The down economy pushes B-to-B marketers to embrace digital tactics: b-to-b marketers tinker with online channels, watch social media emerge and fret over fitting it all into a marketing mix dominated by conventional approaches. As the current recession continues through 2009, a company’s marketing mix must produce sales-ready results using less expensive channels.

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Take a look at who your customers really are Most multichannel marketers think of customers in straight-forward terms: females, 45 to 60 years old, $75,000-plus household incomes, for example. These broad-sweeping demographic descriptors have a place in customer definitions but aren’t the end-all, be-all in defining who does business with you.

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How to combat “too-good-to-be-true” objections

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Marketing 4 Digital (M4D)

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When sending a book for review, it’s essential to include the following: (1) a copy of the book; (2) a personal cover letter to the reviewer that sells the book and tells why it is important to the readers of the review; (3) a press release that enthusiastically describes the book and its benefits…

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GOOGLE INC. has been racing to extend its reach on the Internet and in traditional media. Now it needs advertisers to follow. Among those it is wooing is Alan Cohen, chief marketing officer of Gemstar-TV Guide International Inc.

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Creative people want to express that creativity. Meanwhile, they need to make a living – possibly by finding an audience for some buyable form of that creativity. This is an old predicament, but the Internet enables new experiments in resolving it – like the Swap Meat, a project of a Web site called Coudal.com.

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A mention in a news article or television broadcast can have a big payoff for a little-known business. But small companies often struggle to get such media coverage.

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Successful marketing in today’s ever-changing business world is a difficult challenge for any company. Like other industries, the graphics world is constantly faced with changing markets, new customers, tough competitors, emerging technologies, and evolving products. So how do you market your company in the midst of so much change?

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Recent advancements in analytical and modeling capabilities are making customer data more valuable to the marketing department than ever before. As a tool to understand customer value and behavior today and in the future, analytics help companies exceed their target revenues through strategic customer acquisition, retention and growth efforts. But how does a company manage its analytics effort?

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