Articles from Best Marketing (trending on the web)

Email Data Hygiene: When you know it’s time to break up

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An email subscriber list filled with old addresses that either never interact with your sends — or even worse, bounce — affects your deliverability and overall email program effectiveness. In this MarketingSherpa Blog post, watch a short video to find out how 3M Canada utilized data hygiene and cut their email list 64%.

The ‘Blowfish Effect’: How You Can Look Like a Big Fish in a Big Pond

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It’s a challenge many small businesses face. How do you take on big, well entrenched competitors and win? A great idea can only take you so far in today’s crowded landscape where companies of all sizes are vying for attention and many risk averse customers want to stay with a proven solution, even if it... Read more »

In War and Business, Complacency Isn’t an Option

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I’ve said before that business and war have much in common. Entrenched companies keep doing what got them there, just as victors in war tend to fight subsequent battles with the same tried-and-true tactics. However, it’s important to note that battle tactics, as well as business best practices, evolve and change. Upstarts often introduce something […]

Q&A: IBM’s Guy Stephens on the importance of social customer service

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Using social media channels for customer service is a key way to remain relevant to not only your customer’s needs but also their expectations.
If you’re a brand than you should be on social. If you’re on social then you should be exactly that... Social. Communicate openly with your customers no matter what their query and do so personally, quickly and offering resolution where possible.

Efficient & Data Driven B2B Social Media Marketing

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I started making a Halloween costume for my daughter in August. Back then, she told me she wanted to be Cinderella. So I immediately went online to find a tutorial on how to sew a Cinderella dress. I made custom measurements, picked out supplies at the fabric store, and then cut and sewed the costume. […]

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Canon’s New Camera Ads Focus on People, Not Products

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As smartphones continue to erode sales of cameras and equipment, traditional brands are building digital platforms that double as marketing assets. Today, Canon launched the multiyear "See Impossible" campaign, shifting the marketing focus away from products and onto customers' stories. Canon's campaign centers around a new microsite, which houses a series of digital videos that highlight how customers use a range of products. One 45-second clip shows how an author used the technology to self-publish her book.

Content Marketing: Harvard Business School’s Michael Norton discusses surprising consumer behavior research

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This MarketingSherpa Blog post features a video interview with Daniel Burstein, Director of Editorial Content, MECLABS, speaking with Michael Norton, Associate Professor, Harvard Business School, on how “showing your work” can actually prove value in the mind of your audience. Michael explains how this idea can be applied to marketing messaging.

Attention Brands: This Is How You Get Millennials to Like You

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How can a brand get that coveted millennial nod? It's all about talking to them in their own language.  Ever since youth culture became a defined concept, marketers have been using the unique values of youth as an ‘in’ to young consumers,” according to a study from Havas. But in the 1950s and ‘60s, that essentially meant being against authority and the establishment. But that, the study says, is no longer true of the younger generation. Millennials “have less of an interest in rebellion and revolution” and tend more toward problem-solving, the study notes.

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