provide a clear level of not just goals but expectations to your teams.. The outcome will be much better and less painful.

13 The CMO Impact Survey

Added by Sarah Thompson: “How important is customer experience?

18 Creating a differentiated experience that customers actually enjoy

Typically, whenever someone starts talking about the best ways to create a differentiated customer experience, the things they list are not distinct from their competitors in the least. Instead, they are common practices that every business knows they have to perform to succeed. The hard truth is that it's not enough to just employ standard best practices - retailers have

Added by Sarah Thompson: “All about Human to Human marketing.

19 There is no more B2B or B2C: It's Human to Human, #H2H

It used to be that marketing was segmented into two categories; business-to-business (B2B) or business-to-consumer (B2C). This was done (I assume), to separate specialties, audiences and segments in an effort to more highly target the groups of people who ultimately would consume a brand's message. What it really did, however, was create an unnatural language for marketers - with words

Added by Sarah Thompson: “CMO is to be the leader of the customer experience. Strategy is thinking first, tactic second.

22 Elevating customer experience: what every CMO needs to know

The days of building your brand solely through carefully-crafted marketing campaigns are long gone, and in this brave new world, every Chief Marketing Officer (CMO) needs to move cultivating a stellar customer experience to the very top the to-do list. What that means is that every channel, every touch point and every interaction must work in tandem so that ultimately

Added by Sarah Thompson: “Native advertising, banner blindness. How the human eye functions are crucial to understanding how to do display advertising. Start here.

23 Native Advertising

Added by Sarah Thompson: “While I agree that content needs to fulfill on a brand promise, the brands that succeed allow for consumers to shape them too... an interesting read nonetheless

25 CMO Study Reveals Behavior Inside A Brand Remains Key To Content Sharing

Only 9% of CMOs view vendors as a trusted source for content. Third-party research, analyst reports and editorial content top the list of the most trusted sources, suggesting that some brands may need to rethink their content strategies. A Chief Marketing Officer (CMO) Council study released Wednesday suggests that leading marketers should develop and deploy content that reaches consumers by

Added by Sarah Thompson: “More on Email marketing and What you need to know to be good at this..

26 152 killer keywords for email subject lines (and 137 crappy ones)

We had a hunch that word choice in email subject lines have a strong effect on response rates. So, we tested 287 keywords across a sample of 2.2bn emails to see which work, and which don't. Why? Because President Obama has done more for email marketing than any world leader in the history of mankind. How? By focusing on subject

Added by Sarah Thompson: “Everyone needs to understand the tried and true tactic and message delivery/engagement tool of email marketing. More is better. Subject lines matter. Consider all these elements

27 The future of email marketing 2014 - All email marketing Trends

In the quickly-evolving world a lot has changed in the way brands and consumers communicate. Email marketing is known to be a trusted and versatile marketing channel. What will the future for marketers that use the email channel? We can already spot the trends that hold the key to the evolution of email marketing. The future of email marketing and

Added by Sarah Thompson: “A great infographic that showcases all the trends you shoudl watch in marketing.

28 14 marketing trends you should be watching (Infographic) " iMediaConnection Blog

Latin3 developed an infographic with the 14 trends to follow in 2014, from new consumer behaviors to native advertising and media technologies. What should we expect for the rest of this year? As consumers become more aware of the impact of social media, marketing, and technology in their lives and the environment, they get more anxious about how to deal

Added by Sarah Thompson: “What do all the channels in social media actually do? This will help.

29 The 2014 CMO's Guide To The Social Landscape

Facebook. Twitter. LinkedIn. YouTube. Could these four social platforms be the only ones that truly matter to marketers? If CMO.com's " CMO's Guide To The Social Landscape"--now in its fifth year--is any indication, the answer is a definite "maybe." While other platforms have come and gone from our annual infographic--the first one ran in 2010--Facebook, Twitter, LinkedIn, and YouTube have

Added by Sarah Thompson: “To develop any strong marketing strategy, you need to understand what is a tactic. Far too often a strategy ends up being a bunch of tactics that don't add up to anything. It would be like conducting a military operation where you send one person into the war zone at a time versus a well planned assault.

32 The Awful Mix up - Marketing Strategy vs. Tactics

Added by Sarah Thompson: “Who are the most annoying people in marketing? This is a good article on who NOT to be at the marketing strategy table.

34 The 10 Worst People in Digital Media

The digital media industry is filled with a wide range of characters. They're often stereotypical, but stereotypes exist for a reason. Digiday asked agencies and ad sellers who the most annoying people in digital media are. Here's what they said: The delusional media planner: She graduated college in 2011 and is responsible for millions of dollars worth of media spend,

Added by Sarah Thompson: “The nitty gritty of a digital strategy.. like are you collecting email addresses!

35 Conversion Optimization: How to Understand the Psychology of a Customer

Peter Borden is a strategist, technologist, growth hacker, and full-stack marketer, with over 15 years of experience building marketing and sales infrastructure.He's currently helping SumAll with growth hacking, user acquisition, and e-mail marketing among other things. This is part two of our three part series on customer acquisition and optimization - read part one if haven't yet here. Can you

Added by Sarah Thompson: “Understand your marketing mission.. and be different. The Lululemon example is great, minus all the issues they had with alienating their customers last year.

37 Marketing's Mission: Make it Meaningfully Different

You've hit your limit of 5 free articles as an anonymous user this month. You have a couple of options: Create your personal library on HBR.org Organize articles of interest, share your favorites with colleagues UNLIMITED ACCESS TO HBR.ORG 10 print issues of the magazine iPad and Android tablet apps including all of your magazine issues plus content feeds from

Added by Sarah Thompson: “Understand what it takes to be a great marketer, in this insightful article that provides a guide to the superpowers you require - no cape necessary

38 The Five Superpowers of Marketing

You've hit your limit of 5 free articles as an anonymous user this month. You have a couple of options: Create your personal library on HBR.org Organize articles of interest, share your favorites with colleagues UNLIMITED ACCESS TO HBR.ORG 10 print issues of the magazine iPad and Android tablet apps including all of your magazine issues plus content feeds from

39 3 Angles to Create Magnetic Content with the Triangle of Relevance

Content MarketingGuest post from Angie Schottmuller, an interactive Jedi, e-commerce expert, and multi-channel strategist at Interactive Artisan. by Angie Schottmuller What makes online content great? Is there a tangible metric, or is it purely subjective? I think it comes down to relevance. The more relevant the content appears, the more magnetic it becomes. Within this relevance I've discovered a formula

Added by Sarah Thompson: “Writing a good ad... takes brilliant copywriting.

40 Kisses and Smiles: How "Art, Copy & Code" Ad Campaigns Came to Life

There's a common saying around here that ads are windows to the web. And anything you can do on the web, you should be able to do in an ad. We try to put that theory to the test through every project we take on. Rather than just giving people a call to action, advertisers are striving to engage and

Added by Sarah Thompson: “Storytelling is crucial to a successful marketing strategy. Here are great case studies to learn from.

42 Telling stories: five successful marketing examples

At Searchlove last week, business consultant and author Danny Scheinmann discussed why stories work, the hidden structures behind them and how they can help your business to communicate effectively. The ladderA simple device to remember how to tell an effective story is to think of a ladder. In fact you don't even need to think of a ladder, there's one

Added by Sarah Thompson: “Learn: create communicate deliver value to a target market at a profit

45 Marketing Strategy with Philip Kotler at the London Business Forum

Philip Kotler is the undisputed heavyweight champion of marketing. He's authored or co-authored around 70 books, addressed huge audiences around the world and consulted some of the biggest brands. Three years ago, he was ranked the world's fourth most influential management guru by the Financial Times; this year, the Wall Street Journal ranked him the sixth best business thinker.

Added by Sarah Thompson: “Understanding digital and the importance of a leader who gets the channels.

47 Who Art Thou, Chief Digital Officer?

It's hard to find something if you don't know what you're looking for. Just ask professional recruiters tasked with finding the elusive chief digital officer (CDO). A recent Gartner poll of executive search experts found that uncertainty about what's expected of a CDO results in flawed searches for these digital leaders. Many business leaders realize the importance of going digital,

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