Every brand needs a stellar logo to enhance its image. Developing the right logo requires a lot of foresight and a thorough understanding of human psychology. It can be difficult to get right the first time, which is why some companies need to test different variations. IBM had to change its design six times over […]
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StockSnap / Pixabay Telling your company story is imperative and corporate storytelling is as much of an art form as writing a novel. Yes, a PR company can help, but in order to be effective AS a story, it needs to be told and re-told, which means everyone has to be able and willing to
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How to optimize your marketing and media priorities for the year ahead Smart Insights have launched their first ‘playbook’ in response to our members’ feedback. Download Premium Resource – Paid Media and Digital Advertising Playbook A playbook to help you identify the steps you can take to ensure your integrated paid media investments are successful.
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In a recent column, I revealed the three components of a brilliant marketing plan, the first of which was a brilliant marketing message. What makes a marketing message brilliant? Well, they tend to share the following characteristics: 1. They get to the point. Weak marketing messages meander. Example: “In today’s highly competitive business world, every
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Content marketing is booming. Fully 73% of businesses plan to increase the amount of original content they generate this year, according to research by Content Marketing Institute and MarketingProfs. Therefore, it’s more important than ever for marketing teams to have tools and systems in place to help them remain organized: If you increase content production
Marketing, Content, or Editorial Calendars: Key Components Read More »
Anybody can write a marketing plan. Heck, there are dozens templates and examples available on the web for every type of business strategy. Writing a brilliant marketing plan, though… that’s more of a challenge. The first step to writing a brilliant marketing plan is to understand what marketing is, and what it is not. And
So far in 2017, nearly 70 Macy’s locations are set to be closed. Sears and Kmart are closing 150 stores across the country. Amazon is currently poised to take the throne of the retail industry and Uber has claimed dominance over transportation. Yet, Amazon doesn’t own any physical stores, and Uber does not own any
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When it comes to talking strategy and tactics, sometimes we still talk about this industry like we’re a bunch of solo content marketers who happen to work together. To create a functioning content marketing team, you need to thoughtfully put together the key elements – talent, tools, and operations – to ensure that you have
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A recent update to Google AdWords is changing the way performance marketers understand their landing pages’ Quality Scores. Image via Shutterstock. While Quality Score is a critical factor in your ad performance, it’s always been a bit of a mystery wrapped in an enigma. Marketers have never been able to natively view changes to Quality
