On B2B Online, I came across the recently released study/survey (now in its seventh year) entitled “Insights to Action: ISBM B-to-B Marketing Trends 2012“, a report that summarizes and discusses results from a survey of academics and marketing practitioners in a broad range of B-to-B industries. I think some of the results indicate a very… Read More »
I have been discussing as big project with a potential client regarding applying simulations and other content across what I was calling a product’s lifecycle, for example, awareness, acquisition, sales, support/training, maintenance, after market, etc. Just a few moments ago, I ran across an interesting and relevant post entitled “Marketing Content During the Customer Lifecycle”… Read More »
I was reading an interesting post entitled “The Rise of Engagement Marketing” by “Faraz” at BrandActivationIdeas.blogspot.com, and he mentioned a word I had not seen before, “tryvertising”. He attributed a definition to TrendWatching, and here’s what I pulled from their site: TRYVERTISING, which is all about consumers becoming familiar with new products by actually trying… Read More »
I read about this story a few weeks ago, but I had forgotten to make mention of it in my blog (too many other things I’m working on!). It describes the new Ford Fiesta iPad app, which gives an interactive overview to the 2011 Ford Fiesta. I haven’t seen the app, but it sounds like… Read More »
Lately, I’ve been thinking a lot about how product simulations fit into the emerging trend of custom content marketing. Where is the line between content (focused on presenting issues and providing solutions) and product promotional material?
In BtoB Magazine‘s most recent issue (Aug 16, 2010), there are three articles by Sean Callahan on the B2B marketing trend of developing custom content: (a) “Commited to custom”, (b) “Custom programs getting larger portions of budgets”, and (c) “Makino retools marketing program with custom content”. The gist of ‘custom content’ seems to mean information for… Read More »
I had been collecting links and interesting posts about experiential marketing as it relates to product simulation, as I think about developing an e-book or white paper about product simulation advertising/product simulation marketing. I figured I would post the links and stuff I’ve collected, to get feedback and keep the info in a central place. … Read More »
In “How Catchy is Your Content?“, Ardath Albee (‘Marketing Interactions’) does a nice job of presenting and discussing a few metrics one can apply to content for B2B marketing (really to anything), to ensure the content gets the right reception. She calls the metrics “Catch Factors” (catchy!). She defines “Catch Factors” as “the preferences and… Read More »
Admittedly, a pretty bizarre title, but it comes (late at night) from me seeing a juxtaposition of Seth Godin’s “A sad truth about most traditional b2b marketing” a few days ago and Adam Singer’s (Online Marketing Blog) “Thinking Critically About Web Video.” I struggle often with the question about why product simulations/demos are not yet… Read More »
In “Study finds customer engagement hard to measure,” B-to-B Magazine’s Kate Maddox posts some high-level findings from a recent study from Forbes Insights about measuring customer engagement. “Customer engagement is a top priority for CMOs, but many companies are struggling to implement strategies and measure customer engagement, according to a new study from Forbes Insights… Read More »