Marketing Strategy Resources for the Marketing Professional Resources

CONTENT TYPE: Article | TOPIC: Event Marketing

The experience economy gives us the opportunity to do more than just sell goods and services; we can now create unique memories and experiences for our customers—and in the process achieve competitive advantage.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

To many midmarket retailers today, Amazon.com seems unstoppable. It's not. An underdog, however, doesn't win by beating a giant at its own game—but by outwitting, outmaneuvering, and out-strategizing it.

CONTENT TYPE: Article | TOPIC: Marketing Content

The insight you can derive from your own customers is invaluable. It will help you to not only increase the effectiveness of your content marketing but also reach your business and growth goals.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Scenario analysis is an essential part of creating agility. Scenarios help you anticipate. They help you ask better questions and prepare for the unexpected. They increase your readiness, which is what sets the stage for agility.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

This B2B positioning health-check will tell you how effective your positioning really is. And it'll help you overcome preconceived notions about positioning effectiveness and give you a proven way to perform a realistic assessment.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Influencer marketing hoped to reclaim authenticity in advertising by influencing the conversations consumers are already having with experts and one another. Along the way, it strayed. Here's how it can reclaim authenticity.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

How do you unify efforts with different team members, initiatives, and strategies for your blog, email, and social media marketing? You need a content strategy that accounts for each channel. These five steps will lead you to a cohesive cross-functional marketing plan.

CONTENT TYPE: Article | TOPIC: Branding

"Enriching benefits" have a strong influence on how much consumers admire a brand. Such benefits inspire consumers, moving them to action and engendering loyalty toward the brand.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

At what point does a buyer persona mutate from a useful marketing tool into a meaningless collection of bullet points, stock headshots, and random guesses? Here's what we really need to know about our prospects to motivate them to respond.

CONTENT TYPE: Article | TOPIC: Customer Experience

Lasting brand admiration is achieved when your business becomes part of who people are (think "Mac people") and what they stand for. That kind of relationship isn't accidental or the result of good fortune.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

A unilateral or bilateral business model, whereby vendors sell to customers or via business partners, is old-school. Today, forming an ecosystem is the way to increase shareholder value, foster customer relationships, and enhance brand equity.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

It's exciting to be part of a growing business. But growth can also be stressful, especially for Marketing. In fact, sometimes growth can cripple your business if you do not have the resources to adequately support it.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

It doesn't matter how much time you spend on crafting your marketing campaign: You have no guarantee it will pay off. Sometimes marketing just doesn't work the way you want it to. Here's what to do when that happens.

CONTENT TYPE: Article | TOPIC: Social Media Marketing

Word-of-mouth marketing is not new, but companies are putting a new spin on it to help their marketing, sales, and recruiting: Instead of customers, employees are the ones spreading word to their social networks via employee advocacy programs.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

If you develop a new offering, will customers buy it? That's the perennial challenge for today's companies, and it's increasing as pressures to innovate "first and fast" intensify.

CONTENT TYPE: Article | TOPIC: Customer Experience

People like to be catered to, but not pandered to. Doubly so when they're at the receiving end of a marketing campaign. And especially so if they're Millennials. So here's advice from a Millennial on how to actually reach young customers.

CONTENT TYPE: Article | TOPIC: Branding

Just how valuable is brand admiration, and what impact does it have on your brand's bottom line?

CONTENT TYPE: Article | TOPIC: Marketing Strategy

The story of the Trojan Horse seems a simple tale, but it was a stroke of strategic genius that took concerted effort to pull off. And there are important business and marketing lessons to be learned from it.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

In our fast-paced, always-on, agile, want-it-yesterday, mile-a-minute world... there is a critical need to slow down. Why? Because doing so allows you to achieve real results—faster.