Top 5 Marketing Reading Recommendations 1/11-1/24

Two weeks ago, I published a list of some of my favorite marketing articles that I had read over the previous several weeks.  I got a lot of great feedback that this list was very helpful to fellow marketers, and so I’ve decided to make it a regular post.  So with that, here’s a list of marketing related articles from 1/11-1/24 that I recommend you take a look at. Enjoy!

  1. Is Your Brand a Beacon or a Spotlight? (Ad Age). The article explains that while many brands are based on understanding their customers and their customer’s current needs, it is important for brands to stand for more than this.  Brands should also have an aspirational component to them to make them especially compelling to their customers.  This article is a great argument for brands to have a defined brand vision.
  2. Build Your Customer Experience Roadmap (Forbes).  This article summarizes the findings from a recent report from Forrester Research that ranks brands in terms of the overall customer experience that they provide.  The article highlights examples of brands in several categories that are providing excellent customer experiences, and then it provides ‘Three Golden Rules of Customer Experience.’  This article is definitely worth a read for anyone who is interested in improving the experiences that customers have with a brand, or anyone who is interested in improving customer loyalty for a brand.
  3. The Cost of Not Branding (MediaPost Online Metrics Insider). This post is a refreshing reminder that not investing in marketing or branding has a cost associated with it, and it mentions a couple of examples of how one could calculate the cost of not investing in branding.  For individuals who often find themselves in a position where they have to justify their marketing budgets, they will find this post very helpful.
  4. More CPG Players Embrace E-Commerce (Ad Age). This is an interesting article that describes how CPG companies are seizing a new opportunity to sell products to and better understand their consumers through e-commerce. For marketers in the consumer packaged goods industry who are not yet exploring e-commerce as a channel, this article is a good thought-starter.
  5. A New Rung on the Social Technographics Ladder (Forrester). For those of you who have read or are familiar with the book Groundswell, you know about the different technographic profiles that your customers may have when it comes to social media — these are the creators, the critics, the joiners, etc.  In a new report, Forrester Research unveils a new social technographic, the Conversationalist, and explains why this is a group that brands will want to watch closely.

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