As the Super Bowl approaches, the single most important game in the National Football League and one of the most iconic sporting events in the world, we can see just how alike sports and marketing really are. How are these teams preparing for the biggest game of the year? They are using their data to develop a winning strategy that gives them their competitive edge. They are watching film and seeing which plays will be successful against their opponents. Content marketing, surprisingly to some, should be treated in the same fashion.
It seems with each passing year that the rate of change in business is accelerating. This is especially true when it comes to marketing products and services. In this rapidly evolving world, it can be difficult to make predictions, but here are five marketing trends to keep an eye on in 2019.
Branding is more than just a logo in 2019. It's the way that customers recognize and experience your business. With social media being the easiest and most cost effective way to reach any audience, branding your business on those platforms is crucial. What's the best example to turn to for successful, engaging branding? Celebrity twitter might have the answer.
MarketScale just completed one of its most exciting assignments of all time, filming in Dubai, UAE, in February at the Gulfood show. The memorable event, which took place from February 17th through the 21st at the Dubai World Trade Center, is an annual celebration of the global food and beverage community—a chance for innovators and industry thought leaders to gather and connect.
The Internet of Things is starting to play an important role in hospital lighting and control systems. LED technology is expected to leverage the Internet of Things (IoT) for smart building solutions. As a result, hospitals are changing from legacy systems to LED systems that offer varying levels of automation. LED light sources are able to fine-tune both the light levels and types of lighting needed in health care facilities.
History of Video in the Industry: In 1981, MTV launched the prophetic one hit wonder, “Video Killed the Radio Star”. Remembered by its catchy tune but personified by the sentiment that traditional media was dead. The lyrics, “Rewritten by machine on new technology” seems timeless as marketer’s struggle to adapt to new technologies in the B2B domain in 2017. With an ever-cluttered advertising space, how do companies differentiate themselves in content marketing. The answer is video. From a study done by Animoto, 4 times as many customers would rather watch a video about a product than read about it. The concept of video marketing originated on the television screen in the 1940’s. However, the 21st century has been defined by a different black mirror: the cell phone. The dot com boom brought about the great social media companies that occupy our every waking moment. YouTube, Facebook, and Instagram make up the conglomerate that governs both social and video marketing today.
Yesterday, at its Steve Jobs Theater in their new headquarters, Apple CEO Tim Cook announced what he referred to as “the biggest leap forward since the original iPhone”, the iPhone X.
"Ten years later, it is only fitting that we are here in this place, on this day to reveal a product that will set the path for technology for the next decade," Cook said, calling the iPhone X "the biggest leap forward since the original iPhone."
The amazing device has a “super retina” display with unprecedented resolution, it unlocks with facial recognition, it’s faster, it charges wirelessly, it’s configured for augmented reality, and yes it makes phone calls. And it also starts at $999.
Apple has been testing the top of the market for a long time. From its original workstation computers in the 1980’s to the luxury versions of the Apple Watch, the company clearly seeks to intersect its status as an ultra-premium brand with demand for exclusive technology and brand affinity. After all, brands like Louis Vuitton get $2500 for a handbag based on their brand and one could argue Apple’s brand is more popular—why not try for the same thing?
The humble For Sale sign is such a fixture in residential neighborhoods that you barely notice it. It’s the only thing in real estate that seems to never evolve, as the changes in real estate have mostly been digital. Often consumers find interesting properties online before seeking a realtor, which creates a more informed marketplace. And with so many photos and 360 tours available at their fingertips, consumers can see attributes of a home they like or dislike before visiting a property.
But despite a ton of property-specific content, sellers often struggle to differentiate or command a premium, beyond the externalities within their specific sub-market. Neighborhood comps and price-per-square foot largely dictate what a house will sell for. Location, location, location wins almost every time.
Because its pricing is efficiently driven by the market, it could be argued that real estate is largely a commodity. But any good marketer knows that the goal is to escape commoditization through differentiation—and find buyers who appreciate your product’s premium differentiators.
B2B marketers are leveraging new mediums to demonstrate their technology, premium differentiators, and profitably grow within key markets. We work in a digital world with every brand's constant stream of content competes across platforms ranging from social media, to blogs and industry events. No matter what industry you are in you want your brand to have a regular schedule of video postings, social media, and anything possible to engage with your customers and prospects. But the reality is that some products require marketers to go to greater lengths to explain. Some products jump off the page and demand an awesome video while others may require more technical content demonstrating specifications, features and engineering detail. What is the solution for these more challenge marketing opportunities?