Research
Tuesday, January 7, 2020

December Gardner Business Index Shows Improved Business for Larger Firms

While the Gardner Business Index ended 2019 with a year low reading of 47.8, certain sectors of the manufacturing industry continue to impress; one must simply know where to look. Gardner Intelligence’s review of the underlying data for the month observed that the Index – calculated as an average of its components – was lifted by expanding activity in supplier deliveries and modestly contracting activity in new orders, employment and exports. The Index was pulled lower by production and backlog readings which reported quickening contraction. Among the over 20 end markets tracked by Gardner, five stood out during 2019.
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Monday, January 6, 2020

Six Unusual Marketing Megatrends That Will Impact Your Business

Mark Schaefer dwells in the future. At least his brain does. So, there is nothing he likes more than thinking through the marketing megatrends coming next. It’s become a sort of tradition on The Marketing Companion to spend a little time on marketing megatrends and Mark and Brooke Sellas cover some provocative ideas on the new show. Here are a few of the big ideas they talk about in this unmissable episode.


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Thursday, January 2, 2020

AI for Marketing: What Comes Next

Marketers who look for artificial intelligence to provide fresh insights don’t always get what they want. Insights are not always easy to categorize, let alone evaluate and implement. The result: patterns that may be intriguing but unprofitable to pursue. A quickly growing collection of ambiguities, gray areas, and information that demands deeper levels of analysis. Paul Talbot, Contributor, CMO Network, recently asked R. J. Talyor, Founder and CEO of Pattern89, an AI firm that helps marketers predict their campaigns’ performance, for his thoughts.
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Monday, December 30, 2019

Your Media Representative – Feel the Love

Early in my career (1980-ish) as I was getting involved in advertising and PR organizations and mingling with other agency professionals, I noticed a fairly common sentiment: Many had an inherent disdain for media representatives, or what we commonly called “space reps”, as they sold pages or “space” in print publications. Thank goodness I was taught to have a different attitude about space reps at my very first agency job out of college. Here are just some of the many things I’ve learned – and am still learning – from media representatives during my career in manufacturing marketing communications.


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Thursday, December 12, 2019

Online Writing in 2020 and Beyond: 25 To-Dos and Not To-Dos

SEO is essential to writing, which presents a frustrating situation for modern writers who are not trained in SEO. Not just blog or article writers, but also PR, ad, social media, and product writers. The following list is a hybrid of thoughts that are what is most important from both a creative and SEO perspective to improve the quality of your online writing for today’s world. The tips include thoughts on craft, on-page SEO, physical and mental training/practices, and managing time, among others.
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