The Art of Branding Yourself

Posted by Breanna Perkins on April 11

Marketing has become both an art and a science. With changing algorithms, an increased number of tools, and more data and analytics than can be digested by even an entire marketing team - it can be hard to keep up. Pair that with the variety of content types and mediums, and marketing has transformed into a carefully analyzed art form. 

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Topics: Thought Leadership, Content Creation, Marketing, Digital Marketing, Personal Branding, Here's What I Know

Five Marketing Trends to Watch in 2019

Posted by Kevin McInerny on January 28

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.

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Topics: Thought Leadership, B2B Industry News, Marketing, Digital Marketing, Marketing and Sales, Content Marketing Statistics, B2B Content Strategy, Marketing Across Verticals, Video Marketing

University of South Florida Marketing Professor Mark Bender, Ph.D. Discusses Digital Marketing for Digital Platforms & Beyond

Posted by Daniel Litwin on December 18

 

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Topics: B2B Marketing, B2B Digital Marketing, Digital Marketing

Mercer University Assistant Sports Marketing Professor Lane Wakefield, Ph.D. Explains the Five Goals of Social Media Marketing

Posted by Daniel Litwin on December 12

 

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Topics: Social Media Marketing, B2B Digital Marketing, B2B Social Media Marketing, Digital Marketing, Continuing Education

University of San Francisco Professor Ryan Langan, Ph.D. Discusses the Ways the Medium Impacts the Message

Posted by Daniel Litwin on December 7
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Topics: B2B Marketing, Digital Marketing, Continuing Education

Old Dominion University Professor Yuping Liu-Thompkins, PH.D. Says Stricter Loyalty Programs Means More Loyal Customers

Posted by Daniel Litwin on November 27
 
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Topics: B2B Market, Digital Marketing, Analytics, Continuing Education

University of Central Florida Professor Axel Stock, Ph.D. Talks Data and Marketing

Posted by Daniel Litwin on November 21

 

 

Could data analysis replace intuition and creativity as the next best skill for tomorrow’s digital marketers? All signs are pointing in that direction, or at least towards a fusion of data and content. Especially within the Retail industry, with consumer trends flowing from in-store, in-app, or online, retailers have an abundance of data to make sense of and capitalize on, data that can influence powerful marketing strategies. Dr. Axel Stock, Associate Professor of Marketing at the University of Central Florida, joins us on this episode of our Digital Marketing Professor Series, to add his decades of experience to the conversation.

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Topics: Digital Marketing, Data Driven, Analytics, Continuing Education

How the World Learns: The Power of Video for NBA Stars and B2B Content Marketing

Posted by Denis McInerny on May 22

Digital natives love YouTube, devouring hours of video daily. It’s even making them better at what they do. Take the story of Jayson Tatum, star of the Boston Celtics, featured in the Wall Street Journal. While his youth certainly has a lot to do with his ability on the court, his age also gives him different tools than those of the generations before him. He grew up watching YouTube videos. To be more precise, he didn’t just watch them. He studied them. That’s how people learn today. If you want to know how to do something or become better at it, there’s bound to be thousands, if not millions, of videos to help you.

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Topics: Video, B2B Digital Marketing, B2B Content Writing, Digital Marketing

Differentiating Brand Voice in an Age of Excessive Exclamation!!!

Posted by Owen Matson, Ph.D. on April 21

Excessive Exclamation Points?!!!  Who? Me?  

I recently received a note expressing concern over my “overuse” of exclamation points: “You might want to reconsider your tendency to overuse exclamation points.” Overuse?  Overly emphatic?  Me?  OK.  Fair enough. Still, I requested an explanation. I wasn’t offended by the feedback.  I was just curious about the commentary.  I sensed a big discussion behind the advice. Alas, I received no reply. 

So I began to think about the meaning of my reader’s feedback.  I "might" want to reconsider my overuse of exclamation points?  Was this a complaint?  A soft recommendation?  Sarcastic criticism?  

At the end of the day, the use of exclamation points is about communicating tone.  And tone is largely a matter of taste—as in “there is no accounting for…”

For my part, when it comes to issues of usage and style, I tend to be rather pragmatic: Whatever works, I say!!!  

Still, tone is hard to determine in online communication.  But then that's the whole point: communicating tone in digital media requires content writers rethink the traditional rules and tools of style - including the use punctuation to project meaning and tone.  Effective brand writing across digital channels is a complex issue, one that requires more than placing a ban on multiple exclamation points. Here are some issues to consider.

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Topics: Content Strategy, B2B Digital Marketing, B2B Brand Writing, Brand Voice, B2B Content Writing, Digital Marketing, B2B Branding,, Brand Strategy

Brand Marketing’s Double Bind: To Stand Out, Brands Must also Fit In

Posted by Owen Matson, Ph.D. on April 18

At its core, brand strategy is all about highlighting the differences that define the unique value of an organization, its products, and its services.  Yet branding is not only about being different.  Branding also involves a degree of what we might call sameness:  While striving for difference, brands must conform to norms that make them accessible and familiar to target audiences.

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Topics: B2B Marketing, Brand Writing, Digital Marketing, Brand Identity, Brand Development, Brand Strategy

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