A Quote by Simon Mainwaring
More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean 'wrong' in two senses. Firstly, they are marketing ineffectively, and secondly, as a consequence their positive social impact is not maximized.
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There's an adage that is an apt description of the new dynamic at work between brands and consumers connected through social media: People support what they help to build. But now that many brands are launching community-driven cause marketing campaigns, the challenge becomes what to do next?
I found marketing to be highly descriptive and prescriptive, without much of a foundation in deep research. I brought in economics, organization theory, mathematics, and social psychology in my first edition of Marketing Management in 1967. Today Marketing Management is in its 15th edition and remains the world's leading textbook on marketing in MBA programs. Subsequently, I wrote two more textbooks, Principles of Marketing and Marketing: an Introduction.
Chinese brands will face many obstacles when marketing to Western consumers. Beyond the associations with poor quality and unsound environmental practices, they generally do not have the marketing capabilities or budgets to build powerful global brands.
Brands' use of social media is not a matter of yes or no. It is simply a matter of how and when. The next generation of consumers will expect their brands to always be available, providing interactive experiences and bringing value to our lives by taking advantage of social media tools in their marketing communications
Too many brands treat social media as a one way, broadcast channel, rather than a two-way dialogue through which emotional storytelling can be transferred.
Social media isn't the end-all-be-all, but it offers marketers unparalleled opportunity to participate in relevant ways. It also provides a launchpad for other marketing tactics. Social media is not an island. It's a high-power engine on the larger marketing ship.
Search marketing, and most Internet marketing in fact, can be very threatening because there are no rules. There’s no safe haven. To do it right, you need to be willing to be wrong. But search marketing done right is all about being wrong. Experimentation is the only way. No one really knows whether that page will rank #1 in Google; no one really knows which paid search copy will get the highest click rate. Even experts can’t tell you which content will attract the most links. You just have to try it and see.
It's the same thing in a way with privacy. You can say "I'm not doing anything wrong, therefore this doesn't concern me," but what does it mean about our society if we're all being watched and recorded? The personal experience - negotiating this as individuals - doesn't describe the social reality and the broader social costs.
Don't spend more than 10% of your marketing/PR budget on a trailer. Trailers have to be marketed, too. So, far too many authors wind up marketing their trailers instead of their books.
I am making use of social media as a marketing tool. It's a great way to market yourself and your projects. It's a free marketing tool.
There's the good and the bad aspects to Social Media. What I do find great is how much social media has changed businesses and the way they structure their marketing.
Content marketing is more than a buzzword. It is the hottest trend in marketing because it is the biggest gap between what buyers want and brands produce.
A positive impact stems from our admission that we were wrong or our thinking was wrong. 'I'm wrong' are two little words that can help improve our own positive attitude.
Observing and understanding the social media phenomenon is one thing-leveraging this trend for advertising purposes is quite another. While most companies recognize the value of social media advertising opportunities, not many have figured out how to execute these kinds of campaigns and the unique risks they entail because of the potential that a viral marketing effort can backfire and actually harm a brand.
Social Media brands faster than any other existing Marketing plan and for much cheaper!
This is not your father's marketing. Instead of "do it right no matter what", search marketing demands that you "do it wrong quickly and then fix it".
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