123 eGuides

New Year Sale: Every eGuide, Half Off!

For a limited time only (December 25, 2018 through January 1, 2019), you can purchase every single 123 eGuide at half off: Just $1.50 each, instead of $2.99 each!

To take advantage of this New Year sale, simply visit www.smashwords.com and search for any of these 123 eGuides:

Branding 123, Second Edition
B2B Marketing 123
Low Cost/No Cost Marketing 123
Product Launch 123
Sales Leads 123
On Your Own 123

At Smashwords.com, you'll be able to purchase every one of these 123 eGuides for half price from December 25, 2018 through January 1, 2019 in the format you want: PDF, EPUB, or Kindle.

Buy your eGuides at this special price today!

1 Minute Advice: Google's Top Tips for Digital Marketing

Google issued an Economic Impact Report earlier this year that highlighted both small and large businesses and some of the digital marketing tactics they use to be successful. Writing for Think with Google, Ken Wheaton distilled the report into eight key digital marketing lessons that are worthy of consideration for every marketer. The lessons are:

• Find a need and fill it.
• Master the connection between online and offline.
• Make the best use of your data.
• Invest wisely in marketing.
• Be creative in all aspects of your business.
• Video is a marketing necessity.
• Embrace digital change.
• Grow your local business globally.

Read the article for further details about each of the above important lessons: https://www.thinkwithgoogle.com/marketing-resources/omnichannel/economic-impact-report/?

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.

1 Minute Advice: Direct Response Advertising and Branding Go Hand-in-Hand

As a brand marketer focused on getting results, you may face a common dilemma: You'd like to make use of direct response advertising, which you know is measurable and results-oriented, but you think it is separate and distinct from brand marketing. Not so, writes Greg Bender of Ocean Media for MediaPost's Marketing Insider.

Bender says that the face of your brand should be consistent, regardless of the media or marketing method you use. He writes, "Unfortunately, some advertisers don’t consider this when developing DR advertising. Their focus is on driving response as efficiently (or cheaply) as possible. This may lead to creating an advertisement that checks off the key messaging points needed to drive response, but is executed in a manner incongruous with how they want (or need) the brand to be perceived." The result, Bender says, could sacrifice "long-term brand value" because the brand message and the direct response advertising don't mesh.

How do you solve the problem? By creating well-executed ads that "work just as hard at defining brand identity as driving response."

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.

1 Minute Advice: Which Brands were "Most Relevant" to Americans in 2018?

Brand relevance is a subjective measure that the brand and marketing consultancy Prophet analyzes in its annual "Brand Relevance Index." Four specific characteristics are studied: "customer obsession; ruthless pragmatism; distinctive inspiration; and pervasive innovation."

For 2018, Marketing Charts reports that Prophet's relevancy rankings indicate the following are the five most relevant brands overall:

1. Apple
2. Amazon
3. Pinterest
4. Netflix
5. Android

It is interesting to note the difference in brand relevancy between Millennials and non-Millennials, however.

Millennials Most Relevant Brands

1. Netfilx
2. Amazon
3. KitchenAid
4. Apple
5. Google

Non-Millennials Most Relevant Brands

1. Apple
2. Amazon
3. Pinterest
4. Android
5. Netflix

Here are the most relevant brands in a few select industry categories:

Airlines: Southwest
Automotive: Toyota
Grocery: Trader Joe's
Hospitality: Marriott
Restaurants: Chick-fil-A
Telecom: Verizon

 This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.