What do HubSpot, Mailchimp, and Wistia have in common? They’re all B2B companies with high-traffic, lead-generating media engines that support their products. Wondering why so many companies are entering the editorial space? Industry experts cover that and more below. 1. The B2B marketing industry is shifting. Marketing SVP at HubSpot Kieran Flanagan says the B2B marketing industry has gone through four major phases in the last decade. What started as a focus on decision-makers has now evolved into a community-led approach that leverages media and publishing. [image of b2b marketing evolution] Many brands follow a product-led growth approach, in which […]

You win! It’s a short, simple phrase, but a powerful one — and it’s the basis for gamification in marketing. By incorporating game elements into marketing efforts such as brand awareness, reward programs, or new product promotions, businesses can turn basic campaigns into connective efforts that keep customers coming back for more. The challenge? While it’s easy to find anecdotal evidence of gamification making marketing efforts better, it’s more difficult to track down a gamification guide that helps marketers make this approach work for them. In this piece, we’ll walk you through gamification basics, common strategies, and real-life examples to […]

Within the past two years, emerging technologies like NFTs and the metaverse have gotten a lot of hype. But how exactly are brands leveraging it? We’ll cover that and more in this article. Plus, we’ll tackle where small businesses fit in this space and how they can leverage emerging tech. Virtual Experiences 1. Patrón Spirits In August 2022, Patrón held a virtual pop-up event in the Metaverse for a summer campaign. This limited-time event, held on two consecutive weekends, was hosted on Decentraland, a virtual browser-based platform. Participating users could visit three pop-up events dedicated to the brand’s three summer […]

Many major emerging technologies in artificial and virtual reality are becoming more accessible, but are they worth investing in?  In this post, I’ve gathered TK stats related to emerging technologies and the impacts and potential impacts they can have on marketing and marketers in the near future.  Augmented and Virtual Reality For years, researchers have said that virtual reality, which gives viewers an immersive and interactive 360-degree virtual experience, will hold the best opportunities for gaming, entertainment, and academic industries. Experts have also thought that augmented reality, a partially immersive but still interactive experience, will thrive in the world of […]

Right now, Gen Z is the main target audience for brands trying to stay relevant and attract new consumers. Gen Z’s love for platforms like TikTok and Twitch caused many companies to switch up their marketing tactics —turning to strategies like influencer and social media marketing. However, there’s a new generation that is expected to change the marketing landscape even more: Gen Alpha. This generation is the first to be born entirely in the 21st century — in a fully digital world. Alpha is also expected to be the largest generation in history with over 2 billion people by 2025. […]

Since the start of the pandemic, marketing strategies have relied heavily on online tactics —leveraging tools like social media, email, and digital ads. But what about marketing outside of the digital space, otherwise known as offline marketing? Is there still value in marketing via billboards, print ads, and broadcast commercials? In a post-pandemic world, whenever that may be, there’s a chance offline marketing could make a comeback. Here’s what marketers need to know about offline marketing and how it can be leveraged. What is offline marketing? 5 Offline Marketing Strategies You Should Use Business Cards Community Engagement Event Hosting Press […]

Inflation has been a big topic of conversation in recent months, with the cost of just about everything going up. From gas to groceries to household goods. As a result, many companies are notifying customers of price increases. If that sounds like your company, keep reading to learn how to address price changes and key things to avoid. How to Address Price Changes 1. Be truthful. A 2022 survey by Gartner revealed that nearly 40% of consumers want detailed and honest explanations for price hikes. Specifically, they want clarity – no jargon, blame, or redirection. In recent years, consumers have […]

According to a 2021 McKinsey report, 76% of consumers get frustrated when they can’t find a personalized experience with a brand. With personalization becoming more valuable to stand out from the competition, a look at some great examples can serve as inspiration for your own strategy. Discover brands that are killing it at personalization and get a peek into how impactful it can be. Why do we prefer personalized experiences? Twilio’s 2022 State of Personalization report found that 49% of consumers say they will likely become repeat buyers after a personalized shopping experience with a retail brand. Businesses also report […]

Most businesses want to grow and be successful, but what they often don’t realize is that success doesn’t happen overnight. It takes hard work, dedication, and a clear vision of what you want your business to become. One of the biggest dangers that can prevent a business from achieving its goals is marketing myopia. In this article, we will discuss what marketing myopia is, what causes it, how to avoid it, and some examples of businesses that have suffered from it. It often leads to businesses making decisions that are not in the best interests of their customers or that […]

In 2020, IBM ran a study on consumer behavior and found that most consumers are willing to change their shopping habits to be more environmentally conscious. This is likely why consumers have noticed a big push for sustainable marketing from brands. Fast forward to 2022 and not much has changed. So, how does a brand leverage sustainable marketing to appeal to a growing, socially conscious audience? We’ll cover that and more below. Green Marketing vs. Sustainable Marketing While both terms are often used interchangeably, there is a difference between green marketing and sustainability marketing. Green marketing focuses on strategies that […]