The Future of Marketing

Newt Barrett

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Top Stories by Newt Barrett

Local newspapers and business-to-business publications face similar challenges as drastic drops in ad revenue drive equally drastic drops in relevant and compelling content.  But for newspapers, ad revenue declines are exacerbated because the highly profitable classified advertising sections have almost disappeared as readers flock to the Internet.  Moreover, business-to-business magazines that are well positioned still offer uniquely valuable niche content that helps readers succeed. Their readers still count on them. That’s not so true for our local dailies. I believe that the potential nail in the coffin for local newspapers is the ease with which readers can access national and international content thanks to the Internet.  Conversely, I believe that the potential salvation for local newspapers is to become resoundingly local. Local Newspaper News Monopoly Disa... (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)

Create a Special-Purpose eNewsletter Series

Whether or not you are actually sending out regular eNewsletters to customers and prospects, you should consider creating a special ‘tips’ eNewsletter for new users and/or testers. As it frequently does, the Avongate blog inspired me with a post that was specific to software companies that need to convert free trial users into paying customers. Guest blogger, Jason Cohen, CEO of Smart Bear Software, emphasizes that you need to do something with your captured customer info, because you will be wasting data otherwise. But, he also suggested that the typical "thanks and hope you’re... (more)

Why the Massive Move to Mobile Computing Changes Content Marketing Rules

For those of us who been around computing since the early days of PCs, the consumer move to mobile devices and away from desktop and even laptop computers is astonishing–and maybe a little terrifying. Smartphones Soar First, smartphones such as the Blackberry, Nokia, and iPhone entered the picture. But, as recently as 2007 total smartphone sales were only 122 million. Alex Cocotas of BI Intelligence predicts that annual smartphone sales will hit 1.5 billion units by 2016. That’s 10X growth in less than 10 years. Tablets Triumph In the first year of its existence, 1981, the IBM ... (more)

Want to Attract and Retain Great Customers?

Content Marketing Journal Think of yourself as the ultimate knowledge resource like those concierges serving fine hotels such as the Ritz-Carlton or the Four Seasons—But Available 24/7. When you find yourself in a new town but are blessed to be staying in a hotel with a knowledgeable and caring concierge, you’ve got it made.  Any reasonable request you make for help–and perhaps even some not so reasonable or a bit off the wall requests –will be greeted with prompt and enthusiastic action by the concierge.  The very best of the breed combine encyclopedic knowledge, extensive con... (more)