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8 things in digital marketing that’ll move centre stage in 2022 | Exchange4Media, 04 jan 2022
Time to reset your marketing strategy for another year of change | Phoenix Business Journal, 04 jan 2022
Influencer marketing: How has the concept evolved since its inception? | The Times of India, 03 jan 2022
7 Predictions For Marketing Technology In 2022 | Forbes, 03 jan 2022
What is marketing operations and who are MOPs professionals? | MarTech, 03 jan 2022
3 Ways to Connect With Your Customers and Improve Their Experience | Entrepreneur, 03 jan 2022
Why Strong Visual Branding and Communication Are Vital in Banking | The Financial Brand, 30 dec 2021
Year ahead: Will space advertising take off in 2022? | ALJAZEERA, 27 dec 2021
Predictive analytics in marketing: Achieving success | TechTarget, 17 dec 2021
Looking Toward The Future Of Advertising | Forbes, 13 dec 2021
Mohammad Anas Wahaj | 25 nov 2021
Diversity and inclusion (D&I) is an important human resources issue in public relations field and needs consideration from various stakeholders. Recent research by Prof. Caitlin Wills of the University of North Georgia, published in The Public Relations Journal titled, 'Diversity in Public Relations: The Implications of a Broad Definition for PR Practice?', examines how the top 50 PR firms (Holmes Report) communicate about diversity on their websites. Their specific definitions are important as it showcases their understanding, policies and implementations regarding diversity. According to the research, 'Over half of the websites sampled contained definitions; the majority included expanded conceptualizations of differences, and most did not mention demographic characteristics specifically. Of the nine firms that outlined distinct activities, such as employee networks, all of the activities addressed demographic characteristics of diversity.' Prof. Caitlin says, 'The field has been slow to change and reflect the diversity of society, and fundamentally does not reflect the diversity of its audiences...The PR field is not yet diverse in traditional terms. The field needs to diversify in that way before they can move to broader definitions that ignore race, gender, sexual orientation, etc.' In the research article Prof. Caitlin made following recommendations for PR firms - (1) Develop a definition of diversity based on specific criteria that includes both traditional and broad characteristics of diversity. (2) Show organizational commitment to diversity initiatives by communicating the definition and activities across organizational communication to all stakeholders. (3) Align diversity-related activities to the criteria identified in the definition to allow assessment and ensure effectiveness. She further says, 'A definition of diversity that reflects the PRSA (Public Relations Society of America) guidance might help focus policies and programs on many types of diversity and inclusion, thus, moving the field of public relations toward fuller diversification. Once a definition is identified, it should be communicated clearly to employees and the public on the website. All employees, especially CEOs, should know how their organization defines diversity and defines inclusion. In addition, initiatives should be expanded to address other diversity factors and linked to the criteria identified in the definition.' Read on...
Mohammad Anas Wahaj | 26 jul 2021
Sales teams are mostly a people game, but there are always some additional components that need focus depending on the industry's nuances. Chris Thrasher, Director of North American Sales at ABM, provides three characterists of a biological sales team - (1) Have A Strong Understanding Of Agronomy: Biological sales people work like consultants. Understanding of agronomy is important. Need to build upon the previous generations of agricultural knowledge and ability to understand the positives and negatives of the past in the industry can help in the sales process. (2) Have Integrity and Relate To The Customer: Sales team should be able to related to the farmers in addition to distributors and dealers. As farmers/producers are the end customer, it is essential to know what they really want and to build trust through sincerity and integrity. (3) The Ability To Hear The Word 'No': As biologicals are an add-on sales, they can become a difficult sell during adverse situations like global pandemic, abnormal weather conditions or bad commodity prices. They are not essential goods and sales persons have to be patient with the clients and have the ability to hear negative responses from customers. Lot of uncertainty is ingrained in farming regarding the future and farmers are looking for mainly basic buying of seeds, fertilizers and chemicals, biologicals are not their priority. The challenge for sales team to understand this and act accordingly. Read on...
3 Characteristics to Look For in a Biological Sales Team
Author: Chris Thrasher
Mohammad Anas Wahaj | 25 jun 2021
In today's world, social media is capable to make or break a brand. Every organization needs a well thought out social media strategy and requires a skilled human resource to deliver it successfully to enhance the value and reach of the brand. Tracey Wallace, Director of Marketing at MarketerHire, analyzes the critical role of social media managers and explain the skills they need to lead the social media strategy of the organizations they serve. She says, 'Social-media marketing has become a much more critical role within the internal marketing teams at startups as well as at Fortune 500s...modern social-media management requires a deep generalist, with charisma and negotiating capabilities, fantastic copywriting and community-building skills, and the availability and drive to be nearly always on.' Many experts believe that that social-media managers are the CMOs of tomorrow. Matthew Kobach, Director of Content Marketing at Fast, says, 'Social media professionals understand the following about your company: Marketing, Comms (especially crisis), Branding, Industry trends, Customer service, Creative (graphics, imagery, photos, video), How to create and nurture brand advocates. They are the future CMO/CCOs.' Amanda Goetz, founder and CEO at House of Wise, says, 'I can't believe people still think of social as a 'channel' or 'side hustle.' SMMs are the future CMOs. They understand user insights, positioning and brand marketing like no one else.' Ms. Wallace provide the skills to look for in a social media manager - (1) Creative strategy and channel-assessment capabilities (2) Short-form writing and storytelling (3) Community management (4) Internal communication. Read on...
Social-Media Managers Are the Next Generation of CMOs
Author: Tracey Wallace
Mohammad Anas Wahaj | 27 oct 2020
Sales people often learn their skills on the field by continuous improvement and by tweaking their sales processes for effectiveness every time they interact with their prospective customers. But organizations have to create and nurture their sales teams through structured and proactive approach to sales training to sharpen and further refine their skills. Sales training need to be a frequent event to keep the team in right mindset and updated skillset, and clear focus on accomplishing the organizational sales goals. Sales training helps to improve skills and it is a source of motivation and inspiration. Interactions with peers and mentors during training also involves learning through sharing of experiences. Research by Sales Readiness Group shows that companies who had excellent sales training programs that exceeded expectations had higher win rates at 52.6% compared to companies that either met expectations 48% or needed improvement 40.5%. Organizations can consider three types of sales training based on their requirement - (1) Sales Skill Training (2) Sales Methodology Training (3) Product Training. Following are 20 best sales training activities, ideas, and games to enhance sales team effectiveness - Embrace Field Training; Craft a Great Incentive Strategy; Hold 1:1 Meetings; Improve Your Processes; Ramp Up Your New Employee Onboarding; Shift to Assessment-Based Learning; Institute Daily Micro-Training; Assign Mentors to New or Struggling Sales Team Members; Do Group Training the Right Way; Offer Feedback Often; Listen to and Analyze Sales Call Recordings; Conduct a Competitive Analysis; Encourage Certifications; Have Your Team Do Objection Handling Exercises; Provide Subscriptions to Industry Newsletters, Podcasts, and Publications; Display or Present Your Buyer's Journey; Play Sales Training Games; Focus on Each of Your Sales Rep's Strengths; Bring in Outsiders; Identify the Red Flags of Bad Customers. Read on...
20 Sales Training Ideas to Empower Your Team to Close More Deals
Author: Erika Giles
Mohammad Anas Wahaj | 25 jun 2020
User-Generated Content (UGC) is getting more prominence for charity marketing and communications in the COVID-19 pandemic turbulence. Charities are struggling with funds and resources and have substantially reduced marketing and advertising spends. UGC helps charities in creating content to promote their brand, do fundraising, and advertise their accomplishments. Content created by those who were directly supported by charities is more authentic and relatable. When users share their stories they connect better with potential supporters. Following are the ways UGC benefits charities - (1) Marketing budgets are shrinking and UGC can provide a practical, cost-effective solution amid cuts, through users becoming charities' ambassadors online through videos, blogs, podcasts and social media posts. Hiring marketing agency is costly and current social distancing norms are restricting professionals to do location filming. The National Council for Voluntary Organisations (NVCO) has estimated that UK charities lost around £4 billion in the first three months of the COVID-19 crisis. According to COVID-19 Marketing Report by Influencer MarketingHub, more than 2/3 (69%) of brands expect they will reduce their advertising spend in 2020 due to COVID-19. 3/4 say they are posting less on their social media accounts as budgets shrink. (2) Charity's frontline staff, beneficiaries and volunteers are able to enhance their digital skills during lockdown. Charities are certainly keen to empower their workforce to support users in creating content. The 2020 Charity Digital Skills Report found that half of charities would welcome guidance on helping their staff adjust to change and stay motivated and productive amid the pandemic. (3) UGC is more authentic and relatable. Last year's Stackla survey found that the public believes UGC is 2.4 times more authentic compared to brand created content. However, too often the power of UGC is not being realised by marketers. The survey showed that marketers are 2.1 times more likely to believe that brand created content is more authentic compared to UGC. Read on...
How and why User-Generated Content is changing charity marketing
Author: Joe Lepper
Mohammad Anas Wahaj | 23 jun 2020
COVID-19 impacted the retail sector and brought about unforeseen challenges. Recent study by Warwick Manufacturing Group (WMG) at University of Warwick (UK) and Blue Yonder examined how retailers have responded to the COVID-19 pandemic to ensure their survival. The study is based on the survey responses from 105 different retailers from Europe, Asia and the Americas and identified the human vulnerabilities across the supply chain and the need for future investment in flexibility, visibility and automation to improve future resilience. Some of the challenges that retailers faced are - unprecedented demand for some products while no demand for others; many stores were forced to close, or adapt their operations to accommodate social distancing; shift to online shopping wherever possible but it had its own operational challenges. REPORT HIGHLIGHTS - (1) The majority (61%) of retailers used inventory to buffer against the disruption of COVID-19. Supply chain processes and systems were effective, but more than half (58%) of retailers said a high degree of manual intervention was required to respond to the fluctuation in demand and supply. (2) Workforce issues were dominant issues for retailers with 59% of warehouse and 48% store operatives being affected by quarantine or illness. This often resulted in the closure of online operations and the need to recruit temporary staff. (3) Retailers were polarised in their treatment of supplier payments, with 37% delaying payments and 30% making early payments. Prof. Jan Godsell of University of Warwick says, '...only just over a quarter (29%) of retailers relied on suppliers with more agile manufacturing and distribution networks, which is a potentially more resource efficient and resilient response. With 75 to 80% of products seeing a demand fluctuation, retailers were slightly better at responding to decreases rather than increases in demand...' Wayne Snyder of Blue Yonder says, 'A critical learning for retailers is the need to invest in creating supply chains with greater flexibility, visibility and automation. Here technologies such as artificial intelligence and machine learning will play a key role in helping retailers navigate future disruption, whilst still meeting customers’ expectations.' Read on...
University of Warwick News:
New study provides insights into how retailers have responded to COVID-19
Author: Alice Scott
Mohammad Anas Wahaj | 20 apr 2020
Fake news at the time of crisis like the current COVID-19 pandemic is a double whammy that further adds to confusion and creates panic. Propagation of false and misleading information through social media and other tech platforms has multiplied. It not only exploits the emotional vulnerability of common public but also impedes and hinders the efforts to collectively and scientifically fight the pandemic and minimize its socio-ecomic effects. But an evergrowing group of Indian scientists have come together to create 'Indian Scientists' Response to COVID-19 (ISRC)' that is working to fight false information. It is a pan-India voluntary effort with more than 400 scientists across more than twenty scientific and research institutes in the country. It counts among its volunteers astrophysicists, animal behaviourists, computer scientists, mathematicians, engineers, chemists, biologist, doctors, social scientists and others. The purpose of the group includes analysing all available data and support national, state and local governments for evidence-based action, in addition to verifying and communicating information. There are sub-groups working on - mathematical modelling of disease spread and transmission, outreach and communication in simple terms for the public and media, translating basic resources in local languages, developing hardware solutions and apps. Aniket Sule, a science communicator with the Homi Bhabha Centre for Science Education in Mumbai, says, 'Since science communication is my area of interest, I volunteered to be a part of this effort. In this crisis, everyone has a role and each person can contribute by doing what they know best.' R. Ramanujam, a theoretical computer science professor at the Institute of Mathematical Sciences (IMSc) in Chennai, says, 'While people in the medical and healthcare community are doing their work, we thought, what about others like us, what can we do?' Rahul Siddharthan, a computational biologist at the IMSc, says, 'How an individual gets infected is definitely a biology problem, but what we are looking at is how an infection spreads in society, and we are dealing with large numbers of people. Physicists have a lot of experience in dealing with dynamical systems modelling, differential equations, and computer/data scientists can analyse the data that is available. It has to be an interdisciplinary approach and we need people to be talking and on the same platform.' T. V. Venkateshwaran, senior scientist at Vigyan Prasar, says, 'In a situation like this it's important to do two things, one is communicating to people that they need to be alert, not alarmed...The other thing is falling for wrongly circulated remedies and rumours. We need to counter all the misinformation going around so people feel at ease.' The group is putting together links, videos and articles in Indian languages and also working on translating others. Anindita Bhadra, an animal behaviourist and associate professor at IISER Kolkata, says, 'I am not an expert in virology or epidemiology or modelling, but I am interested in science communication so I thought I should help with that as well as translation. You need people who can transmit all this to the public.' Read on...
World Economic Forum:
How 300 Indian scientists are fighting fake news about COVID-19
Author: Bhavya Dore
Mohammad Anas Wahaj | 29 feb 2020
Australia's retail industry is in turmoil with some of the big ones entering into voluntary administration. Tom Youl of Ibis World says, 'Weakness in the Australian economy, in particular, deteriorating conditions for households, has been placing pressure on the retail sector...Weak wage growth has been a contributing factor to decreasing discretionary incomes, but rising household costs have also played a part. The bad news for store-based retailers is online players are going to continue to grab a larger share of the pie.' Eloise Zoppos of Monash Business School says, 'Customers are seizing control of the retail landscape and those retailers not up to the changes proposed by their loyal shoppers will be left behind. Friendly and knowledgeable staff, and eye-catching and easy-to-navigate store designs, can help create memorable experiences that customers can share with their friends and family after their purchase.' Even though online shopping is on the rise but Monash's 2019 consumer survey reveals that more than 70% respondents prefer to shop in bricks-and-mortar stores. A positive story coming out of the retail churn is that of an electronics store JB HI-FI. Retail expert Amanda Stevens explains, 'If you've been into JB Hi-Fi lately, it's a fast-moving big box retailer, but they really have knowledgeable staff, which is always a sigh of relief for consumers versus other retailers you go into, and you could spend up to 15 minutes finding someone to give your money to.' Regarding the future of Australian retail Mr. Youl suggest, 'Many retailers have been thriving in recent years. A sound brand strategy and market position are always vital to success, but these factors become of paramount importance over periods of weak growth, as we have been experiencing.' Read on...
Mohammad Anas Wahaj | 10 dec 2019
Customers are at the core of any business. No one can think of products and services without thinking of their buyers. Profits are made with happy customers because they continue to buy products and services from those companies and organizations that keep them satisfied. They also recommend to others what they themselves like. For organizations to become truly customer-centric it is essential to create a customer oriented mindset and at the same time develop procedures and actionable tools to provide best possible customer service. This would also involve continuous training and learning on the part of customer service executives and workers. As the customer behavior changes over time with technologies so should the interactive behavior of customer service personnel to adapt to changing scenarios. But above all, the personnel who deal directly with customers should keep the care of customers in their mind and behavior at all times. Organizations should develop a proper framework for customer service excellence. Read on...
Mohammad Anas Wahaj | 25 oct 2019
Even though AI (artificial intelligence) and big data are enabling automation in marketing and customer interactions, enhancing consumer experience, saving cost and improving ROI, but customers still seem to prefer the great old human touch. According to the report by Calabrio titled 'Are You Listening? The Truth About What Customers Want in a Digital World', three out of four consumers in the US and UK are more loyal to businesses that give them the option to interact to human as opposed to only chatbots or digital channels. Morever, 37% even question the legitimacy of the company itself, if not given the option. Michael Brenner, CEO of Marketing Insider Group and author of 'Mean People Suck', explains how organizational empathy is the key to benefit from marketing automation along with becoming more human at the same time. He mentions limitations of AI, automation and martech - Complexity of implementation; Robotic customer service; Uncertainties in decision-making. He explains, 'When businesses use technology such as AI and automation to boost efficiencies, the outcomes will scale quickly. Managing the consequences calls for not just empathy, but alignment of "purpose" between the brand and its consumers. But while humans survive on meaning and a sense of fulfillment, machines thrive on clear instructions...By clarifying their strategic purpose, organizations can not only provide better customer experiences, but also increase brand loyalty, build a community, as well as foster a meaningful and productive work culture.' Kate O'Neill, author of 'Tech Humanist', says, 'Businesses that transform themselves digitally need to do so in a human-centric way and communicate their purpose to their customers.' Mentioning empathy as the missing link between AI and humans, Mr. Brenner says, 'Empathetic Marketing connects companies, brands, employees and customers in a harmonious, productive and win-win way. You might be forgiven for thinking that ROI and the bottom line is all that matters to companies. While authoring my first book 'The Content Formula', I stumbled on the counter-intuitive secret to selling: Don't talk about the stuff you sell. Then what should we talk about? I hear you asking. Show, don't talk. Show empathy towards your customers. Help, don't sell. Help them solve a problem.' Empathy is the only antidote for the phenomenon termed by Google's Noah Fenn as 'collective amnesia of marketers', where marketers begin to see 'people' as users, leads, personas, prospects, audience, cohorts or whatever label is the flavor of the day. Mr. Brenner suggests 'be human, do human' and in order to fix the brand-customer empathy gap, you need to ask (and honestly answer) yourself - Do you understand the core emotional motivators of your customers? Does your messaging resonate with these motivators?; Do you build a connection before you attempt a conversion?; Do you test your assumptions and biases for every marketing campaign?; Does your AI-driven revenue model incorporate the nuances of empathetic marketing? Read on...
The AI Paradox: Why More Automation Means We Need More Humanity
Author: Michael Brenner
Mohammad Anas Wahaj | 29 jun 2019
Collecting the right customer data and then understanding it to create usable insights is the key to e-commerce analytics success. But, implementing an effective and efficient analytics strategy and selecting the best tools and solutions from among many that are available in the market is no easy task. Ateeq Ahmad, consultant and founder of Albany Analytics, provides a set of ideas and road map to build an e-commerce analytics solution that would finally be used for predictive analysis. Mr. Ahmad outlines the process flow as - (1) Setting up data collection within current data sources. (2) Merging all data sources into one platform and automate such a collection. (3) Analyzing patterns in these datasets to build reports and dashboards based on KPIs. (4) Based on past behavior of customers, create prescriptive and predictive analytics around key metrics and goals. Data that is collected should include transactional data, social interactions and offline customer data. At the stage of merging all data sources into one central repository there are two possible methodologies - build own data warehouse or buy it from market. Of course, there are trade-offs involved in this selection. The best option seems to be to go initially for an available data merging tool, as it is cost effective, and then once sufficient experience and ROI is obtained graduate to build it in-house. Analyzing data and translating it into valuable business speak that paves the way for data-driven decision making is an essential part of successful analytics implementation. To provide right and timely predictive analyses it is critical to have an analytics team with strong data science expertise. Read on...
Mohammad Anas Wahaj | 28 dec 2018
Corporations have student ambassador programs in which they hire students to promote their brand on educational campuses. These campus representatives create buzz about the companies during career fairs, work with student organizations to invite company professionals for guest lectures, talk about their internship both in-class and outside, give samples, post on social media about them etc. Adam Grant, CEO of Campus Commandos (a youth marketing agency that runs student brand ambassador programs), provides essential elements that companies should consider when hiring students to talk about their brands on campuses - (1) Compensation: Think beyond monetary compensation; Enhance their learning and skills; Provide interaction and networking opportunity with company leaders and executives. (2) A Hands-On Approach: Have direct involvement in the program; Keep interacting with students during the program; Preferably, don't entirely outsource the program to another company. (3) Future Opportunity: Provide opportunity for internship and future employment for best performers; Engage students with the company's human resources. (4) Mobile: Incorporate mobile technologies in the program; Utilize documentation tools available on mobile devices that allow student ambassadors to provide pictures, videos and notes. (5) Work Schedule: Understand student's work schedule; Work out expectations of the program around the student's educational priorities. (6) Organization: Build a program that incorporate goals; What is required by students to reach these goals; Their progress reports; Recognize top performers. Read on...
Mohammad Anas Wahaj | 30 oct 2018
When one thinks of marketing, Northwestern University Professor Philip Kotler's name comes right at the top. He is author of the most used marketing texbook in business schools, 'Marketing Management: Analysis, Planning, Implementation and Control', alongwith another 57 books on the subject. Speaking with Paul Talbot, President of a marketing strategy firm Southport Harbour, Prof. Kotler shares his views on the role of CMOs (Chief Marketing Officer) in today's business organizations. Regarding their skills and talents, he says, 'In the 1960s, marketers were hired for their flair for advertising and creativity...Today, we need CMOs with a different skill set. CMOs must be expert at digital marketing...Information and mathematics are crucial. Companies need in-depth information about their customers’ individual beliefs, values, media consumption and channel choices. Marketers today use multiple regression analysis, cluster analysis, discriminant analysis, and predictive analytics to yield customer insight. Marketers increasingly make investments in...social media. CMO has to have good creative marketers on the staff to bring up bright new ideas. The tech approach to marketing is more about efficiency. Marketing creativity and imagination is about winning big.' Regarding collaboration between between marketing teams and others in the organization, he says, 'Back in the 1960s, companies didn’t have a CMO. They had a powerful vice-president of sales who was the driving force. They had added a vice-president of marketing whose job was primarily managing marketing research and preparing advertising and sales promotions...The chief marketing officer concept emerged as markets grew more complex and competitive...who would participate in finding and shaping what the company should produce, in identifying the target markets, and evaluating the overall company strategy...CMOs need to be effective in the following relationships: ...The CMO had to 'carefully' educate the CEO to understand marketing's potential and limitations; ...the CMO and CFO would work together to find and agree on the best way to measure the return on marketing spend; ...I view R&D people to be the masters of what is possible. I view marketers to be the masters of what is valuable; ...If those two executives (CMO and VP of sales) don't get along, the company’s financial performance is doomed.' Read on...
Northwestern Professor Philip Kotler On Today's CMO
Author: Paul Talbot
Mohammad Anas Wahaj | 29 sep 2018
As retail in India grows and get more organized, diversity among retail leadership will become visible. Women in retail have a major role to play as women consumers are a big demographic and they have very specific needs and wants. Here are 5 women entrepreneurs who have taken the mantle of leadership in various areas of retail - (1) Farah Malik (Managing Director, Metro Shoes Ltd.): '...Retail had always excited me and I have never regretted the decision of joining the business. The fashion retail industry is extremely demanding and women still often have to make a choice between a family life and a career...' (2) Rashi Menda (CEO & Founder, Zapyle): 'The whole eco-system is very different from what it was 3 years back and I think that the biggest challenge that any woman entrepreneur would face in today's world lack of understanding of one's own abilities...For me, forming a winning team and hiring the right people was the biggest challenge...' (3) Shubhika Jain (Founder, RAS Luxury Oils): 'When I initially joined family business it was difficult for the existing staff to accept a young lady as their head. I had to prove myself to be worthy by way of executing tasks and handling situations in a mature and strategic manner...India has as many as 9% of women entrepreneurs...Yet there are a lot of problems that women have continued to face in this country.' (4) Jagrati Shringi (Co-Founder & CTO, Voylla): 'More women entrepreneurs need to look at the big picture and think about scaling up, sustaining and growing their businesses. Despite extremely talented individuals, there aren't enough women driving big brands...there is a need for more skilled women to look beyond the safety net of IT and other jobs to realise their career goals.' (5) Trishla Surana (Founder, Colour Me Mad): 'While women entrepreneurs form only 3% of the total universe of the entrepreneurs in India, it is welcoming that people are becoming more open to having women as bosses. Also, women today need to focus more on upgrading their skills, understanding interface of design and technology and get as much exposure as they can to achieve their dreams...' Read on...
How these 5 Women Entrepreneurs Are Making a Difference in Retail Industry?
Author: Tanya Krishna
Mohammad Anas Wahaj | 24 sep 2018
Mentors are an important component of learning-based relationships. Wikipedia quotes a definition of 'mentoring' from a research published in 2007 in SAGE Journals, 'Toward a Useful Theory of Mentoring: A Conceptual Analysis and Critique' (Authors: Barry Bozeman, Mary K. Feeney - University of Georgia, Athens, USA), 'Mentoring is a process for the informal transmission of knowledge, social capital, and the psychosocial support perceived by the recipient as relevant to work, career, or professional development; mentoring entails informal communication, usually face-to-face and during a sustained period of time, between a person who is perceived to have greater relevant knowledge, wisdom, or experience (the mentor) and a person who is perceived to have less (the protégé).' On prsa.org (PRSA - Public Relations Society of America) website, PR expert Prof. John Guiniven of Elon University in North Carolina, says, 'Mentoring is all about communication and relationships, so it's natural for public relations to be in the forefront.' Over the course of learning, people can go through many mentoring relationships, brief or long. But, there are few mentors and their inspiring advice that sticks in one's memory and they often share this with others. 10 members of Forbes Agency Council share the most important learning received from their mentors about PR and media strategy - (1) Consistency Is Essential - Darryl Mascarenhas, LivelyGroup (2) Don't Send Garbage To Media Contacts - Ajay Gupta, Stirista Digital (3) Collaborate With Stakeholders - Ana Miller, Asquared Communications Group (4) Nobody Can Tell Your Story Better Than You - Alexander Yastrebenetsky, InfoTrust LLC (5) Go Big, Go All In, Or Go Home - Dan Russell, Vivid Labs (6) The Order Of Operations Matters - Jared Mirsky, Wick & Mortar (7) Create A Connection - Drew Kraemer, Marketplace Strategy (8) Depict Core Beliefs And Values - Chris Gutierrez, TouchFuse (9) Develop Insights - Julia Gardner, MAAST DIGITAL (10) Be Authentic - Mark Stubblefield, Stubgroup Advertising. Read on...
Memorable Mentor Advice: 10 Thoughts On PR And Media Strategy
Mohammad Anas Wahaj | 28 aug 2018
Nonprofits have to take the cue from their for-profit counterparts for successful implementation of marketing and technology oriented strategy implementations. Content marketing is now a mature field both in B2B and B2C aspects of business. Best practices are available. Gloria Horsley, founder of Open to Hope Foundation, explains the value of effective content for nonprofit organizations to educate, inform and engage with donors, volunteers and those the nonprofits intend to support and help. She shares her mistakes in content marketing in nonprofit realm and the learning from these experiences - (1) Transferring Existing Print Content Online: Offline content is outward-facing and telling rather than sharing or interactive; Written for entire audience and not personalized for specific segments; Online content need to be written in a way to engage audience; Interactive for audience to share their opinions; Utilizes story telling and visual content. (2) Delivering Content That Lacks Educational Value: Merely information and facts are not always valuable content; Specific content that educate different audiences is more valuable; Produce content that answers specific questions; Educational content attracts more supporters, donors and volunteers. (3) Letting Volunteers Run With It: Giving too much control to volunteers for content development risks consistency and integrity; They may create content that is not fully compliant with regulations; Specific rules and guidelines for content must be laid out; Templates and formats must be shared with temporary workers and volunteers; Provide volunteers access to content management system where content is checked and approved before being published. (4) Failing To Focus On High-Quality Writing: Emotion-based writing may not always be the best quality writing; Long sentences, grammatical mistakes, passive voice use etc leads to content exhaustion where audience lose interest; Use online tools like WordPress and Grammarly for appropriate writing; Professional writing techniques need to be adopted. Read on...
Mohammad Anas Wahaj | 26 jul 2018
Implementing an effective content marketing strategy with original content that stands out from competitors is a challenging task. Online content needs to be continuously updated, should be valuable to the audience and fulfil the required marketing goals. For this hiring a professional writer, full-time or freelance, is a good option. Professional writers can ensure that the content is more engaging, informative, credible, and persuasive. Following are ways in which he/she can contribute to the content marketing strategy - (1) Improve Search Engine Rankings: Professional writers understand search engine optimization (SEO) and create keyword rich copy. They have knowledge of the latest SEO trends and ensure that content meets the standards of search engine robots. (2) Save Money: Outsourcing content can be more cost effective. Companies using inbound marketing generally experience a 61% lower cost per lead than those using traditional methods (HubSpot). The average cost of hiring an in-house writer is US$ 7221 per month (Society for Human Resource Management). (3) Save Time: Creating quality content is time consuming. Outsourcing content as per requirement assists to focus in other essential areas of business. Moreover, multiple expert writers can be hired at the same time. (4) Meet Deadlines: Professional writers can work as needed and maintain schedule. (5) Boost Your Social Media Presence: Continuous stream of content can make businesses focus on their social media strategy, share content timely and create brand awareness. (6) Increase Conversions: The average web user leaves a web page after less than 20 seconds (Nielson Norman Group). Skillful writers can write persuasively to hold audience on website and increase conversions. (7) Communicate More Effectively: Professional writers can write in conversational tone and keep audience engaged. They communicate effectively about products and services keeping in mind the audience's perspective. (8) Deliver a Wide Range of Content Types: Different experts can be hired for providing different type of content. Read on...
Business 2 Community:
How Hiring a Professional Writer Improves Your Content Marketing
Author: Chris Reid
Mohammad Anas Wahaj | 28 may 2018
Consistent communication through various channels both internally and externally is the key for successful public relations. Eileen Sheil, ED of Corporate Communications at Cleveland Clinic, shares her PR experience and suggests key elements that PR teams should be focused on. Regarding her PR strategy at Cleveland Clinic, she says, 'We are trying new communication approaches that better reach our target audiences through the media and to our key stakeholders. Sharing our stories internally and externally about patient care, innovative procedures, medical research, opinions on important healthcare issues, and breaking news will help people know more about the work we do to help patients locally, nationally, and around the globe.' Following is her advice for PR teams - (1) Be Strategic About PR: Know the organization and industry; Know the company's narrative and be consistent in your communication; Conduct reputation research and develop a PR strategy; Know your audience; Research and alter strateg as needed. (2) Go Digital: Traditional media is essential but amplify the communication through latest digital technologies. (3) Measure The Value Of PR: The Barcelona Principles (initially developed in 2010 and updated in 2015) are used to measure the real value of PR; Focus on qaulity of coverage to build better reputation; Learn to use metrics, data and analytics to drive strategy. (4) Be One Communications Team And Build One Strategy: Internal and external communications are merging; Be consistent to all shareholders. (5) Know This Is A Journey: Teams should continue to evolve, learn and make their work better together. Read on...
Mohammad Anas Wahaj | 23 apr 2018
Business-to-business world have a different set of rules and dynamics than business-to-consumer when it comes to branding and how interactions happen with prospects and customers. Ryan Gould, VP of Strategy & Marketing Services at Elevation Marketing, explains how B2B world is fragmented, challenges related to inconsistency in branding and what can be done to improve, enhance and control it. He explains, 'The role of the B2B buyer has evolved along with the rest of the world, and importantly, power has gradually shifted to the hands of millennials. Despite 73% of millennials making purchasing decisions, we are still seeing the world of B2B approach these individuals as if they are the same buyer from 5, 10 and even 20 years ago.' Millennials are the new B2B buyers and B2B marketing had to evolve accordingly. Emphasis on branding and brand building becomes critical. Marketing efforts should be aligned, whether it is social media, email marketing, sales collateral, video etc, and focus on addressing the need of potential buyers and differentiate effectively from competition. Sales-driven nature of B2B sector still holds supreme with marketing becoming secondary to it. But with new buyers sales pitch is not sufficient and they seek better connect with brands they deal with. B2B marketers have to understand this dynamic to build strong business relations. B2B marketers also face challenges related to their budget and lack resources to accomplish all their tasks and had to shuffle between various roles. This gives them insufficient time to focus on brand strategy and to build an overall brand value. Fragmented nature of B2B business adds to the chaos with various departments working in silos. Branding consistency in this environment becomes a challenge and customers get confusing inputs. The brand in this scenario lacks uniformity in content, design and messaging. According to HubSpot, only 50% of B2B marketers are treating visual content as a priority. Marketers have to work on this and fully utilize the power of digital and develop creative strategies to have a better connect with millennial decision-makers. B2B organizations must prioritize branding as their target consumer market is sensitive to it. One statistics suggests that 23% of average revenue increases are attributed to brand consistency. B2B marketers should play their role accordingly - understand target audience, recognize the importance of branding, realize where brand is falling short and develop better brand consistency by using latest tools and solutions to have a connect with customers and establish trust. Read on...
Why is inconsistent branding so prevalent in B2B organizations?
Author: Ryan Gould
Mohammad Anas Wahaj | 28 feb 2018
Measurement and analysis of marketing data is becoming critical for understanding the effectiveness of marketing initiatives. The insights help in focusing efforts and money in the right direction. Marketing analytics tools and technologies continue to advance. David Sanderson, CEO of Nugit, explains what will be driving marketing analytics in 2018 and how marketers can keep pace with them - (1) Marketing analysts will need to use many new data sources: Combining data from internal data repositories with other sources like Google Analytics, SEO platform, CRM, Email, Social Media, Chat applications etc will provide better insights that will help to drive consumer interest, optimize pricing, and deliver an improved customer experience. Now analysts must also identify where important data resides, determine what needs to be extracted and devise a strategy for using new data sources to drive business decisions. (2) Artificial Intelligence (AI) will be essential for analytics: Speed of incoming data in large volumes make it difficult for human data analysts to process it effectively. In such a scenario, machine learning and AI tools come to the rescue and help analysts find patterns in customer data, elicit recommendations for optimizing performance, and allow non-professionals to access complicated analytics using simple language. (3) Analysts will become storytellers: Usual data analyst skill like SQL, Excel, business analysis etc, crunching data and making reports will not suffice now. Analysts have to do more - Obtain data from non-traditional sources; Clean data with programming languages such as Python; 'Polish' the data using data visualization tools and create attractive charts and graphs; Transform data into easy-to-understand stories which help non-analysts understand emerging trends and opportunities. Read on...
The three trends driving marketing analytics in 2018
Author: Jeff Rajeck
Mohammad Anas Wahaj | 27 jan 2018
Confluence of sales and marketing is not often seamless. It brings challenges and creates conflicts. Business leaders keep them in silos to avoid friction. But if done effectively, collaboration between the two can bring more benefits and success, saving time and money, and yielding more leads and conversions. Following are ways in which this collaboration can be achieved - (1) Buyer Personas: Both sales and marketing have information about customer segments they serve, albeit from different sources. By sharing the two they can have much better understanding of customers. Together, they can create a precise description of the buyer personas. These descriptions generate personalized content and service delivery. (2) Timing: When the messaging and content is shared is the key to its effectiveness. Through collaboration, marketing can utilize the feedback that sales team receives from customers and time their campaigns, and plan for future strategy accordingly. On the other hand, sharing marketing strategy schedule with sales will help them know when to follow-up with prospects. (3) Content Developent: When sales team creates content it takes away their valuable time from their critical sales activities. By collaboratively developing content, sales and marketing can pool in their strengths and expertise, and focus on customers effectively. This will give sales the content they need and marketing a blueprint to create high value content that inturns generate more leads for sales. (4) Proposals and Agreements: There are software platforms that can help marketing and sales collaboratively create documents like proposals, agreements etc. According to James Kappen, CEO and Founder of Proposable, 'Marketing can go a long way to taking some of the tedious work off the shoulders of the sales team. This includes generating branded proposals with consistent formats and messaging based on the insights the sales team shares with them. That way, marketing can use its expertise in branding, corporate identity, and value-focused content to deliver a more compelling proposal to the sales team to use. The shared information and understanding of the potential buyer elevate the relevancy and engagement that the proposal can offer, enabling more conversions.' Similar tools like Eversign provide the collaborative platform marketing and sales need to work together effectively. The result is that documents can be created, revised, signed and shared between those within the company and the prospect. (5) Analysis: End of the sales cycle can also bring collaborative benefits. Working together of marketing and sales blurs the process of attracting and acquiring customers, thus making the analysis of the role each played in the process difficult. Hence, it becomes beneficial to analyze lead generation data together. This gives everyone opportunity to find out how they are contributing to the whole process and generate the necessary return. Read on...
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