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Think branding is more important for consumer marketing than for B2B? Think again. Brands are highly valuable assets for B2B companies, and the facts exist to prove it. According to Interbrand and Business Week’s 2011 ranking of the top 100 global brands by value, Intel, GE and IBM, three largely B2B-focused brands targeting sophisticated, […]
Whether you’re a fan of Valentine’s Day or are just happy it’s over, one thing is certain: Valentine’s Day is a marketing-driven holiday. This year, as always, marketers capitalized on our needs to shower our loved ones with flowers, candy and cards on February 14th. While Valentine’s Day is typically thought of as an occasion […]
Welcome to our brand new Movéo blog, Get There! We’re excited to take fresh approach to sharing content with the new blog, and are committed to bringing you our thoughts and opinions on the hottest topics in B2B marketing. Here’s what you can expect: each week, we’ll add our voice to the discussion on B2B […]
Today many hospital marketing heads have been forced by CEOs to cut marketing and communications budgets. Many are now focused on immediate, quarterly based, measurable direct and e-marketing tactics. Few may be considering market research, as patient and community studies do not actively generate revenue. But a simple, powerful research metric has emerged that shows a strong linkage between survey results and the bottom line — hospital profitability, customer loyalty and brand value.
image credit: And so it goes in Shreveport Proximity and word-of-mouth have always been influential (if not the most influential) factors in choosing a hospital or doctor. I recall hearing my mom mention that she often used doctors that her sisters had visited. She also took my siblings and I to the same doctors that […]
Integrated branding requires delivering a consistent message across all marketing channels. An incomplete local listing (think Google Maps, Yelp, Yahoo Local, Yellow Pages, etc.) not only decreases your visibility in search results, but it sends a less than satisfactory message to users about your brand. And sometimes the listings are inaccurate. I can speak from […]
Internet access provides consumers with endless amounts of information at their fingertips. To put this in perspective, let’s compare our process of collecting information today to that of 15 years ago. Imagine a grade school student in mid-90’s. If this person needed information they would probably start out by asking their parents or another family […]
1. Tweet. Find people who are interested in your topic by searching conversations on search.twitter.com. Reach out by following them and sending them a personalized message. You’ll be surprised by how many follow back or find you by searching through conversations. Once you’ve built a following. Share your important announcements and hopefully some of your […]
If you’re running a geo-specific AdWords campaign you may have wondered why you sometimes receive, and thus pay, for clicks outside of the area you are targeting. For example, you may be running a campaign for a local business in downtown Chicago. And to make sure that your ads only reach local searchers, you’ve indicated […]
Many brand-building efforts begin with development of the strategy and then proceed directly to an external launch. The most important step is ignored — communicating the essence and relevance of the brand among all internal stakeholders — making it the fabric of the organization. The most successful organizations understand that if employees are aligned with […]
