Interview on how companies can start with digital marketing, the trends for 2016, and advice for those starting in their careers. http://www.prmeetsmarketing...
In this interview, Cece Salomon-Lee of PR Meets Marketing interviews digital marketing expert Tom Pick. Summary of their conversation:
00:18 - Please provide an introduction of yourself: Tom has been in business-to-business marketing for over 20 years. He mainly works as an independent consultant with companies of all sizes and mainly in technology.
01:37 - How should companies begin with digital marketing?: Using the analogy of dropping a pebble in a pond, Tom recommends starting with the website - professional design, mobile friendly and other technical components. Once done, then look at the company's audience - clearly understanding your buyer, clear navigation and clear call to action.
03:10 - Looking at the larger picture, what are the biggest digital marketing trends for 2016?: Tom recently worked with a colleague to ask top B2B bloggers, "What do you see successful B2B marketers doing differently or more of in 2016?" The overwhelming theme that emerged was content marketing. Specifically:
1. Targeting content toward a specific audience
2. Ask very specific questions for the audience and create content to solve for those problems
3. Go beyond stats, facts and figures - look at how to product content that targets the audience's emotions as well.
06:08 - What advice do you have for those starting out their careers in digital marketing or marketing?: The first piece of advice is to build relationships and nurturing those relationships. With regard to B2B marketing, is understanding your audience - how do they buy, where do they get information, and their buying process. It's important to stay on top of it as things will change constantly.
For a full transcript, go to http://www.prmeetsmarketing...
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