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Great articles roundup: Online and real-time marketing, social customer service and the Gmail Promotions tab

linkBy Hailley Griffis 

We’ve rounded up some of the best posts we came across this week. Today we’re looking at the justification for online marketing and some tips for implementing a real-time marketing strategy. One of our  favourite topics is customer service, and we’ll take a look at four excellent examples of using Twitter for that purpose. Finally, we’re finishing up today by looking at Gmail’s new Promotions tabs and how that affects e-mail marketing. We grabbed this week’s articles from Bdaily, 1to1Media, SocialMediaExaminer and Time Business.

Is online marketing just a waste of time?

There are many things that a business should consider before jumping into online marketing. Vicki Stone outlines some of the questions that should be asked beforehand. The most sound advice requires a business to look at their customers’ current habits to figure out whether or not online marketing raises the right kind of awareness they are seeking. Though most of the time, when it’s done correctly and there are clear goals for your online marketing efforts, it’s absolutely worth the effort.

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Investor pitching 101, with Communitech’s Frank Erschen

By Leo Valiquette

“It’s all about the content, it’s not about the sizzle. You have to give investors the content they need to make an investing decision.”

So says Frank Erschen, pitch coach, angel investor and executive in residence at Communitech. While in Kitchener-Waterloo last week, I had the opportunity to sit in on his session with Erisvaldo Gadelha Saraiva Junior, executive director of Brazil’s Yupi Studios.

Yupi Studios is a startup focused on developing apps, games and other creative content for smartphones, tablets, smart TVs and social networks. While it is paying the bills as an app factory for hire, its goal is to raise the $500,000 to $1.5 million it needs to devote itself entirely to developing its educational gaming platform, Yupi Play. Here is a recap of Erschen’s counsel on how Yupi Studios and any other startup in search of capital should structure their pitch to make the most of that eight to 12-minute opportunity to woo an investor.

For Erschen, an effective presentation should include the following slides, to tell a single compelling story with a natural progression: Read More

Why the best target for your sales and marketing efforts is a reptile

neuromarketingBy Bob Bailly

As a self professed science nerd my study of choice over the last decade has been neuroscience, so much so that I’ve built a consulting practice centered on a notion that we can improve our selling success by incorporating its scientific findings.

This field of study has been called neuromarketing, but others, like Robert Schiller, have also linked these concepts to their own fields of interest. He writes:

“Neuroscience – the science of how the brain, that physical organ inside one’s head, really works – is beginning to change the way we think about how people make decisions. These findings will inevitably change the way we think about how economies function. In short, we are at the dawn of ‘neuroeconomics.’

“Efforts to link neuroscience to economics have occurred mostly in just the last few years, and the growth of neuroeconomics is still in its early stages. But its nascence follows a pattern: revolutions in science tend to come from completely unexpected places. A field of science can turn barren if no fundamentally new approaches to research are on the horizon. Scholars can become so trapped in their methods – in the language and assumptions of the accepted approach to their discipline – that their research becomes repetitive or trivial.”

Whether you feel neuromarketing, neuroeconomic or even neuropolitical thought is appropriate, here are some ideas you might want consider if you’re in the business of selling technological products or services.

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Great articles roundup: The content marketing playbook, storytelling, marketing trends, quality vs. quantity

linkBy Hailley Griffis

The great article roundup this week focuses on excellent content marketing posts, as well as a hint of what the future will bring. Forbes, ClickThrough and Search Engine Watch touch on content marketing, some intriguing case studies, the importance of storytelling, and the quantity vs. quality debate. Finally, a futuristic piece on SocialMediaExaminer looks at six of the biggest marketing trends to watch for in 2013 and why they are so important.

Content marketing: A playbook

Christa Carone offers takeaways from big brands that are really succeeding with content marketing. Some of the key elements she writes about are knowing the purpose of your content marketing, as well as making sure that the content is relevant. She stresses the importance of setting expectations and changing your angle if you aren’t reaching them.

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Welcome to our new design

By Francis Moran

If “new and improved” is supposed to be the most potent statement in marketing, then I have high hopes for the newly designed website you are now reading.

If you are a long-time reader, you will know that this blog had its origins almost six years ago, when the bulk of my time was spent managing the technology PR agency, inmedia Public Relations, that I had founded a decade earlier. A few years ago, I started a transition away from an agency model and back to my roots as a marketing strategist. Although inmedia persists and continues to have some great clients, I now spend most of time working hands on with smaller and startup B2B technology companies that know they need the marketing strategy piece but don’t have either the resources or the requirement for a full-time VP of marketing.

The model I set out to develop was a virtual one wherein we are able to bring to the table exactly the marketing resources a young company requires in exactly the right amount and at exactly the right time. In support of that, we re-striped the inmedia blog about two years ago under the name of the new venture, Francis Moran and Associates, and widened our scope of our writing to cover the whole spectrum of bringing technology to market, from hard-core marketing issues like positioning and social media to adjacent issues like financing, government support programs and the health of the whole commercialization ecosystem in our three key operating areas of Canada, the United States and Britain.

You really seem to like what we have done. Traffic levels have seen consistent growth. We have attracted contributors of a calibre far higher than anything we anticipated at the outset. And the blog has created an international footprint for my personal brand that could not have been achieved any other way.

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