Category: Third Edition

Read More

Marketers Beware: Cryptocurrency Pitfalls

This week the SEC fined Kim Kardashian $1.26 million for illicitly touting a cryptocurrency on her Instagram. The SEC’s move sends a message to marketers and influencers that promoting cryptocurrency is not the same as promoting whitening toothpaste or a handbag. Understanding how digital assets can be marketed is still unclear to many, and Kim K’s settlement with the SEC highlights both the importance of being familiar with promotional regulations and the fluidity of the marketing field.

Read More

Understanding Global Marketing

International expansion is a tricky path to navigate for even the world’s largest brands, requiring inconceivable amounts of time and resources to achieve, and despite their efforts many companies are still not successful. This can happen for a variety of reasons, anything from lack of sufficient market research to inadequate management style. Even the most experienced companies may struggle to develop a foothold in foreign markets. In marketing this is called the global experience learning curve: a process of developing multinational business expertise over time.

Read More

Promotion Essentials: Content & Influencer Marketing

Influencers can be an integral part of marketing strategy, particularly for firms selling consumer products, but even B2B firms have successfully used influencer marketing to appeal to customers. When firms use influencers, they often showcase relevant product or service content through concise social media posts, videos, advertisements, or blogs. One of the best ways to inform customers about and promote products and services online is through a mix of influencer marketing and content marketing.

Read More

What Does It Take to be a CMO?

The role of chief marketing officer is a juggling act of managing employees, understanding fast-paced socioeconomic, political, and technological changes, and driving measurable contributions to company profit, among other responsibilities that can affect a firm and its relationship with customers. This position provides leadership to marketing teams as well as strategic marketing direction for an entire firm. CMOs are always adapting, a trend that will likely continue into the future.

Read More

Free Services! Low Prices! … Kind Of

Advertising can pose a challenge to marketers. On one side, they want to present their products and services in the best light to appeal to customers. On the other, high prices or flaws in quality may be an unappealing aspect of their products and services, causing potential customers to choose competitors instead. Marketers have to balance highlighting best qualities in order to attract customers and being honest about the realistic – and possibly negative – features of products and services. Because of this, some marketers fall into a trap of false or deceptive advertising.

Read More

The Subscription Bandwagon

The relationship between brand and customer relies on the value that brands create. And marketers are always looking for ways to prove that their products and services are valuable enough to purchase. What do customers gain from my brand, and how can I show them we are worth the investment? Subscriptions allow brands to provide customers with their products and services on a regular payment and delivery schedule. Newspaper deliveries or streaming services like Netflix might come to mind when you think of subscriptions. But really, everyone from airlines to social media platforms are giving subscriptions a try.

Read More

Mental Health Marketing

Stigmas associated with mental health have been breaking down over the last few years, especially through the COVID-19 pandemic as stress, anxiety, and depression have risen to alarmingly high levels. While brands have previously either faced backlash for mental health in marketing campaigns or completely shied away from the topic, now consumers value brands that acknowledge and relate to their personal struggles.

Read More

SEO Marketing

What is SEO marketing? Why is it important? With “67,000 users perform[ing] a Google search every second of everyday,” people have a heavy reliance on the internet for accessing information, communicating, and performing business transactions. Search engine optimization (SEO) is an essential digital marketing strategy for all businesses to increase revenues and gain the attention of customers. It allows businesses to optimize their websites for search engines like Google in order to improve their customers’ experience and their own bottom line.