Adapting sales and marketing strategies,advertising video editing software zoom,vlc media player free download for windows 10 - Good Point

Our mission is to help leaders in multiple sectors develop a deeper understanding of the global economy. Our flagship business publication has been defining and informing the senior-management agenda since 1964. March 2016 – To maximize customer satisfaction, companies have long emphasized touchpoints. More insight into creating competitive advantage by putting customers first and managing their journeys. March 2016 – The main hurdle in customer experience is translating boardroom vision into action at the front line. August 2015 – Revitalizing product development is an unexplored lever for most private-equity firms. August 2015 – Companies have more data at their fingertips than ever, so why do online shoppers remain such a mystery?
August 2015 – Providing superior digital customer care, or e-care, can lower costs and increase customer satisfaction. Those were the powerful words spoken to me the first day I was hired, and this analogy sums up very succinctly the role of quality assurance within a company. There is a well-known saying within QA professional circles that states the bitterness of poor quality remains long after the sweetness of meeting the schedule has been forgotten. If you don’t like unit testing your product, most likely your customers won’t like to test it either. Take the time to genuinely wrap your mind around what you are testing, as well as what might be the future implementations. An informational website, a music streaming app, and an eCommerce platform are fundamentally different products.
From test cases to checklist, it is of dire importance to track what was tested, what needs to be tested, what portions had issues, what needs to be regressed, what needs to be re-tested, etc. Technology powering email marketing has advanced in recent years and marketers have simultaneously improved their skills.
Studies suggest Internet shoppers are frustrated by irrelevant ads and marketing campaigns. Sending email blasts – one universal email newsletter to all your subscribers – should be avoided. The scenario above is but one ideal situation with email for ecommerce, but how do you achieve it? Leveraging past behavior of subscribers is an excellent way to encourage visits and purchases.
Great creative with the ways your ecommerce store can use – and profit from – email marketing.
Shipping confirmations should provide all details required to track arrival of the shipment. Email marketing is just one channel by which ecommerce retailers can connect with customers and maximize profit in the process. Deschutes is the undisputed “powerhouse of pour” in the Pearl District and a titan in the Oregon brewing industry.
It is a place where the barstools are always warm, because they are always occupied (good luck snagging one for yourself). Deschutes wears its crown proudly, perhaps unaware that it simultaneously wears another crown to which its loyal legion of followers might be entirely unaware: Deschutes has the best website of any brewery in Portland. Elegant design: While it remains true that beauty is in the eye of the beholder, there are also features (in the web design world) that are considered universally beautiful.
We commend you, Deschutes Brewery, for being equally as adept at crafting a website as you are at crafting beer. Creating an effective visual identity for your business – from logo to letterhead to your online presence – is something that requires (and deserves) a tremendous amount of forethought.
A marketing plan helps solidify the objectives of a company by identifying a clear understanding of both your products and potential customers. A successful marketing plan will showcase a deep understanding of what your company offers, how they offer it (and where, to whom, etc.), and will demonstrate clear insight of your particular place in the market, as well as details about your customer base and why they make the decision that they do. In order to know why your customer might choose your business, you have to have a crystal clear understanding of your product – and your competition. Once you deeply understand your product and place in the market, you will then be able to lay down plans to move forward in a realistic and effective way. After you identify who your customer is and what their existing buying habits are, you must decide what it is to say to them. For now, these changes only affect queries that are deemed “highly commercial.” However, it is an incredibly safe bet to assume that all queries will eventually join rank.
Simply put - Google wants to make money and these changes are the subterfuge to enhance that effort. Perhaps less obviously, the elimination of ads from the right-hand column means there will be no more moral victories for advertisers who are outbid by their competitors.
It’s not a secret to say that technical writing can be dry for both the writer and the reader. So what can you do when your subject matter, product, or service lives in the technical realm?
A general rule in marketing copywriting is that the more words there are, the fewer of them will be read.
When you fully believe in your product and services, that fact will be communicated in all of your content, from technical white papers to consumer-focused headlines.
Research – Whether you’re writing for a technical audience or consumer audience, you have to start with research. Walk Away - After you have compiled and studied your research, walk away and do something unrelated to your writing project.
Set A Time To Write – Scheduling a time to write seems simple enough, but when your brain is faced with a task you’re not used to, or a task that may seem a bit amorphous, it likes to procrastinate. Don’t Get Stuck On The First Sentence – Staring at a blank page is incredibly intimidating, even for seasoned writers. Nothing Is Forever – To build off the last point, it’s important that you get your thoughts down on paper, even if they are just pieces and not completed, final copy.
Content Management Systems (CMSs) are web software systems that make programming and building a website easy.
Drupal 8 is a major rewrite of the code-base, and built on Symfony, a well-maintained PHP framework.
ExpressionEngine 3 is a significant update, but requires only minor updates for the add-ons to the take advantage of the new features. The ExpressionEngine developers have decoupled much of its code base from its foundational framework “CodeIgniter.” By doing so, it is growing up and using more efficient framework – less “straight-forward” PHP.
Think of the difference between ExpressionEngine 3 and Drupal 8 as the difference between an 18-wheeler and a utility pick-up truck.
There is a relatively unknown tool that helps to amplify the success of these ads even further, yet I very rarely see advertisers utilizing it. I am referring to the “countdown” function available in AdWords, which allows advertisers to dynamically display a custom countdown within ads. These custom-built countdowns automatically update once daily, thereby (presumably) creating urgency behind the upcoming end date of a sale or another significant event. The tone, or “voice,” of your advertising is, to paraphrase many of our parents, not what you say, but how you say it. Marketing - the essential component of a company’s relationship with people or brands before they become customers (or leads). Automation - the use of tools within a system to send personalized, targeted messages across multiple channels in an efficient and scalable fashion.
Based on our exploration of the two words it is easy to see that marketing automation is a comprehensive solution. Message Tailoring: target prospects based on the actions they’ve performed on your website. Customer Segmentation: group, or segment prospective customers by their interests, behavior, and sometimes, even demographics. Communication Consistency: uniform, optimized, on-brand delivery of any marketing messages or communication across all channels and touch points. Actionable Insight: detailed reporting on each campaign or channel to allow for for easily digestible data, statistics, or graphs to further improve future marketing efforts. It should be pointed out just how hard it would be to generate and maintain a truly effective marketing campaign for a high volume of contacts. This ability for targeted messaging is radically different from traditional email marketing blasts. In direct contrast to plain email marketing blasts, marketing automation leverages behavioral-based targeting and communication.
A word of caution…the value and success of any marketing automation implementation is relative to your business’ needs. Otherwise the outcome of a successful implementation will result in an increased operational efficiency and reaction to prospects’ behavior and communication when they are ready, increases in revenue, and predictable activities and accurate sales forecasting.
Doing so eliminates three entire steps from the knowledge-seeking process: 1) Scanning the results and deciding which website to click.
However, in the efficiency-focused eyes of Google, every step is a burden regardless of how deeply its roots are planted in the process. Google has immediately answered my question, thereby preventing me from engaging in the cumbersome process of clicking on a website (or various websites) to locate the same information. The real challenge is attempting to understand more complex queries, which has become Google’s central theme and predominant goal of 2016. For example, Google also understands the slightly more complex query “what year was Portland founded?” and once again answers my question directly within the SERP. In this case, Google is displaying an entire paragraph of information from a website that it deems an authority on the subject. Google has confirmed publicly that it recently launched an entirely new artificial intelligence system called “RankBrain” to assist with the process of determining rankings.
RankBrain is a self-teaching artificial intelligence system that converts language into mathematical entities.
It is safe to assume the RankBrain system will evolve significantly over time, much like the PageRank system has evolved since 1998. Of course, there are countless other “less significant” trends that will affect Google and other search engines in 2016, which I will cover in my next blog. However, there is a frequent misconception regarding the process as well as what proper content marketing actually entails. Very simply, the primary objective is to transform all of your content into something that is unique and therefore memorable. The goal behind crafting your uniqueness is to attract views that result in links and shares, which consequently will attract new viewers and simultaneously improve your SEO. Unfortunately, the above scenario is not likely for most businesses, especially when the topics pertinent to their industry are inherently dry.
Obviously, most of these tasks fall into the category of “easier said than done.” But there’s no crying in content marketing, and nobody promised you that domination of the internet would materialize with ease. However, many times businesses are so close to their own products and industry that it becomes difficult to decipher which information is important, relevant, or understandable to your audience. It sounds very basic, but many times businesses have not defined their specific marketing audience. You shouldn’t create your marketing copy in a vacuum, but writing by committee is the fastest way to denude your materials of any and all efficacy.
Before touching any web-building application, you first need to clearly define your website’s main purpose or objective.
A great way to determine the importance of what elements are found on a specific page is to simply rank them. The first thing that you are introduced to is a promo for clearance items from designer names. Before scrolling for more content, the eyes circle back up to see the Nordstrom logo, as well as another small ad-strip for shopping gift cards.
If the website being designed is information-heavy, it is beneficial to present the information in such a way that the user will be able to find information quickly, read through the content easily, then process it. If the website is more image-based, make sure the imagery being utilized is of high quality (no 20x20px photos blown up 5x its size, please).
Simply put, “gestalt” is a German term most commonly used in psychology that means “unified whole.” You may have heard of the phrase, “the whole is more than the sum of its parts”.
Clarity - Clarity among elements on a page means that every piece should have a clear purpose for its presence on the page as well as its positioning. You may have heard about responsive design, because the thinking has been around for a while now.
Have you ever tried finding a specific destination without any directions whatsoever on how to arrive there? There are no extra bells and whistles on their search page, unlike other search engines like Bing or Yahoo. First and foremost, before any design work is started, you must know the website’s main purpose, objective, and its end-users. Last month, a couple of us from GRAYBOX took a flight down to San Antonio to attend the 2015 ExpressionEngine Conference. Although they chose not to use a common framework such as Bootstrap, Foundation or Skeleton, their home-rolled framework is similar to many of the frameworks on the web these days - responsive, grid-based and consistent.
The spam module comes with a database of ham and spam values, and is configurable to work with your content because spam on one site is not the same as spam on another. Unlike developer hooks, the Event Service is a broadcast of an event during the functional operation of an add-on, but closer to the code level without the need for an installation of a developer hook record in exp_extensions, or with the overhead of the extension settings. The update to ExpressionEngine is solid, and keeps the core functionality in tact, while upgrading many of the lagging features that had needed some attention over the years. Digital technology allows disruptive business models to emerge and expand at previously unimaginable rates. Agility—the ability to react quickly to threats and opportunities—is an increasingly critical capability. The old adage that “people will always need to eat and wash their clothes …” does not mean the Consumer Packaged Goods (CPG) industry is insulated from change.
Companies believe high-potential demographic segments include millennials, Hispanics, and more value-conscious consumers. Winning companies differentiate themselves in this rapidly changing world not just through what they do—but how they do it. The 2014 survey results reveal that winning practices continue to make a significant difference in company performance—in fact they are worth more now than they were in 2012. Sales strategy continues to be a critically important differentiator of performance among CPG players. In the "dollar" channel (low-cost product outlets), winners are developing consumer and shopper insights and are using them to shape in-store execution. In Walmart, winning companies are investing more FTEs to support the business than their peers (about 25 percent more). While Dollar, Walmart, and e-commerce are winning companies’ current priorities, we know from our earlier surveys that one thing winners do better than others is shift priorities and flexibly reallocate resources.
Most CPG companies believe that demographic shifts will drive the greatest change in the industry over the next five years (presenting both challenges and opportunities). Strong retail support is absolutely essential to successfully execute tailored channel strategies and well-targeted shopper-activation programs.
Winning companies also know that high impact partnerships depend on both who they collaborate with and how they collaborate.
According to the 2014 CCM Survey, CPG companies believe e-commerce will be a key driver of change in the industry over the next five years (second only to the impact of demographic shifts). Winning companies are using organization structure, capabilities, and performance management to build their digital capabilities. Winning companies are staffing these dedicated teams with specialized functional support for their online partners. Winners also use a broader range of marketing and promotional vehicles than their peers do to drive online sales activity. Companies that are winning in the omnichannel world are mining a much richer data set in order to understand online and omnichannel shopping behavior. Finally, winners engage omnichannel shoppers more proactively than their peers do – both pre- and post purchase. Revenue management has been a top capability-building priority for many years; it has also delivered consistent, significantly enhanced performance to those that achieve excellence.
The reality is that many of the winning revenue management practices (both pricing and trade investment) are time-tested practices. Although revenue management excellence is a top priority for CPG companies, it continues to elude many of them. Winners integrate their sales capability agenda directly into their strategic plans more frequently than their peers do (50 percent versus 39 percent). Most CPG companies are trying to build joint business planning capabilities (83 percent of survey respondents are focused on this). Winners give the Sales function the responsibility for leading capability-building efforts far more frequently than their peers do. Winning companies are also committed to developing all employees’ capabilities—including both high and low performers. Finally, winners are able to retain more top quality talent than their peers by combining financial incentives with career opportunities.
Fast forward ten, five, or even just three years: Which companies will be winners in CPG and which will be obsolete? Five or ten years ago, industry leaders were speculating about the potential of e-commerce to disrupt fresh-food retailing, and now online players have a substantial market share in key metro markets. In the B2B world, both sales and marketing teams are now under more pressure than ever before. Sales teams now have to deal with the customer of the digital age, who wants to go through the sales process without the help of sales. One of the main reasons sales and marketing need to be aligned is that successful lead generation now requires a blended effort between the two. The best way to handle all of these issues at once is by leveraging a marketing automation platform in conjunction with a CRM tool.
When everyone is working with the same data and working toward the same goals, sales and marketing can finally stop their war and start working together.
To learn more about the value of marketing automation in the B2B sales process, you watch this quick video that explains why Salesforce bought Pardot for $2.5B. To learn about the marketing automation consulting or sales pipeline management services we offer, you can check out our services page.
If you’ve been living under a rock for the past couple of weeks, you missed out on all the hysteria that has happened in the search marketing industry thanks to Google’s decision to make all their search queries encrypted. Google seemingly went live with the change back in September 22, leaving many in the online marketing industry shaking their heads in dismay and scrambling in confusion.
Although there hasn’t been any official statement from the tech giant, many are speculating that the recent NSA controversy pushed Google to make the decision to keep its users’ data safe from unwarranted government surveillance. Whatever the reason, the loss of such vital information will have an undeniable impact on how search marketing is done, especially because of Google’s 67% market share in the search engine industry.
No keyword data means there is no easy way of telling what site visitors are exactly looking for, and that also means not knowing what your prospects and customers intentions are (e.g. You won’t immediately know if you’re ranking high for branded or non-branded terms, which landing pages you need to optimize, what kind of content you can create to bring in more targeted traffic, etc. PPC is also affected because keyword research is an essential element to creating the most effective ads.
Identifying potentially popular search terms that can lead to more growth in other areas of a business is much harder now as well. It doesn’t seem likely for Google to reverse their decision, and you can expect the percentage of (not provided) data to reach 100% by November 20 this year.
The easiest option for surviving these challenging new times is to give in to Google and pay through AdWords to gain access to keyword data.
Keyword data for all search queries is fortunately still available in Google Webmaster Tools. If the site you’re monitoring experiences a massive influx of traffic without having done any changes to the site itself, you could very well have a trending keyword in your hands.
Although you might not know what the exact terms people are using to get to a site, you can still find out which pages they’re ending up on.
Bing and Yahoo might not account for too much of today’s organic search traffic, but considering the limitations currently present, you might as well check how well you’re performing for keywords from these search engines. Although this change already has a significant impact in the online marketing industry, it’s only one part of Google’s overall update to its search engine’s algorithms called Hummingbird. Lessons From JFK’s Inaugural Speech About Sales and Marketing Messaging You are using an outdated browser.
Sometimes the scope can be paradoxical - a small change might affect many more components than what is visible to the end user. Try to analyze your email list with your unique content in mind and try to decide what groups of subscribers you have and what they want to buy and not what you want to sell them.
To begin with you must have the ability to see how your subscribers interact with your newsletter – do they open it, which link(s) do they click, and so on.
If you have customers who’ve made purchases before, send them relevant follow-up information.


When they leave without doing so, you must send them an email reminding them to come back to complete the sale. It is frequently regarded as the busiest and most visitor-friendly of the 61 breweries in Portland, owing primarily to its elite location along the streetcar line only a few puddle-jumps away from the heart of downtown. Deschutes is runway ready with its sleek and responsive design, dynamic imagery, and simple but streamlined color scheme.
Color palettes, design elements, photo usage, fonts, graphics, and dozens of other visual elements all come into play, not just with the materials you have in place now, but in the future as media needs change and evolve.
A good marketing plan will also highlight the successful aspects of your business and products, but also shine a light on areas of weakness and opportunity that may need more attention.
You need to be able to boil down both your business and its product offerings into simple, clear, direct statements that will serve as the overview and drive for all of your marketing efforts. Identifying your customer base and potential customer base is more than just identifying a demographic.
Each individual marketing project needs to have own focus, its own purpose, and its own plan.
Each marketing project may have different calls to action, and each should be measured according to its own standards.
Notwithstanding other events, this news alone was the equivalent of a 9.0 earthquake in the eyes of seasoned AdWords advertisers. The answer, as always, is that Google has identified a pathway for increasing revenue that can simultaneously (and somewhat reasonably) be spun under the crafty illusion of creating a better user experience. By displaying four ads at the top of the screen instead of three, Google significantly increases the odds that an ad will be clicked. Cleaner pages, fewer total ads above the fold, etc., are the common arguments in its defense. After all, it’s heavy on specs, data, and other seemingly impenetrable subject matters, making it difficult to feel excitement or a connection to the audience or topic. When you’re intimately aware of your customers’ needs, you will be able to create content that speaks to them effectively and efficiently, and in a way that is meaningful to them. While fancy marketing bells and whistles do attract attention, they often attract attention away from the actual product. On the one hand, it seems simple enough – after all, we use words to communicate all day long.
Our brains like to percolate new information and chew on it in the background, which gives it time to form a plan.
Scheduling a time to write gives your brain a set parameter to start focusing the information it has digested, and will force you to sit down, get it done, and avoid distractions. Getting that first sentence out is difficult, and you may find you spend the majority of your time getting over that first stumbling block. When you build a puzzle, you need to get all the pieces on the table, and then you move them around until your picture is complete.
While at first glance many CMSs seem similar, there are differences between them, and knowing which one is right for your project can be a bit overwhelming. Because it is much more “standards based” than ExpressionEngine 3, any PHP developer familiar with Symfony will have an easy learning curve.
Although it technically has a license fee of $300, the cost of building an ExpressionEngine site is generally lower, as it doesn’t require as much work to get the site up and running.
EE3 is much easier to get going on smaller projects, but can be easily scaled to architect much more complex features, and as a general rule EE developers are going to be cheaper than Drupal developers.
The pick-up truck is usually the easiest and most useful for the vast majority of people, but the 18-wheeler is designed to be used for enterprise work and would be overkill for most.
This conversation can take many forms and have many different end goals, but it all boils down to your business talking to your customers (and potential customers).
It is distilling your company’s vision and values into a set “personality” – whether that personality be a serious voice of authority and professionalism for a law firm, or a whimsical and fun tone for a toy shop.
It will tell your audience everything they need to know about your company – who you are, how you conduct your business, how you view your customers, and more. A simple way is to compile a list of “character traits” your business would have if it were a person. It will define who your business is to people who may have no other knowledge or interaction with it. Part of the issue is the name; it is not as easy to say as paid search, it is not as ubiquitous as SEO, and the ‘automation’ turns some people off immediately.
For some companies, especially the ones that have larger potential customer base, the possibility of maintaining constant interaction with each and every person is quite overwhelming. When used properly, marketing automation can all but guarantee that prospective customers receive narrowly targeted, highly relevant, marketing messages at exactly the correct time. Basic email delivery services frequently are only able to send non-targeted email “blasts” to a large group of recipients in a one-to-many fashion. Using marketing automation, a company can automatically send a new prospect just starting their online research some high-level information that is relevant to their exact topic. Thus, if your content marketing isn’t working, then marketing automation will not provide the desired fix.
However, unlike the previous examples, the specific answer that I desire is not “front and center”.
RankBrain does not replace the Hummingbird algorithm that launched in August 2013, but rather exists as an addendum within it to help process highly advanced and highly ambiguous queries.
It is a safe to assume that PageRank, ever-evolving system that evaluates the volume and the quality of links pointing to your website, is also a top-3 factor.
Consequently when RankBrain encounters a word or a long-tail phrase that it fails to recognize, its self-teaching system makes an educated guess as to what words and phrases have similar meanings based on its formulas, then ranks websites accordingly. However, because RankBrain launched less than 100 days ago, its evolutionary curve is likely to be sharp in the coming months.
However, for the sake of conciseness, it is a fair summary to state that “informational SERPs” and RankBrain will dominate the SEO landscape in 2016. Too often businesses rely on intermittently publishing the occasional blog or sporadically engaging on social media. In a heartless world where attention spans are minimal and competition is fierce, one must deliver all content with an eye toward standing apart from the crowd. Every link or share that is generated could also potentially result in yet another link or share, thereby producing a cascading snowball effect of new visits. However, that segues into the next point about content marketing that is frequently forgotten: it must be a long-term and consistent effort. Even the most utterly fascinating arrangements of words and sentences still require visual aids, preferably equally as fascinating.
Strive forth with confidence, and remember to engage uniquely, frequently, and visually to achieve success. It takes knowing the exact needs of your customer base, as well as how to quickly and effectively communicate your message in a way that solidly resonates with them. It is decidedly difficult to whittle down everything you want to say about your business, but it’s important that each marketing campaign has a singular idea – a focal point of a message that will resonate. Soliciting input from outside sources can and will be helpful, but it’s important to draw a distinction between someone who has an opinion and someone who has a say in the final product.
Headlines are usually only 5-7 words after all, and that website only had a paragraph – how hard can that be? It works in concert with other elements like programming and graphic design to create a complete package that effectively delivers the message necessary to increase your business.
This sounds obvious, however, designers at times tend to skip or ignore this step and make assumptions about what the client is seeking.
Therefore the best web designers are carefully tuned to the needs of their users and have a firm grasp of each website’s purpose, the type of content that should live on each page, and how each page should interact and relate to the rest of the website. Determine their rank based on how closely aligned elements are to the main purpose or objective of the website. Essentially people tend to view websites as one whole entity before seeing the individual elements (such as the logo, navigation, main CTA, body content, footer, etc.) that comprise the entire interface. In order to achieve clarity, the UI should be simple, easy to use, and uncluttered, employing many different facets of whitespace to give importance to or take attention away from elements.
Unless your website is specifically geared toward tantalizing people with a mind-blowing design, most of the time your users are simply looking for information.
Responsive web design (RWD) is a technique utilized in web design that aims to provide to site viewers the best viewing experience possible across a wide range of devices. The number of mobile users viewing websites on their devices will only increase over time, so make sure your website is running on a platform which gives the optimal experience for any user on any screen-size. As websites these days become more interactive, it’s the designer’s job to make absolutely sure the website functions well and is easy to use. For example, we typically find search bars somewhere at the top of the page (either top right, or, if called out more, top-center). The prototypes don’t even have to be coded up - they can simply be design mockups that link each page to another. Without a major version release since late 2009, I was excited to get my hands on the latest and greatest iteration of EE. No crazy new features or anything, just some general housekeeping by putting the action items on the left, the config on the right, and refreshed the blocks of content with some actionable pieces of information. Some fundamental file structure updates have separated out the core EE code from the third-party code and updates promise to be a simple drag-and-drop replacement of the core code.
Additionally, new models can be framed up quickly - although there is not a data builder like some other frameworks, you have to create your tables and fields, then map everything to the model in your add-on. The IT world has shifted from slow ‘waterfall’ methodologies to agile techniques such as ‘scrums.’ At their heart is rapid decision-making.
Reusable IT systems are critical for efficiency and are characterized by modularity (independently functioning modules of code) and interoperability (modules interacting seamlessly using standard protocols). A significant performance difference exists between winners and others across capability areas in 2014. A longitudinal view shows the performance gap between winners and others expanded between 2012 and 2014. Winners in this performance area grow market share while reducing sales expense; their peers, on the other hand, lose share. Winners saw potential in Walmart’s resurgence in the marketplace and shifted resources to drive it. As an example, our winners in 2008 were aggressively investing in Walmart, but by 2012 winners had shifted top priority to small format growth channels such as dollar and drug stores. Similar to what we saw in 2012, companies believe high-potential segments include millennials, Hispanics, and more value-conscious consumers.
They choose to work more closely with retail partners that have significant growth potential, high capability levels, and close alignment with their strategic aspirations. Across the industry, companies rely on Amazon and the e-commerce units of brick-and-mortar players (rather than their own Web sites) for efficient access to online shoppers; on average, Amazon generates 50 percent of their online sales. They are adding specialized, cross-functional roles that are dedicated to executing omnichannel activities.
They build dedicated key account teams to support their key online partners (like they do to support their key brick-and-mortar partners). Winners are four times more likely to provide dedicated category management and shopper marketing support to their key online partners than their peers.
Winners offer niche SKUs (for example, hard-to-find sizes, flavors, or fragrances) that complement more traditional brick-and-mortar assortment.
Commonly used vehicles among winning companies include display advertising, online coupons, “new aisle” placements, e-mail blasts, optimized searches, and favorites lists. Working with third-party partners, winners regularly collect data that include basket composition and abandonment rates, promotional effectiveness, click-stream data, and item in-stock rates. Successful companies are more likely to engage shoppers through mobile technology to influence purchase decisions than their peers: 86 percent leverage mobile coupons (71 percent of others), 71 percent use mobile accessible social media (29 percent of others), and 43 percent use mobile loyalty programs. Consumer Packaged Goods (CPG) players who win in pricing can take price well ahead of their peers while growing market share.
To begin, companies take an integrated approach to pricing and trade investment (for example, they create customer P&Ls to understand the full picture, and leverage integrated performance metrics). Winners were investing in capabilities such as shopper insights and revenue management, while others focused on getting the basics right (such as, core marketing, financial analysis). This integrated approach makes it much more likely that sales capability-building will be protected as a top priority throughout the organization.
Sales leadership (versus HR or a training group) helps ensure a pragmatic, impact-oriented focus. They are as likely to develop performance goals for high performers as they are for low performers. Eighty-three percent of winners make career-advancement opportunities (for instance, rotation programs, roles on special initiatives) available to high-potential talent in addition to financial rewards; only 54 percent of others do.
Winning companies look forward (anticipating consumer, shopper, retailer, and employee requirements) and agilely position themselves to capitalize on emerging opportunities.
Similarly, ten years ago, we might have been surprised that leading Mass retailers would be opening more smaller-format stores than large-footprint ones—another current reality. Marketers have to do much more with fewer resources, and new measurement tools mean they are more accountable for their efforts.
You can keep trying the same tactics that worked when telemarketing and tradeshows ruled the B2B sales world; or, you can adapt. We also believe the first step to adaptation is aligning your sales and marketing teams and giving them a shared quota. Lead generation now requires both a clear view of the sales funnel and a well-strategized content marketing strategy for nurturing. With marketing automation, you gain backend visibility of your prospects and their digital behaviors, giving you insights into when and how a prospect should be nurtured.
Your SEO eyes read that right – checking the keywords for search traffic from Google will all yield the dreaded (not provided) phrase in your analytics tools.
Before this security update, keyword data was only withheld for users signed in to Google services like Gmail and Google+, a system that was implemented back in October 18, 2011.
However, keyword data can still be accessed through Google AdWords, leading others to believe that the move was more for monetary reasons than privacy issues. Slight variations in search terms can spell the difference between a failed and a successful PPC campaign, and the money invested in using such a strategy cannot be simply overlooked.
Checking pages that are already bringing in a lot of traffic won’t help, and AdWords’ Search Query Report only suggests keywords similar to the ones that you’re already doing well on. If you’ve used it before, you should know by now that it only stores data when you start using it for a particular site, and it only goes back as far as 90 days.
You can still learn a lot from such information, especially when you have content that you consistently put out for particular seasons and for evergreen content as well. Use Google Trends to jumpstart your search for what could possibly be sending a lot of visitors your way. With that knowledge, you can have a good idea of what those hidden keywords are based on the keywords you’ve been using in the past for your landing pages. You can still see what search terms they are using on your site, and that information has become much more valuable in learning what your target audience is looking for. Keep your eyes on your rankings, and not just for the competitive ones but also for mid-range terms and long-tail phrases. Unlike the previous Panda and Penguin updates, Hummingbird isn’t about keeping spam and other useless content from appearing in results page.
As long as search marketers monitor keywords associated with specific landing page data, it still makes it possible to gauge performance metrics with organic keywords!
Therefore creating or discovering a bug is not criticizing someone's work, but rather enhancing it.
Utilize analytics to determine the target, put yourself in their shoes, and attempt to view the product through the end-users eyes (admin, user, and all other possible roles).
Ecommerce email marketing has become so complex many shoppers assume websites know more about them than they actually do. Don’t dwell on the myriad of possibilities, even something basic – like male and female – is an excellent start to segmentation!
Make it fun by personifying your cart and use language like "your cart is lonely" or similar in sync with your branding. We love the cozy lodge decor, which radiates a vibe of rustic sophistication and reminds us of our own office.
Today, opinions and decisions are made in split seconds, based almost solely on the visual components of the message.Your visual brand identity, and how it is presented to your customers, needs to be planned just as intentionally as your business goals.
You need to know what compels them to make their purchasing choices, where they shop, what product they currently buy, who influences them, what media they watch, and what their habits are.
While each piece of marketing will help bolster the purpose of your overall marketing plan, each piece must also have its own clear focus and function.How Do You Measure Success?
Going into your marketing projects with a clear understanding of what needs to be accomplished and how that will be measured will guide you toward creating effective, on-target messaging. However, the shake-up was compounded further by the additional revelation that ads populating the righthand side of the screen have been axed into oblivion as well.
As an added benefit, this maneuver also contributes to the ongoing slow death of SEO by marginalizing organic rankings and pushing them farther below the fold for highly competitive queries. Therefore, advertisers who were previously bidding conservatively will be forced to abandon that approach and elevate their bids. Advertisers will now face increased competition in bidding, which inevitably will result in higher CPCs and consequently lower CPAs. The copy can end up being dry and lifeless, more of a space holder than actually beneficial to your audience. Respect the fact that technical readers don’t want a “marketing campaign.” They want information and facts.
Many businesses try so hard to dress up their technical writing that it wildly misses the audience that matters most: the technical professionals.
For a technical audience, nothing is more of a turn-off than feeling like the actual content and information you were hoping for is nothing more than puffery or meaningless buzzwords.
It’s not meant to create catch phrases or to produce water cooler talk about edgy marketing campaigns. On the other hand, sitting down to write a paper, article, or piece of marketing presents its own set of hard-to-quantify issues for people who are not strong writers or who aren’t used to longer-form (longer than, say, an email) copywriting.
Know what information is going to be important to your audience, and compile an outline or bullet points that include all the information you want to convey.
When you write, you can change the order of sentences and move them around until you get the picture you want – but that’s easier to do when you have all the pieces on the paper. Writing by committee is the least effective (and most excruciating) way to write, yet probably the biggest temptation within a company. Following a simple method like the one above, and then augmenting it to fit your personality and situation will carve off much of the intimidation factor. In this post, we’ll explore a few of the major differences (and a few similarities) between two of the most popular and most robust CMSs, ExpressionEngine 3 (newest update released in Oct.
ExpressionEngine still has the backbone to withstand huge amounts of traffic and a solid architecture that is very developer friendly. And while the cost of building a Drupal site is generally more expensive, the Drupal site can we architected to handle more complex business logic and functionality. And each company, just like each person, is a different entity, so honing in on who your company is and how it speaks to its marketing audience is a crucial aspect in creating effective, meaningful, and impactful marketing.
The tone of your marketing materials needs to match your company’s central mission, but it also needs to be employed cohesively across the board into all of your marketing materials, no matter what department or committee it originates from. Many people, even marketers, frequently use ‘marketing automation’ interchangeably with ‘email marketing’.
Conversely, if (or when) a prospective customer is ready to buy, they can be sent purchase-related messages. 3) Orienting yourself to the website after it loads and subsequently scanning for the information you desire.Historically those three steps have been so fundamentally ingrained into the mindset of utilizing a search engine that they seem like an insignificant burden.
In 2016 I expect Google to make significant adjustments to RankBrain as its strengths and flaws are identified and then reinforced via hard data, therefore contributing to a further shifting of the ranking landscape. Extreme examples of this effect are evident on YouTube, where amateur videos can “go viral” and transform average citizens into internet celebrities overnight. Many of your blogs will never gain any traction whatsoever and will fail to rank in Google. Visual aids also provide additional SEO opportunities, which further assist with elevating your rankings when optimized properly. Having a clearly defined set of eyes on the marketing copy will not only streamline the process, but keep your message direct and clear, based on the research you have already done.
This ends up with the client expecting A-B-C, while the designer delivers X-Y-Z, leaving both parties unsatisfied and frustrated with the end result. To combat sharpness issues always make sure there are no “partial pixels” present on any element and that all pieces align with the pixel grid, otherwise the design of a page can seem out of focus and unrefined. The spacing between elements does not have to be literal white, but alludes more to the negative space surrounding the elements. As a general rule, text and images shouldn’t overlap, unless there is a specific purpose or intent behind the reasoning of doing so. When building responsive websites, the site is built using a proportion-based grid, flexible-sized images, and media queries via CSS. To do this, the essentials that are needed are simply a search field, a search button, and for self-promo purposes, a logo.
If we place the search bar at the bottom of the page, it will take a while for users to find it.


The new version contains a few major updates, but generally sticks to the core and cleans up several areas that have been neglected for far too long. The control panel is now fully responsive, so using your mobile device to make an update won't be as annoying.
Agility has long been essential to creating usable software quickly, and CIOs have developed a suite of agile approaches and tools to address long delivery cycles and inflexible legacy systems. Small cross-functional teams work side-by-side, checking in daily for rapid progress updates and problem solving. The best IT architectures create tight standards for data, relying on a single system to house all approved data, a “single source of truth.” Organizations can apply these principles more broadly. While the “hard asset” world of manufacturing has embraced such standardization—reusable parts or engines that can fit in multiple vehicles, for example—companies have been slower to apply it to “soft assets” such as reusable business processes.
Consumers are frequenting a wider range of channels, making it harder for CPG companies to manage channel conflict. This increase emphasizes the value of performance excellence in customer and channel management. These outperforming companies identify and stay ahead of evolving sources of growth, which allows them to take bold actions and reap emerging benefits.
These help inform pricing, merchandising, and assortment strategies (which are particularly important given limited available shelf space).
Consistent with 2012, winners are still deploying more functional expertise such as category management, shopper insights, and shopper marketing against Walmart than others.
Forward-looking strategy and flexible resource allocation are time-tested hallmarks of winners. Winners and others focus on a common set of high-growth consumer segments; however, the ways in which winning companies are activating against these segments is more advanced.
Broadly, CPG players believe that Amazon, and its requirements for increased trade investment, will put pressure on profitable online growth. Overall, these winners are four times more likely to have dedicated key account resources for key online accounts than their peers are. In contrast, others are more likely to rely primarily on display advertising and online coupons. They then employ this data to explore shopper demographics, purchase occasions, and spending levels and patterns. Post purchase, winning companies are also more likely to engage shoppers digitally than others are. CPG players that win in trade investment realize extra lift for price reductions and quality merchandising support. This year, however, we found all companies are focusing on the same capability areas: revenue management, joint business planning, category management, and consumer and shopper insights. Although 40 percent of companies are engaging customers in joint planning discussions and aligning on targets, only 20 percent are getting customers to put skin in the game through co-investment (for example, new merchandising approaches). Their employees are twice as likely to have tailored development plans that include personal development goals and clear expectations of success. In contrast, others are more likely to establish performance goals only for low performers.
The same amount of winners (83 percent) have an attrition rate of 10 percent or less—an achievement only 69 percent of their peers can claim—which suggests this combination of opportunities and incentives is powerful. They focus not just on where the industry will move but also how to get there: making long-term investments, building strong customer partnerships, leveraging technology and rich data, and investing to build end-to-end capabilities. Using this information, you can then implement an intelligent content marketing strategy based on buyer lifecycle stages and monitor engagement.
As a result, online marketing campaigns will be much harder to plan because of the lack of knowledge over target audiences’ wants. Download your data every 30 days through CSV or Google Docs so you have records you can peruse.
Econsultancy has provided a step-by-step tutorial for pairing up (not provided) keywords with their landing pages. And way too much unsubstantiated projection of the results they are going to achieve simply by using our products or services.There’s too much leaping from problem to solution, without acknowledging the challenges and difficulties that inevitably lie in between. The tests done by the QA team on a single item are drastically more intensive and objective compared to what a developer can perform on his or her own work.
The point here is to find aspects from which to differentiate and customize the emails you’re sending based on a subscriber’s personality and buying habits. But if you want to increase, even double your sales from the email, more personalized offers should be your goal. The more complete the customer profile, the better your chances of developing lasting customer relationships.What Do You Say? Consequently more businesses may consider abandoning or de-emphasizing SEO as a viable strategy and refocus their efforts instead on paid search.
Here are a few basic tips to keep in mind when creating effective content for technical subjects.
This doesn’t mean that your technical content can’t be –or shouldn’t be – compelling, clear, and well written; it simply means that it’s important to keep the flash and sizzle to a minimum so that it doesn’t distract from the message and facts. Let your products and services do the talking in the technical realm, and don’t be ashamed to let them do so.
Technical writing’s sole purpose is to convey direct information in a way that many other areas of marketing don’t: in a stripped down, content-focused, straightforward manner. It has the simplicity for rapid site building and the flexibility for extensive custom system development. Additionally, it has to speak directly and effectively to the needs of your specific audience; it needs to be said in a way that resonates and compels.
These kinds of tailored programs are critical to nurturing your contact relationships proactively (not reactively), while retaining control over the flow of information. At the same time, the marketing automation platform could be configured to send a notification to sales or account staff, and recommend contacting the lead. This suggests that Google is either a) failing to understand the very specific nature of my query, or b) failing to pull only the information that I desire into the SERP.
The resulting frustration usually causes reduced effort, which only serves to further feed the cycle of failure.
One good idea is to create a proxy profile of the perfect customer, hang that customer profile up, and then write directly to that person. More often than not, companies that write their own web or marketing copy end up spending more time and money to get results that are far below what a professional could have offered in the first place.
In this post we’ll explore the most important web design principles to remember so you can make a website visually engaging, effective, easy to use, and memorable. The amount of negative space employed can give a very different feel from website to website.
To alleviate the frustration, follow the K-I-S-S rule and keep your website simple, direct, and easy-to-use. To alleviate their struggle, it is key to employ a clear, simple, and easy-to-use navigation.
The barely-there navigation that exists on the upper-right hand corner of the page allows Google users access to everything tied to their google account, in a neat and simple package, without hindering the user experience. In cases like this the conventional placement of useful UI elements is the best route to take. But what those disruptions actually look like and which ones businesses should take seriously—that’s a tougher nut to crack.
Many of these approaches can be expanded well beyond the perimeters of IT and applied across an organization. Teams work to produce something new—a product or feature— and test it with end users every one to two weeks. For example, a single source for management information systems (MIS) stops the “whose-numbers-are-correct?” debate and refocuses discussion on insights and action.
Making the process of opening a bank account modular, for instance, would mean creating modules for each discrete phase of the process, such as collecting customer data, processing it, and setting up the account. Shoppers want to order household staples while on the go, and they expect a seamless experience across channels.
In sales strategy, for example, the delta between winners’ and others’ performance (sales growth ahead of the category) is significantly greater than it was in previous surveys. Winners are making greater and different types of investments than their peers (or than they themselves were in 2012). In addition, winners work closely with a broad cross-section of their partners’ organizations (not just their category merchant teams). Many companies (40 to 50 percent of participants) are using assortment and performance based trade rates as a means to protect online profit. These winners also rapidly acquire and develop talent with digital and omnichannel expertise and intentionally rotate employees with more traditional commercial experience through teams with a digital focus. For example, category management teams understand that assortment needs to be tailored to meet digital shopping occasions, manage conflict with traditional channels, and address requirements of home delivery.
Annually, winners are 25 percent more likely than others to have 10 percent or more of their assortment for online partners be new items.
With Amazon, 84 percent of winners are investing in co-marketing activity; only 57 percent of others make this investment. In contrast, others typically focus on analyzing item in-stock rates and promotional performance metrics. More of them offer coupons via social media, follow up with e-mail communications and receipts, and distribute personalized offers linked to loyalty information. Excellence demands access to rich data and the ability to mine it, internal cross-functional collaboration (across Sales, Marketing, and Finance), close partnerships with customers to activate in store, and a commitment to continuous improvement.
Most of these plans explicitly name the employee’s mentor or coach (83 percent of winners include this element vs.
In addition, low performers are much less likely to be let go by winners (only 33 percent of winners exit these employees versus 54 percent of others). Marketing automation also has tracking and reporting features that allow you to measure the ROI and effectiveness of your sales and marketing tactics. Finding bugs is the natural outcome of this action, and consequently quality and customer experience are elevated. Some of your customers are commercial quilters and buy more often so you can create a special promotion for them.
Step it up a notch by offering free shipping if they order this extra product that same day. More advertisers = more competition = higher bids = more money flowing into Google’s coffers. But technical writing is not a place to show off prose or clever turns of phrase: it’s to convey explicit and exact information. A gigantic portion of writing is editing, and it’s often easier to go back and work on that opening sentence(s) once all the other pieces are in place. But it is still very important that you are not the only one reviewing and proofing your work – selective, strong guidance will always benefit your writing. Picture getting a huge pile of free wood in order to build a new house – the materials are all there, but you’re the one cutting, sawing, sizing, and piecing everything together on your own. Lastly, select how many days in advance of the event you would like the countdown to begin. Email is but one component of marketing automation, but they are absolutely not the same thing. Leads looking at one product on the website can be sent information about that specific product, without a salesperson having to ask the lead anything.
Writing ten interesting blog posts significantly increases the odds of your discovery over writing one interesting post. The content and messages you create should be specifically for that customer profile; anything that falls outside that target area – even if it is information you might think is useful – should tell you that your message is not targeted correctly or precisely enough. It would be a tragedy for a campaign to fail because everything was professional except the writing.
Humans are creatures of habit - if you place elements in areas where they aren’t usually found on other websites, you will inevitably confuse your users.Launching a website without any form of user testing. After all, the upheaval in the media, travel, and retailing sectors all looks somewhat obvious in hindsight, but it was difficult to predict in advance. A single source can be distributed across the organization in real time, allowing faster decisions and eliminating confusion between competing data sets. Many of those same modules could then be used across different channels, such as opening the account in person, on a mobile device, or online. Retailers are implementing technology-enabled in-store experiences that build shopper engagement and raise the bar on the depth of insights required from CPG partners.
Winners are growing even faster than their categories, while others are declining faster relative to their categories. These items are designed to meet shoppers’ requirements and manage manufacturers’ economics.
In addition to people, winners are also investing in getting their assortment right for Walmart and its shoppers. For example, many companies are investing in research to understand millennials’ attitudes, preferences, and behaviors; they then use these insights to create targeted communications and promotions. Account performance is assessed more frequently, with 100 percent of winners reviewing account plans with customers quarterly, monthly, or weekly (versus around 60 percent of others). Despite a common focus on Amazon and e-commerce units of brick-and-mortar players, a distinct group of companies are outperforming the rest. In terms of performance management, winning companies incorporate e-commerce-oriented key performance indicators into executive-level scorecards; doing so increases the organization’s focus on this often small but incredibly important part of the business.
Within the next two years, 80 percent of winners expect to have co-located teams with Amazon while only 14 percent of others do. In addition, they typically have the strong digital-content skills that allow them to optimize the merchandising of their portfolio on digital shelves. A strategically differentiated assortment allows CPG companies and their omnichannel partners to fully meet shoppers’ overall needs, mitigate potential channel conflict, and address the logistical requirements of home delivery. In addition, winning companies do not stop here; 86 percent also use their own Web sites to gather insights about shoppers, and 57 percent use their sites to test new products.
What distinguishes winners from others is how they are building these four capability areas.
Instead, winning companies work with low performers to build their skills and improve their performance. So why do we often insist on implying that it is going to be easy?Promising easy solutions to complex, intractable problems simply isn’t credible, and in their heart of hearts, your prospects know this. Others are hobby quilters and perhaps buy only one piece of fabric and may forget about your store – you can stop this! The ultimate goal here is urgency, so starting your countdown more than 10+ days in advance is not likely to have the desired effect. It is often as simple as a straight "numbers game", and those with the bullheaded determination to continue churning out content are much more likely to be declared the victor. Increasing line-spacing, especially with fonts encompassing a larger x-height than usual, aids in readability of long passages of text. You won’t know for certain any user behavior patterns on the website until you get it in the hands of users. This approach can be applied more broadly across a business, with small teams meeting frequently and people from relevant functions actively working together, with greater authority to make decisions quickly (no more monthly steering committees). Standardizing these “process modules” would also allow them to be used in other cases—for example, the data-collection process for opening a bank account could also be used for a mortgage application. Finally, CPG companies need to attract, engage, and retain a new generation of talent which prioritizes rapid advancement, personalized development, work-life balance, and social responsibility. The delta between revenue -management winners and others also expanded between 2012 and 2014.
Winners take these insights even further, applying them to develop new products that address the segment’s needs (29 percent of winners develop tailored products for millennials versus 7 percent of others). Finally, winning companies are more likely to get explicit top-to-top commitment to the joint plans.
In addition, they restructure sales team performance incentives (for example, for account managers) to reward sales from a customer regardless of the source (for instance, online or in store). Winners believe their investments in specialized functional support have significantly strengthened their relationships with their key omnichannel partners during the past two years. Winners believe these investments in both people and assortment will drive profitable growth in the channel.
Winners also supplement formal training with individual mentoring and apprenticeship 50 to 67 percent of the time (depending on the capability); their peers less frequently include coaching and mentoring as an integral part of their development approach—only 15 to 19 percent of the time, depending on the capability.
Who will fix and regress the defects? These questions will help you choose the necessary ammo. If you're operating an ecommerce store, and you’re not generating stacks upon stacks of sales via email then you have serious work to do. Be careful not to have too much line-spacing with text though, as the likelihood of connecting the user’s eye from one line to another decreases when line-spacing increases dramatically.
Maybe the CTA you thought would get 100% visibility and 80% clickability performed poorly in actual testing.
That’s why agility—the ability to react quickly to threats and opportunities—is an increasingly critical capability as companies seek to become digital to the core. Working at this pace means focusing tightly on fewer objectives and putting in place well-defined controls such as decision rights and risk guidelines.
While specialization and standardization shouldn’t be confused with creating rigid systems, the critical element is to collect the same data no matter which channel is used. The pace of this change is accelerating as consumer, shopper, retailer, and employee requirements continue to evolve. SKUs are offered at pack-price combinations that signal value to the shopper (relative to the Mass channel) and winners execute simple, value-oriented merchandising strategies. Similarly, many companies are developing insights about Hispanic consumers, but winning companies turn these insights into actions: identifying retailers that are well-developed with Hispanic consumers and collaborating with them on in-store, Hispanic-oriented shopper programs.
This helps motivate teams to drive initiatives that reflect shopper preferences, regardless of their specific lines of responsibility.
Given this, they expect to increase the level of such support over the next two years (a significantly greater increase than their peers plan to make). And yes, they are interested in the scars that were accumulated along the way.They are far less interested in what you claim that you might be able to do for them than they are in how you have helped others like them to achieve, and on what you have learned along the way. The stronger the association, the higher the chances of turning them from a one-and-done shopper into a returning customer. Maybe the one subtle element on the page actually gets clicked 4x as much as you anticipated. One consumer tech company, for example, redesigned its marketing campaign process to reduce time from idea generation to launch from six weeks to three. Implemented correctly, thoughtful specialization provides more flexibility because employees are freed from doing the basics over and over and can focus on actions that add value. More specifically, 43 percent of winners state that they make investments against a medium- or long-term time horizon while only 14 percent of their peers do.
Finally, winning companies “ring-fence” e-commerce and omnichannel resources through different funding mechanisms and relevant performance hurdles. When your visuals are beautiful, it behooves you to allow those visuals to speak for you, rather than clunkily ramrodding uninteresting sentences into every nook and cranny.
Creating a persona for your business can not only help you nail down the tone for your marketing, but it will also be a indispensable in- company tool across departments so that the voice and tone remains on-target and consistent. It used a simple one-page strategy brief to ensure that marketers were clear about their objectives from the outset, reducing the temptation to develop overly long strategic compendiums. In stark contrast, 71 percent of others state they are investing against a near- or medium-term horizon. Instead, share the collective experiences of others that have faced similar challenges and have addressed them with your help.Don’t downplay the difficulties. The website very adequately covers the SEO 101 basics, and also stretches into more advanced tactics like clean navigation silos, friendly URLs, speedy page-load times, etc. New media means new marketing opportunities, and businesses need to be ready to create materials for these opportunities. Social media: Social media efforts cannot officially be considered part of the website itself. In order to ensure that the visual brand tone and messages adhere to the visual plan you already have in place, you need to create a “brand book.” A brand book is a detailed set of guidelines on how all the aspects of your brand is handled, from how your logo may (or may not) be used, to letterhead, to email headers and footers, to websites.
It will hurt a bit to lose some of your words and thoughts, but in the long run, less is more. Many brand books are as detailed as specifying how far away the logo or design must be from any other visual elements. In which case, I’ll close with another quotation from Kennedy in a speech at Rice University, this time about his commitment to land a man on the moon and bring him back again safely before the end of the decade:“We choose to go to the moon.
The more specific the brand book, the more you ensure that your visual business elements are in line and in tune with your company’s goals.



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