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Exploring the Marketing Technology Landscape – Part Four

Carrying on in our discussion of integration in marketing technology, let’s look again at Scott Brinker’s “Marketing Technology Landscape” graphic. In exploring the subject headings used, the sizes of various categories and the companies in each category, we can tease out a few interesting correlations, but we also raise some interesting questions. Continue reading →

Social Media: Is it Public Relations or Marketing?

If you’re not using social media, you are missing out on infinite potential. It has evolved to become one of the most valuable tools for a company, because it allows for better communication, branding and accountability. Customers are able to reach out to brands in a much more personalized manner, and this makes for stronger and more trusting relationships. Marketing and PR each have a stake in the viral world, and they can sometimes cause conflicts with their different agendas. So what is the solution? Bring them together.

Social media is an opportunity for a two-way conversation between customers and brands, and so it is often classified as a PR tool. However, it has recently been used by marketing departments as free advertising – brands are using these channels as a means of promoting new products and services. Although both departments have different roles, the most successful campaigns are when the two sides can collaborate to create campaigns and strategies that reflect the entire company goals.

To learn more about how marketing and public relations can come together over social media, read our article here.

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The Marketing Myths You Need To Get Out Of Your Head

What comes to mind when you think about marketing? There are so many different things that are all a part of the marketing industry, so it’s fair that people sometimes get confused about what a marketing team really does. A marketing team needs to combine imagination, data, and strategy in order to meet the company-wide goal of increasing sales.

Here are a few of the most common misconceptions that people have about the marketing world, and some things you can respond with if you ever hear them. In order for marketing to be done well, people need to make sure they get these myths out of their head!

Myth 1: Marketing and Advertising Are the Same Thing

Advertising is merely a part of marketing – it is paid publicity that helps a company get people interested in their company, products or services. However, you can’t have smart advertising without market research, strategy, campaign building, or many of the other important steps that a marketing team follows.

Myth 2: Any Marketing is Better Than Nothing

Marketing is expensive, so if you’re going to do it badly, you shouldn’t do it at all. Giving bad impressions can leave marks that take a lot of work to clean up – it’s always better to have a strategy that has your company’s objectives and brand in mind.

Myth 3: The World is Your Audience

It’s impossible to aim for every single person, and if you try you’ll find yourself stretched too thin and losing resources. The more specific you get, the more you’re able to develop a niche market, and that’s where you’ll find success.

Myth 4: Social Media is More Important Than Search Engines

Search engines are still the most important way that people find information on the internet. Although social media is great for customer opinions, and catching up with the newest trends, search engines are responsible for lead generation.

Myth 5: Continuous Communication is Key

Sometimes silence is golden! You don’t always need to be talking over social media, sending emails, or blasting out ad campaigns. Let your customers process – we promise they’re not going to forget about you if you’re not talking to them 24/7.

To get a more comprehensive look at each of these myths, be sure to read our article here.

CMOs to Look Up To: Social Executives

When it comes to marketing, it’s all about being social. It is becoming increasingly important to not only have an understanding of the social media channels, but a strategy for how to use them. With the right tactics, social media can be pivotal to gaining more followers, promoting your products, and climbing the thought leadership ranks. A couple of weeks ago Couch & Associates, Inc. introduced the discovery of an interesting correlation: the social capabilities of a Fortune 500 company are in line with their Chief Marketing Officer’s. But whereas the last time was about the discussion of weak social media presence, this week focuses on two success stories.

General Electric’s Beth Comstock and Abbott Laboratories’ Paul Magill have been active over multiple social media channels, and have implemented strategies that put them ahead of other Fortune 500 marketing executives. Likewise, their companies have become successful over the same platforms, and have a steady increase in followers.

Read the full story of why these two CMOs are the ones to watch.