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What is content marketing?

According to the Content Marketing Institute, is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience ��� and, ultimately, to drive profitable customer action.

How can it help address your target audiences throughout the customer purchase journey?

Content should address the motivations and needs of the customer at various points of their��process, says of Media Volery, so that it strengthens their positive feelings about the brand, heightens their likelihood to convert, and increases their customer lifetime value.

How does it drive revenue?

It starts by building a strong business case that doesn���t just directly attack people, their teams, or their budgets.

of Marketing Insiders says to answer the content marketing ROI question for your business, you need to build a solid case based on a deep understanding of your business. What is your business��� average marketing ROI and how can content marketing achieve a higher return? The answer comes down to understanding your content costs, usage, and performance.

From there, you have a few paths to building a solid business case that will allow you to reach new customers, engage them with your brand in a meaningful way, and then convert them to new sales and long-term relationships that provide real ROI.

How can we make something “go viral”?

There���s no guaranteed . But no matter the industry, you can increase your chances if your content (1) presents a unique story, idea, or dataset (2) in a way that directly addresses a pain point or creates an emotional response in your core audience and (3) in an engaging format. And that���s not enough. You have to promote the heck out of it.

What is marketing strategy development?

Marketing strategy development is the stage of the new-product development process in which a three-part marketing strategy plan is developed:

How does marketing strategy work?

Define product position, including target market size, structure, and purchasing behavior. Identify initial sales goals in terms of market share and profits.

Specify year-one price and distribution strategy, and marketing budget.

Describe ongoing marketing-mix strategy and future sales and profits.

What’s the difference between a marketing strategy and marketing tactics?

Your tactics are the , according to Coschedule, not the strategy itself.

What is a marketing campaign?

An advertising or marketing campaign is a set of coordinated, specific activities that are based on a common theme and are designed to promote a product, service or business through different advertising media.

How does it work?

Great marketing campaigns follow a consistent theme and promote a single or focused idea or goal.

An example from :

For example, every Nike advertisement you see or hear on the way to work probably isn���t part of a campaign. But, if you see a Nike billboard, scroll past a Nike sponsored Instagram post, and receive a Nike email��all��promoting the same product ��� you���ve definitely witnessed a marketing campaign.

What’s the difference between a marketing campaign and an advertising campaign?

Advertising is a component of marketing. Marketing is how a company plans to raise awareness of their brand and convince customers to make a purchase, while advertising is the process of creating the persuasive messages around these broad goals.

In terms of campaigns, an��advertising campaign��might be a facet of a bigger marketing campaign strategy. Returning to Hubspot’s example, if Nike were campaigning about the release of a new product, their advertising would be one piece of their broader marketing efforts, which might also encompass email, social media, and paid search.

So, . Despite their simple definition, marketing campaigns can take a lot of work.

What is social media marketing?

Social media marketing is a tactic that taps into the growth of social networks, encouraging users to adopt and pass along widgets or other content modules created by a brand, or to add a brand to the user���s social circle of friends.

Why is it so important?

Marketing Insider Group says social platforms help you , increase awareness about your brand, and boost your leads and sales. With more than three billion people around the world using social media every month, the users and engagement on major platforms just keep increasing.

How do I create a social media marketing strategy?

A social media strategy is a document outlining your social media goals, the tactics you will use to achieve them and the metrics you will track to measure your progress.

Your social media marketing strategy should also list all of your existing and planned social media accounts along with goals specific to each platform you���re active on.

According to Hootsuite, a good social media plan should define the roles and responsibilities within your team and .

Do I need to segment my social media strategy by platform?

Probably. In short, your strategy will differ based on��which social networks your audience spends their time on and the best times to post on those platforms. Here is a breakdown of social media platforms from on their total users, audience, industry impact and what they are best used for.

Facebook

Twitter

Instagram

LinkedIn

YouTube

Snapchat

Pinterest

What is email marketing?

Email is an online communication format that involves sending digital messages from an author to one or more recipients (i.e., email addresses) across the internet or other computer networks.

How does it work?

Email marketing is simply ���marketing via email.���

How can I understand email marketing metrics?

Total email click-throughs as a metric attempts to answer the question, ���How many times did a person click on a link or multiple links within this email?��� This may or may not include clicks on unsubscribe links or other links and you may find it helpful to view click-through reporting by individual link. This metric is a whole number in the form ���100,000��� or as an email clickthrough rate percentage in the form ���10%.��� The denominator is email delivered and this percentage may exceed 100%.

Unique email click-throughs as a metric attempts to answer the question, ���How many unique people clicked on a link or multiple links within this email?��� To illustrate, if one person clicked on two links, this would only count as one unique clickthrough. If one person clicked on the same link twice, this would only count as one unique clickthrough. This metric is a whole number in the form ���100,000��� or as a unique email click-through rate percentage in the form ���10%.��� The denominator is email delivered.

Does it work?

When you want to communicate something about your brand or sell your stuff, email marketing is one of the most cost-effective ways to do so.

In fact, Mailchimp recently highlighted��, email has an average $38��. When shoppers are ready to buy something, they often look for emails from their favorite stores.

What is event marketing?

Event marketing is planning, organizing, and executing an event for the purpose of promoting a brand, product, or service. Events can take place in-person or online, and companies can either host an event, attend as an exhibitor, or participate as a sponsor.

What are the benefits?

Event marketing generates business, provides one-on-one customer engagement, builds brand awareness and encourages product and industry education.

What is the importance of using event technology?

According to , an event technology company, event technology can assist marketers in streamlining operations and saving time. Moving forward, marketers hope to see further advancements in the ability of platforms to sync data and solve a variety of needs.

In addition to integrating with existing software and tools, event technology is also helping marketers drive operational efficiency. The majority (89%) of those who use event software believe that they save time when planning events.
The majority (89%) of event technology users save roughly 200 hours per year. In addition, some (20%) respondents see 360 hours or more saved per year with event technology���a 60% increase in hours saved from 2019.

Moving forward, most marketers (19%) believe API and integration options hold the greatest potential for improvement. This is followed by end-to-end functionality (14%) and branding and customization (13%).

What are SMART goals when implementing a marketing strategy?

stand for��s梯梗釵勳款勳釵,泭m梗硃莽喝娶硃莉梭梗,泭a喧喧硃勳紳硃莉梭梗,泭relevant, and��timely. Keeping your goals SMART helps you avoid running with vague goals like ���bring in leads.���

SMART goals have a dual purpose: to give you direction when planning and implementing your event and to help you decide whether or not your event was a success (and if it wasn���t, to know how to improve).

An example of a SMART event marketing goal Hubspot references would be to ���grow our prospective leads list for our new product by 100 names by the end of the event.���

Are you looking for more definitions? The 蹤獲扦夥厙 partners with to provide you with a terminology resource for your continued education.

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Rethinking Marketing: Markus Giesler

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What is the CCPA? What is the GDPR?

We discuss privacy laws and what they mean for marketers.

General Data Protection Regulation (GDPR)

What is it?

The regulation is a new set of rules from the European Union that are designed to improve individuals��� control over their personal data. The rules replace the 23-year-old Data Protection Directive 95/46/EC, and aim to harmonize data privacy laws across Europe.

GDPR affects organizations located within the EU, but it also applies to organizations located outside of the region if they monitor the behavior of EU data subjects. It applies to all companies processing and holding the personal data of subjects residing in the EU, regardless of the company���s location.

Under the regulation, personal data is defined as any information related to a natural person or ���data subject��� that can be used to directly or indirectly identify the person. It can be a name, a photo, an email address, bank details, posts on social networking websites, medical information, a computer IP address or a host of other identifiers.

Parental consent will be required to process the personal data of children under the age of 16 for online services.

How are marketers affected?

Organizations need to pay attention to the rules: Penalties could lead to fines as high as $24.6 million or 4% of global annual revenue, whichever is larger.

GDPR limits the amount of data that marketers can collect on European consumers, who have more options about what data companies can see about them. Customers must be able to give consent, and implied consent is unacceptable. The consent must be informed, specific, unambiguous and revocable. That means consent may not be within long-winded terms and conditions that use complex legal language. The customer is also given the right to remove their consent at any time.

The type of data collected must be adequate, relevant and limited to what is necessary for the intended purpose of collection. Information may not be used in a way that would be incompatible with the intended purpose for which it was collected. Data may not be shared or transferred to another organization without consent from the person to do so.

Customers also reserve the right to be forgotten, meaning they may request that their personal data be removed from any database or cookie pool. Marketers will need to have processes that can erase collected data should a user submit a request for withdrawal. Users also reserve the right to correct or update any data.

Additionally, the data that an organization obtains from a consenting user must be protected. Any data breaches must be reported within 72 hours to all consumers and respective bodies.���

California Consumer Privacy Act (CCPA)

The act, , will affect any business collecting or storing data about California residents, giving them more information and control over how their personal information is used. The California Attorney General has until July 2, 2020, to publish regulations.

The CCPA applies to any for-profit entity that does business in the state, collects personal information of California residents (or has information collected on its behalf), determines the purpose and means of processing the information and meets one or more of the criteria:

• Has annual gross revenue in excess of  $25 million, adjusted for inflation.
• Annually buys, receives for a commercial purpose, sells or shares the personal information of 50,000 or more consumers, households or devices.
• Derives half or more of its annual revenue from selling consumers��� personal information.

The definition for doing business in California is broad, with the sole exception being when every aspect of commercial conduct occurs wholly outside of the state. California residents are defined as individuals located in California for purposes that are neither temporary nor transitory, as well as those domiciled in California but are outside the state for a temporary or transitory purpose.

Personal information is defined in the CCPA as information that identifies, relates to, describes, is capable of being associated with or could reasonably be directly or indirectly linked with a particular consumer or household. An exception is information that is deidentified or part of aggregate consumer data.

Each individual violation carries a $2,500 penalty if unintentional and $7,500 if intentional. Businesses have 30 days to fix alleged violations after notification of noncompliance. There���s also the potential for class-action lawsuits in the event of a data breach of between $100 and $750 per incident���or greater if the actual damages exceed $750.

How are marketers affected?

An organization needn���t be located in California for the CCPA to apply to it, and an estimated 500,000 U.S. companies will be directly affected. The act does not distinguish between brick-and-mortar and online companies, meaning those without any physical footprint in California, but does business with Californians (likely via ecommerce), are obligated to follow the CCPA.

Marketers will likely be incentivized to build their own first-party data, and consider how they can provide value exchange between customer and brands to rebuild consumer trust. Brands should give consumers a good reason to share their personal information both in the moment and over time.

Using consumer-consented first-party data, or declared data, can provide a competitive advantage to brands: This information is unique to your organization, unlike third-party data that competitors also have access to. Declared data direct from the consumer is often more accurate and prevents wasting marketing dollars on ���cleaning up��� third-party data.

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You see the little floating letters everywhere: or 簧. Occasionally an ^SM slides in there, as well. But what do the different symbols mean, and can you just find the right keyboard shortcut, and type it at the end of your brand name and call it a day? Trademarks are a vital part of protecting your business and your brand, but for marketers who didn���t take the bar exam, they can seem daunting.

What is a registered trademark?

According to the , a registered trademark is ���any word, name, symbol or device that identifies and distinguishes the source of the goods of one party from those of others.��� As an example, if we were to think about the trademark of an up-and-coming burger chain, it could be a word (Big Mac), logo (golden arches), slogan (I���m lovin��� it) or package design (a Happy Meal bag). These are all trademarks of an upstart company called McDonald���s.

There���s also something called service marks (^SM), that are essentially trademarks for services instead of goods.

A more handy definition is to think of it as simply a brand name. And like a brand name, the point of a trademark is to identify a specific product as coming from a specific source. That���s important to the holder to ensure that their product can���t be copied by anyone off the street. But it���s also important to a consumer. They want to make sure they���re getting into a Lyft car, which has all of the rules and guarantees of the rideshare company, and not a Jyft car, a rideshare company started by my friend Jeff, who���s a terrible driver. Trademarks protect the rights of the owners, and the safety of consumers.

That���s why they are legally protected intellectual property. You can���t slap a Minute Maid logo on your sidewalk lemonade stand without a cease-and-desist letter from Big Lemonade. Another interesting fact about trademarks, they are adjectives, not verbs, according to the International Trademark Association. In other words, a photocopier is a Xerox machine, trademarked by the company. But the trademark does not apply to the expression ���xeroxing��� a document.

Armed with that knowledge, how do you define a trademark for your brand? And what are the steps for registering one?

What is the trademark symbol? How do I use it?

It isn���t necessary to register a trademark in order to establish one. But according to McDowell, it���s wise to do so. Registration is a legal process, requiring filing with the United States Patent and Trademark Office (USPTO). Filing for one requires strict adherence to guidelines and deadlines, and paying the appropriate fees. But while the USPTO has thorough tutorials for those who want to go it alone, it���s recommended that you hire an attorney who is well-versed in trademark law.

What’s the difference between and 簧 ?

���Say you register your trademark with USPTO, you can take that trademark and put it on your product or service and use it anywhere in the 50 states,��� says McDowell. ���Let���s say you didn���t do that, you have the same mark for the same product, you might only have common law rights in that state.

You don���t have to file with the USPTO in order to start applying the symbol to your brand name. In fact, those floating symbols specifically denote an unregistered trademark. However, McDowell, says, doing so may only give you protection in the state where your business is registered. And you���ll miss out on many of the federal protections registering with the USPTO provides.

It puts the whole world on notice you own that mark and it���s yours. Other people shouldn���t be using it for the same product.���

If you���re just launching your product, and you haven���t yet registered your mark, putting the next to the logo or the phrase you want to trademark is a good idea. But, in the end, you���ll want to go through the process with the USPTO to ensure you have ownership of that mark.

How do I trademark a name, logo or symbol?

So you have your logo, and you want to register it with the USPTO. What do you do? You have to file an application with the USPTO. (The USPTO website actually has a .)

Before you apply, the USPTO recommends you consider two questions: Is your mark registerable, and how difficult will it be to protect your mark based on its strength?

The first question is relatively simple: Are you applying to register a mark for your brand, rather than, say, a patent or some other form of intellectual property. The second question is a little more complex, and goes to whether your mark is distinctive enough from other marks for similar products.

A good first step is understanding whether there is already a similar mark for a similar good, and whether your application will conflict with a trademark that���s already been registered. The USPTO maintains a where you can search for similar logos, names, phrases, designs, etc. Your application will be the same no matter if you���re registering a logo or a brand name. McDowell says the public database is a good place to start, but it will be up to the USPTO���s examining attorney to determine whether your mark meets the various legal requirements, and is different enough from other registered marks.

The USPTO does have a guide for pro se applicants (those going it alone, without a lawyer). And the INTA has a pro bono clearinghouse, where applicants can be matched up with volunteer lawyers who can assist in their application.

How do I search for a trademark?

A good first step before applying for a trademark is understanding whether there is already a similar mark for a similar good, and whether your application will conflict with one that���s already been registered.

The USPTO maintains a where you can search for similar logos, names, phrases, designs, etc. Your application will be the same no matter if you���re registering a logo or a brand name.

McDowell says the public database is a good place to start, but it will be up to the USPTO���s examining attorney to determine whether your mark meets the various legal requirements, and is different enough from other registered marks.

What is the difference between a trademark, patent and copyright?

If you���re making something–an invention, a brand, a book, etc.–you want to protect it. But which tool is right for the job?

As noted above, a trademark protects any word, symbol, design or logo, otherwise known as your brand.

If you���re not trying to protect a good but rather a service, then you need a service mark. You use the mark if you haven���t yet registered your trademark with the USPTO, and you use the 簧 symbol when you have.

According to the USPTO, a patent is ���a limited duration property right relating to an invention, granted by the United States Patent and Trademark Office in exchange for public disclosure of the invention.���

As McDowell says, ���A patent is a completely different animal, from a trademark. It is used for marketing, but a patent has nothing to do with the marketing of a product.��� As an example, you could create a new energy bar with a genetically modified rice grain in it. If that genetically modified rice is your invention, you could seek a patent for it to keep competitors for using it. You would still have to register a trademark for the branding of that energy bar.

A copyright is for creative works.

The USPTO defines a copyright as protecting ���original works of authorship including literary, dramatic, musical, and artistic works, such as poetry, novels, movies, songs, computer software, and architecture.��� While trademarks and patents are registered with the USPTO, copyrights are handled by the .

How much does it cost to register a trademark?

There is no easy, short answer to how much it costs to register a trademark. Depending on the type of mark you���re registering, the initial filing fee is between $225 and $400. There can be additional fees as well, throughout filing, if you need to file an extension, or if there is information missing from the initial application.

How long does a trademark last?

Unlike a patent or copyright, a trademark has no expiration date, provided you���re still using it and you pay maintenance fees. The fee schedule requires you to pay between the fifth and the sixth year after you filed, and then at the ten-year mark. You then have to pay a fee every ten years after that, in perpetuity. Do that, and your trademark is immortal!

What is trademark infringement and how am I protected?

Registering a trademark helps against trademark infringement. The USPTO defines infringement as ���the unauthorized use of a trademark or service mark on or in connection with goods and/or services in a manner that is likely to cause confusion, deception, or mistake about the source of the goods and/or services.��� In other words, if someone makes a product that is similar to yours with a branding that is similar to yours, they may be infringing on your trademark.

If you feel your trademark is being infringed upon, you need to file a civil suit, most often in federal court. The court then considers evidence that a) your trademark is registered and is in good standing (i.e. you���ve paid your maintenance fees and b) that the defendant has created a mark that is likely to ���cause confusion��� in consumers. Key factors in the court���s decision-making include whether the defendant���s goods are ���sufficiently related,��� the ���strength��� of your mark, and whether there is any evidence of actual confusion caused by the defendant���s mark.

If you���re able to achieve trademark justice, the penalties for the offending parties include an injunction to stop using the mark, an order requiring the goods be destroyed, and monetary relief.

Because registering a trademark is a legal proceeding, it may seem daunting to marketers. But the benefits for marketing a product hugely outweigh the minimal fees, and protect your brand as well as your consumers.

Looking for a Quick FAQ?

The offers answers to questions varying from the general information through the trademark registration and maintenance processes.

Want More?

Our friends at the (INTA) are the experts on everything about trademarks.

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An Invite-Only Event for Senior Higher Education Marketers

November 10-11, 2019 | Caesars Palace Las Vegas

Executive marketers in higher education face a series of challenges like never before. At a time when public trust in higher education is declining, chief marketers are asked to be more involved in decision making in areas outside of traditional marketing. It���s a challenging time, but one where you can lead the change.

The Senior Leader Experience at the 蹤獲扦夥厙 Symposium for the Marketing of Higher Education is an intentionally programmed time where top campus marketers can share challenges, exchange ideas and make connections to build a lasting support system.

The Experience

Takeaways

• Leave with actionable ideas
• Extend your support network with new contacts
• Feel confident that you understand how to address current challenges facing higher education

Symposium Registration Required

There is no additional cost for attending the Senior Leader Experience, but you will need to register for the 2019 蹤獲扦夥厙 Symposium for the Marketing of Higher Education.

Register

Save Your Seat

Once you’ve registered for the 2019 蹤獲扦夥厙 Symposium for the Marketing of Higher Education, click below to reserve your spot for the Senior Leader Experience.

Questions?

We want this to be a great experience for you. If you need assistance or have questions, please contact Kalli Olewinski at kolewinski@ama.org.

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