The Future of Marketing

Newt Barrett

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Top Stories by Newt Barrett

Jump Start Your Online Public Relations for Free They call it public relations for a reason.  Although PR methodology has focused primarily on getting the traditional media to write about your company or your client’s company, the goal has always been to influence ‘the public’, that is those members of the population that you want to impact positively. Thanks to the infinite reach of the Internet, you have the capability to extend that influence dramatically.  But, you need to change your approach and your toolkit as part of a 21st century PR strategy. If your primary public relations strategy still amounts to sending press releases to a finite number of media contacts, you fail to take advantage of the Internet.  You are not reaching the new influencers, to use Paul Gillen’s term. You need to do do more than reach those influencers. You need to take advantage of t... (more)

Who at BMW Cooked Up This Disastrous eNewsletter?

 How To Put the Brakes on Their Five Major Marketing Mistakes If you were to imagine an eNewsletter from BMW, you would probably expect it to lead off with a picture something like the one to the right.  As a BMW owner, you tend to be a certain kind of person.  The folks at BMW have understood your persona well over decades in the United States.  That’s why I’m mystified at the June 2009 eNewsletter from Germain BMW of Naples. I love my BMW.  I think Germain BMW is a terrific dealership. But, I hate their eNewsletter. Why? Because it has almost nothing to do with the BMW brand p... (more)

Here’s A Public Agency That Really Understands Content Marketing

AC Transit’s Dedicated Site, ACTForMe.org, 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)

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)

Great Content Marketing Ideas for Using Google Plus

When Google+ was unveiled last year, a lot of content marketers wondered if they really needed another social media platform to develop and maintain. But, with the more recent introduction of Search Plus Your World, Google+ is getting harder to ignore. So if you’re still figuring out how to make Google+ part of your content strategy, it might be helpful to take a look at a couple of examples of popular and engaging Google+ pages. I’ve chosen Dell — which has embraced Google+ and is doing some really interesting stuff with its profile — and also “Wired” magazine. Unlike Dell, “W... (more)