Emerging Marketing Trends

  1. How To Leverage 14 Social Media Marketing Trends In 2021 1/28/2021

    Social media will continue to be a dominant marketing channel for business in 2021 but could prove difficult to tame as the tactics for success are constantly evolving. In this piece, Forbes tapped more than a dozen professionals from its communication council to share their predictions about which social media trends will dominate in 2021 and how marketers can leverage them.

  2. The Keys To Keeping Buyers Engaged In Virtual Meetings 1/19/2021

    As the COVID-19 pandemic has forced many to abandon in-person meetings for the foreseeable future, water and wastewater manufacturers and their rep firms face a mounting challenge: How to keep buyers focused during virtual meetings.

  3. Reinvigorating The Company Culture When Your People Are Working From Home 12/29/2020

    For water and wastewater manufacturers and rep firms that have built a robust company culture, 2020 was an especially difficult year. The COVID-19 pandemic forced many of these operations to become remote workplaces at different times throughout the year.

  4. A Peak At The Future Of Marketing Events 12/29/2020

    The COVID-19 pandemic threw a wrench in the marketing plans of most water and wastewater solutions providers, and arguably no area was harder hit than the events sector. Face-to-face events have been a mainstay for reaching industry professionals, but 2020 forced companies into the unfamiliar territory of virtual formats. While many virtual events proved worthwhile, the future of events is likely to be a hybrid of in-person and virtual elements, according to Aventri CEO Jim Sharpe. In this piece in MarketingProfs, Sharpe has tips on how to successfully execute events of the future.

  5. Avoiding The Pitfalls Of Content Marketing Saturation 12/28/2020

    Content marketing has proven its worth, but the boom in new material production has caused a conundrum. With so many people claiming to be an expert, a massive amount of redundant and often bad content is now saturating the Internet.

  6. Pepsi's VP Marketing Says 'Start Backwards' To Create Ads Fit For Modern Culture 12/1/2020

    Obviously creating ads or content for the water and wastewater professional is very different than creating ads supporting one of the world’s largest soft drink brands but there’s a lot we can learn from this post of TheDrum.com. As John McCarthy writes, Pepsi starts its creative effort by searching out what people are “organically talking about.” It’s much the same for our clients in the world of brand publishing – identifying the issues and concerns of your audience and supplying the answers by way of intelligent and informed, actionable content:

  7. The Next Era Of Social Media Marketing Is Here 12/1/2020

    Writing for Forbes, Alessandro Ricchiardi takes a look at the evolution of online marketing in light of the COVID-pandemic and argues that If there was ever a time to start advertising on social media or increase spending, now is the time to do it:

  8. Google Analytics 4: What Marketers Need To Know 12/1/2020

    In this Michael Stelzner interview, Chris Mercer, founder of MeasurementMarketing.io, takes a look at Google Analytics 4 and the growing complexity of measuring your digital marketing performance with more devices to measure the user’s journey across and less ability to actually measure it:

  9. CMO And CEO Alignment: An Imperative For Growth 10/26/2020

    Holly Tsourides’ post, focused on aligning marketing and sales, is interesting for water and wastewater companies. Most water and wastewater equipment companies don’t have a named Chief Marketing Officer, highlighting the subservient position Marketing often plays to Sales in the boardroom and further complicating the process of getting Marketing aligned successfully with your business development strategy:

  10. From The Editor: What A Marketer Learned From Sales Meetings 9/30/2020

    Many complain about the disconnect between sales and marketing, but few will take the first step to bridge the gap by attending each other's regular meetings.