The hottest buzzword in marketing right now? It may well be content, judging by a new survey done by Junta42.
Of 250 marketers surveyed, 59% plan to increase their spending on custom content, up from 56% last year. And they apparently plan to spend the bulk of it online, according to Junta42, a producer of online content programs.
What’s custom content? It’s value-added information with a soft peddle on selling, everything from recopies to technical articles, even a little humor. Read the rest of this entry »
A report is making the rounds about why B2B Webinar attendees bail out.
According to MarketingSherpa, they split because:
*The content was not as advertised.
*The presenter read too slowly, or directly from the slides.
*The Webinar began with company/sales information.
*The event was too long.
Get the picture? You can drive people away with a turgid, sales-driven presentation. Read the rest of this entry »
It shows you how softhearted we are: We actually felt sorry for David Crump, a British postman who dumped over 5,000 pieces of direct mail he was supposed to deliver. We’re all human, right?
Then his defender Anthony Randle opened his mouth.
“It came to the point where my client thought ‘What am I going to do with all this lot?” Randle said, according to the Express & Star.
Uh, did we read that correctly? Did he really say, “All this lot?’” Read the rest of this entry »
New media may come and go, but the eternal verities remain when it comes to marketing measurement.
Most companies judge success by the number of new customers acquired and leads generated, according to a survey by King Fish Media. Sales comes in third.
The takeaway, as far as we’re concerned? That robust prospecting pays off when done using email marketing lists and direct mail lists. Read the rest of this entry »
British postal workers have driven one more nail into the direct mail coffin. They voted on Thursday, by a massive margin, to go on strike for the second time in two years.
The strike approved by 76% of the Communication Workers Union membership, is intended to protest pay cuts and work changes at Royal Mail. But critics said the union has a “death wish.”
Sky News released a survey showing that 75% of all British businesses are thinking of dropping Royal Mail. Read the rest of this entry »
Don’t take this the wrong way. But are you a native or an immigrant?
We’re not talking about U.S. citizenship, but about your relationship to technology. Enquiro, using terms coined by writer Marc Prensky, defines people as either digital natives or digital immigrants.
Natives, those under 30, grew up with the technology. Immigrants adapted it as adults. So they relate to it in different ways, Enquiro says in a white paper titled, “Digital Natives and B2B Buying.” Read the rest of this entry »
Try this exercise—if you can stand it. List the top ten items in your marketing spend, then rank them in order of effectiveness. Are the lists the same? Read the rest of this entry »
Industrial marketers are cutting back on trade shows and spending more online. Those are among the findings of a survey done by GlobalSpec, the B2B search engine company. Read the rest of this entry »