The Latest On Marketing - Full Spectrum Marketing Blog

The Latest On Marketing

Facebook Messenger’s Massive Marketing Potential

A software platform as powerful as Facebook serves multiple purposes in the world of communications. We all know the value it holds for people connecting with people, for people getting information, and for companies communicating to their audience. Facebook now has a...

read more

Make Sure You Understand What Your Audience Expects

A recent study published by the Pew Research Center reported that the number of Americans who read a physical book in the past year is 65 percent. That number is largely unchanged from the last time this study was conducted four years ago. Perhaps more surprisingly,...

read more

It’s Time To Up Our Customer Service Game

Have you ever heard of something called “Parkinson’s Law?” If so, we are going to discuss how it relates to modern customer service. If you aren’t familiar with Parkinson’s Law, it helps us understand the interplay between the effort a task takes and the time a task...

read more

How To Reach Youth In Community Elections

By now you probably know how much I love marketing and communications. What you may not know is that I love politics almost as much. First it is a study in effective messaging. Politicians are putting out messaging everyday, and not just ads and other traditional and...

read more

Why Does SEO Take So Darn Long?

“I’ve told you a million times never to exaggerate.” That’s one of my favorite examples of hyperbole. If I had a nickel for every time I’ve used that phrase I’d have more than a few nickels. If I earned nickels for every time I’ve been asked, “why does search...

read more

How To Make Local Marketing Work

I love what I do for a living. Part of my job-joy comes from the range of marketing and communications challenges I encounter. While I enjoy global brands and projects, I also enjoy the unique challenges of local, grassroots marketing efforts. Let’s take some time...

read more

Olympics Marketing and Communications Testing Ground

In all of the media hubbub of the Democratic and Republican Conventions it’s easy to forget what is actually the largest media event on the globe this year – the 2016 Rio Olympics. As a person who loves competitive sports, I definitely enjoy the Olympics. I enjoy them...

read more

Can Pokémon Go Work For Your Business?

Everyone is nuts for Pokémon Go right now. What began as a joint project for Niantic Labs (a Google company that also has many of the folks who designed Google Maps) and Nintendo has turned into a smash hit that people and company executives both love. For anyone not...

read more

Resist the Fear – Dive In To New Technologies

You pick up your newspaper to get the day’s news. The paper has a bunch of ads, and you notice one for the telephone. The ad makes sense, because it’s early in the 20th Century. You don’t have a telephone yet – only the fancy people have one. The ad is designed to...

read more

What Facebook’s New Updates Mean For Marketers

One of the trickier elements of being a communications professional these days is dealing with constant change in our channels of communications. When changes are made to Google’s algorithm, or the technology for building a website, we have to take note and adjust on...

read more

Should We Use Fear In Our Marketing?

While there are many great debates in how to execute marketing messaging, today I challenge us to consider the use of fear in marketing. Fear is a frequent trigger in all types of marketing messages and advertising. Usage of fear in communications is designed to do...

read more

Why Bother With Video, It Seems Complicated

Of all marketing tactics available to marketers, video is the most impressive, tantalizing, and intimidating. I have a colleague who assesses the marketer’s viewpoint on what makes a quality video with this delightful and convicting analogy – everyone wants Tom Hanks,...

read more

How Do People Communicate and Consume Information?

Communications is separated into two parts – how we send information and how we consume information. I write a lot in this space about how we send communication. That’s a big part of what marketing is. I don’t, however, spend a whole lot of time on how we consume...

read more

Not Every Social Network Is Great For Marketing

In marketing circles there are many befuddling things. Some are universal. Some are just learned pet peeves. Here is a short sample from my list… QR codes, pointless logo changes (I’m talking about you, Gap), pointless packaging changes (I’m talking about you,...

read more

Unlocking Content Marketing’s Massive Value

It’s finally time to demystify one of my favorite marketing methods – content marketing. Whether you are promoting a company, introducing a product, or building a brand, content marketing is a platform for delivering information in creative, findable, and memorable...

read more

Do You Have a Basic, Informed Mobile Strategy?

Over the past two columns we have truly covered a full spectrum of ground in the marketing world, from creative color choices to high-level business strategy. Since On Marketing began in January we have not yet addressed that tiny elephant in the room. Or more...

read more

A Quick Way To Define Your Competition

Time for a strategic conversation. The day-to-day world of your business keeps you incredibly busy, mostly working on managing details and maintaining progress. Or, if you’re like 100 percent of other businesses in the universe, putting out fires. Getting the time to...

read more

How Colors Controls The Perception of Your Business

To date, this column has focused a great deal on the function of marketing, rather than the form. For example, discussions of where people seek information, how search marketing is changing, the ways that Facebook adds a useful dimension to your marketing, and more....

read more

How Are Your Sales Reps Shaping Your Business?

Earlier this year I wrote about the body language of your business. The premise is simple – everything about your business or organization communicates and sends a message. Those messages can be intentional or unintentional. That commentary focused mostly on your...

read more

What Gettysburg Has To Do With Website Development

You have probably noticed, but in case you haven’t, there is a reason you always exit into the gift shop at the zoo. The minds behind the construction of the zoo just know you have kids. And there’s nothing kids want more than random stuff! Joking aside, the “stuff”...

read more

Search Marketing Remains Confusing, Essential

Of all of the fundamental aspects to marketing, search marketing is in the top two most important. If you want to be discovered, search is essential. But, it’s not easily understood. Why? Is it because it leans more science than art? Maybe. Honestly, I blame buzzwords...

read more

What Does Steve Martin Have To Do With Advertising

By default, I view the world through a prism of marketing intrigue. The result is I tend to examine nearly everything I see with a perceived (or real) angle, and most of the information I consume becomes either analysis or inspiration. Over the years, I have found...

read more

7 Indicators You’re Hard To Do Business With

I need office furniture. So, I called my office furniture person, who visited me twice for discussion and guidance. The visits, which included visuals, helped me out. Then… The estimate I received was a bit high, but it included none of the pictures I selected. So I...

read more

The Scientific Reasons Yolo Marketing Doesn’t Work

“If I had more time, I would have written a shorter letter.” – Blaise Pascal in Letter XVI, 4 December 1656 Pascal was a 17th Century French mathematician, physicist, inventor, writer, and philosopher – how is that for a job description? He did so much writing that he...

read more

Make Facebook Work For Your Business

When marketing types discuss social media, they mostly mean Facebook marketing. Why? It’s simple. A mere 1.038 Billion people use Facebook everyday across the globe. Yea. Billion. With a B. Daily. If you are in marketing or communications, your job has two parts. Part...

read more

Improved Customer Service From An Unlikely Source

Throughout my career I’ve had to hire folks (in fact, I’m hiring three right now!). I have a few favorite, “go to” interview questions I like. My favorite question is met with one of two possible reactions. Reaction one is puzzlement. You know, when the person across...

read more

How To Win Event Marketing

Trade shows have their own unique culture. You will meet one of three types of people at a trade event: No. 1 – The Zealot Have you even been accosted in the aisle by a golf-shirt-wearing true believer? Remember their deep, passionate belief in their product or...

read more

Leveraging Word Of Mouth In the Digital Age

The other day my friend (we’ll call him Shawn) said he bought some plane tickets on an airline that shall remain nameless. Shawn said the experience was dreadful… the company’s e-Commerce experience kept annoying him with prompts for crazy things like trip insurance....

read more