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marketing monday

Marketing Monday: When to Stop Testing

If you've read the Innovative Brand or have been an internet marketer for some time, you are familiar with the idea of testing and using data from those test...

Blog, Marketing

Marketing Monday: When to Stop Testing

December 2, 2019 • By

If you’ve read the Innovative Brand or have been an internet marketer for some time, you are familiar with the idea of testing and using data from those tests to inform how you refine and execute marketing in the future. However, some brands use testing as a safety blanket to avoid actually doing something big, trapping themselves in a loop of small tests and never actually betting big on an initiative. To avoid this, establish the crossroads for your marketing from the get-go. Know at what point you will have answered the right questions to truly decide what you go big on.

Marketing Monday: Brand Community

Brands and marketers often pay lip-service to the idea of building a community, but very few businesses actually devote efforts and resources to this part of...

Blog, Marketing

Marketing Monday: Brand Community

November 25, 2019 • By

Brands and marketers often pay lip-service to the idea of building a community, but very few businesses actually devote efforts and resources to this part of their marketing. Fans sometimes self-organize, but without leadership, attention, and nurturing, a brand community is unlikely to have value.

Marketing Monday: Non-Traditional Media

Traditional media like television, radio, and billboards are not immune to market forces and to innovation. Savvy marketers are finding new ways to layer dig...

Blog, Marketing

Marketing Monday: Non-Traditional Media

November 18, 2019 • By

Traditional media like television, radio, and billboards are not immune to market forces and to innovation. Savvy marketers are finding new ways to layer digital tracking and targeting on top of these mediums to make ads there more effective, more engaging, and more measurable. If your business relies on this kind of advertising, you should be exploring these options as soon as possible because your competitors are likely heading this direction already.

Marketing Monday: When the Good Go Bad

A common pitfall for businesses and marketers looks like this: You spend a bunch of time and resources to get a piece of marketing to work, it does great for...

Blog, Marketing

Marketing Monday: When the Good Go Bad

November 4, 2019 • By

A common pitfall for businesses and marketers looks like this: You spend a bunch of time and resources to get a piece of marketing to work, it does great for the business, and then no one pays attention to it anymore, assuming that since it’s working today that it will still be working tomorrow. If you aren’t careful, a part of your new business engine can break for all sorts of reasons and the longer it takes you to recognize it, the more damage it does to your bottomline.

Marketing Monday: Repetition Is Not Branding

Many marketers mistakenly believe that repeating logos and taglines is the heart of branding. The research disagrees. Real branding, the kind that builds leg...

Blog, Marketing

Marketing Monday: Repetition Is Not Branding

October 28, 2019 • By

Many marketers mistakenly believe that repeating logos and taglines is the heart of branding. The research disagrees. Real branding, the kind that builds legendary companies and products, is emotionally-driven, which means that your marketing needs to reinforce that emotion, not just your brand identity.