The Future of Marketing

Newt Barrett

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Top Stories by Newt Barrett

This Young Neighbor Understands Target Marketing Perfectly We have just moved into a great new neighborhood with plenty of energetic young kids. While I was out walking our dog, Mia, I was delighted to discover that we have a young marketing-savvy entrepreneur in our midst.  This smart young person has launched a dog sitting service and has figured out how to target that service perfectly to prime prospects. We all know how important it is to deliver our marketing messages to those who are best positioned to purchase our products and services.  Our local dog sitting entrepreneur gets it exactly right. We have strategically stationed dog poop drop off canisters around the community. Obviously, only those folks who are out walking their dogs and thinking about canine-related stuff will encounter this marketing message. Folks who don’t have a dog won’t go anywhere near... (more)

Seven Ways to Maximize the Content Marketing Impact of Your Newsletter

When you publish a monthly print or electronic newsletter that targets an important audience segment,  you probably invest heavily in generating the content that will make this newsletter relevant and valuable to its readers.  That is obviously critical.  But you can do much more to make that newsletter and its content work harder for your organization. How? Easy. Think outside the newsletter. After all, the newsletter has a relatively finite reach, even online.  Think beyond this single content product.  You can dramatically increase the impact of your content marketing by thou... (more)

Eight Great Content Marketing Takeaways from 2009 Custom Content Conference

Marketing experts shared invaluable insights about how to market in turbulent times through the effective use of content online, in print, and in person. Custom publishing has gone from being an ancillary, add on component of marketing strategies to becoming a vital ingredient.  Why?  Because content marketing is so important to an increasing number of marketers and companies of all sizes. Therefore, creating custom content is no longer a nice to-do, if you have the money.  Rather, it has become an absolute must-do as part of an integrated content marketing strategy. The strategic... (more)

Can B2B Print Media Avoid the Fate of the Dinosaurs?

No. Their ever shrinking content reduces them from ‘must read’ to ‘why bother?’ For centuries, print magazines and newspapers had a publishing information monopoly. Even when the consumer universe began to rely more on radio and TV, the business to business media was the only route to the industrial buyer. This was true for both public relations and advertising campaigns. If you wanted to get to the folks who bought business products and services, you had to use print media to reach them. This virtual monopoly persisted unchallenged until the late 1990s when the internet interv... (more)

Here’s A Public Agency That Really Understands Content Marketing

AC Transit’s Dedicated Site,, Paints a Brilliant and Loving Portrait of the Benefits of Public Transit AC Transit operates a very sophisticated bus transportation system in the San Francisco Bay area, handling more than 65 million passengers annually in an area covering 364 square miles.  That’s pretty impressive.  But what really impressed me is the fact that they also make excellent use of the web to tell a story that turns taking the bus into the obvious transportation choice. AC Transit has created ACT for Me as “Your Guide to the Future of Public Transit.”  Th... (more)