The terms integrated marketing and multichannel marketing are sometimes used interchangeably. It’s easy to see why: integrated marketing can include multiple channels and multichannel marketing can be integrated. Think of intersecting Venn diagrams: the two strategies overlap but are not exactly the same. The key takeaway is that integrated marketing and multichannel marketing create a... Continue Reading →
We’ll come right out and just say it: if your business isn’t using YouTube as a marketing channel, you probably should be. The just-published report, “2022 State of Marketing to Engineers,” from GlobalSpec and TREW Marketing, shows that 80 percent of engineers say YouTube is valuable to them when seeking information on the latest engineering technologies, industry trends, and products.
The cardinal rule in content marketing is to engage your audience quickly. If you don’t, they will click away. It may seem ruthless, but this is the nature of a fast-paced world and short user attention spans. That’s why video content can be such an effective marketing tool. Good videos capture attention. They are faster,... Continue Reading →
Engineers have always found value in webinars as a way to learn and engage with suppliers. The value of webinars has only increased since the start of the pandemic, but even as in-person events begin to return, webinars have maintained their position of strength. Webinars are one of the top ways engineers maintain and advance... Continue Reading →
Last month, the Maven wrote a post offering tips for writing and producing long-form marketing content, such as white papers and research reports. This month, we’ll explore short form. If long form is anything over 1,000 words, then short form is anything less. The majority of marketing content your company produces is likely short form,... Continue Reading →
Earning a click-thru on a marketing email is a badge of honor. It ranks higher than an email open and is a measure of an engineer’s engagement with your content and your skills as a marketer. With upcoming changes Apple will be implementing to protect user privacy (see companion article), clicks will take on even... Continue Reading →
Source: primestockphotograpy - stock.adobe.com Apple’s recent announcement about protecting users’ privacy has marketers wondering about the implications for their email marketing efforts. Some pundits are declaring the end of email marketing, while others are mostly shrugging off Apple’s maneuvers. Nothing is scheduled to take effect until September when a new version of the Apple operating... Continue Reading →
In sum, a digital heavy approach can give you greater control over your budget and measurement, as well as connect you with prospects in this difficult time.
Your plan was set in place and the marketing machine was humming along, but then uncertainty set in. You suddenly find that external factors you simply cannot control, such as the economy or the impact of the coronavirus, are Your instinct might be to pull back from marketing during difficult times, but this is unlikely to be the best strategy. Cut back and you could lose market share to competitors or you begin to fall behind leading to a downward spiral. Instead, when faced with external challenges, you need to find ways to adjust your current marketing plan to be more effective. Your mantra should be to “Prepare not panic.” Here are some tips:
Manufacturing marketers are taking a more strategic approach with their content marketing and are gaining confidence in communicating complex content. In addition, many are reporting success with their overall approach to content marketing, according to the research report “Manufacturing Content Marketing 2020: Benchmarks, Budgets and Trends” produced by the Content Marketing Institute and sponsored by IEEE GlobalSpec. One key area covered in the report is content creation and distribution. Manufacturers were surveyed about their processes, and the results reveal a number of best practices manufacturers should adopt to help improve their content marketing efforts in 2020.