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What’s Next for B-to-B Marketers?

25 Oct

As we have noted before (see, 1, 2, 3), there is a lot for b-to-b firms to think about in planning and enacting their marketing strategies. In particular, they need to strategize for the future.

With this mind, look at the slideshow below from MarketingProfs:

“The theme of the 2014 MarketingProfs’ B2B Marketing Forum was ‘Marketing For What Comes Next.’ Lee Odden of TopRank decided to ask some of the brightest minds in marketing to make predictions about where marketing is heading. What he got ranged from realistic to ridiculous, but all were packed with insight.”

 

 

Median U.S. Wages Not Looking So Great

24 Oct

Although the U.S. unemployment rate has come down in the years following the Great Recession, wages have not really bounced back in real terms (taking inflation into account). And, according to the Bureau of Labor Statistics, the gap between the haves and have nots has steadily increased. This is NOT good news for marketers who appeal to middle-income consumers, as well as those selling non-necessities.

As reported by  for the New York Times:

“The typical American family makes less than the typical family did 15 years ago, a statement that hadn’t previously been true since the Great Depression. Even as the unemployment rate has fallen in the last few years, wage growth has remained mediocre. Last week’s jobs report offered the latest evidence: The jobless rate fell below 6 percent, yet hourly pay has risen just 2 percent over the last year, not much faster than inflation. The combination has puzzled economists and frustrated workers.”

“The great wage slowdown, or the end of it, will help set the tone for American life in the coming decade. It has already done so in the century’s first 15 years, causing widespread unhappiness with the country’s direction and leading voters to shift partisan directions multiple times. The political turmoil isn’t likely to end until the economic reality changes.”

Click the NYT chart to read more.
 
Income Decline
 

Which Hats Do YOU Wear?

7 Oct

Pardot, a B2B marketing automation provider and part of salesforce.com, has developed an interactive, provocative Web site on jobs that people have/do:

How many hats do you wear? Marketing automation has many features and capabilities that can simplify the lives of marketers. But if you’re an army of one, wearing a million hats and running your company’s marketing department with limited manpower and resources, the prospect of learning and maintaining a marketing automation system may not sound simple at all — in fact, it may sound impossible. But consider this: Pardot’s own marketing team started as a one-woman powerhouse, backed by nothing more than our own marketing automation product. Let’s take a look at a few of the ways that marketers with limited time and resources can use marketing automation to accomplish the work of a much larger marketing department — and hopefully start shedding their multiple ‘hats’ one by one.”

Click the image to check out the hats many people wear at work. Where do YOU stand? :-)
 

 

Meet the NEW Family — A JWT Intelligence Report

1 Oct

We know that families and households around the world have been changing for decades — in terms of demographics, lifestyles, shopping behavior, and more. Do marketers fully get all of these changes?

There is an interesting and eye-opening new report from JWT Intelligence:

“The notion of family is rapidly evolving, but many brands aren’t yet portraying the new reality of today’s families or fully speaking to their needs. Marriage is no longer a given in many parts of the world, nor are children; at the same time, gay couples are embracing these milestones as attitudes and laws change. Meanwhile, as people live longer, more are forming new families in later decades, and households are expanding to include multiple generations. On the other end of the spectrum, more people are living in households of one, forming families out of friends or even treating pets as family. This report spotlights what’s driving these trends, supporting data and examples of how marketers are responding.”

 

 

Cereal Continues to Lose Its Popularity

20 Sep

Are you a cereal eater these days? Did you used to be? What can marketers do today to increase your cereal consumption? :-)

As Stephanie Strom reports for the New York Times:

“Cereal consumption peaked in the mid-1990s, according to the NPD Group, a consumer research firm. Still, some 90 percent of American households report buying ready-to-eat cereal, which remains the largest category of breakfast food with some $10 billion in sales last year, according to Euromonitor, down from $13.9 billion in 2000. And the consumer research firm estimates sales will fall further this year to $9.7 billion.”

“The cereal business has been declining, as consumers reach for granola bars, yogurt, and drive-through fare in the morning. And the drop-off has accelerated lately, especially among those finicky millennials who tend to graze on healthy options — even if Cheerios and some other brands come in whole-grain varieties fortified with protein now.”

 

Click the New York Times’ chart to read more.
 
Cereal
 

Women Entrepreneurs Still Facing More Hurdles Than Male Entrepreneurs

18 Sep

As we have noted before, there are a number of resources available to help women entrepreneurs level the playing with their male counterparts.

Nonetheless, as Mathilde Collin — co-founder and CEO of Frontapp, a collaborative E-mail app — observes for the Wall Street Journal:

“There’s a huge gender imbalance in the entrepreneurship world. For all the strides women have made in launching startups and driving the economy forward, they face persistent obstacles that hamper their progress — as documented in a recent Senate committee report that shows how far women lag behind men in areas like access to capital.”

The following two charts, both from the Wall Street Journal, highlight (1) the characteristics of female versus male entrepreneurs and (2) the disadvantages that women entrepreneurs face.

Click here to read more about this subject.
 

 

 

Social Media Maturity: An MIT Infographic

9 Sep

Some firms and individuals have reached a level of maturity with their use of social media — based on their levels of experience and activity. Others are still at the early or developing stages of social media use.

Recently, MIT’s Sloan Management Review did a global study on this topic: “The findings from our July 2014 global study on social business indicated that ‘social business maturity’ is related to the level of results that companies achieve. A new infographic illustrates how social business creates value, and outlines the primary drivers for companies seeking to advance toward social business maturity.”

Here is that infographic.
 

 

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