Marketing Funnels: The Definitive Small Business Guide

A marketing funnel defines stages that guide prospects to become customers, ranging from the first interaction to the purchasing decision.  The four primary funnel stages include:  Awareness, Interest, Desire, and Action, also referred to as AIDA¹: First stage: Awareness Consumers become aware of your business: This is where “lead generation” most likely takes place: gaining…

Read More

U.S. Media Advertising Outlook Through 2026

PwC’s Entertainment & Media Outlook Report contains projections for U.S. advertising growth through 2026.  Following are highlights for key media: Digital Out-of-Home Advertising Digital Out-of-Home (ex. billboard, DMV, elevator, gas station) maintains its status as the fastest-growing segment with a +8.6% compound annual growth rate (CAGR)¹ through 2026. Out-of-home’s +5.1% CAGR is buoyed by digital out-of-home’s…

Read More

The Importance of Long-Term Brand Marketing

Studies show brands help maintain their success when they continually advertise and promote the right message to the right people at the right time. Following are findings from a recent study: LONG-TERM MARKETING IS KEY: Maintain ad spending, ad quality and brand building over the long-term: Businesses that cut ad spending when competitors maintain, or…

Read More

Five New Guidelines for Product Marketing

Product marketing is in demand, as businesses look for new ways to connect with consumers.  Following are five tactics to help create impact for products/services: 1 ) Embrace both business and product strategies. Businesses tend to focus on business development, which is important, yet product marketing shouldn’t be overlooked: The product/service runs the ship, and…

Read More

Ten Tips for Growing Your Business

While there’s no surefire formula for instant success, you can boost your company’s growth with a marketing strategy.  Following are tips from small business start-up founders on how to help grow your business.  1) Focus on established revenue sources: Maximize your current customer base: implement a loyalty program, try out marketing strategies based on customers’…

Read More

Marketers Set Their Sights on Brand Awareness

According to a recent Nielsen study, driving brand awareness has never been more important:  marketing accounts for 10% to 35% of a brand’s equity and marketers state that building brand awareness is a top priority.  Following are key findings: MARKETING OBJECTIVES: Brand awareness is ranked as the most important objective for businesses, followed by customer…

Read More

Current Marketing Trends

To succeed in the fast-paced marketing world, it’s important to stay up-to-date with new developments and keep an eye on statistics.  A recent study takes a look at the latest marketing trends: 1) SOCIAL MEDIA TRENDS Social media remains vital as more than three-quarters of people have some type of account¹. More than two-thirds of…

Read More

Brand Positioning Is Important For Your Business

To build a strong brand, focus on how your customers see you and why you’re different from other businesses. Brand positioning is a process of sharing your product/service and establishing it as something worth thinking about. Here are reasons why and tips on how to position your business: Why Brand Positioning is Important Being proactive…

Read More

Building Brand and Consumer Mindshare

To drive long-term growth and success, marketers should invest in brand equity to claim a prominent presence in customers’ minds.  Utilizing a full-funnel strategy can help extend market share versus focusing too intensely on the low-funnel return on advertising spend (ROAS) model, because marketing goes beyond attributing every incoming dollar. Digital and video marketing can…

Read More

Top Elements of the Customer Experience

A positive customer experience can prompt buyers to purchase more, as well as recommend and trust a business.  A recent study shows that three-quarters of marketers are making it a priority to retain customers and improve client service.  Following are key findings: The Top Elements of Customer Experience: Businesses consider these characteristics critical to brand…

Read More