"Offline Marketing" Posts

FDA and the Marketing of E-Cigarettes

As lawmakers pressure the US Food and Drug Administration to clamp down on the marketing of e-cigarettes, manufacturers and distributors alike are wondering what it will do to their $1.5 billion industry.

“We do anticipate becoming a regulated industry, so …

New Online Marketing Tools for Your Business

Online Marketing

Just when you think you’ve developed a solid plan of attack for your online marketing, the entire Internet landscape shifts. The SEO tools and analytics you’ve been using are probably a bit dated, and despite all the data you’ve accumulated, …

Build Your Marketing Playbook with Super Bowl Tactics

iStock_000011318203XSmall

Each year, the hype surrounding the Super Bowl seems to reach a crescendo well before the actual game. One of the more unusual aspects of the big game is the fact that the ads are watched with almost as much …

What Consumers Want—Channel Preference Matters for Marketers

Changing Channels

In a recent post, I talked about the “Consumer Decision Journey,” a fresh perspective on how consumers evaluate and make purchase decisions, developed by the consulting firm, McKinsey. McKinsey was addressing the fact that consumer behavior is changing, and …

Consumers Go on a Journey, Escaping the Funnel

McKinsey Funnel

For decades, I, along with the majority of marketers, thought of the customer acquisition process in terms of a purchase funnel.

The funnel concept was uncomplicated. You dumped prospects into the top of the funnel. Through a series of qualifying …

The 3 Habits of Successful Social Media Sellers

There is a simple way to make social media sell for you. It’s practical enough that any business can gain benefits regardless of target market, products, services or size. It is the key to selling more with tools like Facebook, …

Why Mobile And Social Ads Are So Disruptive

It’s easy to hate advertising. It’s mostly unsolicited and it’s everywhere we go. So it’s no surprise that people really hate ads in social media and on mobile devices.

This week, eMarketer reported on a survey commissioned by AdAge and …

2011: Year of the eCoupon?

If Google’s failed bid to buy Groupon did anything, it brought a whole lot of attention to a concept you might call “social couponing.” Not that Groupon needed the publicity, it was already on track to be what some analysts …

Our Love/Hate Relationship with Gurus

You wanted it faster, cheaper and more of it. You bought into the lifestyle dream. You believed (and still do) that you could make millions without working by buying a $2,000 product. Maybe you’re to blame? Maybe, just maybe…

What Comes First, Marketing Or Manufacturing?

Perhaps the fourth quarter is not the best time to pose this seemingly simple question, but does marketing drive manufacturing, or is it the other way around?

Back in 1776 Adam Smith, in his book Wealth of Nations, wrote