Blog - Marketing Strategy

There’s an invisible battle waging in the background of the internet. The prize? Your attention. Brand websites, social media apps, and search engines are all vying for your attention by applying algorithms that facilitate showing you content based on the probability that you’ll want to see it. In today’s edition of Plain Talk, we’ll explore where digital targeting is evolving and how to utilize invited personalization.

Consumers, investors, employees, policymakers, and business partners are becoming more interested in learning the benefits of ESG, driving its importance and complexity for companies and institutional investors. While it’s predominantly linked in its most formal executions with publicly traded corporations, there is value to smaller private companies and brands to enhance or grow a halo effect if done properly, with purpose and authenticity from all involved. In this edition of Plain Talk, we’re not giving advice on developing an ESG initiative. Instead, we’re focusing on 11 ideas to boost your ESG branding by leveraging your practices.

For many years brands, and not surprisingly, the advertising industry shared the opinion that it was between difficult and impossible to bring the services that a traditional marketing agency provides “in-house” to the client company. There was pretty good evidence that this was the third rail of advertising. Many large companies tried to build in-house agencies only to shut them down or struggle as the quality of their marketing mysteriously slumped. However, today there are some pretty compelling success stories for in-house agencies (IHAs). So, we thought rather than ignore this truth, we would have a closer look. In today’s edition of Plain Talk, we’ll help you examine what conditions might be necessary to succeed in in-house marketing. We’ll explore what you gain and lose and whether in-housing might be for you.

At the foundation of any successful customer experience strategy is a clear understanding of the various ways prospects and customers interact with your brand, how they prefer to interact with your brand, and how you can ensure a smooth path to purchase and a competitive advantage. In this edition of Plain Talk, we’ll approach the best way to improve your business performance through enhanced customer experience, beginning with a CX audit.

Your brand is the aggregate of what you say it is and what regular people on the street, or probably more correctly, the internet, say it is. In fact, there has never been a time when consumers had more power over what a brand “means” than right now. Consumers scrutinize and comment on everything about a company and its brands these days. Beyond a product’s execution against its functional claims or qualities, everything from supply chain ethics to senior-management retreat activities to the diverse hiring practices of your company is public and affects your brand’s image. In today’s Plain Talk article, we’ll discuss your increased brand exposure and why brand honesty is more important than ever.

It’s a question that we as consumers get asked several times a day: “Would you like to sign up for our rewards program?” In fact, it’s become a key part of the customer checkout experience. Rewards and loyalty programs have long been a way for companies to connect with their customers in a unique and engaging way while generating compelling reasons to buy more or more often. These types of programs have evolved over the years to address proposed customer needs and wants, but companies are now looking for ways to predict what their customers will want and/or expect next in this ever-evolving, immediate-satisfaction business world. In today’s edition of Plain Talk, we’ll noodle the current state and future of customer loyalty programs and how your business can adapt.

We learn about our world from the stories we read, hear, and watch, and historically, storytelling has been a foundational element in cultures across the globe. In marketing, it’s been scientifically shown to be extremely effective in helping people remember and engage with our brands; in some cases, it’s as much as 22 times more likely to remember. In today’s edition of Plain Talk, we’ll give the humble story its due and talk through the value of B2B storytelling in marketing, specifically to your customers.

By the end of 2021 we had witnessed a decade of digital engagement innovation, crammed into just two years. A revolution of necessity. And for the most part, people seem to love it. So what changes to customer engagement will continue to play an important role in 2022? In this edition of Plain Talk, we will list our top five picks for effective consumer engagement tools you should consider this year.

At the end of 2021, Mark Zuckerberg unveiled a rebranding of Facebook into Meta, its new parent company focused on a concept called the metaverse. The CEO’s speech was over an hour long and filled with concepts that may change not only how we experience social media but also how we interact with everyone in the future, at work and play. At first glance, the metaverse sounds a lot like that virtual reality game you tried, but is there more to it than these 3D games played in middle-class living rooms across the world? In today’s edition of Plain Talk, we’ll look at brands and the metaverse—and the possible impact on your marketing plan.

Unfortunately, many companies are focused on the immediate success of digital performance-based tactics while neglecting the brand identity that they worked so hard to build. This imbalance of focus means that many businesses risk damaging or even losing their brand identity. In today’s Plain Talk, we’ll discuss performance marketing vs. brand marketing. We’ll look at ways to strike the right balance between the short-term benefits of performance marketing and the long game—building a brand that will endure.