This is the fifth and final installment of eBridge’s ‘eCommerce Marketing Hierarchy of Needs’ blog series. Now at the peak of the pyramid, we’ll be discussing marketing tactics to gain mainstream brand awareness. This includes the type of alluring tactics which draw junior marketers into the profession. When well-executed, a quality tier five campaign can win awards and accolades. But realistically, most brands never reach the point where they’re a legit household name. So while…
In the realm of faking-it-till-you-make-it, the undisputed heavyweight champion is Malcolm Gladwell (pictured above, right of my boss, Hartland Ross). While undoubtedly an influencer in business, science and psychology, Malcolm is merely an author with a history degree. Don’t get me wrong, I’ve enjoyed his page-turners as much as the average adult stuck in an airport. Hell, I’ve been known to throw out an anecdote or two from his bestsellers ‘Blink’, ‘Outliers’, and ‘The Tipping…
If you are talking to a marketing agency about new opportunities, they better ask how you’ll be measuring results. If they don’t, you should just turn and run, hang up the phone, click the red button on Skype, or whatever. Any honest marketer worth their salt knows that having a measurement plan is essential for success. Otherwise you are blind to the results of your marketing initiatives, and lacking the insight to keep your marketer…
The article by Guy Masono I’ve referred to in the past describes the last two of the 4Ts as Transact and Track. I’m going to discuss in more detail what I believe these two mean for your marketing campaign. Transact, Masono writes, “refers to opening a two-way communication with customers and prospects based on the nature of an inquiry.” For example, your website has a lead-generating form that visitors may fill out in order to…