Multiple experts have said it in myriad manners: the pharmaceutical industry has some major social anxiety. With a recent report out on social media adoption among the top 50 global drug makers, the verdict is basically this: with the grey territory of FDA, HIPAA, and D2C advertising regulations, pharmaceutical marketers are hesitant to get off…
Yesterday, I received another direct mail letter from a solar company. Massachusetts set a record for new solar capacity in 2014, with more strong growth on the way. But with this growth has come increased competition among installers, both commercial and residential. How can any one solar company use marketing to stand out and capture…
The energy landscape—particularly in the Unites States—is going through a profound shift. This requires companies to communicate differently. Enter an energy marketing agency. Over the past five years we saw a rise in smart meter implementation across the country, wind and solar energy are now at a place where they’re financially self-sustaining, and we’re beginning…
The comments section of any blog or online magazine is a great place to share perspectives or reactions to an author’s content. But too often, I find comments sections either overpopulated with drivel, covered in spam, or totally unengaging. Comments were once a great measure of a piece of substantive content’s success or popularity; now…
One of the most interesting lessons from the book Switch, by the Heath brothers – which, admittedly, I am obsessed with – is that we humans have a built-in tendency to follow the behaviors of others in our group. We are more comfortable taking actions when we know that other people are doing the same…
Cape Wind has been stalled for years and recently lost its contracts with utilities, a potential end to their dream of being (as their site currently claims) “America’s first offshore wind farm.” Deepwater Wind, however, recently got a green light on a major financing deal and will begin construction in 2015. Deepwater will in fact…
Big data-fueled market segmentation is by no means new marketing strategy, but it is increasingly being exploited in sectors beyond consumer goods (e.g. clean energy marketing) to serve up targeted messages and content to niche audiences. Despite this positive shift towards brands providing more than coupons and product ads to consumers, the majority of segmentation…
While healthcare marketing still primarily employs ads that blare from every possible source of paid media, the tendency of today’s consumers to tune out these ads is only accelerating. When people are “targeted” with ads, they take evasive action. Instead, information seekers want to know how to deal with a disease (their own or a…
When we (or anyone in the space) talks about content marketing or delivering content to your audience, there’s an implicit assumption that the vast majority of that content will be served up and consumed on a screen—PC, laptop, tablet, phone. But what about via the Internet of Things? Okay, you say. I’ve heard of this…
We’ve all seen Super Bowl commercials with amazing productions that cost millions to make. The actors, set design, props, locations, and a thousand other things can get very expensive very fast, but many big name marketers have forked over that money in the hopes that their spot will break through the clutter and interrupt their…