Marketing to engineers – not the same as consumer marketing?
Today’s engineers are a highly educated elite, often in software, electronics, aerospace and similar industries. Marketing people are generally trained in the techniques to promote fast-moving consumer goods (FMCG), using creative ideas, branding and bold propositions. Engineers can view this marketing with scepticism. So, what makes good technical marketing?...
Entering new markets – use PR
Some companies will need to think about entering new markets. The response to COVID19 has transformed the business landscape for many, causing trading difficulties. In some cases this may be short term but in others it may prove to be long term, or a permanent change. Economists call this...
Ten Marketing Trends for 2020
What will be the new marketing trends for 2020? This is my suggestion. I wold love to know if you agree? 1. Content creation – I have made this number one on my list of marketing trends for 2020 because so many businesses are professionalising the creation of their...
Sustainability – Your customers care – what can marketers do?
The Climate Change movements are inspiring and their message is incredibly moving. There seems to be a real chance that people will finally start to take steps to slow down the heating of the planet. The latest headlines about our wildlife are serious. This article isn’t about governments. It...
B2B Marketing Post GDPR
With the GDPR research and compliance just about complete for my own business, I have been thinking how B2B marketing will progress in the post GDPR world. GDPR forces us to think more like sales people who focus closely on the best business opportunities, and less like the now...
Marketing – necessary evil?
Is marketing “a necessary evil” and an overhead? Some companies may feel this way if they have had a bad experience. I know that businesses need to be careful with their budgets! But whoever made this remark was clearly not getting their marketing right. Marketing should be the biggest...