The marketing blog is a collection of marketing thoughts, insights, and how-to articles written by marketer, Allen Stafford.

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Marketing Research Resource Websites

Marketing research is the planning, collecting, and analysis of data relevant to marketing decision-making and the communication of the results of this analysis to management (McDaniel & Gates, 2015).

Businesses that are looking to create strategic marketing plans and learn more about their potential market engage in marketing research activities. In this section of Marketing Binder, I present a list of resources for marketing professionals, academics, and business owners who wish to engage in market research activities.

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Developing the Optimal Value Proposition that Drives Market Success

For a business to achieve market success, it must create superior value for their customers, collaborators, and the organization. Peter Drucker, famed management theorist, stated that the purpose of business is to create a customer and that business enterprise has only two functions, marketing and innovation. Thus, the responsibility of creating value and winning customers falls on the shoulders of marketing.

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10 newsletter writing tips for effective newsletters

10 Newsletter Writing Tips For Effective Articles

Newsletters are still an effective way to communicate your company or brand with your customers. They allow you to position yourself as an expert in your industry as well as promote your products and services. Newsletters, if done correctly, can be a very powerful tool in your marketing communications tool box. This daily marketing tip discusses 10 newsletter writing tips for effective newsletters.

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Lead Generation Path Way

Prioritizing Your Lead Generation Strategy – Part 3 of 3 in a Series

In part 1 of this 3 part series, I discussed Setting Lead Generation Metrics for your lead generation strategy. In part 2, I talked about Establishing Lead Generation Goals and using the S.M.A.R.T method to write goals.

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Custromer Reviews

6 Ideas for Improving and Avoiding Negative Customer Reviews

To survive and thrive in today’s digital, customer-driven, market environment, you need to stay one step ahead of your customers. Customer’s, empowered with social media and consumer reviews sites, can help build your business or destroy your business with their online reviews.

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6 Steps for Developing a Marketing Communications Strategy

Imagine that Apple, Inc. or Microsoft’s approach to marketing communications is similar to many small to mid-sized businesses (SMB’s). That is, they developed and designed advertising, flyers, social media postings, and promotional collateral first, then went back and created the marketing communications strategy to justify these tactical elements. The result would be inefficient and confusing to their target audience and customers. Unfortunately, this is how many SMBs approach marketing communications and most never bother to create the strategy, even after, deploying tactical marketing communications.

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Direct Response Marketing Tips – Offline and Online Strategies

In a world where marketing and advertising messages bombard consumers at the rate of several hundred or more per day, gaining a competitive advantage seems like a battle. Direct marketers understand this battle all too well, especially those on a budget. The direct response marketing tips below should help you gain traction over the competition and develop a competitive advantage setting you on a course for increased profits.

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Short Attention Span

7 Content Creation Ideas for Short Attention Spans

A recent study by Microsoft reviled that humans have less attention span than goldfish. In 2000, the average person’s attention span was 12 seconds as compared to 8 seconds in 2013. Goldfish have a 9 second attention span.

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who needs and advertising agency

Who Needs An Advertising Agency?

While traveling on business, I struck up a conversation with a colleague of mine about today’s business climate and the overall health of his industry. After a brief discussion I asked, “Who handles your marketing communications?” He smiled wryly and said, “We do it ourselves.” He reached into his briefcase and with great pride handed me a sample of his work. He explained how wonderful computer programs are that offer companies an alternative to hiring agencies. His marketing literature was grotesque.

The rest of the trip, I pondered his literature and mindset. It occurred to me that one of the biggest threats facing the advertising industry comes from those who believe they can do it themselves. It begs the question, “Is the price of custom work still valuable to the average client?” For some the answer is, “No.” I wondered what might be driving this point of view.

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5 Customer Complaint Management Tips Every Marketer Should Know

Anyone in business can tell you that customer complaints are all part of doing business. After all, you’re dealing with people who have needs and wants and when those needs and wants are not met, the potential for a complaint increases. To survive and thrive as a business owner, you’re going to need a customer complaint management procedure.

Companies may believe they have a good handle on customer satisfaction by tallying customer complaints and responding to those complaints. However, research has shown that 25 percent of dissatisfied customers who buy from a firm, only 5 percent register a complaint.

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