Emerging Marketing Trends

  1. What A Digital-Only World Means For Your Marketing Strategy 8/13/2020

    In his conversation with the ClickZ peer network, DeepCrawl’s Alex Schaefer referenced a McKinsey study showing 10-years’ worth of growth in US ecommerce penetration in just the first three months of 2020. Although very much consumer-focused and driven by shelter-in-place, “shop-from-home” determinations, Schaefer’s advice for marketers is universal: Focus on your website, aligning your marketing and software engineering teams around organic search performance, which at its heart is all about brand publishing to pull audience in:

  2. Trends That Will Continue To Stay Relevant In Digital Marketing 8/10/2020

    Despite Tommy Wyher’s post addressing general digital marketing trends, a lot of what he suggests we’ll see in the year ahead are B2C marketing approaches, such as podcasts and influencer marketing tactics, being adopted in the B2B marketing space:

  3. B2B Messaging Best Practices: Why Execs Should Get Outside The Jelly Jar 8/10/2020

    This post from Launch Marketing addresses an issue too often seen in water and wastewater industry content. Authors often exhibit their own intense knowledge of their product without slowing down to recognize that their audience needs to start far earlier in the process to be able to catch up to the author’s expertise:

  4. The CEO Moment: Leadership For A New Era 7/23/2020

    McKinsey & Company’s white paper explores the profound impact that the COVID-19 pandemic is having on the C-suite. An interesting read for water and wastewater equipment manufacturers’ senior brass on embracing the challenges that the pandemic has brought as opportunities for new leadership and innovation:

  5. Executive Guide To Strategic Cost Decisions 5/22/2020

    In a year where many water and wastewater improvement projects have stalled manufacturer’s growth projections, it’s important that executives stay connected to cost decisions and avoid making short-term decisions that hurt future growth opportunity.

  6. Give Your Video Calls A Makeover: 100 Empty Sets From The BBC Archive 5/22/2020

    Here’s a little fun. If you find yourself jumping from one video call to the next, consider installing one of these virtual backgrounds to spice things up, from some of the classic sets of British TV:

  7. Coronavirus Rewriting Social Connection Rules 5/22/2020

    This is an insightful post from Megan Routh on SmartBrief discussing the impact of the coronavirus pandemic on social connection and some of the changes that your Sales and Marketing teams need to consider and adapt to in the future:

  8. Power Your Content Marketing With Archives And DAM 5/5/2020

    Last week, we shared a post about making the most of the lockdown. This post from John Horodyski provides another activity to think about, namely compiling a Digital Asset Management (DAM) repository of content. Horodyski references Guinness’ successful use of archived content in a redesigned campaign for this year’s COVID-19-impacted St. Patrick’s Day celebration.

  9. B2B Marketing After COVID-19: What Changes And What Doesn't? 5/5/2020

    Mark Emond makes some well-founded predictions for what marketing in the B2B space might look like as we recover from the COVID-19 pandemic. What’s of particular interest is the idea that marketing will move ever further towards what he calls “revenue marketing,” something I think has always been present outside tradeshows in the water and wastewater space.

  10. The 4Ps Of Marketing Amid COVID-19: Strategy Reassessment And Adjustment 4/28/2020

    Many companies in the water and wastewater market are struggling to land on an appropriate marketing strategy for the remainder of 2020. With so much of our planned marketing efforts laid to waste by the COVID-19 pandemic and its devastating effect on tradeshow season, this timely post from Jeff Raymond writing for Marketing Profs offers some guidance on reevaluating based on the 4Ps of Marketing.