Are YOU as Cyber-Secure as You Should Be? Some Video Tips

15 Oct

Identity theft and loss of privacy are BIG issues. In this video, we point out several “scary” aspects of cyber security as well as offer several tips.

Protect YOURSELF. We can be our best friend — and our worst enemy.

 


 

Marketing to the Right Segment

14 Oct

Most companies use some form of market segmentation in their strategies. They recognize that they should not try to market to everyone but rather focus on a specific group or groups with offerings and marketing communications targeting a specific segment of customers. BUT, are all companies targeting the right customers — and are they doing so properly? Of course, the answer is no. So, how can we do better?

As Ira Kalb, a professor at the Marshall School of Business (University of Southern California), writes for Business Insider:

“As a first step, businesses should find the right ‘ballpark’ in which to operate. An effective way to begin this process is to do a SWOT analysis. For those that do not already know, SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats.”

“While you already have to have some idea of the market opportunities you want to pursue when you do the SWOT analysis, it is very important to define the marketplace your company is going to target. This may require some trial and error experimentation. Defining the right market follows the Goldilocks and the Three Bears metaphor. If the market you define is too big, you will be wasting your marketing resources trying to cover it. If it is too small, you will not make enough money (based on the share of the market you can capture). You need to define your market so it is just right. That is, you’ll make enough money to produce a sufficient return on investment, and will be able to cover the market with the marketing resources you can invest.”

“Whatever criteria a business uses, the way a company defines the market for its business could mean the difference between profit and loss. While there are often greater costs to service larger markets, there can also be larger returns and economies of scale. The more a business thinks about how it will define its marketplace, the better it will be able to succeed and scale the business as it grows. Hopefully, you will get it right, and if you don’t, all is not lost. A good marketing information system can help you to fine tune your market definition so you can get back on the right track — as P&G did with Febreze.”

To read more of Kalb’s article, click the image.

 

Photo credit: Flickr/Geoff Gallice

 

Advertising Icons and Social Media

13 Oct

Over the years , there have been some very effective advertising icons, such as Ronald McDonald, Mr. Clean, Tony the Tiger, the Gerber Baby, Jared for Subway, the Geiko Gecko, and Progressive’s Flo. [Click here to see one listing of the 25 best ad icons of all time].

Now that we are in the new era of social media, what can we learn from iconic advertising symbols that can be applied in this era?

As Lizetta Staplefoote, a content marketing strategist and copywriter, writes for Visual.ly:

“Since the early days of marketing, advertising icons have been used to infuse personality into a brand and reinforce positioning similar to the way marketing content is used today. In their ability to endure and engage, there are lessons in these iconic advertising characters that you can use to enhance your content marketing strategy. Take a look at the elements of a few easily recognizable, vintage ad figures and see how you can apply their success to your content.

1. Morton’s Salt Girl – Reflect value proposition.

2. National Park Service’s Smokey the Bear – Be personable. 


3. Kellogg’s Tony the Tiger – Constantly evolve.

4. Planter’s Mr. Peanut – Show off your personality. 


5. Cracker Jack’s Sailor Jack – Play to your audience. 


6. Coppertone Girl – Be conscious.

7. Jolly Green Giant – Be different.

8. Quaker Oats’ Larry – Leverage the familiar.

9. RCA’s Nipper – Have a story.

Click the image to read a lot more from Staplefoote on the lessons from the above advertising icons.
 

 

How Branding, Differentiation, Positioning, and Corporate Identity Concepts Differ

12 Oct

We have written before about branding, differentiation, positioning, and corporate identity from several vantage points (see, for example, 1, 2, 3).

Now, here is a good, concise infographic from Insight180, the branding and design firm, that distinguishes among these important concepts:

“Many times, marketing terms get used interchangeably when they actually mean very different things. Learn below the actual meaning of branding, differentiation, positioning and corporate identity and the roles they play in business development and marketing.”

 

 

Social Media Use Growing for SMBs

11 Oct

With the immense popularity of social media, more and more SMBs (small and medium businesses) are now utilizing such media. It’s not just for the big firms anymore.

According to BIA/Kelsey’s most recent “Local Commerce Monitor” (July 2014), which is ongoing research on the advertising behavior of SMBs), about three-quarters of the firms said they are using social media to promote their businesses — “more than any other category of media.”

BIA/Kelsey reported that:

“Facebook dominates SMB usage, with 55.1 percent of SMBs reporting they have a Facebook page for business use, and 20.0 percent reporting they have run a Facebook ad or promoted post. At the same time, strong showings by other platforms, including LinkedIn, Pinterest, Instagram, and Twitter’s promoted tweets, indicate the social space is highly robust for SMB marketing. SMBs reported spending 21.4 percent of their total media budget on social media in the past 12 months.”

“The survey covers over 35 different media and platforms used by SMBs for advertising and promotion. These media fall into 10 top-level media categories: online (e.g., search, display ads, blogs); traditional (e.g., direct mail, newspapers); mobile (e.g., search, SMS, display); local coupons (print and online); social (e.g., Facebook, Twitter); video (e.g., Web site videos, YouTube); broadcast; local directories (print and online); giveaway items; and community sponsorships.”

Here is an infographic summary.
 

 

Social Media Etiquette Tips for Business

9 Oct

It is not just consumers (people) who need to understand and utilize the proper style and good manners with each social media format. This is also true for businesses! Proper style and etiquette will enable us all to make our desired points while still being civil and polite while doing so. :-)

As Jennifer Landry, a Web journalist who specializes in articles about business management and the current social media landscape, notes for BLUE by Cox Communications:

“Of course, you can’t employ the same methods for the different social platforms. Each site offers users a different experience. Twitter users want quick and casual communication while Linkedin users expect professional and well researched conversation. In order to get the most out of these sites, you’ll need to make sure that you understand what users expect from each platform and how to mold your posts to suit that need. In general, the posts that do the best are ones that either entertain or inform others.”

“Besides following the basic style of each social site, you must make sure you follow the unwritten etiquette rules. While they might seem like common sense, you’d be surprised how often companies do not follow them. If you can understand and implement the information from the infographic below into your campaigns, you’ll be more likely to attract new followers to your profiles and keep your old ones interested.”

Here is a good infographic from Landry’s article.
 

 

Best Jobs for Young People: Marketing Manager is Number One!

8 Oct

Would it surprise you to learn that — according to Glassdoor – the number one job for young adults is marketing manager? :-)

As reported by Aaron Taube and Skye Gould for Business Insider:

“As young people determine who they’re going to be, one of the top concerns on everybody’s mind is finding a job that will make them happy. That’s why Glassdoor set out to determine the 10 best jobs for people in their 20s. To compile the list, Glassdoor looked at job reviews left on its site by employees between the ages of 20 and 29 over the past three years. In each of the reviews, employees rated their job satisfaction on a scale of 1 to 5, with 1 being very dissatisfied and 5 being very satisfied.”

“Twenty-somethings gave marketing manager an average satisfaction rating of 4.0, making it the top job for young professionals. Glassdoor community expert Scott Dobroski says its appeal lies in the way it gives young people the best of both worlds: a clear, defined career path alongside the opportunity to be creative in a collaborative environment.”

Take a look at the infographic prepared by Business Insider.

 

 
Post suggested by Ana Luiza Loures

 

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