What if businesses were required to choose mascots that defined their organization, similar to sports teams? One would want to select something that somehow embodied the characteristics that make them great or that they aspire to. An investment firm might choose an owl due to its perception of being wise. On the other hand, one might envision an insurance firm choosing a Labrador Retriever as it is always by your side and a caring companion.
Marketing is rapidly becoming one of the most technology-dependent functions in business. A recent study by the research and consulting firm Gartner predicted that by 2017, a company’s chief marketing officer would be spending more on technology than its chief information officer was. Just a few years ago, that claim would have seemed absurd, but today we are all seeing company’s marketing departments spending more than ever on technology.
I’m a runner. I’ve worked hard to build up the stamina to run long distance, marathons in fact. If you run like me, then this scenario is all too familiar: It’s race day. You begin with a goal time in mind based on the course and your recent training. Adrenaline kicks in and you start off with a fast pace. You want to win. Your mind starts waging a war with itself. The reasonable side is telling you to slow down. You know that you can’t sustain such a fast pace. But the other side is trying to convince you that you could magically run substantially faster for the remainder of the race. You maintain that fast pace, ahead of the majority of other runners for another few minutes but inevitably pain sets in as you tire and other runners pull ahead.
I have to confess: I love pizza. Rarely does a day go by that I don’t long for its gooey deliciousness in my mouth. The thing is with pizza though, is that it is easy to get carried away with it. Sometimes the temptation of all that pepperoni, bacon, hamburger, sausage, onions, peppers, olives, hell maybe even anchovies are just too much.
As you know, there are three types of media that digital marketing practitioners have at their disposal – paid, owned and earned. While knowledge and use of these three types of media is critical to digital marketing success, many B2B marketers treat them separately and often only engage in one or two types of media. They should be complementary.
One of my favorite books, David Halberstam’s The Powers That Be, painstakingly chronicles the rise of mediums and media in the first 75 years of the 20th century. It details the ascent of Time Life, CBS, Los Angeles Times, The New York Times and The Washington Post (for young millennials, the latter three were “newspapers,” once printed with ink on newsprint).
The future of your business depends on content marketing. If you rely at all on search engine traffic (and most businesses do) you need searchable content that Google, Bing and others can use to send traffic your way. More than ever before, today every business needs to be well-versed in content production.