Artisan Blog: November 2008
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November 20, 2008 - 8:24pm
“Brand voice” is one of those phrases that we marketing and PR types like to toss around. And the truth is that many businesspeople who aren’t marketers look at me sideways when I bring it up. Unless they’re business leaders who have been doing some reading on branding.
"Sure, it sounds like it makes sense. But does our brand even have a voice?"
It does. And it’s up to you to craft it, monitor it and consistently write copy in a way that represents your organization’s work,...
November 17, 2008 - 5:06pm
Social media is arguably the hottest topic in marketing these days. Not everyone’s doing it, nor should they be. Yet there are a number of reasons why it’s important: User numbers are rising. It’s inexpensive compared with traditional marketing and PR tools. And it’s changing how we communicate whether we’re on board or not.
A 2007 study by Forrester Research showed just 12% of Americans were using social media applications such as YouTube, Flickr and Wikipedia. That was up 10% from 2006....
November 7, 2008 - 7:27pm
The marketing mix, often referred to as the 4 Ps, is almost as old as marketing itself. (Quick review: Product, Price, Place, Promotion.) It's the bare bones, and optimizing how these essential ingredients work together is what marketing is all about.
Well crafted copywriting relies on a targeted version of the 4 Ps, too. Lately, though, I've noticed several marketing pieces that completely miss the boat on one of these four critical ingredients. How to make sure it doesn't happen to you...
