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Posts Tagged ‘White Paper Marketing’

Author: Diganta Kumar Barooah

A case-study may be defined as an analysis of a given scenario or a situation that often regarded as a challenge for an establishment. A case-study gives a solution to a problem which might be technical or non-technical. It is often seen that case-studies play an important role in establishing a strong opinion about finding the ways to solve a business challenge. Manufacturing giants and business service providers are mostly benefited by the facts they share about their products/services through these studies.

In current business scenario, case studies are not just limited to any management curriculum. They are widely used for brand-building activities. These studies often help the business giants to establish themselves as the thought leaders in their respective segment. The main challenge in designing a case study could be inspiring the reader to make a favorable decision. Even tiny little things like the design and layout could impact readers\’ decision making process. The content has to provide potential customers, investors and/or partners the information they require to make buying or investment decisions. It should also showcase the first-hand experience with a company, product or service and hence build credibility. The case evaluates the effectiveness of a product or service. Hence, the writer should be careful in delivering message through this new form of journalism that complements traditional mediums of advertising.

A case study can also help introducing a new product or service with impact extending the value of advertising message with in-depth and content-rich coverage. An effective message will surely generate the desired impact. Designing an influential case-study involves lots of research on how others have defined the situation. If the situation is common then the challenge is more as you will also have to deal with a competitive scenario and you have to establish the facts in favor of your product/service. Interviewing the key resources in developing the case helps you establish the facts. These skilled resources can be quoted directly to present it in more convincing way.

Detailed analysis of all the information collected plays a significant role in ascertaining your overall statement that you are well-versed with the situation. Finally, conclude the study in such a way that it gives a fruitful solution to the situation described. The whole purpose of designing a case can not be successful without a clear and crisp message. A message that directly influences your potential customers, investors and/or partners to make a investment decision.

Article Source: http://www.articlesbase.com/branding-articles/impact-of-a-case-study-in-building-brand-credibility-6426124.html

About the Author

As a science post graduate, Diganta Kumar Barooah started his career in pharmaceutical and life-sciences business research further taking up challenges in other industry verticals in new media and digital marketing space. With five years of professional experience, he has demonstrated his digital media research, communications and alalytical capabilities in handling complex business scenarios. He has held several senior positions in companies like EmPower Research – A Genpact company, Macmillan Publishing Solutions and Cyber Media Services Ltd.

Author: Maybell Marquina

It doesn’t take a worldwide financial crisis for people to appreciate a good bargain, but it no doubt helps. We are not just a nation of bargain hunters, we are a worldwide family of people who like to find that extra something that costs substantially less than it should.

When Asa Candler started giving out complementary coupons for his new company product, Coca-Cola, in 1887, he didn’t know that his unique marketing method would generate billions of dollars worth of income for countless companies over the next 125 year or so. We all love coupons, for they represent a bargain.

We also like it when someone we know gets a bargain. We might ask a friend if he or she got a good deal on their new car, or we might congratulate  someone when they tell us that their purchase of a new house was an amazing deal. This is especially so if they had to haggle on the price.

Perhaps it’s a kind of hunter instinct in us. We like it when there is a struggle to get what we or others feel is deserved. Just being handed a great deal is good, and we don’t usually argue, but having to work at getting it, haggling over the price, or doing something similar, always feels better.

However, when we find a place we can go to in order to find a bargain, we will happily take it. That’s why there are so many Best Daily Deals type of websites to be found online in their hundreds. They all have a loyal following, and will continue to, no doubt, as long as they can continue to deliver on their promise.

The idea is straightforward, and it usually employs the simple, but incredibly effective, marketing ploy that Asa Candler started all those years ago; the coupon. Online you won’t find a physical coupon, a slip of paper you can take along to a store in order to get 20% off, or whatever. The modern coupon is often no more than a special code, and in fact it is often referred to as a coupon code.

Many companies use coupons, or something similar, to retain a loyal customer base. They will often have a valid coupon code based on things like, summer, Easter, Christmas, winter, and the like. You may have to search around to find the current coupon, and many do just that, Others, who either can’t be bothered, or who don’t know that coupon codes exist, pay the normal, and higher, price.

If you want to find a good bargain, a great deal, or just simply pay less than you normally would for something, look for a coupon, or a coupon code. Do a search on one of the major search engines. You’ll find plenty of daily deals that could save you thousands.

Article Source: http://www.articlesbase.com/online-promotion-articles/looking-for-a-bargain-or-a-great-deal-6008986.html

About the Author

May Marquina is a freelance content creator in Arvada, Colorado. A thrifty shopper, she is always hunting for methods to spend less. She covers great deals at www.dailypocketdeals.com as she discovers them.

Author: David Little

While stock markets around the world retrace, the financial picture of Greece and Spain flounders and the world holds its collective breath waiting to see if there’ll be an attack on Iran and a spike in oil prices, there is a piece of outstanding economic news for those involved in the place-based digital media market.

2011 was a great year for digital out-of-home advertising, and this year is setting up to be even better. Data from PQ Media released in April show that global digital place-based networks, billboards and signage operators saw revenue grow by 15.3 percent to $6.97 billion last year. This year, the revenue figure is projected to be even better, growing 19.2 percent.

In the United States, DOOH operator revenue climbed by 11.2 percent last year. According to PQ Media, an econometric research and consulting service in Stamford, CT, digital billboard operators saw double-digit revenue growth and operators of place-based networks saw a high single-digital rate of growth.

According to the PQ Media “Global Digital Out-of-Home Media Forecast 2012-16,” the compound annual global growth rate for the five year period will be 13.7 percent. Much of the revenue growth appears tied to a recognition of how important it is to reach consumers outside the home where they make purchases. “While TV remains the 800-pound gorilla of ad-based media due to its reach, scarcity and measurement, DPNs (digital place-based networks) offer brands opportunities to extend their reach by engaging target consumers with contextually relevant content in venues outside the home,” said PQ Media CEO Patrick Quinn.

Digital signage networks were one of the fastest-growing ad-based media in the United States last year. While PQ Media acknowledged a deceleration in the rate of growth in the second half of 2011 due to cyclical economic events, it found digital place-based networks experienced a revenue increase of 10.7 percent from 2006 to 2011.

According to PQ Media, digital place-based networks are likely to benefit indirectly from the Summer Olympics in London and the U.S. political campaign this fall. Both traditionally inject significant revenue into local television stations as well as cable and broadcast networks. This time around, however, PQ Media foresees a scarcity of TV inventory. As a result, major brands squeezed off television could be forced to consider other video platforms, such as digital place-based networks, said Quinn.

The latest revenue tally from PQ Media is another in a growing string of positive developments over the past couple of years for the digital signage industry. Together, they wins demonstrate that digital placed-based media is a viable and being taken seriously by companies with products to sell and the advertising agencies they hire.

The growing availability of audience metrics for digital place-based media is adding a sense of legitimacy about this new medium for those who control where ad dollars get spent. The PQ Media ad revenue numbers, therefore, shouldn’t be too surprising.

Going forward, the next big test for this medium will likely be whether or not those responsible for buying ads will reallocate dollars from television to digital place-based media.

With the possibility of too few available commercial slots on TV in the second half of the year, there might be a hint as to whether digital place-based media can begin taking on the “800-pound gorilla” and winning.

Article Source: http://www.articlesbase.com/advertising-articles/digital-signage-advertising-hits-its-stride-5986204.html

About the Author

David Little is a charter member of the Digital Screenmedia Association with 20 years of experience helping professionals use technology to effectively communicate. For further digital signage insight from Keywest Technology, visit our website for many helpful tips and examples. For more in-depth research from Keywest Technology, download our free digital signage white papers and case studies.

Author: Linda Mentzer

White papers are a highly effective platform to convey the right mix of technical and marketing information to knowledgeable customers who make the final decision. A well written white paper educates your customer, differentiates your product and brings you closer to a sale with a self selected and interested audience.

For decision makers, white papers are the shortest and most efficient solution to evaluate a product and view independent research/surveys that support the products credibility. Decision makers look to white papers to answer the question – How will your product help solve my business needs.

A white paper (also known as an issues paper, position paper or thought leadership paper) frames certain issues that are of interest to a specific industry. White papers…

  • Educate
  • Clarify the broad outlines of an issue/topic to non-specialists
  • Summarize the implications of new business development
  • State specific approaches to a particular issue or market
  • Introduce a new opinion/way of thinking to business

White Paper matters!

If you have the ability to create white papers that help your customers and prospects, and also get you leads and build credibility and trust, then white paper still matters. There are so many firms for whom whitepaper still proves itself empirically (downloads, time spent on page, repeat visitor of page) as a great way to educate less-ready leads and tell them about an emerging space, technology or service.

Battle-Proving Stats

As per latest trends:

  • 54% indicate white papers are still the most important content to help make purchase decisions, greatly exceeding all other content such as analyst reports, webinars, user events and case studies.
  • 41% indicate white papers as extremely important in influencing purchases.
  • 70% of IT buyers used white papers to get information on enterprise technology solutions in the past three months.
  • 77% of respondents responsible for either making b2b technology purchase or influencing purchasing decisions read at least one white paper in the first six months of 2011, with 84% rating white papers as moderately to extremely influential when making final purchasing decisions, and 89% passing along to others.

So, are these trends indicating a death of white papers? The answer is, white papers are and have been one of the top forms of lead generation. Here we go with some of the proved reasons:

Reason 1 – They are viral by nature. People pass them around, post them and email them to other people. Yes, you can do that with a link also, but there is something powerful about a packaged and polished PDF.

Reason 2 – Even the ones that suck, people still save them, people print them, people study them, and people use them to make decisions.

Reason 3 – And if you are talking about the future, then don’t forget about the IPad and the Kindle. People still love reading a good quality content. The white paper may change names (i.e. eBook) or access requirements, but it will never die.

So forget about the speculation, the reality is that white paper still rank as the first or second most powerful tools available to marketers. They still represent a concise and portable argument on a particular topic and can be tremendous lead generators.

References:

www.esalesdata.com

www.tomgoodfellow.co.uk

http://www.focus.com

Article Source: http://www.articlesbase.com/branding-articles/top-3-reasons-white-paper-is-not-dead-5927941.html

About the Author

Linda Mentzer is a published author and senior marketing manager for an information management company that has helped sell thousands of software products on a global scale. With over 11 years of experience in electronic marketing techniques, Linda has authored articles for several leading business journals, worldwide.

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