The Value of Value Propositions

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Most companies are familiar with the standard Mission Statement: It’s a public document that outlines the company’s goals and priorities, and it serves as a uniform position statement to demonstrate the value of the organization and its offerings. Most companies make their mission statements easily available and use them for public relations purposes. Some post them on their websites and in office buildings, keeping those key goals and core competencies…

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Know Your Audience

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One of the biggest draws Facebook advertising holds for small business owners is the ability to target to an extremely narrow, customized demographic. Facebook and other highly adaptable pay-per-click/impression ad hosts are particularly attractive to brick-and-mortar businesses attempting to capture a local market share and increase foot traffic. Being able to direct ad impressions toward, for example, local women aged 24-36 who are married with children and have expressed an…

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The Value Cycle

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In recent months, Netflix has gone from an industry leader (arguably an industry creator) to a cautionary tale. A company often cited for its outstanding concept, delivery, service, reputation, and management, Netflix changed the way we consume video content. Its effects on the video rental industry have been massive and obvious. Brick and mortar-based Blockbuster LLC filed for bankruptcy in 2010 after record losses and was soon purchased by Dish…

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Redefining Media and Marketing

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Discussing advertising options has become increasingly complex in the last 10 years. Part of this is because consumers are no longer passive recipients of marketing images and words, but rather they are interactive participants who choose when and dictate how they wish to be informed. As a result, companies have begun to market differently, using an ever-growing number of outlets and avenues in addition to traditional media. Ultimately, this complicates…

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SPECIAL DELIVERY: Getting Email Delivered. Getting Email Read.

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The most important element in executing profitable email marketing campaigns is also the simplest: delivery. Just as there is little value in sending out direct-mail postcards if they end up going straight into a recycling bin, even the most well developed email marketing campaign is worthless if the messages aren’t delivered and read. Unfortunately, successful email delivery is becoming more complex and difficult nearly every day, which makes it less…

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Google+ is More of a Minus

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Facebook is to social media what Google is to web searching. Each entity represents what is arguably the most user-friendly, technically proficient, popular, successful brand in its field. Each creates industry trends and sets industry standards, and each has a massive portion of its market share. Recent changes, however, show that Facebook and Google seem to be blurring the lines between their distinct functions a bit. Facebook’s incredibly popular Facebook…

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Google is Not a Verb

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Truly successful companies are always copied and emulated by others attempting to carve out a bit of market share for themselves. As a result, the bigger companies do their best to hold onto the market, often through marketing and advertising efforts, much of which has to do with branding. Appropriate branding activities create an image in the public consciousness consistent with the message the parent company is trying to send. …

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Tiny Spaces, Big Impacts

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One of the first lessons of business is also one of the simplest: No matter what business you’re in, you’re always in sales. That is, to succeed in any field, we must sell people on ourselves by commoditizing our personal brands. We must market ourselves – our knowledge, skills, and expertise – as if we are selling the most sought-after, cutting-edge products and resources on the market. This used to…

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Marketing by the Numbers

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Marketing isn’t about taglines, logos, fancy design, or the 4 P’s. Well actually it is but I wanted to make a point. It is about much more than that. One piece of marketing that is very rarely discussed by college professors or in marketing books are the numbers. That’s right, the ugly numbers. Many new marketing grads enter the world of marketing thinking marketing only involves the subjects listed in…

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A Walk Through The (IT) Cloud

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The Cloud. It sounds a bit daunting to some, vague to others, and dangerous to many. Keeping proprietary data secure while providing employees with remote access to their data can seem like an impossible task, and one that’s not entirely worth the risk. What many companies don’t realize is that they’re already using the cloud, or at least their employees are. For example, we recently discussed the benefits of utilizing…

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