Tue 08 Dec 2009 |
|
Moving Forward Doesn't Mean Abandoning What Worked in the Past |
|
It doesn't take a futurist to see that before long, the majority of promotion will be done digitally. The recession has only accelerated the process. As companies look for ways to spend less, they are abandoning mainstream media like electronic and print advertising in favor of online media.
This is supported by a survey of marketers conducted by B-to-B magazine and reported in its November 16, 2009 edition.
Kate Maddox writes, "The biggest increases (in marketing spending in 2010) will be in online, as marketers shift more of their dollars to the lower-cost, more measurable medium...Online areas that will see the largest increases include Web site development, email marketing, search, social media, online video and webcasts."
Fortunately, there is more to the article than this. With all the buzz about...well, buzz, many people are too quick to abandon "traditional" marketing tools when they make the most sense. The same survey indicated that along with less expensive online tactics, direct marketing and events spending will also rise.
Maddox continues by writing, "Customer acquisition was cited as the top marketing goal for next year, and marketers will use a wide array of programs to attract them. Many plan to get back to basics, using innovative direct mail pieces to cut through the clutter and conducting customer events for face-to-face interaction."
The bottom line here is that the only way to determine what marketing strategy is best is by defining your marketing goals and then using tools that best achieve those goals, regardless of whether they include new or "traditional" media.
|
|
Tue 01 Dec 2009 |
|
What Tiger Teaches Businesses About PR |
|
Written by Elizabeth Johnson
|
|
| |
While Tiger Woods' mystery accident saga continues, there are two big Public Relations lessons businesses large and small can learn.
- Crises occur out of nowhere. And they can happen to anyone. That's why it's important to prepare a crisis communications plan when times are good. The plan should identify potential crises your organization could face; the crisis team for each situation; the spokeperson; the possible statement; and information that would need to be gathered during the crises.
- "No Comment" doesn't make the media go away. Organizations that try to avoid the situation will find that the speculation surrounding it just makes it last longer. Most of the time, it's better to address the situation head on, providing basic information, than say nothing at all.
Crisis communication plans along with media training for executive spokespeople are essential parts of every organization's public relations strategy. Take time to think through yours...before you have to use it.
|
Fri 20 Nov 2009 |
|
Survey Says...Nonprofits Testing Social Media Benefits |
|
Written by Elizabeth Johnson
|
|
| |
Last Friday, Weber Shandwick released the results of its Social Impact Survey. It reported that 88% of nonprofits are experimenting with social media, but only 51% are active users. And, 79% of nonprofits aren't sure how to demonstrate social media's value to the organization. Surprising. To me, social media oozes marketing and PR value for nonprofits. I mean, if there's one industry that can benefit from a virtual community, it's the one that already has an established community around some common interest. Social media is an extension of that community. It allows people to engage with your organization, your news, and each other on a regular basis.
Here are a few quick ideas and justifications--
- An association Facebook fan page allows people to connect and converse all year round, making them more excited renew their membership, donate to causes, and attend in person events. Sure, there's still issues surrounding travel and limited continuing education budgets, but doesn't it seem logical that people who are actively engaged will make more of an effort to overcome those obstacles?
- Twitter's fast news allows associations to put out announcements or link to industry news. Donation deadlines, keynote speakers at events, membership renewal notices in the mail, etc. The possibilities are endless there.
- YouTube, flickr, and other photo sharing sites are cheap and easy. Flip cams are affordable and make filming conference events quick and painless. Show everyone what its like to BE there. As they say, a picture's worth a thousand words.
Got more ideas? Leave a comment and share them with us and other nonprofits.
|
Fri 13 Nov 2009 |
|
Next Up from Google- Google Wave |
|
Written by Elizabeth Johnson
|
|
| |
How will you use it?
Watch a video preview of Google's upcoming communication tool-- Google Wave. Part email, part instant messenger, part social networking site, it appears that Google Wave will give us opportunities to hold meetings and brainstorming sessions online in real time as well as organize events and share photos. Time to get creative with technology again! I'm already brainstorming marketing uses...
|
By Evan Shubin
Sorry, I know that wasn't a very nice thing to say. It's actually the title of a great book by Mark Stevens that was written back in 2003, but it still resonates with me today.
|
|
|
|
|
<< Start < Prev 1 2 3 4 5 6 Next > End >>
|
|
Page 4 of 6 |
