Marketing’s Role in Connecting Organizations with Customers

“The purpose of business is to create and keep a customer.” This directive was identified by management consultant, educator and author Peter F. Drucker, whose writings contributed to the practical foundation of the modern business corporation.

Today, marketing plays an ever-increasing role in creating and growing businesses and brands by connecting organizations with current and potential purchasers along every step of the customer-experience journey. The role of marketers is to identify and research audiences, and then expertly reach and inform them about brands, products and services to facilitate the growth of business in today’s highly competitive environment. Marketers who embrace and combine the new tools of digital and social media with traditional and guerilla marketing will have greater success at connecting customers with their business.

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Media Training—3 Tips for a Great Interview

If you’re Skyping into a live TV interview from your home office, make sure you lock the door! Robert Kelly, a professor of political science at South Korea’s Pusan National University, learned this lesson the hard way after his two children stole the spotlight during his March 2017 BBC interview.

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Mindful Approach to Marketing

What Is Mindfulness?

The word itself is straightforward. Mindfulness suggests that the mind is full with what is happening around us, inside our bodies or with the task at hand. Yet finding that intensely present and aware mind is hardly an easy task. It seems that when we are doing one thing, our mind is already on to the next project.
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February 22, 2017

Key Takeaways for Women in Advertising

By Megan Egan, Dayna Hawco, Elizabeth Howarth, Paige Miller and Caity Smith

Earlier this month, the Philly Ad Club hosted its annual “Women in Advertising” event at the Courtyard Philadelphia Downtown. A panel composed of six successful women in advertising and communications imparted their knowledge to the female (and male) marketers in the room. The panelists—each with her own unique personality and job description—shared how they successfully handled adversity throughout their careers and overcame self-doubt to achieve their goals.

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Podcasts—Back and Bigger Than Ever

Let’s pretend it’s 2010. Your friend asks, “Have you been listening to this podcast?” Everyone stares blankly at said individual because they’re thinking podcasts are those weird audio recordings that loners produce in their parents’ basement when they’re not crushing the high score in DDR at the local arcade.

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5 Steps to Turn Your Employees into Business-Building Ambassadors

Whether your organization is large or small, it can benefit from greater awareness, more leads and higher sales by unleashing the power of your employees to serve as business-building brand ambassadors. Your employees have their own network of friends and potential referrals with whom they can share your brand and marketing messages and stories. Employees can also act as emissaries on social media and provide a layer of authenticity and internal credibility that builds trust with your prospective and current customers.Read full post...

November 7, 2016

Is Digital Media the Next Political Battleground?

By Erin Mulrooney, Ashley Shuey and Megan Egan

Erin Mulroney, Ashley Shuey, Megan Egan

No matter where you fall on the political spectrum, the 2016 presidential election has been entertaining, unconventional and thought-provoking, with much owed to online media—and social media in particular. And as we take a look at the election through the digital media lens, it begs the question: Does the trick to attaining the highest office in the land have anything to do with winning the battle on social media?Read full post...

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The Forgotten Audience Segment

As marketers, we’re pretty good at defining audience groups within our target market, identifying their pain points and developing messaging that addresses those points. On a good day, we even come up with unique messaging for each audience segment. But there’s one segment that most marketers forget, ignore or consider to be “not our problem”—existing customers.Read full post...