Live or Die: The Importance of Multi-channel Marketing for Credit Unions
NEWS FLASH: The days of marketing plans consisting of a print ad and a prayer for success are over. Today, in order to ensure long-term growth, the most effective strategy for credit unions requires a multi-channel marketing approach that reaches customers via multiple touch points – and on multiple devices.
With the changing media consumption habits of today’s consumers, you cannot afford to put all of your eggs in one basket. Multi-channel marketing reaches consumers at every stage of the sales cycle and allows you to respond and make adjustments over time – whether those changes involve your message, the medium/technology that delivers it, or the desired response(s) (read: Key Performance Indicators).
Here are 5 things you need to know as you create your multi-channel marketing program:
Continue ReadingNever Mix Your Politics with Your B2B Publicity Stunt
by Vin DiGioia
Want to generate some positive PR for your biotech brand and endear yourself to the local workforce? Here’s one way not to execute a B2B publicity stunt:
Recently, here in Connecticut, a local biotech manufacturer actually decided to halt its proposed expansion plans in the state simply because – whether intentionally or not – Connecticut’s governor didn’t use their product.
As the story goes, Governor Dannel Malloy received a flu shot made by an overseas company instead of an alternate flu vaccine developed by Meriden, CT-based Protein Sciences Corp. In response to this, Protein Sciences Corp’s president Don Adams went on the record, claiming “the governor’s actions have left Protein Sciences no choice but to go to New York.” Sounds like a joke, right? It’s not. He’s serious.
Continue ReadingWhere is your B2B marketing strategy headed?
by Vin DiGioia
Similar to their B2C counterparts, the past decade has seen many B2B marketers move en masse from traditional channels to online/digital channels – many times with less than remarkable results due to poor execution and other tactical failures.
While online strategies such as content marketing may have begun to wane in certain sectors, a recent study has shown that many B2B marketers are expect to shift the focus of their future efforts back to the buyers. The results, released by eMarketer, show that a whopping 85% of respondents plan to spend more of their resources on understanding buyers and their needs, as opposed to “brand and positioning”, which is their current primary focus:
Continue Reading