If you asked most people where they find their audience, you’ll often get a very narrow response. Most advertising and marketing activity is associated with the vendor selection of the buyer’s journey… but is that already too late? If you’re a digital transformation consultation firm; for example, you may fill out all the details in a spreadsheet by only viewing your current prospects and limiting yourself to the strategies you’re proficient at. You might do
Organizations often utilize vector files that are licensed and available through stock photo sites. The challenge comes when they want to update other collateral within an organization to match the styling and branding associated with previously released iconography or symbols. At times, this could be due to turnover as well… sometimes new designers or agency resources take over content and design efforts with an organization. This recently happened with us as we took over working
For years I used to poo-poo the idea of branding. A bunch of touchy-feely people arguing about the hue of green in a logo seemed preposterous to me. As did the price tag of branding agencies that charged tens or even hundreds of thousands of dollars. My background is in engineering. The only color code I cared about was to wire something together. My job was to troubleshoot what was broken and then fix it.
One area that I didn’t invest in branding was this site. While my agency had a great logo that I love, and we work with all of our clients on their branding, I just didn’t have the bandwidth to work on the Martech Zone brand… until today. The old “M” symbol was basically a slightly modified illustration that I purchased in haste after I switched the domain. It was quite plain, didn’t represent anything, and
My friends love to give me a hard time for being such an Apple fanboy. I can honestly blame it all on a good friend, Bill Dawson, who bought me my first Apple device – an AppleTV… and then worked with me at a company where we were the first product managers to use MacBook Pros. I’ve been a fan ever since and now, outside of the Homepod and Airport, I have every single device.
Aproximately a month ago, I got to participate in a marketing ideation meeting for a client. It was fantastic, working with a consultancy known for developing roadmaps for high tech companies. As the roadmaps were developed, I was impressed with the unique and differentiated paths the team came up with. However, I was also a determined to keep the team focused on the target market. Innovation is a critical strategy in many industries today, but
Alexa, Amazon’s voice-enabled personal assistant, could drive more than $10 billion in revenue in just a couple of years. In early January, Google said it had sold more than 6 million Google Home devices since mid-October. Assistant bots like Alexa and Hey Google are becoming an essential feature of modern life, and that offers an amazing opportunity for brands to connect with customers on a new platform. Eager to embrace that opportunity, brands are rushing
My opinion of social media is often different with those in my industry. Theoretically, I love social media and the opportunity it offers businesses to reach customers and prospects on a personal level. The reality has been very different, though. I’ve watched businesses attempt to utilize social media the same way they do other marketing channels. In some situations, this has led to incredible embarassment… robotic responses made publicly to a savvy social media user