Twitter? Facebook? LinkedIn? Are they right for your marketing strategy?

OK, it seems that about once a year the 'next great social media tool' emerges. This year, it seems to be Twitter. Last year, it was Facebook. A couple of years ago, LinkedIn was all the rage. That leads me to a couple of burning questions:
  1. At what point is it acceptable to abandon or ignore a social media tool?
  2. When does it make sense to include a new social media tool as part of your social marketing strategy?

Is your sales process like a mission or a revival?

Both missions and revivals try to attract converts, but they work in different ways. The "downtown mission" of movie lore attracts people by offering food and shelter. And, usually in unspoken exchange, they seek to convert these people. A revival directly caters only to those people who want to be converted. Which one is more like selling today?

Marketing as therapy

We're all familiar with the importance of marketing and its role in the enterprise. Mainly, good marketing helps increase revenue and decrease costs. But there are other uses, especially in transforming a company's culture.

Make sure that your Web site is your marketing hub

In the current business climate, human marketing resources are under threat. They are too hard to manage and too expensive. At the same time, clients and potential clients are demanding more and more interaction with your company. If you were to nurture all these leads with human beings, it would cost too much. So, what should you do?

Push the Limits on Print

One thing that I encourage clients and agencies to do is to take advantage of all the print techniques that are available. Too many times, whether it be because they are in a rush or it just slips their minds, designers and creative directors opt for more typical printing methods: four-color process on the standard house sheet. Maybe using a spot color if the project warrants it.

Should you give up on market research? What the Heisenberg Uncertainty Principle teaches us

It's a common goal of marketers to start projects with research. (Well, most people want to, but they seldom do it. That's a topic for another time). The idea is that, armed with some measurements of the audience's attitudes, needs, and so on, we will have a better chance at structuring a successful solution. It's assumed that the hard work will be in interpreting and using this data, and almost no one thinks about the data itself. You need to be sure to ask is the data is even accurate.
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