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Are You Building Buyers’ Trust? How to Create a Dynamic Content Marketing Strategy
Marketing…By Chris Chariton, SVP, GlobalSpec
Nearly two-thirds of business-to-business buyers (regardless of what product or service they plan to purchase) conduct their own research before contacting a vendor, according to the Information Technology Services Marketing Association (ITSMA). Before they even pick up the phone to call your company or send you an email, they likely know who you are, what you do and what you sell. While some companies are intimidated by this fact, others recognize the huge opportunity this reality presents. Smart buyers like smart companies and innovative products. A well-educated buyer isn’t a threat; he or she is a blessing.
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What Marketers Can Learn from Pharma? Target, Target, Target
Marketing…By Jeff Meehan, CCO, MD On-Line
The more things change, the more they stay the same. One of the most consistent challenges all marketers face, including those in the pharma industry, is reaching their audience. We all know the solution is a targeted approach. The question is – is it really possible?
Pharma companies have always battled for physicians’ time. But today, it’s becoming even harder to get into their offices. According to a TNS Healthcare Survey, sales reps are never seen by the doctor in 43% of calls. In fact, one out of four physicians work in a practice that refuses to see reps at all.
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Email Marketing Tip #14: Use Stock Catalogs for Creative Assets
By WhatCounts for the Effective Email Marketing Channel
EMAIL MARKETING TIP #14
Websites like iStockphoto or Stockxpert are low-cost tools for web-ready art that can greatly assist you with your creative design. These catalogs include an abundance of stock photography and video choices. Some even allow members to contribute to the library.
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The Life of a PRIME Research Fellow: Week 4
By Nicole Lee at PRIME Research for the PR ROI Channel
With my time in Ann Arbor flying by, I have turned my focus to my research paper. The topic I chose is related to the media visibility and reputation of CEOs. Not only does the topic interest me, but I think my findings will have some definite real-world applications.
My study is a content analysis, which can be very time consuming, as any researcher who has used this method knows. Because of this, the sample size is often limited. Not in this case though, my sample is a researcher’s dream.
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Political PR: Anti-Obama Movie Shocks Box Office on Slow Weekend Leading Up to RNC
The Los Angeles Times
Talk about timing … With the Republican National Convention kicking off, an anti-Obama documentary did surprisingly well at the box office on one of the slowest moviegoing weekends of the year. “2016: Obama’s America,” a documentary from conservative author Dinesh D’Souza that far exceeded industry expectations. The movie grossed $6.2 million. Heading into the weekend, pre-release audience surveys suggested “Obama’s America” would gross about $4 million — but by mid-day Friday, ticket sales were so brisk that estimates were lifted to $6 million. The movie, which is being released by the independent distributor Rocky Mountain Pictures, debuted seven weeks ago. In the past weeks, the film has quietly been promoted on talk radio, Fox News and cable networks like the Discovery Channel, according to its producer John Sullivan …
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Airlines in Crisis Communications Mode: Isaac Causes 800 Cancellations
USA Today
Tropical Storm Isaac wreaked havoc on flight schedules as it moved closer to Florida. The Miami Herald reported more than 500 flights were canceled at Miami International, where American Airlines–the nation’s third-biggest carrier–operates a hub. NBC Miami put the figure at 595 “as of 7:40 a.m., including 265 inbound flights and 239 outbound flights.” Most of those cancellations have been on American and its American Eagle regional unit, according to NBC Miami. o the north, 135 flights have been canceled since Friday at Fort Lauderdale while “dozens” of flights have been canceled at West Palm Beach, according to the South Florida Sun Sentinel. Southwest, AirTran, American and Colombian carrier Avianca have had the most cancellations, while other airlines are operating close-to-normal schedules. Combined, 730 flights alone have been canceled at just Miami and Fort Lauderdale, according to the various press reports. Throw in the “dozens” of cancellations at West Palm Beach plus others being reported at other South Florida airports, and the overall number yesterday was likely more than 800 …
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Three of Four CMOs Say Social Media Impacts Sales
Business 2 Community
Today comes results of a survey conducted by Bazaarvoice of 100 members of The CMO Club. Now while I realize the sample size is small (100) it is worth nothing that 56.1% of the brands represented have more than $1 billion in annual revenuewhile another 36% have $100-999 million in annual revenue, and just 7.9% have annual revenue of $0-100 million. Entitled “Chief customer advocate: How social data elevates CMOs” the survey and subsequent white paper “reveals the results of an online survey of 100 members of The CMO Club, which includes CMOs of business-to-consumer and business-to-business organizations.” Key findings include: – Social (media) data impacts decisions for nearly all CMOs. Almost half of CMOs have used social data to make predictions or forecasts, and nearly nine in 10 say this data has influenced their decisions. – CMOs use data to drive smarter decisions beyond marketing. While marketing teams and agencies most often uncover the data itself, insights are used in product development, customer experience, sales, and C-level discussions. – CMOs believe social reveals consumer sentimentand improves brand awareness. CMOs are most confident in social data analysis of product/service sentiment, and in its impact on overall brand loyalty and awareness …
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Armstrong’s Marketing Appeal Survives: Nike, Others Stand by Cyclist
Business World
Nike, Inc., the world’s largest sportswear maker, top beer maker Anheuser-Busch InBev and sunglass maker Oakley, owned by Luxottica, all said they would stand by the 40-year-old American, who on Friday lost his record seven Tour de France wins after he decided to stop fighting USADA charges that he used performance-enhancing drugs.
“Lance has stated his innocence and has been unwavering on this position. Nike plans to continue to support Lance and the Lance Armstrong Foundation, a foundation that Lance created to serve cancer survivors,” Nike said in a statement. Other sponsors including Trek Bicycle Corp., a leading bike maker, and 24 Hour Fitness, which operates fitness clubs, said they were monitoring the situation. Armstrong has also been fighting allegations that he had doped throughout his career. He maintained his innocence in a statement on Thursday, but said he no longer had the stomach to contest the USADA’s charges, saying “enough is enough.” …
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Data Point to Slow But Steady Healing for Economy
Reuters
Growth in the manufacturing sector picked up in August, a sign the economy is resisting the global economic chill although a rise in new jobless claims last week pointed to a still-sluggish labor market. Financial information firm Markit said on Thursday its “flash” index for U.S. manufacturing edged up a half point to 51.9 in August. A reading above 50 indicates expansion. That was still some of the weakest growth in the factory sector in the last three years, reinforcing the view that U.S. economic growth will pick up in the second half of the year but remain lackluster. “The U.S. economy is slowly turning the corner,” said Robbert Van Batenburg, head of global research at Louis Capital Markets in New York …
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Bernanke Sees More Scope for Easing to Spur U.S. Economy
Bloomberg
Growth in the manufacturing sector picked up in August, a sign the economy is resisting the global economic chill although a rise in new jobless claims last week pointed to a still-sluggish labor market. Financial information firm Markit said on Thursday its “flash” index for U.S. manufacturing edged up a half point to 51.9 in August. A reading above 50 indicates expansion. That was still some of the weakest growth in the factory sector in the last three years, reinforcing the view that U.S. economic growth will pick up in the second half of the year but remain lackluster. “The U.S. economy is slowly turning the corner,” said Robbert Van Batenburg, head of global research at Louis Capital Markets in New York …
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Sucampo Names Taylor New SVP of IR, PR and Corporate Communications
CommPRO.biz
As covered on Equities.com, Sucampo Pharmaceuticals named Silvia Taylor as senior vice president, or SVP, of investor relations, public relations, or PR, and corporate communications. “Taylor will report to Cary Claiborne, CFO of the company,” according to the company press release. “She will lead the company’s investor relations, public relations, media relations and internal communications efforts with responsibility to establish the corporate brand, and to enhance its presence among the investment audience and other stakeholder groups as well as in the different communities in which the company operates globally. Taylor joins Sucampo from MedImmune where she held positions of increasing responsibility, among them Senior Director of Marketing, RSV Franchise and Senior Director of Marketing, Global Influenza Franchise. Prior to MedImmune, Ms Taylor worked at Pfizer from 1999 to 2007, where she worked on Viagra and Exubera and in the company’s consumer marketing department on patient-directed communications.” …
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RNC and Crisis Planning: Isaac Steers Clear of National Convention
USA Today
Tropical Storm Isaac began blasting Florida’s Keys with strong winds and torrential rains Sunday, primed to grow into a hurricane but apparently not directly targeting Tampa and the Republican National Convention. The first events at the Republican National Convention will occur at the Tampa Bay Times Forum on Tuesday. One computer model at the National Hurricane Center has Isaac striking New Orleans on Wednesday – the seventh anniversary of Hurricane Katrina. “The storm is moving a little bit west” and the Tampa area likely won’t take a direct hit, Florida Gov. Rick Scott, a Republican, said in a Sunday news conference. “I’m sure we’re going to have a great convention. Republicans promised to release an updated schedule for the convention Sunday, one day after canceling Monday’s opening session. Republican National Committee Chairman Reince Priebus insisted the convention would go ahead as scheduled, albeit a day late and probably amid patches of heavy rain and wind …
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SEC Delays Rules On Advertising
The Wall Street Journal
U.S. regulators are delaying rules that would allow hedge funds and other firms to solicit investors more broadly, a win for advocates who said hasty changes to solicitation rules could increase fraud. Congressional Republicans protested the delay, saying the Securities and Exchange Commission needs to finish rules to allow businesses and funds to find new investors. The advertising rules stem from the JOBS Act, enacted in April, which mandates that the SEC repeal a ban on so-called general solicitation for private stock offerings. Investors in such deals will still have to be wealthy institutions or individuals. Critics have cited the existing ban as a barrier to small businesses seeking capital. The agency missed the JOBS Act’s July deadline to repeal the ban. SEC Chairman Mary Schapiro had planned to implement rules Wednesday, while at the same time asking for public comment that could lead to changes …
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Mobile Advertising: Expected to Hit $20.6 Billion in 2015
Seeking Alpha
Mobile Advertising is expected to jump six-fold from $3.3B last year to $20.6B in 2015, according to Gartner. The proliferation of smart phones, with Internet browsing and a multitude of applications, have created fertile ground for mobile media to spawn. Prior to the smart phone era, mobile advertising was limited to more rudimentary text messaging. Mobile ad networks have the advantages of targeting consumers at the point of purchase, and of getting more time access to the consumer via the smart phone. Furthermore, the immense amount of data provided by smart phone users enables highly targeted ad campaigns. This opportunity has not escaped professional investors. In 2011, venture capital investments in mobile marketing and advertising were $592M, almost a five-fold increase from $128M in 2010. InMobi alone secured $200M in financing last year. It is a real land-grab right now …
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