Four pillars of marketing: Start with your brand
McLellan Marketing Group
by Drew McLellan
1y ago
These next four columns will be focused on what I believe are the four most important elements of marketing. Get these four correct and the rest is just details. The four cornerstones of marketing are: Your brand. Your audience. Giving first. Surrounding yourself with the right people. This week, we’ll tackle your brand. I’ve probably written more about brand over the past 20 years than any other topic. I believe it is the single most important element of your marketing, and for most companies it is woefully misunderstood or ignored. Until you deeply understand your organization’s unique p ..read more
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Using data in marketing
McLellan Marketing Group
by Drew McLellan
1y ago
Last week we walked through the definitions of first-, second- and third-party data and how you would generate, find or purchase data at each level. In this week’s column, I’d like to explore how you might use each different type of data in your marketing efforts. First-party data: Just a reminder that first-party data comes directly from your audience and/or customers and you’ve collected it yourself. This gives you an incredibly high level of confidence that the data is reliable and accurate. Privacy laws aren’t really a concern when you use your own data. So what exactly can/should you do ..read more
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First-party data – what is it, and why do we care?
McLellan Marketing Group
by Drew McLellan
1y ago
I’m going to take a couple of weeks to focus on one of the buzzwords of the day: first-party data. It’s becoming more critical to marketers every day. First-party data is information a company collects directly from its customers and owns. First-party data (also known as 1P data) is part of the mosaic of data marketers have at their disposal. It can complement, enhance and reduce the need for other types of data. First-party data is the holy grail. Any organization that is not collecting and using first-party data from its own website, email campaigns and other on- and offline marketing effo ..read more
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Navigating social media during a long-term crisis
McLellan Marketing Group
by Drew McLellan
1y ago
When the world experiences a short-term crisis like a storm or school shooting, it’s easy to know what to do. You mute your social media marketing for a few days out of respect for the situation and how people are responding to it. But what’s the proper etiquette when the crisis or disaster is not going to wrap up in a few days? The invasion of Ukraine by Russia is showing all the signs of being a long conflict with new events and news coming from that region of the world every day. Should you just go dark until it’s resolved? There is no definitive right answer to this question. But I do be ..read more
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The power of influencer marketing
McLellan Marketing Group
by Jen Reilly
1y ago
In last week’s column, I applied some tough love on the idea of using influencer marketing. I wasn’t in any way suggesting that brands avoid using the power of influencer marketing. But I sounded some warning signals around how not understanding the nuances and legalities of the practice can get a brand into some serious trouble. I promised I would follow that column with a look at the bright side of micro influencer marketing. Just a refresher from last week: An influencer is someone who has built an audience and community around a specific niche. Influencers are people who have the power to ..read more
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Working with influencers
McLellan Marketing Group
by Drew McLellan
2y ago
One of the fastest growing marketing trends over the last five years has been working with influencers. An influencer is someone who has built an audience and community around a specific niche. Influencers are people who have the power to sway the buying decisions of others because of their position of authority, knowledge, celebrity or status. We immediately think of celebrity influencers like the Rock or Jill Michaels or Rachel Ray, but for most brands, they’re not working with celebrities. Instead, they are working with micro influencers who have a very narrow (but deep) sphere of “celebri ..read more
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I want to be seen
McLellan Marketing Group
by Drew McLellan
2y ago
This column is the last of the trends series we’ve been working through over the past several weeks. The overarching theme to the series was that our world has been in crisis for the past two years and, like every other crisis in history, it’s going to be followed by a season of great reinvention and change. As marketers, we are going to have many opportunities to capitalize on that in the coming year. As we explore this final trend, my goal is to get you thinking about how you can take advantage of these trends as you work to serve your clients and employees, grow your businesses, and set th ..read more
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We crave connecting with our people
McLellan Marketing Group
by Drew McLellan
2y ago
In an ongoing series, we’ve been acknowledging that 2022 is going to be a watershed year. Out of every crisis in history, moments of great reinvention and change were born, and we are going to have many opportunities to capitalize on that in the coming year. As we explore the last two trends in this week’s column and next, we’re going to examine some of the overarching themes that are emerging as clear patterns. My goal is to get you thinking about how you can take advantage of these trends as you work to serve your clients and employees, grow your businesses, and set the stage for future opp ..read more
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What’s old is new again
McLellan Marketing Group
by Drew McLellan
2y ago
For the past few weeks, we’ve been settling into the reality that 2022 is going to bring a sea change for us as business leaders. Out of every crisis in history, moments of great reinvention and change were born. And given history’s examples, the pandemic more than qualified as a trend-altering crisis. As we explore the last three trends over the next several columns, we’re going to examine some of the overarching themes that are emerging as clear patterns. My goal is to get you thinking about how you can anticipate and leverage these trends to your advantage as you work to continue to serve ..read more
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Let’s mix it up
McLellan Marketing Group
by Drew McLellan
2y ago
For the last few weeks, we’ve been settling into the reality that 2022 is going to bring a sea change for us as business leaders. Out of every crisis in history, moments of great reinvention and change were born. Over the next several weeks, we’re going to examine some of the overarching themes of the emerging patterns and think through how we can anticipate and leverage these trends to our advantage as we work to continue to serve our clients and employees, grow our businesses, and set the stage for future opportunities. Last week we dug into the need for simplicity and specialization. This ..read more
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