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The 10-Step Path to Marketing Nirvana

A great 10-step guide to positively persuading persuading consumers to your brand, without manipulation or cajoling.

At first blush, “marketing nirvana” seems an oxymoron, like “jumbo shrimp” or “working vacation.” But so does the brand “Burkini”–a combination of “burka” and “bikini,” yet its creator embraced the path to marketing nirvana and became an international success.

The word “nirvana” literally means “blown out,” like extinguishing the flame of a candle. It is a profound state of liberation from the suffering of a deluded mind. Marketing nirvana is, similarly, liberation from a deluded marketing mind–the one that imagines it can persuade people to do things they don’t truly believe in or desire.

Enlightened marketers understand the realities of today’s savvy and well-connected marketplace. They don’t try to cajole or manipulate people against their will. Rather, they seek to guide them to a new destination: a transformed way of feeling, thinking, and acting that’s aligned with their personal desires and values.

At its core, then, marketing–altering someone’s beliefs and behavior–is not an act of short-lived persuasion; it’s an act of leadership. And leadership is all about guiding people on a journey that makes them comfortable and happy–a journey, ultimately, that improves their lives.

Here’s the path…

Read more from the source: MarketingProfs

Ad Age's 2013 Hispanic Fact Pack Is Out Now

In the first Hispanic Fact Pack, AdAge reported that 2003 U.S. Hispanic media spending totaled $2.8 billion. That nearly tripled to $7.9 billion in 2012. And Hispanic internet display spending, now at $431 million, wasn’t even measured a decade ago.

Ad Age’s 10th-annual Hispanic Fact Pack, distributed with the July 22 issue of the magazine, shows a very different U.S. Hispanic market than the one we examined a decade ago. This year’s 44-page guide includes the latest rankings of the top 50 Hispanic advertisers, the 50 largest Hispanic agencies and all agencies with media-services revenue above $3 million. Check out data about marketers, 2012 ad spending and demographic trends as well as rankings of top properties in TV, radio, newspapers, magazines, online media and social networking.

The digital edition of the Hispanic Fact Pack will be available free to view at AdAge.com/trend-reports/ through Aug. 21, 2013, and will be available for $29 after that. (AdAge.com is addressing technical problems that affect the readability of the Hispanic Fact Pack. If you are not able to read the digital edition, please return later this week to view it.)

In our inaugural Hispanic Fact Pack, we reported that 2003 U.S. Hispanic media spending totaled $2.8 billion. That nearly tripled to $7.9 billion in 2012. And Hispanic internet display spending, now at $431 million, wasn’t even measured a decade ago.

Read more from the source: adage.com