Feb 20

Why Great Innovation Needs Great Marketing

Jan Stromme/Getty Images

Innovation is a top priority for almost every organization. But to achieve success through innovation, companies must put as much energy and investment into marketing new offerings as they do in generating them.

The role of marketing in some companies seems to have diminished in recent years, with the growth of artificial intelligence-driven algorithms and predictive analytics that offer up information, goods, and services to customers. The popularity of private label goods and products from companies like Brandless and others that seem to eschew marketing also seems to make the argument for less marketing, rather than more.

But marketing is and should not be executed merely through tactical functions of acquiring and retaining customers, as many companies practice it today. The search, content, and loyalty campaigns that most managers call marketing these days are common downstream tactics for generating or maintaining awareness or repeat purchase; the full, business-growing power of the marketing function comes way upstream — from creating markets. Understanding people’s fundamental needs and drivers, identifying customers, and developing the entire go-to-market and usage ecosystem are the essential aspects of marketing — and the ones that the success of innovations, especially breakthrough ones, hinge upon. Marketers need to be included in development discussions earlier in the innovation process.

Consider what has happened when a revolutionary product or service has been launched without the full power of marketing: Google Glass. These smart glasses were a stunning technological advancement — which ultimately failed. Among its missteps, Google didn’t identify the burning consumer needs that would drive Glass adoption. It needed to know the “can’t-live-without-it” use cases that would motivate people to overlook or work around the product’s early shortcomings. Plus, the product was initially sold only to “Glass Explorers,” a group comprised mainly of tech geeks and journalists who were important in the industry, but not the kinds of aspirational role models that mainstream consumers wanted to mimic. The company failed to create a robust and durable market for the product, it had to discontinue it less than two years after its launch.

Strategic, upstream marketing that is incorporated into the innovation development process can clearly define who to sell the new offering to and how to sell it in ways like this:

Identify unmet and even unknown customer needs. Oftentimes, people don’t know they need a new-to-the-world innovation — and sometimes they have been settling for a workaround or poor substitute for so long that they don’t realize an alternative is possible. Before the smartphone, for example, people thought nothing of having to wait to use their computer to access the internet and use email. The marketing disciplines of anthropologically-based research and needs-based segmentation uncover the most significant holes in people’s lives that new products can fill. So instead of making assumptions about potential customers and their needs, marketing might help identify entirely new or different customers for innovation teams to consider.

Understand the deep-seated drivers of perceptions and behavior that are relevant to a product’s appeal. A robust marketing trend analysis reveals the cultural, social, and psychological dynamics that should be addressed in the development of and communication about an innovative product. For example, the adoption of virtual reality has been much slower than technologists expected it to be for many reasons, not the least of which is the design of existing headsets. They’re big and clunky — not something mainstream users want to wear much. A greater emphasis on the marketability of VR products, instead of their capabilities and content, could focus VR innovators on improvements that would make their products more appealing.

Engage with customers through use cases and benefits instead of functionalities and features. If an innovation is truly breakthrough, people need to be educated on how to use it and why — particularly mainstream customers who are compelled less by what a product does and more by what the product helps them do. Marketing helps companies address this through 1) customer research, which tests the appeal of various use cases and often uncovers new ones; 2) insight development, which explores beyond the functional benefits of use to identify the higher-order, more valuable ones; and 3) positioning work and communications framing, which determines how best to convey those uses and benefits to customers compellingly.

Develop the entire customer experience ecosystem. Innovators usually become so wrapped up in what they’re developing that they overlook all the other elements necessary to make delivery and experience of the offering successful. Take the first e-reader to be developed, the Sony Reader. The product was a technologically-advanced product, but it failed because Sony didn’t enlist the book publishing industry as a partner to provide the content the hardware required. Sony hadn’t tapped the customer and customer experience orientation inherent in marketing to ensure the ecosystem around its product would be as well-developed and well-designed as the product itself. When Amazon later launched its Kindle device, it offered an integrated experience of hardware, software, service, and content that made it seamless for the customer to buy and use it — thus producing a successful launch.

Use a go-to-market strategy appropriate for the innovation and its customer. The lackluster performance of the Sony Reader also resulted from the company’s misguided channel strategy. Sony tried to sell the device through traditional consumer electronics stores such as big box technology retailers instead of channels that book readers naturally use. Marketers know the importance of attending to all “4 Ps”: price, place, and promotion, in addition to product.

Another example of integrated marketing and innovation is the story of the K-Cup coffee pod from Keurig. One of the K-Cup inventors, John Sylvan, was motivated to solve a common problem: the stale, bitter sludge that coffee becomes after sitting in a pot in the office breakroom all day. People had been tolerating the problem for years. But Sylvan understood that there must be a solution and, after he and Keurig co-founder Peter Dragone developed one, they convinced office managers, their wisely-chosen target market, of the possibility too.

Sylvan and Dragone also were keyed into people’s emotional connections to coffee enough to recognize that coffee preferences varied significantly by region and that local roasters had locked in loyal customers. So they enrolled regionally-known coffee roasters such as Green Mountain Coffee Roasters, Diedrich Coffee, and Tully’s to provide the coffee for the K-Cups. By appealing to different customers’ flavor preferences, they not only tapped into the broader context of coffee culture, but also increased the perceived value of coffee made a single cup at a time.

They pitched their machines to corporate accounts on the benefit of saving costs (money on the coffee itself as well as the loss of productivity of employees leaving the office to get a fresh cup from the local coffee store). Keurig developed partnerships with other players in the K-Cup product world, enrolling existing local distributors to install machines and subsequently entering into distribution deals for its K-Cups with coffee retailers Dunkin’ Donuts and Starbucks. It is also developing more eco-friendly products. These are the kinds of strategies that help get innovative products in front of the right customers at the right time.

Today’s advanced innovations such as 3D printing, bitcoin, and virtual reality have gotten some traction, but they and other revolutionary products and platforms like them need the right marketing expertise to generate the depth and breadth of market engagement they seek. Innovation alone may be enough to initiate the adoption life cycle, but marketing remains the bridge necessary to cross the chasm between early adopters to the wider group of people who will form a viable, valuable customer base.

The bigger the innovation, the bigger the risk of failure. Because marketing can reduce those risks, it matters as much as innovation — perhaps even more.

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/why-great-innovation-needs-great-marketing/

Feb 19

Virginia SEO Agency Launches Tree Service Contractor Digital Marketing Services

Culpeper, Virginia based digital marketing agency Big Bamboo Marketing updated its digital marketing solutions to provide media relations and reputation marketing for tree service contractors looking to build their online presence and attract more clients to grow their business

CULPEPER, US / ACCESSWIRE / February 19, 2019 / Big Bamboo Marketing, a digital marketing and Virginia SEO agency based in Culpeper, announced the launch of an updated range of media and marketing solutions for tree service contractors in Virginia and nationwide, who are interested in improving their online visibility and generating more traffic for their businesses. The company partners with mainstream media agencies and works exclusively with professional SEO experts to provide long-term sustainable ranking growth and significant improvements in terms of ROI.

More information can be found at https://bigbamboomarketing.com/tree-service-seo.

Companies in all industries, from startups to multinational corporations, have recognized the importance of digital marketing services as more and more consumers are using the internet to find information on businesses, services and products.

Although companies have begun investing significant resources in connecting with the ever-expanding online audiences, the standard approach used by many SEO agencies is not always efficient for them. By focusing solely on aggressive keyword optimization rather than content quality, these SEO agencies can actually generate negative results for businesses. Thus, it is crucial for local businesses to work with an agency that can offer reliable content marketing and optimization.

By leveraging its extensive network of media connections, Big Bamboo Marketing helps contractors feature their services on mainstream media websites, thus improving their online reputation and increasing their marketing success.

After carefully analyzing where each individual business is and where the client wants to take it, Big Bamboo Marketing offers the options best suited to achieve unique business goals. When working with Big Bamboo Marketing, the experts will create a highly customized and targeted program and deliver it in a way that enhances their clients’ brand, while also producing concrete results.

Big Bamboo Marketing can provide a new SEO-oriented media relations service to help local tree service contractors gain important benefits in multiple areas of their digital performance. The agency’s media services contribute to sustainable ranking growth, guaranteeing long-term Google ranking improvement.

The recent announcement is part of the company’s commitment to helping local businesses become more visible and generate targeted leads. Big Bamboo Marketing constantly leverages its resources and technology to produce the best results for their clients.

A spokesperson for the company said: “To provide local businesses with personalized marketing consultation services to improve company reputation, increase exposure online, and generate more leads and sales. Every client receives one-on-one personal attention from Bradley, and a customized marketing plan developed for your specific marketing goals.”

Interested parties can find more by visiting the Big Bamboo Marketing Google Maps page or by calling +1-540-216-0670.

Contact Info:

Name: Bradley Benner

Email: Send Email

Organization: Big Bamboo Marketing

Address: 14457 Kimber Ln, Culpeper, VA 22701, United States

Phone: +1-540-216-0670

Website: https://bigbamboomarketing.com

SOURCE: Big Bamboo Marketing

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/virginia-seo-agency-launches-tree-service-contractor-digital-marketing-services/

Feb 18

Automotive Internet of Things Market Competitive Landscape and Industry Expansion Strategies By 2026

Download And Get Sample PDF File Of Automotive Internet of Things Industry: https://www.coherentmarketinsights.com/insight/request-sample/1186

Automotive Internet of Things Market Dynamics :

Important Features That Are Under Offer Key Highlights Of The Report:

3) What all regional segmentation covered? Can the specific country of interest be added?
Currently, the research report gives special attention and focus on the following regions:
North America (U.S., Canada, Mexico), Europe (Germany, U.K., France, Italy, Russia, Spain etc), South America (Brazil, Argentina etc) Middle East Africa (Saudi Arabia, South Africa etc)
** One country of specific interest can be included at no added cost. For inclusion of more regional segment quote may vary.

The Scope of Automotive Internet of Things Market Report:

North America: United States, Canada, and Mexico.
South Central America: Argentina, Chile, and Brazil.
Middle East Africa: Saudi Arabia, UAE, Turkey, Egypt, and South Africa.
Europe: UK, France, Italy, Germany, Spain, and Russia.
Asia-Pacific: India, China, Japan, South Korea, Indonesia, Singapore, and Australia.

Browse more detail information about Automotive Internet of Things Market Report at: https://www.coherentmarketinsights.com/market-insight/automotive-internet-of-things-market-1186

Competitive Analysis By World’s Top Key Players:

Major Table Of Contents:

– Introduction
– Executive Summary
– Market Analysis
– Automotive Internet of Things Market Analysis By Geography
– Competitive Landscape Of The Automotive Internet of Things Companies
– Company Profiles Of The Automotive Internet of Things Industry (Company Overview, Financial, Major Products Recent Development)

Highlights of Automotive Internet of Things Market Report:

– Production Supply chain trends analysis latest technological advancements.
– Company profiles with their strategies, financials, and recent developments.
– Competitive landscaping mapping the key trends.
– Market Trends (Drivers, Constraints, Opportunities, Threats, Challenges, Investment Opportunities, and recommendations).
– Market forecasts for 8 years of all the mentioned segments, sub-segments, and the regional Markets.
– Strategic recommendations for new companies.
– Industry share analysis of the top Market players.
– Global Automotive Internet of Things Market share sales assessments on the basis of regional and country level segments.

Why This Report is Useful? It helps:

In this study, the years considered to estimate the market size of 2018-2026 Automotive Internet of Things Market are as follows:
History Year: 2015-2017
Base Year: 2017
Estimated Year: 2018
Forecast Year 2018 to 2026

About Coherent Market Insights:

Adam Nurse

Adam Nurse was born and raised in Buffalo. He has written for the Huffington Post, MSNBC and Passport Magazine. In regards to academics, Adam earned his BBA from St. John’s University. Adam covers entertainment and culture stories here at Oak Tribune.

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/automotive-internet-of-things-market-competitive-landscape-and-industry-expansion-strategies-by-2026/

Feb 17

Southwest Airlines Just ‘Threatened to Fire Some of Its Employees.’ The Reason Why Is Troubling

As part of that declaration, a company memo obtained by the Chicago Business Journal says Southwest insists all mechanics who have been scheduled to work have to turn up or, if they don’t provide a doctor’s certification, be in danger of dismissal.

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/southwest-airlines-just-threatened-to-fire-some-of-its-employees-the-reason-why-is-troubling/

Feb 16

Influencer Marketing Has Become a Massive Waste

Influencers have become all the rage in marketing. However, if you’re interested in effective marketing, you still should wonder yourself why. Often influencer campaigns fall flat. Many of them rent their audiences, as branded content strategist Lena Katz showed when she turned an uncooked potato into a figure with a following in two weeks. Payless Shoes actually was clever and trolled a whole bunch of fashion influencers. Shortly before announcing that it was going out of business. Well, at least it was a last hurrah.

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/influencer-marketing-has-become-a-massive-waste/

Feb 15

Simple Digital Marketing Strategies to Boost Sales

Image credit: one photo / Shutterstock

Implementing some simple, basic digital marketing strategies will ensure that more people are reached and more sales are made.

As most of us know, digital marketing involves marketing products or services on the internet. If you’re new to the world of digital marketing, an expert consultant or agency can give you the exact steps that can be taken for a product or services to best reach potential consumers. However, if you’re on a budget, there are some simple and cost-effective digital marketing techniques you can implement yourself.

Here are five basic digital marketing strategies that any business can start using, even if they’re not experts.

Editor’s note: Need help with online marketing for your business? Fill out the below questionnaire to have our vendor partners contact you with free information.

Use social media

Many businesses regularly use LinkedIn, Pinterest, Snapchat, Facebook, Twitter, Instagram and more in order to grow their following organically and reach potential clients. It is important to share content that is relevant to the business at hand and to keep it regular and unique.

Publish website content with smart keywords

Creating regular content on a website is a really simple way to reach people. A website is more likely to show up on a Google search when it is relevant and up to date. This can be done by writing weekly blog posts, by creating new products and by updating images. A website can often be the most important thing when it comes to a business’s exposure, so it is important to put a lot of time and effort to making it visually pleasing, mobile responsive and to include a lot of relevant, free content.

When creating content for your website, it is important to include relevant keywords. When deciding on what keywords to use, it is important to imagine what a potential client might be searching. They may type “health and wellness” into a Google search bar, meaning that a health website would want to include those keywords in their weekly blog posts. However, don’t include your chosen keywords too much; otherwise, Google will register this as spam. Including a keyword three to five times is the perfect amount to get noticed by Google. 

Send out a newsletter

It is another method that can be implemented by beginners is sending out a regular newsletter. This newsletter can include general updates on the business, weekly blog posts or special deals and discounts that a company has to offer. Testimonials can be included as well as social media links and pictures. Sending out a newsletter is the perfect way to pop into someone’s inbox and gently ask them to become a client or for a sale. Regularity is key, as it elicits trust in the readers and lets people know that the business can be counted on.

Give out freebies

The perfect way to draw people to a website is by creating freebies. Many companies provide free e-books, webinars, email courses, infographics and much more in exchange for signing up to their newsletter. Others offer discounts upon signing up or access to a members only area. The possibilities are endless, and it is all about imaging what kind of thing would draw sometime to a website and keep them coming back for me.

Seek out the help of influencers

Influencers are people who have a highly engaged and loyal niche following on social media. These people can be contacted to work with to promote a brand, and a business will often feature them on their website or social media page in return. Again, it is important to seek out influencers who are relevant to your brand and who have an organic following of people that could become potential clients.

When it comes to marketing, time, effort and money can be saved by seeking out professional help. But some simple digital marketing can be done on your own. Implementing the basic strategies discussed in this article will ensure that more people are reached and more sales are made.

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/simple-digital-marketing-strategies-to-boost-sales/

Feb 14

Why Digital Marketing is a Necessary Channel for Business Growth

The new age for digital marketing

A few years ago, people embraced traditional methods to advertise their businesses. These included TV channels and print media. Most of the people who could afford these services were the rich and owners of prominent brands. The main reason was that these media used to (and still do) charge too much for the advertisements to happen. However, with digital marketing, all kinds of businesses have found a platform to succeed in their business.

Previously, many people used digital marketing to parade their goods and services for a willing buyer to come across them. With time, people have realized that all you require is strategies to reach to as much audience as possible. If you are looking for the best place to grow your business and survive in the place, try digital marketing.

Reasons why marketers should consider digital marketing

  1. It costs less

Small businesses have less capital to spend on advertisements. This is because most of their resources are used to satisfy other needs such as buying other necessities. The best way to access your customers is finding ways to get to them through advertisements. If you save more in this, you can use the money to invest in other essential matters such as optimization of your websites to ensure that you get better rankings from SEO.

  1. Targets more audience
Digital marketing for business

Before engaging in any form of advertisements, people always think about who they want to target. An example of a company which pays an ad on a magazine focuses on people who purchase magazines, the professionals. As a marketer, always remember that you have the power to get to a particular group only that you need to find the strategies to do it.

  1. Increases engagement in mobile phones

In the digital world, more people own mobile phones more than desktops. Once you optimize your business to become mobile friendly, you have a chance to engage your audience at a more personalized level.  With the number of people owning phones, 90% of them spend the best of their times on different applications. Once they get something they like, they will always engage them to learn more about it.

  1. Helps one to earn people’s trust

The advantage of using social media is creating a relationship with your customers to the point of trusting your company. Once you deliver services or products, never shy away from requesting customers to write reviews about the services you provided. In the end, consumers will always consider first-hand evidence from people who have experienced your business. Reviews help one to learn some setbacks about their business from reviews. This helps one to improve their products or customer care services.

  1. Builds a brand
Digital Marketing tools

In business, most people preach water only to take wine. This is the same case with what they put in their content to give poor products or services. Nevertheless, if you deliver exactly what you promised, people tend to brand your business as a genuine one thus helps you grow by bringing in more people. In the end, you will have acquired a name for yourself.

  1. Generates better revenues

If you apply the right strategies to convert your audience to leads, you will always be assured of profits. Digital marketing helps one to get to as many people as possible thus expanding their marketing fields. After some time, the business generates revenues for you and your company as well.

  1. Digital marketing connects you to where people spend their money and time
Digital Marketing Strategies

Most of the consumers today use the internet on daily basis. A significant number of them prefer shopping online rather than visiting physical shops as it saves them time. Due to their busy schedules, they make orders on the most trusted shops. Once you realize that people spend a good time on media, you should spend every minute of your time trying to connect with them. Make posts to ensure that your relevant content will always appear on their pages every time they log in to their accounts.

Constant interaction with posts arouses some interests, and there is still a possibility of popping in to check once they make up their minds on purchasing certain products related to your field.


The main reason why digital businesses grow is that people have already identified the perfect place to sell their products and services. All you need is a smartphone and a constant source of the internet to sell your products. SEO ranking is quite important as it leads to more traffic.

For more information about how you can grow your business with SEO, visit https://serpbook.com/blog/seo-rank-tracking/

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/why-digital-marketing-is-a-necessary-channel-for-business-growth/

Feb 13

Relationship Marketing: Making It Personal


One of my youngest employees recently asked me, “How has marketing changed since you graduated from college in 1988?” My initial reaction was to talk about internet marketing, Google and social media, but then it hit me that the most important achievement of these platforms is the development of a more personal relationship with my consumer. Over the last 30 years, I have seen the consumer transform from a segment of the population to an actual individual.

In the old Mad Men days, marketers only had hammers and would develop broad messages that we pushed out to all consumers using mass vehicles like print, radio and TV. Today, we are like surgeons using scalpels as we carefully craft custom messages for individual consumers based on their hyperlocal needs and wants. By using technology, we can send custom ads to consumers based on what they clicked, liked and shared. We have a high degree of certainty that they will favorably respond to our messages.

As a marketer, it is my job to use technology to build a closer relationship with my current and target customers while not becoming too intrusive in my communications. We all have likely experienced searching for something on Google, and then two minutes later, seeing targeted ads for that same product on social media. Or worse yet, we are followed for days by that Google-searched product with digital ads, email messages and sponsored social media posts. All this can cross the line from helpful to “creepy.”

Below are five ways to build a relationship between your brand and your consumer without being overly intrusive. For every new idea or technology, ask yourself, “Does this provide for a better relationship with the consumer, or does it deliver?”

1. More Convenience

Are you helping your consumer save time by providing faster navigation for purchases?

Some examples of how companies are making purchases more convenient include Amazon’s one-click ordering, Walmart’s curbside pickup or Domino’s voice ordering through its mobile app.

A good idea that provides convenience, ultimately saving the consumer time, can help the brand differentiate itself from the competition.

2. Less Anxiety

Are you helping your consumer reduce the stress and anxiety of the purchase process and, in turn, boost their confidence in their purchase?

A couple of examples of how companies are creating stress-free purchasing include the L’Oreal Makeup Genius app that superimposes cosmetics on the user’s face for an online no-mess trial and 3D virtual reality headsets offered by Lowe’s that allow prospective buyers to see the results of home improvement projects before knocking down walls.

Determine how you can provide a tool or benefit to take away your consumers’ stress and reduce the risk of making a purchasing mistake.

3. More Knowledge

Are you providing thought leadership by educating consumers about your product and services, allowing them to explore more options without confusion?

One example of delivering on thought leadership is McCormick Company, which has an extensive library of recipes online. Users can create profiles for saved recipes and receive recommendations for new recipes. The company goes a step further and integrates with grocery store websites, so the customer can easily buy all the ingredients (or download the shopping list).

In my opinion, McCormick has provided true recipe thought leadership and found a way to improve convenience without invasion. Identify what types of knowledge about your products or services would benefit your consumers, and then develop creative and meaningful ways to provide them.

4. More Perception

Are you guiding consumers to make the right decisions during the ordering process, especially when there are numerous options?

One example of how companies are doing this is Vitamix, which provides a list of possible food options that a consumer may be interested in preparing in their future blender and then recommends the perfect blender based on the answers given.

Today, using the customer’s input to build confidence and provide a personalized product option has the potential to give a brand a great advantage over competitors.

5. More Incentives

Finally, are you rewarding or incentivizing consumers so they feel that they have special offers or reasons to buy based on their unique interests?

A couple of examples include DSW’s rewards program, which includes incentives like birthday gifts and early access promotions. And in The North Face’s VIPeak Rewards program, consumers redeem rewards for participating in special activities in addition to making purchases. These are curated experiences that are authentic to the brand and help build a strong consumer-to-brand connection.

Consider what values are meaningful to your consumers and create an authentic incentive or reward program that bridges your brand’s interests with theirs in order to give consumers more reason to remain your customers.

If a new idea or technology does not deliver on at least one of these five points, you should think seriously about why you are investing in that program.

The five benefits listed above existed long before the internet, but with the rise of digital technology, each idea can be efficiently taken to new levels of personalization. I can now use technology to personally touch consumers, and make them feel special and believe that my company truly understands their needs and wants. Consumers want to feel special and unique, and personalization will help to build stronger, more meaningful relationships.

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/relationship-marketing-making-it-personal/

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