Being involved in higher education marketing provides me with the opportunity to attend great conferences and seminars each year. I try to attend a variety of shows, ranging from technology focused to academic, and a variety of tracks. At each event in in the last two years, it has been increasingly difficult to avoid the “C word.”
Putting potential vulgarities aside, the C word I am referring to is “customer” (although in some circles, calling the student body by a four letter obscenity would garner the same reaction as calling them “customers”).… Read the rest
“Law 46: Master the art of timing.”
Everyone knows the old expression, “Timing is everything.” Market timing is the art of knowing when to offer a new product/service. It is also knowing when to buy and sell assets like property or stock in a company.
Additionally, timing can play a central role in planning dramatic marketing gestures, as I wrote previously in regards to the 25th law of power (Re-create yourself). By timing communication well with your buyer, you speed along a sale.… Read the rest
Oreo. Starbucks. Dove. Coca-Cola.
Social media envy, anyone?
All of these big brands are known for having a spectacular social media presence. Many of us have read about the plethora of success stories and sometimes the failed (yet brave) risks. But what about the common social media mistakes you don’t often hear about? Here they are, along with how to avoid them.
Mistake #1: Building on rented land
Sure, it’s great to build your presence on social media channels, but keep in mind they’re not truly yours.… Read the rest
With all of changes in AdWords emphasizing the importance of ad extensions and quality score, it is easy to get caught up in those features and overlook your ads themselves. At the end of the day, they are just as important as everything else. Here I’ve outlined some tips and best practices for managing your ads, including tools to simplify your job.
Testing & Optimizing
I firmly believe in the ‘ABT’ motto: Always Be Testing. A few things to keep in mind to ensure you’re getting the most out of your tests.… Read the rest
“Law 25: Re-create yourself.”
Recreating yourself—and your currency or authority—is vital. As times change, your customers’ needs change, and thus, your approach to meeting their needs. In order to meet their needs, marketers need to create clear messages and experiences that resonate. This is the essence of marketing: Immediate, present and unmistakable (if subtle).
Consider re-branding and website redesigns: Whether they work or not, the power of these initiatives evokes strong reactions. If people hate your new logo or love your improved website architecture, they will have a strong impression regardless, which means you are memorable, which is almost always preferable to being ignored in the world of marketing.… Read the rest