The Future of Marketing

Newt Barrett

Subscribe to Newt Barrett: eMailAlertsEmail Alerts
Get Newt Barrett: homepageHomepage mobileMobile rssRSS facebookFacebook twitterTwitter linkedinLinkedIn


Top Stories by Newt Barrett

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 importance of content marketing, and of its first cousin, social media, was front and center at this year's Custom Content Conference. Here are 8 great takeaways that I brought home with me from the conference: 1) Savvy small businesses can replace much, if not all of their traditional market... (more)

Why Your Website is Just the Beginning of an Online Strategy

Of course you need a website.  But, you need a lot more to succeed. Your website is a primary location for product and service information for which your customers are searching.  Moreover, it should follow the content marketing mandate of customer centricity.  That is, your website must reflect an understanding of what’s most important to your customers in the way that you present content about who you are, what you sell, and why your visitors should care.  But, that’s still just the essential foundation. An effective website is necessary but not sufficient as an online marketing... (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)

Small Companies Who Get Social Can Play with the Big Boys

When it comes to the evolution of the Web and of social media, keeping up seems like an impossible task for most business executives.  Nonetheless, keeping up is critically important in order to remain relevant.  The good news that I take away from a recent study by Forrester Research, is that the evolution of the "social Web" will help level the marketing playing field between large and small organizations.  The report was written by a Forrester senior analyst, Jeremiah Owyang, who is, not so coincidentally, has a terrific blog, Web Strategy. In the past, large companies had al... (more)

Why Local Newspapers Require Radical Reinvention to Escape a Very Grim Future

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... (more)