Designing Omni-Channel Retailing to Align Financial Performance with Strategy
Sunil Chopra describes how looking at combinations of product and channel through the lens of return on invested capital (ROIC) allows retailers to design omni-channel portfolios that align their products, service offerings, and pricing. By using each channel to improve invested capital turns or broaden profit margin, these portfolios increase the company’s value.
Content: Article | Author: Sunil Chopra | Source: “Management and Business Review (MBR)” | Subjects: Industry Specific, Management, Marketing / Sales, Operations
Five Serious Content Marketing Mistakes You Need to Avoid
Done well, content marketing helps businesses build brand awareness, increase visibility, and generate more leads—ultimately driving sales and growth. Yet, many businesses struggle with their content marketing.
Content: Article | Author: Swati Saini | Source: “MarketingProfs” | Subject: Marketing / Sales
Pull, Don’t Push: How Catalysts Overcome Barriers and Drive Product Adoption
Trying to change someone’s mind often feels like a fruitless pursuit, almost as if it requires waving some sort of magic wand or casting an enchanting spell.
Trying to change someone’s mind often feels like a fruitless pursuit, almost as if it requires waving some sort of magic wand or casting an enchanting spell. On a smaller scale, you might think of a particularly sticky … [ Read more ]
Content: Article | Author: Jonah Berger | Source: “First Round Review” | Subjects: Entrepreneurship, Marketing / Sales
Do Your Marketing Metrics Show You the Full Picture?
To provide a full view of marketing’s impact, the authors suggest creating a marketing road map that illustrates: the efficiency and effectiveness of marketing campaigns, the role of marketing programs in driving sales and satisfaction, the value of the brand and capabilities, and the impact of marketing-related activities in other functions.
Content: Article | Authors: Christine Moorman, Paul Magill | Source: “Harvard Business Review” | Subject: Marketing / Sales
Perceptual Maps and Competition: How to Understand and Improve Your Position in the Market
Perceptual maps are the only way to understand what your position is in the market and how the market views you vs. your competitors. In fact, if you don’t have a perceptual map, in essence you’re flying blind.
Content: Article | Author: Allen Weiss | Source: “MarketingProfs” | Subject: Marketing / Sales
Why Free-to-Play Apps Can Ignore the Old Rules About Cutting Prices
In a digital marketplace, mixing “freemiums” and promotions can actually be a money maker.
Content: Article | Authors: Harikesh Nair, Jonathan Levav, Julian Runge, Sachin Waikar | Source: “Stanford University” | Subjects: Marketing / Sales, Pricing
26 Universal Questions for Brand Positioning (and Creating Your Brand Story)
An analysis of over 1,000 case studies from around the world of successful brand building has found that there are 26 different “approaches” to telling a brand story, each representing a different but proven opportunity to positioning your brand and telling your brand story. Each approach can be summarized by a key question (or set of questions), which I share below.
Content: Article | Author: Ulli Appelbaum | Source: “MarketingProfs” | Subjects: Brand, Marketing / Sales
Don’t Let Growth Hurt Your Margins: A 4-Step Pricing Framework to Build Products With Scalable Unit Economics
Price resets can create significant wins. But if minor changes in price cause massive fluctuations in output-KPIs, there’s a deeper problem: Your product is not working.
The solution is to build a more diversified, customized product and pricing model — moving away from one-size-fits-all and towards granularity. By doing this, you won’t only improve your unit economics, but your product itself will become … [ Read more ]
Content: Article | Author: Dee Sahni | Source: “First Round Review” | Subjects: Marketing / Sales, Pricing
Unlock the Full Value of Your Business Relationships
A fruitful relationship starts with asking the right – and sometimes difficult – questions.
Content: Article | Author: Christoph Senn | Source: “INSEAD Knowledge” | Subject: Marketing / Sales
How to Create a Social Media Style Guide in Five Steps
Your brand needs a style guide to ensure that everyone who posts on your social media platforms speaks in one voice and tone. A social media style guide will help ensure your audiences recognize your brand, regardless of the social media platform they go to. It also helps ensure brand recall, which may, in turn, translate into conversions.
But how do you create a social media … [ Read more ]
Content: Article | Author: David Pagotto | Source: “MarketingProfs” | Subject: Marketing / Sales
The Five Layers of the Modern Martech Stack
Martech stacks provide the tools organizations need to determine marketing success at every potential touchpoint.
A well-built stack increases marketing effectiveness and generates tangible value. A convoluted stack increases complexity. But what makes martech stack creation so difficult is that so many solutions are available and no one tool or platform can handle every marketer’s need.
The key is knowing what other marketing functions can be digitized … [ Read more ]
Content: Article | Author: Ritu Kapoor | Source: “MarketingProfs” | Subjects: IT / Technology / E-Business, Marketing / Sales
Effective Content Writing in 15 Steps
Great content creates brand awareness and brand visibility; plus, it grows a loyal audience that knows and likes your brand. Ultimately, it can help you increase sales. Here are 15 tips for approaching content writing.
Content: Article | Author: Liudmila Klimusheuskaja | Source: “MarketingProfs” | Subject: Marketing / Sales
Finding Your ‘Y’: How to Measure Marketing ROI Without Third-Party Cookies
As a marketer, you absolutely have to be able to show that you’re generating ROI. Your stakeholders deserve to know whether and how their investment will help grow their business.
Measuring ROI is simultaneously the easiest and most difficult task for most marketers. And it really comes down to two reasons.
Content: Article | Sources: “ChannelMix”, “MarketingProfs” | Subject: Marketing / Sales
How to Conduct Effective Audience Analysis in Six Steps
Audience analysis is the assessment and identification of interests, attitudes, preferences, behaviors, demographics, needs, and other data points of a particular group. In a business setting, audience analysis allows businesses to understand current and potential customers.
Here’s how to conduct audience analysis effectively.
Content: Article | Author: Carlos Serra | Source: “MarketingProfs” | Subjects: Market Research, Marketing / Sales
Introducing the Periodic Table of Community Strategy
Here are the most important considerations in online community strategy distilled into a quick reference visual – the Periodic Table of Community Strategy.
The table is structured around 10 categories: community strategy, community types, community management techniques, social media platforms, community platforms, community goals, community management roles, community membership roles, community governance, community checklists, and community member motivations.
Content: Article | Author: Michelle Goodall | Source: “Guild” | Subjects: IT / Technology / E-Business, Marketing / Sales
Great Startups Deserve Great Brands — Build a Strong Foundation by Avoiding These Mistakes
Arielle Jackson has helped shape hundreds of startup brands. “Working with hundreds of brands has cemented the importance of focusing on the fundamentals of your purpose, positioning, and personality early on. These are the essential elements of a brand strategy. When you get this stuff right, everything flows from there. You don’t get distracted by the competition. Your website writes itself. Your messaging breaks through … [ Read more ]
Content: Article | Author: Arielle Jackson | Source: “First Round Review” | Subjects: Entrepreneurship, Marketing / Sales
The Most Important KPIs to Track the Effectiveness of Your Email Marketing Strategy
For capturing and retaining customers, the importance of a successful email marketing strategy is paramount. In fact, 81% of small and midsize businesses (SMBs) rely on email marketing as their primary customer acquisition channel, and 80% for customer retention.
But to make the most out of your email marketing goals, you need to align them with those of your business. How can you do that, and … [ Read more ]
Content: Article | Author: Jo Bell | Source: “MarketingProfs” | Subjects: IT / Technology / E-Business, Marketing / Sales
Finding Language/Market Fit: How to Make Customers Feel Like You’ve Read Their Minds
Language/market fit is the most under-appreciated concept for early-stage startups. For starters, most founders are focused on finding product/market fit, zeroing in on the right set of features to match their prospects’ needs. Moreover, fine-tuning language seems like “marketing,” which is usually seen as a later priority, not step zero. Lastly, people also don’t tend to like going out of their comfort zone — and … [ Read more ]
Content: Article | Author: Matt Lerner | Source: “First Round Review” | Subjects: Entrepreneurship, Marketing / Sales
How to Make Your Brand’s Storytelling More Compelling
In recent years, it’s become fashionable for marketers to describe themselves as “storytellers” for their brand. But many brand narratives are deadly dull. That’s because they lack the one element that every good writer uses: conflict.
Content: Article | Author: Andy Nairn | Source: “MarketingProfs” | Subjects: Brand, Marketing / Sales
So, You Want to Be a Thought Leader? A Framework and Guide for Your Thought Leadership Strategy
Thought leadership is not a new topic. In fact, the term was coined by Joel Kurtzman back in 1994.
In the two-and-a-half decades since, we’ve seen the rise of YouTube experts, Instagram influencers, and the Kardashians.
But are all of those people thought leaders? Are any of them thought leaders?
To answer the same questions about yourself or the people you’re trying to build into thought leaders on … [ Read more ]
Content: Article | Author: Ashley Faus | Source: “MarketingProfs” | Subjects: Marketing / Sales, Personal Development