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One key part of being a great marketer is understanding how people think and knowing why they act the way they do. 10 principals.
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Which Social Network Should You Advertise On? Social media advertising is a great tactic to use to supplement your print advertising.
Monday, 29 January 2018 12:56

6 B2B Marketing Trends You Need to Be Aware Of

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Marketing is an ever evolving combination of art and science, and today marketing's role is growing in importance. The challenges of producing tangible growth and ROI are two trends that will continue to grow as the business climate becomes more competitive, and the opportunities more fragmented.

Market fragmentation is creating a new frontier in terms of techniques, strategies and reach. As niches become more focused, the concept of a “market-of-one” is becoming the new reality. We have to create a “unique” experience for each prospect to drive them to convert, build trust, and finally act.

B2B Marketing Trends

Focusing On Customer Experience

These trends deserve your attention as you address the complexities and challenges of marketing in the coming year.

1. The Growing Role of B2B Marketing

This year will see marketing expand beyond its traditional role. Businesses are facing new and unique challenges today, like the shortage of talent, commoditization and increasing competition to name just a few. These are enterprise-wide challenges that will require cross-departmental collaboration to solve, and marketing is in the perfect position to take the lead.

Watch for greater alignment between marketing and HR, sales, and operations. Everything from addressing employer branding strategies to recruit talent, to business development will be calling on marketing to increase value and visibility.

2. Balancing The “Customer Experience”

Probably the biggest trend to watch in the coming year will be the task of focusing on customer experience while still driving growth. Marketers have been focusing on “customer-centric” methods, basing their approach on the lifetime value of a prospect.

This year, the focus will be on adding “customer-focused” techniques of providing relevant experiences across all touch points, to deliver what customers most value. Balancing these two approaches can deliver a more personalized approach that will generate higher revenue, while building stronger brand loyalty.

3. Executive Branding: Thought Leadership

In the past few years the focus of branding (thanks to the Internet, mobile, and social media) has shifted to the individual – both in terms of the customer, as well as the “voice” of the business.

As a result traditional branding and marketing efforts aren't enough. Especially when it comes to B2B marketing. Today, executive branding, or developing thought leadership is growing. Buyers want to know the “why” behind the business and put a face to the operation to build trust. In order to really stand out, executive branding will be the fastest growing trend in B2B marketing in the coming years.

4. Formats, Channels and Mix

As marketing refocuses on thought leadership, the need will arise to refine content and marketing mix as well. As more channels and delivery platforms become available, marketing teams will need to better leverage a broader mix of marketing choices and formats.

For example, video both pre-recorded and live is becoming much more prominent as is live streaming of events. Diversification of content delivery formats includes podcasts, interactive assessments (as in the managed print field) and mobile friendly content. Marketing firms will also see a shift from Twitter and LinkedIn to more non-traditional B2B formats like Facebook and Instagram. Along with this shift will come the reliance on paid opportunities to boost distribution away from organic-only approaches.

5. Artificial Intelligence/ Machine Learning

DRIP Marketing has grown in the past few years, and the "automation" trend will continue as the integration of artificial and machine learning in B2B marketing grows in importance.

According to Forrester Research, “AI will provide business users with access to information and insights before they're available.” By using cognitive interfaces, complex systems and advanced analytics combined with machine learning technology, business decisions in e-commerce, marketing, product management and other areas will be able to happen almost in real time.

6. Experiential Marketing

Imagine being able to give your customers and prospects the opportunity to experience your brand in “real life” or the virtual world. This trend will grow in the coming years, especially in the B2B space. As virtual reality begins to take a greater hold, it will be possible to immerse prospects or customers from anywhere in the world.

A great example in the B2C space is the growing use of virtual reality in luxury home sales. Prospects are able to take an "immersive" tour of properties that have not yet been built. When it comes to B2B, educate yourself about the latest experiential strategies and techniques and how you can integrate them into your marketing strategy so users can “touch," “taste” or “feel” your brand. Internally, experiential marketing is a great opportunity to engage, educate and energize employees.

These are 6 trends to be aware of in the coming year. As marketing continues to become more personalized, the techniques, strategies and channels will continue to evolve. Staying ahead of the trends and technologies that are changing our business will be the key to success moving forward!

Source: Adobe Hubspot Blueleadz  Written By: Rob Steffen

Monday, 29 January 2018 12:36

Is Your [Audience] Responding

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Companies are spending thousands of dollars on marketing and advertising in an effort to bring more awareness to their brand or to their message. Many collect or buy data about their target audience which they should be able to turn into tactics to drive responses, but 80% still report that their traffic generation tactics are only slightly or somewhat effective. (brighttalk 2015)

Is Your Audience Responding

Targeting Your Customers Interests

Getting the audience to see their message is one challenge, but getting them to act on it is an even greater one.  Some companies are asking for feedback or promoting the sale of products but rarely do they speak directly of their clients specific wants and or needs.

We believe that you can use your audience data along with your marketing message to create a powerfully unique message for each recipient.  By specifically targeting your customers interests and by delivering it through a printed marketing piece, you can increase your response rate roughly 35% and increase brand retention by as much as 70%.

If more people paid attention to your marketing and remember your brand, how much more revenue could you generate?

If this is an interesting topic for you, lets talk.  We may be able to assist with your next marketing campaign.

Click HERE to Contact Us »

In a survey conducted by ResearchNow for Adobe, 76 percent of marketers believe marketing has changed more in the last two years than in the previous 50....

Convenient To Print

Convenience Is the New Currency

Time and money have always been directly correlated, and for the last several years, consumers have been short on both. Even though we’ve made quite a comeback from the dark days of the economic collapse in late 2008, the Great Recession is still fresh on everyone’s mind.

As a reaction to the substandard economy that wrapped up the first decade of the new millennium, buyers have become obsessed with finding unsurpassed value, with competitive sellers bending over backward to come up with new ways to draw in potential customers. Bottom-line pricing, impeccable service, and personalized experiences have all become crucial to staying competitive in the post-recession marketplace, but another customer demand has risen through the ranks, forcing companies to rethink the way they market their products and services.

That demand can be summed up in a single word: CONVENIENCE

Click HERE to Read the Full Article »

Source: Adobe Digital Marketing

Friday, 28 July 2017 11:52

101 Data Protection Tips: Categorized

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We've compiled 101 Data Protection Tips to help you protect your passwords, financial information, and identity online...

101 Data Protection Tips

Protecting Your Data in 2017

Keeping your passwords, financial, and other personal information safe and protected from outside intruders has long been a priority of businesses, but it's increasingly critical for consumers and individuals to heed data protection advice and use sound practices to keep your sensitive personal information safe and secure.

There's an abundance of information out there for consumers, families, and individuals on protecting passwords, adequately protecting desktop computers, laptops, and mobile devices from hackers, malware, and other threats, and best practices for using the Internet safely. But there's so much information that it's easy to get confused, particularly if you're not tech-savvy.

We've compiled a list of 101 simple, straightforward best practices and tips for keeping your family's personal information private and protecting your devices from threats.

Click HERE to View Dominion Blue's Document Management Services

Click HERE to View the entire list of 101 Data Protection Tips

Table of Contents
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Securing Your Devices and Networks
Data Protection Tips for Mobile Devices
Protecting Your Identity
Protecting Your Credit
Protecting Your Data on Social Networking
Protecting Your Data Online
Data Protection Following a Data Breach

Source: Digital Gardian | digitalgardian.com

Friday, 28 July 2017 11:07

Protecting Your Business Documents

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You're wasting money if you don't have a system in place for digitally storing the millions of pages of documents and files your business produces. Here's the lowdown on digital archiving...

Secure With MDisc

Discover M-Disc the 1000 Year Archive

Businesses in Canada and the United States make more than 1 billion photocopies every day and spend more than $25 billion a year to file, store and retrieve their paper documents. In many cases, records and information systems often represent as much as 50 percent of the total cost of doing business.

With the technologies that are available today, however, it doesn't make good business sense to spend large amounts of capital to store and maintain hard copy information. As with all aspects of a company's business, using technologies that will increase productivity and reduce costs is vital to your profitability and success.

Because of the cost-savings available, many companies are changing their attitudes toward data storage and are looking at innovative ways to handle the flow of data. Today, there are several inventive and cost-effective technologies available that can streamline the processing and storing of hard-copy data, which, in turn, will save you money--money that you can use to improve systems and invest in the future of your business. Let's take a look at one of these new systems.

Defining the Solution

Digital archiving, also known as scan-to-file, is one of the best methods around for processing and storing documents. Simply put, digital archiving is the process of converting paper information to a digital representation of the original document. These highly cost-effective conversions allow information to be stored and accessed easily, enabling companies to save time, storage space, money and resources, and increase their productivity and security.

Over time, digitally storing information will reduce the costs of document storage. It will reduce employee workload associated with filing, retrieving and re-filing paper documents. Additionally, it provides easy access to search, retrieve, read, print and e-mail imaged files.

Digital archiving also allows for expedient file transmission over the internet or an internal network. And it creates a flexible, electronic database of corporate documents, such as financial statements, required regulatory documentation, client and patient files, tax and legal documents--all of which can be password-protected to restrict printing and content extraction.

And there's more good news: The process is simple. Information is scanned and stored on one of a number of forms of media, most often on CD-ROMs (M-Disc is the most secure), but also on hard disks or other file formats. You then store the digital data in a secure location, either onsite or away from your business. The digitally stored information can easily be retrieved by simply loading a CD-ROM or disk onto any computer. The document appears just as it did in its original hard copy form and can be saved to the computer, e-mailed or printed.

Digital archiving enables companies to put unlimited amounts of information onto CDs. Imagine taking 35,000 pages of paper and converting it to three CDs.

If you think digital archiving may be right for your company, here are a few questions to ask your visual communications partner:

How is information scanned? Who does it and how long does it take?

Information can either be hand-scanned or fed into a scanner based on the type of data being scanned. Scanning should be done by a team of professionally trained and certified digital specialists, who know how to scan and archive your important documents. Scanning times will vary based on the amount of information being converted. For example, 1,200 pages can take up to four hours to complete.

Is the information secure while it's being scanned for digital archiving?

Most likely it is, but you need to ensure that the vendor has a dedicated and secure digital archiving imaging area designed with your sensitive documents in mind. Additionally, you need to verify that the information won't be shared with any outside source, and your vendor should return all documents upon completion. In some cases, you and the vendor may determine that the scanning should be done at your location.

Where is the information stored? Will the CDs be given to me to store or will I need to have the vendor to store them in a secure location?

Typically, your vendor should store the information on CDs that will be returned to you for storage.

What format will the digitized documents be in?

At a minimum, documents should be converted to PDF because that's the widely accepted format for digitized information. Additionally, PDF formatting is approved and in use by a host of local, state and federal agencies. However, based on your needs, files can also be created in Word and other industry-specific software.

Click HERE to Learn More About Small and Large Format Scanning

Source: Entrepreneur | entrepreneur.com

There are lots of reasons to use direct mail, and you may have heard many of them. So here are three statistics on the value of direct mail marketing that you may not have heard...

3 Reasons to Use Direct Mail

Go Direct for Best Results

1. Direct mail has higher value in persuasion.

According to a recent study by Canada Post and True Impact Marketing,[1] direct mail generates a motivation score that is 20% higher than digital media. The study found this score to be even higher when direct mail creative uses print enhancements (for example, special coatings, dimensionality, and print-to-mobile technologies).

2. Direct mail is easier to understand.

A wide variety of studies confirm that information provided in print is easier for people to understand and process than information provided in digital form. In the case of the True Impact study, direct mail was found to require 21% less cognitive effort. That means your message is absorbed more quickly and effectively.

3. Direct mail results in higher brand recall.

Not only is information in direct mail easier to process, but it is more likely to be retained. True Impact found that brand recall was 70% higher among participants who were exposed to direct mail ads rather than to digital ones.

Need more reasons to love direct mail? Just ask! Click Here » to learn more.

[1] “A Bias for Action” (Canada Post and True Impact Marketing, July 2015)

VICTORIA BC– The British Columbia Construction Association (BCCA) has published a follow-up to its Innovation Report (February 2016), which revealed BC’s construction sector lags behind other jurisdictions when it comes to innovation. The new report is called “Procuring Innovation” and lays out the case for the sector to recognize the procurement process as the key for driving innovative projects and sector development...

BC Construction Innovation

“The culture of lowest bid does not drive innovation in our industry”

“The culture of lowest bid does not drive innovation in our industry,” observes Chris Atchison, President of the BCCA. “Margins are tight and businesses have to operate profitably, yet if we don’t innovate we’re in danger of undermining our collective ability to compete. The sector has to introduce whole-life value to the process.”

The “Procuring Innovation” report acts as a comprehensive overview of the types and methods of procuring construction services, assesses emerging procurement practices being developed elsewhere, and offers recommendations for different approaches based on the unique circumstances of the project.

“We hope readers will gain a new sense of the key role that the approach to procurement plays in setting the foundation for a project,” says report author Helen Goodland of Brantwood Consulting. “There are tremendous benefits to incorporating new technologies, processes and solutions into construction projects, but innovation has to be championed by clients and owners who are committed to achieving the best value for their project.”

The report is intended to offer owners and clients best practice examples, and help architecture, engineering and construction firms set up their competitive response processes, so they can bring their best to projects that push technical and logistical boundaries.

Using mass timber as a case study, the authors demonstrate how the procurement process can be best deployed to accommodate project specific R&D, allow for new technologies and processes, and encourage project team creativity.

A full copy of the Construction Innovation Project Report can be downloaded Here »

Source: British Columbia Construction Association  Report Author: Helen Goodland

Design decisions are increasingly directed not by architects but by marketing executives, writes Crystal Bennes...

Hollywood

IS DESIGN [ARCHITECTURE] OR MARKETING

We tend to think of marketing as something of the mind, the 21st-century equivalent of Satan’s whisperings to Eve in the Garden of Eden, rather than as something which has physical form. But of course marketing is often rooted in tangible objects, and nowhere is the relationship between product and advertisement more distempered than in the built environment. We must ask the question, where does architecture end and marketing begin?

Take the housing industry. While the familiar marketing apparatuses of print adverts and occasional video commercials still make an appearance, the primary tricks of the trade are construction hoardings and mocked-up sales showrooms. In most instances, both of these tools themselves require planning permission and effect visible change in the built environment. They are of course pop-ups - here today, gone tomorrow - but when read as a now-requisite extension of many major building projects, these forms take on new power.

For one thing, not all temporary marketing remains temporary. Despite a 1909 circular published by the American Institute of Architects stating that ‘advertising tends to lower the standard of the profession, and is therefore condemned’, Californian property developer Harry Chandler had no such qualms. In 1923, Chandler erected a giant billboard in the hills of LA to market his new housing development: Hollywood. Chandler’s sign has become so famous as a landmark in its own right that we’ve forgotten it was originally a pop-up advertisement. Indeed, in many respects it continues to function as shorthand for a glamorous lifestyle many associate with the Hollywood Hills.

What the example of the Hollywood sign illustrates is the extent to which the construction of new housing has historically gone hand in hand with marketing. In today’s car-centric western USA, large billboards are often found on the edges of motorways or other busy roads. Targeted at domestic buyers, these billboards don’t push an aspirational lifestyle to those sat in their cars, stuck in traffic. ‘If you lived here, you’d be home by now’ exemplifies the US approach. It’s not the aesthetics of luxury, but a shorter commute that seals the deal. Or think of the vogue for Hollywood-esque X-marks-the-spot signage on everything from FAT’s Villa in Hoogvliet to Will Alsop’s Peckham Library: Chandler’s legacy lives on, enfolded within contemporary building design.

"Increasingly, hoardings begin to function as a kind of architectural cross-section - where the Platonic ideal of the interior architecture, as an expression of lifestyle, is made publicly visible on the building’s exterior before it is built..."

Occasionally, entire cities, such as Milton Keynes, and more recently Gurgaon (India’s version of Silicon Valley) have been designed and built with marketing tactics almost as first principles. In Milton Keynes, an initiative to market the project as a ‘city in the trees’ resulted in planning guidelines which stated that no building was to be built taller than the tallest tree, leading to a low-rise mat plan. In Gurgaon, new homes for India’s emerging middle classes are sold on hoardings and billboards which explain why nearly all new housing in the vicinity takes the form of giant, gleaming towers: ‘Let the Skies Sense Your Arrival. Live. Every Moment’, reads a vast poster for the Upton-Hansen Architects-designed Michael Schumacher World Tower, depicting a hovering helicopter about to land. Another boasts ‘360 Degree Living, 100% Privacy’. In Gurgaon, towers have come implicitly to promise privacy and luxury - the lines between the built form of development and its simplistic marketing narratives are blurred.

Of course, such iconography is primarily aimed at the luxury housing market where often the only difference between what is being sold is the marketing itself. Like many goods in the luxury market, brand, perception and desirability are more important (and easier to manipulate) than intrinsic value, something the developers are well aware of. ‘Many residences can pamper you with luxury. Only the rarest few can refresh the soul,’ reads an advertisement for The Cascade, a tower built in Bangalore by Tata Housing, subsidiary of one of India’s largest multi-national conglomerates. What marketing enables there is to turn the architecture inside out, flipping traditional notions of public and private architecture as a sales tool. Increasingly, hoardings begin to function as a kind of architectural cross-section - where the Platonic ideal of the interior architecture, as an expression of lifestyle, is made publicly visible on the building’s exterior before it is built. Marketing showrooms, by contrast, take this inversion of public-private architecture to its logical conclusion by building the ‘lifestyle’ of construction hoardings in physical form. An apt example is the marketing suite of Neo Bankside, the £275m Rogers Stirk Harbour + Partners development for the Duke of Westminster’s property company, Grosvenor. A stand-alone two-storey mini tower-cum-marketing suite, it is built using the same cross-bracing and exterior cladding as the development itself. Elsewhere in London, marketing suites for the mid-market have seen the conflation of the showhome with longer-lasting amenities. At the construction site for Bellway Homes’ Pembury Circus development, large arrows on the hoardings lead the way to an oddly shaped, double-height marketing suite and sales showroom. While you might assume that these poorly constructed showrooms finish up on the slag heap of sales-suite history, at Pembury Circus, the marketing suite is billed to be ‘transformed’ into a long-term community centre. Its marketing becoming architecture in the most literal sense.

"While you might assume that these poorly constructed showrooms finish up on the slag heap of sales-suite history, at Pembury Circus, the marketing suite is billed to be ‘transformed’ into a long-term community centre. Its marketing becoming architecture in the most literal sense..."

If marketing suites and showhomes represent selling housing through the cracked lens of lifestyle, we can see the same thing happening elsewhere with the turn to statement architecture by luxury fashion brands and tech companies as a form of brand promotion. That Frank Gehry’s Guggenheim is now synonymous with the regeneration of Bilbao suggests that architecture and marketing were tethered long before the fashion pack caught on. Architecture has always been about creating narratives, which has perhaps made it all too easy to be co-opted by the narrative-weaving of marketing executives.

Consider luxury brand LVMH’s commissioning of a 54-metre-high UNStudio-designed flagship store in Japan, or the Fondation Louis Vuitton in Paris by Gehry (AR Nov 2014). The brand isn’t interested in a high-quality built environment: rather, LVMH understands how a futuristic architectural aesthetic can be used to peddle expensive perfumes and bags. Similarly, the Neo Bankside suite isn’t about selling the quality of design but a perceived lifestyle through carefully staged interiors perfectly pitched to appeal to the income, race, gender and tastes of the small group identified as target buyers.

Architecture and marketing have blurred into an unproductive muddle, detrimental to all but those who profit from uninformed consumer choices. But if marketing and its highly effective tactics could be harnessed for the good of the urban realm, they might become powerful allies for better cities. This would not be unprecedented: think of Bruno Taut’s utopian exhibition pavilions of the 1920s, which inspired a generation to build in glass - and which doubled as marketing suites for the German steel and glass industries. If we do not recalibrate the balance between commerce and public good, the future of design holds little more than lowest common denominator-driven showhome architecture for all.

Source: The Architectural Review

Getting decent sales results can be challenging. With so many ways to communicate it's not as black and white as it use to be. I mean, 30 years ago all you had to choose from was a traditional sales calls or in-person meeting. Should I call them or knock on their front door.

Then came the internet which opened up a whole new ballgame - email communication - and what a revelation that has been. And now, here we are in 2017 and the channels just keep growing.

The birth of social media has made a great impact on how we communicate and today there are more ways to contact a lead than I can count on my own two hands. There is one in particular that I find very effective, especially when it comes to B2B selling, and that's LinkedIn...

6 Creative Ways to Stand Out on LinkedIn

6 Creative Ways to Make Your LinkedIn Message Stand Out

Click HERE » To View the Full Article

Source: Hubspot  Written By: Michael Pici

It's a bit of a read, but it's one of the top feature articles of 2016.

The last 10 years have seen enormous changes in the acceptance of commercial and institutional landmark signs, both static and digital, as well as urban and community wayfinding systems...

The Role of Outdoor Signage In Urban Development

With that in mind, new research undertaken on behalf of the International Sign Association (ISA) and the Signage Foundation—a non-profit organization dedicated to expanding knowledge of the purposes of on-premise signage—has explored the various ways signs enhance cities’ downtown areas, helping to increase tourism, development and consumer spending. By reviewing the importance of different attributes of exterior landmark signs, this research study has compared the effectiveness of different approaches to create a clearer picture of how signs play an important role in their communities.

Click HERE » To View the Full Story

Source: SignMedia  Written By: Craig Berger

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