MARKETING AND SALES STRATEGIES

Content Marketing vs Paid Advertising Relative to Company Growth Phase

Posted by David Meerman Scott 04:38 PM on October 10, 2017

I’m frequently asked about advertising on social media sites like Facebook, Twitter, and LinkedIn. While I’m convinced that creating original content and publishing it for free is the best strategy over the long term, I also believe there are times that the advertising programs offered by the social networks including Facebook ads, Twitter ads, LinkedIn ads, and other advertising programs make sense.

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Personalization Is The Enemy Of Serendipity

Posted by David Meerman Scott 12:08 PM on October 04, 2017

I’ve noticed that more and more of my online life involves either actual personalization (I make choices of the content I want to consume) or AI generated personalization (such as when Amazon shows me products that it thinks I will like based on my prior spending habits). The problem with more and more personalization is the loss serendipity. It’s important to encounter “happy accidents” and losing those opportunities is a growing problem for all of us.

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How Charlie’s Taxi Competes with Uber

Posted by David Meerman Scott 03:31 PM on September 25, 2017

This morning I needed to go from my hotel at Sydney Olympic Park to the Sydney International Airport for a flight to Boston via LAX. I had been in Sydney to speak at Tony Robbins Business Mastery and since I am carrying an oddly shaped road case containing a pop-up display that does not fit into a normal car, I can’t call Uber or use the normal taxi line in front of the hotel. Yesterday, I asked the hotel to call me a “maxi taxi” - a minivan with a large storage area.

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Becoming the Buyer Expert in Your Company

In my days as vice president of marketing at several technology companies, I distinctly remember how difficult it was for my team of marketing professionals to command the respect of the salespeople in the company. No matter how much product knowledge we had, that wasn’t enough. We were finally successful in doing so, but only by becoming the company experts on our buyers.

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Artificial Intelligence In Marketing Is Here Today And You Need To Know About It

At IMPACT Live this summer, I very much enjoyed the talk Paul Roetzer delivered on artificial intelligence in marketing. I had been thinking about the topic a bit, but didn’t know where to start learning. Paul, founder of both PR 20/20 and the Marketing Artificial Intelligence Institute, showed me the way. I was wary digging in on my own because AI in marketing has a lot hype right now, kind of like social media marketing did about ten years ago.

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Las Vegas Fountains of Bellagio as an Awesome Marketing Asset

I was in Las Vegas last week speaking on New Marketing Mastery at Tony Robbins Business Mastery and as always when I’m in town I take in the Fountains of Bellagio multiple times. The free show happens many times per day and is one of the top attractions in the city, driving people into the luxury hotel’s high-end shops, restaurants, and casino tables. I was thinking about how the Fountains of Bellagio are a perfect bricks and mortar metaphor for giving away content on the web to drive people to your virtual storefront.

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How to Use Snapchat for Business and Finance

In the past year or so, live-streaming and short-form video applications for smartphones have become exciting new ways to share interesting aspects of life and business and gain new followers and customers as a result. The most popular applications include Instagram video, Twitter video, Snapchat Stories, and Facebook Live. In this excerpt from new 6th edition of my book The New Rules of Marketing and PR released July 31, I share how Rebecca Korn, a financial advisor and business strategist with Northwestern Mutual, uses Snapchat to generate new business.

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American Airlines Integrates Social Media From Reservation Agents Up To The CEO

American Airlines is an amazing example of the new rules of marketing and public relations at work throughout an organization. Recently, I went to the company’s Dallas headquarters to learn how the airline uses real-time social networking to communicate with customers. In this excerpt from new 6th edition of my book The New Rules of Marketing and PR released this week, I share how important real-time customer communications are for running the entire airline all the way up to the CEO.

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The New 6th Edition of The New Rules of Marketing & PR Shipping Now

The first edition of The New Rules of Marketing & PR was published in 2007 and was six months on the BusinessWeek bestseller list. Since then the book has sold more than 375,000 copies in English in the various editions and is now available in 29 languages from Albanian to Vietnamese. Hundreds of colleges and universities around the world use it as a text in class and many companies require all marketing and PR staff to read a copy. I’m excited that the newly updated 6th edition is out in the next few days in the USA and will soon reach other countries around the world.

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IKEA Back to College 2017 Microsite Includes Great Content for Both Students and Parents

I love the Back to College 2017 microsite from IKEA. It’s a wonderful example of the concept of buyer persona based content marketing. “An empty nest shouldn’t empty your wallet. For parents and students alike, college moving day is bittersweet. But sharing the experience together is a chance to make memories.”

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David Meerman Scott

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