Marketing


Posts filtered by tags: Ann Handley[x]


 

7 types of marketing personas

Marketing personas sometimes say more about the marketing team than the customer. Often written out of sight in the ivory towers of marketing, personas are frequently unveiled without clear context of what they mean, how they were formed, or how the rest of the organization is supposed to use them. A couple years ago, I consulted with an early stage technology company that didn’t have a clear idea of its customers. They had a tremendous amount of customer data, but much of it was background n...
Tags: Branding, Market Research, Ann Handley, Personas


7 E-Newsletters All Communicators Should Subscribe to

Digital marketing expert Ann Handley doesn’t start her day checking emails, choosing instead to spend her time by writing a few pages in a notebook. “I write for myself before I do anything else,” she says. However, when she does get to her inbox, she goes straight for her favorite e-newsletters — which aren’t limited in subject matter to marketing and storytelling. Here are a few of her must-read picks: CB Insights — This media favorite shares news and data on emerging industries, venture capi...
Tags: Email, Brands, Pr, Storytelling, Cb Insights, Ann Handley, Scott Monty, Newsletters, PRSA, Avinash Kaushik, John Elsasser, PR Training, Hung Lee, Christopher S Penn


brand social purpose

Sometimes we marketers can climb so far up the brand ladder from functional benefits to emotional benefits to social benefits, we can lose touch with why people are buying our products in the first place. There is power in purpose-driven brands. And yet, when every piece of marketing attempts to communicate some kind of social purpose, social purpose can start to lose its meaning, particularly when purpose is left to the agency. A British soft drink brand called Oasis recently mocked the curr...
Tags: Oasis, Branding, Ann Handley, Brand Purpose


Letters From the Editor: Ann Handley on the Underrated Value of Newsletters

Letters From the Editor: Ann Handley on the Underrated Value of Newsletters [Author: [email protected] (PRSA Strategies & Tactics)]
Tags: Pr, Ann Handley


what goes in an ad

After serious political forays in 2017 and 2018, ads are focused much more on levity in this year’s Super Bowl. A recent Morning Consult poll showed that two-thirds of Americans don’t think political ads have any place in the Super Bowl. Morning Consult CEO Michael Ramlet said, “The Super Bowl is definitely the wrong place to make a statement.” He goes on to say, “The biggest disconnect between the general public and [advertising] agencies and companies is this idea that you have to take stand...
Tags: Advertising, Edelman, Branding, Ann Handley, Richard Edelman, Michael Ramlet


How Marketers Can Improve the Customer Experience (And Why They Should Want To)

Recent research from Gartner shows that 89% of companies compete primarily on customer experience. The way your brand makes customers feel can mean the difference between advocating for the brand or going with a competitor. So, who owns customer experience? It’s not just the customer service team or the Chief Experience Officer or any other dedicated department. Every touch point with a customer or potential customer is an opportunity to enhance the experience. It’s everyone’s res...
Tags: Seo, Customer Experience, Gartner, Online Marketing, Andy, Ann Handley, Julia McCoy, Blake Morgan, Andy Crestodina, Shep Hyken, Improving The Customer Experience, Customer Journey Most


state of user experience design

User experience design often loses sight of the actual user. When sites optimize so much for the behavior that it wants to influence next (collecting an email address, moving people into a funnel), the reason that people come to the site in the first place can get overlooked (or buried under pop-ups). There’s a continual balancing act between user experience and user exploitation: what is best for the user and what is best for the company. A designer has to navigate that line. ...
Tags: Design, Digital, Branding, Ann Handley, Ben Davis, Econsultancy


How A Best Answer Content Strategy Drives B2B Marketing Results

For many B2B marketers content is a numbers game, especially as the number of channels for discovery and engagement grow right long with competition for attention. We all know how the information overload story ends: buyers disconnect, they start to ignore marketing content and they lose trust in the brands trying so desperately to reach them. Smart voices like Ann Handley in the B2B marketing industry have called for a focus on quality and even brevity over the hamster wheel of content medi...
Tags: Google, Seo, B2b Marketing, Content Marketing, Toprank Marketing, Paa, Ann Handley, Josh Nite, AEO, Be The Best Answer, Best Answer Strategy


customer experience

Whenever I’m in the midst of a frustrating customer service exchange, I find myself reaching for a sketch pad. Last week it was Nespresso, but I think what happened is commonplace and illustrates some of where customer experience frequently falls short. I placed a simple coffee order online that turned into a lengthy web chat a week later when the order still hadn’t shipped. The customer service agent was very responsive, but her response was hamstrung by process, systems, and different depar...
Tags: Customer Experience, HubSpot, Branding, Don, Ann Handley, Tenet, Dharmesh Shah, Customer Journey


Take 2019 By Storm: Get Inspired By These 11 Content Marketing Quotes

Another year. Another strategy. Another budget. Another long to-do list. Ushering in the new year is both an exciting and grueling time for content marketers everywhere. We’re celebrating accomplishments from the previous year. We’re taking stock of misses and opportunities. We’re working to weave in emerging content trends into next year’s plan. And we’re setting goals. But just like New Year’s resolutions , it can be hard to stick to the plan and tick off all of the things you ...
Tags: Seo, Linkedin, Content Marketing, Ursula, ANN, Robert Rose, Robert, Lee, Dan, Andrew, Tim, Heather, Stacy, Ann Handley, Andrew Davis, Lee Odden


marketing predictions

This time of year, we marketers love to make bold predictions about the year ahead. We are perennially excited about the shiny new thing. That excitement can keep us informed but it can also distract us from what may actually be most important for our marketing strategy, our brand, and our business. It can also keep us tethered to the marketing herd, chasing the same tactics as everyone else. "If marketing kept a diary, t...
Tags: Digital, Branding, Mark, Ann Handley, Mark Ritson


data, privacy, and brand trust

Last week’s NYT exposé into the intimate location data collected and shared by mobile apps (including one app that tracked a user’s location more than 14,000 times a day) is the latest in a constant stream of bombshell data privacy revelations in 2018. A recent GlobalWebIndex survey found that 72% of consumers in the US and UK are more aware of how companies collect and use their personal data than they were 12 months ago. 70% are now more concerned about online privacy. They also found that ...
Tags: UK, US, Sap, Branding, Ann Handley, Will Rogers, Cochrane, GlobalWebIndex, Data-driven Marketing, Kevin Cochrane


aging in advertising

Ryan Wallman recently make a few hysterically true marketing predictions for 2019, including “Marketers will continue to ignore all consumers over the age of 35, unless someone discovers a way to put these consumers on the blockchain.” Baby Boomers control 70% of disposable income in the US, spend close to 50% of consumer products dollars, and have greater buying power in 119 of the top 123 CPG categories. Yet, only 5% of advertising dollars are directed at them. That’s not even accounting for ...
Tags: UK, Australia, Advertising, US, Branding, Baby Boomers, Ann Handley, Cindy Gallop, Kim Walker, Ryan Wallman, MarketingProfs Order Now Advertising, Silver Group


voice of the customer

A couple months ago, I cartooned about customer survey fatigue and the barrage of satisfaction surveys for every minor brand interaction. Marketers sometimes forget that the survey experience is as much a part of customer experience as the customer experience they’re designed to measure. Boring, long, or pestering surveys leave a brand impression too. "If marketing kept a diary, this would be it." - A...
Tags: UK, Uncategorized, Edinburgh, Nigel, Branding, Ann Handley


black friday & holiday shopping

Black Friday continued to take over Thanksgiving this year, expanding into a whole booming Cyber Week that set shopping records focused on mobile. According to Adobe Analytics, online shopping on Thanksgiving Day was up 28% over last year (the fastest-growing day for e-commerce sales in history). Smartphone drove a majority of the traffic (54%) and over a third of the revenue (37%). Thanksgiving day was also the first day in 2018 to gain $1 billion in sales from smartphones. Salesforce predict...
Tags: Salesforce, Branding, Promotions, Ann Handley, Adobe Analytics


6 Steps for Making Delicious Meals Out of Your Content Marketing Leftovers

What’s the best part about Thanksgiving? Sorry, that was rhetorical. Clearly, there’s only one correct answer and that is: Devouring reimagined leftovers for days to come. Hot turkey sandwiches smothered in gravy. Fried stuffing bites drizzled with cranberry sauce. Turkey a la king. Turkey noodle soup. Turkey pot pie. Turkey … everything . Do I need to go on? via GIPHY For content marketers, every day can be Thanksgiving. You have no shortage of content ingredie...
Tags: Seo, Content Marketing, Turkey, Cmi, Toprank Marketing, Lee, Ann Handley, Lee Odden, Content Marketing Institute, Josh Nite, Repurposing Content, Tiffani Allen, Cathy McPhillips, Ursula Ringham, Global Influencer Marketing, Content Repurposing


customer experience

Singapore Airlines has long been a pioneer in customer experience, not just in airlines, but the hospitality industry in general. They’re investing in taking their customer experience even further, partly with a sophisticated app that tracks granular customer data from check-in, through the flight, to baggage claim. Here’s how HBS professor Rohit Deshpande describes just how granular the customer data they’re collecting in this new system: “Let’s say you go from Sydney to Singapore to change fl...
Tags: London, Singapore, Israel, Customer Experience, Data, Sydney, Singapore Airlines, Branding, Ama, Ann Handley, HBS, Data-driven Marketing, Rohit Deshpande


the marketing dashboard

“Not everything that counts can be counted, and not everything that can be counted counts.” I think this 1963 quote from William Bruce Cameron (often misattributed to Albert Einstein) touches on some of the potential pitfalls of marketing dashboards. In this era of data-driven marketing, dashboards can give marketers a false sense of security. They always appear authoritative, but the true value depends on what’s being measured. ...
Tags: Albert Einstein, Branding, Ann Handley, Mark Ritson, Data-driven Marketing, William Bruce Cameron


Ann Handley on Telling a Great Story

Ann Handley on Telling a Great Story [Author: [email protected] (PRSA Strategies & Tactics)]
Tags: Pr, Ann Handley


the marketing ivory tower trap

As marketers, it’s easy to lose touch with what consumers and customers actually experience with our brands. In the bubble of our marketing offices, writing strategy decks and brand architecture documents, we sometimes over-inflate the role our brands play in peoples’ lives. I once interviewed for a job with a senior executive at Apple. He told me that every Saturday, he worked a secret two-hour shift at his local Apple store. He wouldn’t tell shoppers about his primary day job. On Saturday...
Tags: Apple, UK, Branding, Ann Handley, Brand Positioning


digital transformation

“Technology changes exponentially; organizations change logarithmically.” Scott Brinker described this observation as “Martec’s Law” five years ago, but I think the same can be said beyond the world of marketing technology to digital transformation in general. Scott went on to write: “I believe these two things are true: “1. Technology is changing very rapidly, and those changes seem to be accelerating. “2. Changing an organization — how it thinks and behaves — is still hard and slow.” ...
Tags: Digital, CIO, Spain, Gartner, WSJ, Branding, Scott, Ann Handley, Scott Brinker, Graham Waller


10 Takeaways From PRSA’s 2018 International Conference

Austin, Texas, was the backdrop for PRSA’s International Conference this past week. What’s on the mind of PR professionals these days? The theme: “Communications Convergence” covered a range of topics including conflicts, creativity and client relationships. Crunching numbers (data and measurement) was a hot topic as well. The three-day event was packed with dozens of workshops, networking and impressive keynotes. Though I was one of the presenters, my greatest joy was sitting in the audience li...
Tags: Labor, Pr, Dell, Thought Leadership, Austin Texas, Robert Reich, Ann Handley, PRSA, Susan Young, Jonathan Mildenhall, PRSA International Conference, Facebook Join, Gould Partners, Dan Beltramo, Robert Gould, Tony D'Angelo


customer satisfaction survey fatigue

Fred Reichheld is the grandfather of the one-question customer satisfaction survey. In 2003, he famously introduced the concept of the Net Promoter Score with a single question: “how likely are you to recommend X to a friend or colleague?” Today even Fred Reichheld has survey fatigue. In a Bloomberg interview a few years ago, he said “The instant we have a technology to minimize surveys, I’m the first one on that bandwagon.” There are far too many surveys for every minor brand interaction. And...
Tags: Bloomberg, Gartner, Branding, Ann Handley, Tom Goodwin, Data-driven Marketing, Fred Reichheld


Enterprise B2B Influencer Marketing Interview: Luciana Moran, D&B

The world of B2B influencer marketing continues to grow and we continue to tap the top marketing executives in charge of leading the industry for their insights and experience. In this installment of our Enterprise B2B Influencer Marketing Interview series, I talk with Luciana Moran (@lucymoran) Senior Vice President, Digital, Content & Creative at Dun & Bradstreet. Our mutual connections have only the best things to say about Lucy and in this generous interview you'll learn why. You'll lear...
Tags: Interview, Seo, Dell, Lucy, Influencer Marketing, Michael, Online Marketing, B2b Influencer Marketing, Host, Ann Handley, Lee Odden, Dun Bradstreet, Michael Krigsman, Margaret Molloy, Gopi Kallayil, SAP Ariba


Enterprise B2B Influencer Marketing Interview: Luciana Moran, Dun & Bradstreet

The world of B2B influencer marketing continues to grow and we continue to tap the top marketing executives in charge of leading the industry for their insights and experience. In this installment of our Enterprise B2B Influencer Marketing Interview series, I talk with Luciana Moran (@lucymoran) Senior Vice President, Digital, Content & Creative at Dun & Bradstreet. Our mutual connections have only the best things to say about Lucy and in this generous interview you'll learn why. You'll lear...
Tags: Seo, Dell, Lucy, Influencer Marketing, Michael, Host, Ann Handley, Lee Odden, Dun Bradstreet, Michael Krigsman, Margaret Molloy, Gopi Kallayil, SAP Ariba, Konnie, Konstanze Brown, Dell Amisha Gandhi


evidence-based marketing

It can be difficult to separate myth from fact in marketing. There’s a lot of marketing folklore passed on as inherited wisdom. It’s also far too easy to cherry-pick data that supports our pre-existing point of view. And there’s always a shiny new thing that captures everyone’s attention until the next shiny new thing comes along. The first time I came across the work of the Ehrenberg-Bass Institute for Marketing Science, I was skeptical. Byron Sharp’s book “How Brands Grow” rattled many firm...
Tags: Branding, Byron Sharp, Mills, Ann Handley, Tom Goodwin, Mark Ritson, Data-driven Marketing, Ehrenberg Bass Institute, Ehrenberg Bass Institute for Marketing Science, Wiemer Snijders, Amy Wilson Bob Hoffman


360-Degree Customer View

Gartner recently categorized the buzzword “360-Degree Customer View” on its Hype Cycle and determined that it was at the “peak of inflated expectations.” Marketers everywhere are touting a “360-Degree View” as the holy grail for customer experience. And yet the actual results are mixed. I’ve heard reference to another Gartner study (but I haven’t found the original source) that claimed that fewer than 10% of companies have a 360-degree customer view, and only 5% use this view to systematically...
Tags: Big Data, Gartner, Branding, Ann Handley, Data-driven Marketing


Ann Handley on Why Jargon Can Be Detrimental to Your Brand Voice & Tone

One of the biggest branding mistakes that companies can make is to not pay enough attention to their tone of voice. “Voice” sounds high-minded, doesn’t it? More suited for the literary world rather than the business world? But tone of voice just refers to how you sound in your writing. In marketing, your tone of voice can be a significant differentiator. It’s a strong advantage because a lot of companies aren’t yet thinking about it. Businesses often spend a lot of time on their logo and color p...
Tags: Marketing, B2b, Branding, Frank Luntz, Frank, Ann Handley, Consumer, Doug Kessler, History of Trigonometric Functions, Chicago Manual of Style, Mark You, Brand Tone Exercise Mask


Invisible Content Syndrome and the Content Promotion Tactics to Cure It

Eyes fixed on his computer monitor, Jack felt perspiration form on his forehead as he waited in anticipation for the flood of visitors to the new campaign he and his team just launched. Anticipation turned to nervousness as he looked around the room and asked, “Who’s promoting this content?” All Jack got in return were blank stares and a bad case of Invisible Content Syndrome. According to research by the Content Marketing Institute, 83% of B2B marketers use social networks for traffic, making ...
Tags: Facebook, Instagram, Seo, Linkedin, Content Marketing, Jack, Core, Hudson, Sap, Facebook News Feed, Marketingprofs, Buzzsumo, Don, Ann Handley, Larry Kim, Social Media Examiner


marketing automation

Brands are increasingly adopting marketing automation, with email marketing as the most common application. Marketing automation has great potential to help deliver personalized useful messages to an audience that wants them. Yet a recent Econsultancy study found that 37% of brands say their marketing automation efforts are not successful. I wonder how much of the failure rate relates to how the tool is frequently used. "If...
Tags: Ad Tech, Branding, Seth Godin, Ann Handley, Seth, Data-driven Marketing



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