Marketing Strategy
No one knows the saying change is the only constant in life better than a marketer. We’ve seen the number of MarTech solutions grow from about 150 to more than 11,000 over the last 20 or so years. We’ve seen mobile become its own channel… and then as the world became device agnostic, we watched it simply merge with online. We watched the birth of social (remember MySpace anyone?). And finally, we leaned in as, a little more than a year ago, OpenAI unleashed generative AI into our world. When I think about all that we experienced in the last 12 months and what we’re likely to see in the next 12, all I can think is: be ready for more change. As marketers, we live and breathe customer focus, and in 2024, we will be put to the test. Here, I’m delighted to share some top trends to keep
Putting your marketing strategy into play is different than creating that strategy. To bring it to life, you have to employ the right channels, techniques, and tactics. Of course, marketing a brand online has become much more nuanced and complex, with many techniques at your disposal. To help you learn about the most effective marketing techniques around today, we’ve rounded up the best ones to add to your digital marketing toolbox. Table of Contents Best Marketing Techniques Branding and Awareness Techniques Audience Engagement Techniques Techniques for Driving Traffic Conversion and Nurturing Techniques Branding and Awareness Techniques 1. Brand Storytelling Purpose: Capture Attention In the neuroscience field, researchers have proven that storytelling is the best way to capture people’s attention, bake information into their memories, and resonate emotionally with them. Put differently, the human brain is programmed to crave, seek out, and respond to well-crafted narratives — and that’ll never change.
Savvy marketers know it’s rare to reel in customers at the first encounter with a brand. From my own experience, winning people over takes time, thoughtful touchpoints, and a whole lot of trust — which is what makes lifecycle marketing so crucial. All businesses create their own unique lifecycle marketing strategy, but the purpose is the same: to engage customers, increase revenue, and grow a brand. Different from the buyer’s journey or conversion funnel, lifecycle marketing considers a customer long after they make a purchase. The focus is to bring in buyers and turn them into loyal brand advocates. But what does that look like for your company? In this guide, we’ll cover: What is lifecycle marketing? The stages of lifecycle marketing Creating a lifecycle marketing strategy Lifecycle marketing campaigns Lifecycle email marketing Let’s jump in. A lifecycle can be short or long. Companies like Nespresso or Whole Foods Market have
If you’ve been a marketing professional for years now, learning about the four Ps of marketing might seem like a throwback to you. However, for those of us who work in the industry but didn’t study marketing in college, it’s entirely possible you haven’t heard of the marketing mix. Below, let’s learn about the four Ps of marketing and how they’re still relevant in today’s marketing landscape. The four Ps are meant to help marketers consider everything about a product or service when they’re deciding how to market it for their business. Framing your marketing around the four Ps will help you learn what the competition is doing and what customers want from you. How to Use the 4 Ps of Marketing You can use the four Ps to answer questions about the product, price, place, and promotion of your product or service. For example, you can ask yourself: Product:
If you took the same Introduction to Economics class that I struggled through in college, you might remember this key lesson: The law of supply and demand states that a low supply and high demand for a product will typically increase its price. Why am I telling you about basic economic rules? Because changes in the supply and demand of products can result in the scarcity principle coming into play. In this post, we’ll learn what the scarcity principle is and how you can use it to create high demand. What is the scarcity principle? The scarcity principle of persuasion coined by Dr. Robert Cialdini means the rarer or more difficult it is to obtain a product, offer, or piece of content is, the more valuable it becomes. Because we think the product will soon be unavailable to us, we’re more likely to buy it than if there were no
Do you take a good, hard look at your team’s marketing strategy every year? You should. Without an annual marketing plan, things can get messy — and it’s nearly impossible to put a number on the budget you’ll need to secure for the projects, hiring, and outsourcing you’ll encounter over the course of a year if you don’t have a plan. To make your plan’s creation easier, we’ve put together a list of what to include in your plan and a few different planning templates where you can easily fill in the blanks. To start, let’s dive into how to create a marketing plan and then take a look at what a high-level marketing plan has inside. In this article, we’re going to discuss: What a High-Level Marketing Plan Includes How to Create a Marketing Plan Marketing Plan Templates You Can Use Simplified Marketing Plan Template Plus — Social Media
In this guest article, discover how enriched data enables you to put the customer at the center of your marketing.
If you’re new to marketing, you might have a skewed perception of it. You might imagine a multimillion-dollar Super Bowl ad or a glowing billboard in Times Square. Marketing is much more than that. It encompasses a variety of channels, tactics, and formats — and can work for any business at any budget. The key to getting started is knowing the fundamentals. Here, I’ll walk you through some beginner-friendly marketing channels and how to build your first marketing strategy. Cost-Effective Marketing Channels Building Your First Marketing Strategy Cost-Effective Marketing Channels If you’re just getting started with marketing, here are a few cost-effective channels to consider: Content marketing The entire premise of content marketing is to provide valuable content to your audience. This can be blog posts, videos, podcasts, e-books, and more. Unlike a pop-up ad, this type of marketing isn‘t disruptive. It’s supposed to feel natural, organic, and helpful. Consider
Summer is traditionally a time for slowing down, going on holiday, and soaking up the sun. But at Emarsys, we’re always working hard to drive…
You’ll need a solid technical marketing strategy if you sell a complex product or service. This type of marketing requires a firm understanding of the technical aspects behind your product. You’ll also need to communicate complex processes clearly. Without technical expertise, your marketing team will have a difficult time developing content that resonates with your core audience. In this post, we’ll look at why technical marketing is so important, as well as the skills necessary to succeed in a technical marketing role. Table of Contents When to Use Technical Marketing Technical Marketing Best Practices 7 Tips to Kickstart Your Career in Technical Marketing What is technical marketing? Technical marketing refers to a specific type of marketing focusing primarily on an offering’s specifications and technical aspects. Technical marketing communicates and simplifies complex information, usually about specialized products. When to Use Technical Marketing Technical marketing is a crucial part of any marketing