Consumers are inundated with content as company after company seeks to garner their business in one way or another. But, there’s a limit to how much one person can take in and respond to on any given day. As a result, today’s brands must take extreme measures to make any headway with key targets. So, which of their marketing strategies is proving most successful at gaining buyer interest, engagement and loyalty?
The answer is personalization—personalization of marketing messages to the nth degree. Continue reading “Extreme Marketing—Personalization and AI”
What happens to a business when its preeminent product becomes passe? Just ask Playboy founder and editor-in-chief Hugh Hefner. The 90-year-old magazine magnate agreed to stop publishing images of naked women—Playboy’s claim to fame—with the March 2016 issue of the 62-year-old publication, which debuted in 1953 with Marilyn Monroe on the cover.
Dear Content Doctor: I was recently hired to join the marketing department of a reputable, well-established organization in my hometown. When I accepted the position, it was with the understanding that marketing would be enabled to do its job with the full cooperation of the C-suite. I believed that any company of note in today’s day and time would understand the need to leverage forward-thinking marketing strategies to get a leg up on the competition.
When a third party touts your brand message, it’ll hit home with your key targets a lot sooner than anything you say. Sorry, but that’s the cold, hard truth. Most audiences are inured to the slick promotional brand avowals they’ve heard in company-sponsored ads and other promotions most of their lives.
I’ll be honest with you: I wasn’t the slightest bit interested in this commercial. In fact, it was a nuisance. After all, I don’t log into Facebook to watch commercials. This is something I tell my clients all the time. But more about this in a bit.
Two words that describe the Crayola brand are imaginative and artful. Since the company’s beginnings in the early 1900s straight through to today, these descriptors have remained relevant despite the fact that the company’s products have continually changed. From simple wax crayons to the newfangled Digital Light Designer, Crayola’s “true north,” according to Vicky Lozano, VP of Corporate Strategy, is “to help parents and teachers raise creative and inspired kids.”
Wrong! Roll up your sleeves: You have some last-minute marketing points to hone before you board the plane. After all, you don’t want to arrive without all the tools in hand to deliver the best impression possible to your key targets.
Springtime is a light at the end of a dark and seemingly never-ending tunnel for residents of New England. Though we are used to 
If the first quarter of 2016 didn’t knock your socks off, I have a few tips for ensuring 2Q16 moves your marketing team in a better direction.