SMEI Weekly

Surprise is still the most powerful marketing tool

14 May 2013 18:33:59 CDT

"Big data" is the latest buzzword in our industry. Data-rich practices such as econometric modeling, analytics and copy-testing offer brand managers an alluring promise of precision and predictability. Pull lever X, out will pop Y as a result. All this is good — mostly. These tools can certainly make our profession more efficient. But they also can make brands less exciting and surprising. With all of this information at our disposal, we risk robbing brands of opportunities for serendipity — the delightful surprises that happen when we least expect them, attracting the attention of consumers.

CMOs must fully embrace new technology, or fail, and they know it

14 May 2013 18:33:59 CDT

As new channels and technologies provide customers with countless options to switch to new services and brands, today's chief marketing officer is feeling tremendous pressure to find solutions that keep customers engaged and coming back. How much pressure? A new study by Accenture Interactive, "Turbulence for the CMO," reveals that 70 percent of the CMOs of some of the world's largest enterprises think they have five years to fundamentally overhaul their companies' corporate marketing operating model to achieve competitive success.

10 things every customer wants

14 May 2013 18:33:59 CDT

Why does a customer buy from one vendor rather than another? According to research recently conducted by The Rain Group, customers tend to buy from sellers who are superlative at the following tasks…

How to use customer recommendations to grow your business

14 May 2013 18:33:59 CDT

At a time when one-click LinkedIn endorsements are stacking up faster than rush-hour traffic, obtaining sincerely worded recommendations is a lot like pulling into the carpool lane. You have to invest upfront in planning, personal contact and collaboration, but the effort is rewarded by access to a less-crowded environment and a quicker route to building credibility and trust.

Five reasons you should be using SMS based marketing

14 May 2013 18:33:59 CDT

When it comes to brands reaching their consumers, email marketing is still the more commonly used tactic. Even though text message marketing — which includes coupons, special offers and participation in loyalty programs — is redeemed eight times frequently than email.

Small business favors social media over location marketing

14 May 2013 18:33:59 CDT

As more small businesses begin to utilize mobile technology and social media marketing, location-based marketing is taking a backseat. Ninety-seven percent of business owners recently surveyed said they are using social media channels, including YouTube, Pinterest, Twitter, Facebook and Instagram, to market their businesses. On the other hand, just 17 percent of businesses say they utilize location-based promotions, such as Foursquare, in promoting their business.

The real-time marketing drumbeat gets louder, as agencies, brands sign on

14 May 2013 18:33:59 CDT

Marketers know that they must speed up the ways they produce content and advertising to capture consumer attention in today's fragmented media and device landscape. Companies are using what they learn from rapid-response marketing in social media to create efficiencies in their broader marketing organization and to find ways to deploy real-time strategies not only in digital media but in traditional media as well.

Multiply your message and make the most of your marketing efforts

14 May 2013 18:33:59 CDT

Customers now have the ability to interact with information about your business in the digital world. They oftentimes encounter your brand and message through social media and make prospective buying decisions and other engagements before getting to the actual sales process. In order to capitalize on this environment, you need to control and push your message through a variety of platforms to drive your site traffic and conversions to make the most of your marketing efforts.

Why content marketing matters more than ever

14 May 2013 18:33:59 CDT

Today, the brand "voice" takes a front seat, while the hard sell takes a step back, and artfully communicating to your audience is critical in a feed-based advertising landscape that is here to stay.

Why customers don't buy

14 May 2013 18:33:59 CDT

The real enemy of salespeople today isn't their archrivals; it's no decision. That's according to the several hundred business-to-business salespeople I conducted recently. What is it that prevents a prospective customer from making a purchase even after they have conducted a lengthy evaluation process? The reasons may surprise you.

6 myths about social media marketing

14 May 2013 18:33:59 CDT

Over the past five years, social media has become an increasingly important part of many companies' marketing strategies. But there are still some misconceptions about how to use social media to drive sales and which services are worth the investment of company time and resources. Here are six common myths.

Why is Facebook blue? The science behind colors in marketing

14 May 2013 18:33:59 CDT

Turns out, something as simple as tweaking the color of a button changes user behavior or endears people to your product. Buffer's Leo Widrich explains the importance of color in website and brand design.