In my days as vice president of marketing at several technology companies, I distinctly remember how difficult it was for my team of marketing professionals to command the respect of the salespeople in the company. No matter how much product knowledge we had, that wasn’t enough. We were finally successful in doing so, but only by becoming the company experts on our buyers.
You have a printing press, television studio, photo lab, and radio station in your pocket right now. Your mobile device is an amazing sales and marketing tool and it is available to you 24x7. A few decades ago, such a thing was science fiction. Now it is science fact.
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In the past year or so, live-streaming and short-form video applications for smartphones have become exciting new ways to share interesting aspects of life and business and gain new followers and customers as a result. The most popular applications include Instagram video, Twitter video, Snapchat Stories, and Facebook Live. In this excerpt from new 6th edition of my book The New Rules of Marketing and PR released July 31, I share how Rebecca Korn, a financial advisor and business strategist with Northwestern Mutual, uses Snapchat to generate new business.
American Airlines is an amazing example of the new rules of marketing and public relations at work throughout an organization. Recently, I went to the company’s Dallas headquarters to learn how the airline uses real-time social networking to communicate with customers. In this excerpt from new 6th edition of my book The New Rules of Marketing and PR released this week, I share how important real-time customer communications are for running the entire airline all the way up to the CEO.
The first edition of The New Rules of Marketing & PR was published in 2007 and was six months on the BusinessWeek bestseller list. Since then the book has sold more than 375,000 copies in English in the various editions and is now available in 29 languages from Albanian to Vietnamese. Hundreds of colleges and universities around the world use it as a text in class and many companies require all marketing and PR staff to read a copy. I’m excited that the newly updated 6th edition is out in the next few days in the USA and will soon reach other countries around the world.
I love the Back to College 2017 microsite from IKEA. It’s a wonderful example of the concept of buyer persona based content marketing. “An empty nest shouldn’t empty your wallet. For parents and students alike, college moving day is bittersweet. But sharing the experience together is a chance to make memories.”