Who Are They? To connect with your audience, you’ll need to collect as much information about them as you can. It’s important to collect data that describes your target audience based on income, age and level of education (demographics). You should also find information regarding their tastes and preferences (psychographics). This task may seem daunting, but there are a few tools that can help make your work more manageable. The U.S.
Over the past few months, I am really seeing a whole new way of getting people’s attention. I believe the following changes are happening right before our eyes. People are tired of sifting through content to find value People’s attention spans are becoming shorter and shorter Bottom-line: People are placing a higher value on their time than they have in the past. People are less patient and their expectations are
According to reports, 89% of B2B and 86% of B2C companies now utilize some form of content marketing. So, basically everyone. But, that doesn’t mean everyone’s doing it right, or getting the results they want. According to Content Marketing Institute, only 6% of B2B marketers rate their organization’s content marketing as ‘Very Effective’. That’s worryingly low. And if marketing God Seth Godin was right when he said that, “content marketing is the only marketing left”,
Unless you’re having an e-tox (or you’re devoid of cell reception), you’ve probably witnessed a tremendous change in the way brands are allocating their marketing spend and teams, shifting significant budgets towards influencer campaigns. Nineties “supers” such as Claudia Schiffer and Liz Hurley, who flashed their million-dollar smiles for cosmetic companies L’Oréal Paris and Estée Lauder, respectively, have been replaced by social media “celebrities”—regular people with engaged and loyal audiences addicted to their social accounts. Cupcakes
What content do you use in marketing your firm? And what content should go in which place? Your company typically has seven layers of content marketing. In descending order of importance, they are: Reputation Website Email templates Social media Events Deck Virtual data room At HOF Capital, we try to manage these layers to be MECE (Mutually Exclusive, Collectively Exhaustive). When I was a strategy consultant, I used the concept of MECE to structure
Millennials are currently the largest generation, and they’re just getting into their prime spending years, making them an obvious client to market to. However, because they came of age during an era of tremendous digital advances, they’re a particularly challenging generation to understand. Their needs and preferences are always evolving with developments in technology. Millennials officially sit in the driver’s seat and are influencing the relationship between marketer and consumer unlike
If you’ve ever been to Disneyland, then you have probably had the misfortune of experiencing the ride It’s a Small World. While it may have taken you days of agony and despair to remove that oddly catchy tune from your head, the message behind the music is so true. The rise of the computerized world. With the rise of the internet, email, and social media, the world is getting smaller and
Leveraging the power of content and social media marketing can help elevate your audience and customer base in a dramatic way. But getting started without any previous experience or insight could be challenging. It’s vital that you understand social media marketing fundamentals. From maximizing quality to increasing your online entry points, abiding by these 10 laws will help build a foundation that will serve your customers, your brand and — perhaps most
Living and breathing social media marketing is a blessing and a curse. On one hand, there’s always something new to learn and try. However, not everything makes sense when it comes to marketing your brand and sometimes people can lose focus on strategy due to the bright and shiny nature of the new tactics that pop up. Recent conversations got us thinking, so we wanted to talk about some social
Are you marketing to millennials in Asia? If so, you may have noticed some cultural differences between the East and the West. For example, familial relationships in Asia affect an individual’s buying decisions far more than peer pressure does. This and other quirks can be puzzling for businesses entering emerging Asian markets. As someone who has lived in Asia for over a decade and advised some of the largest brands
