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The Future of Marketing

Newt Barrett

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Top Stories by Newt Barrett

Local newspapers and business-to-business publications face similar challenges as drastic drops in ad revenue drive equally drastic drops in relevant and compelling content.  But for newspapers, ad revenue declines are exacerbated because the highly profitable classified advertising sections have almost disappeared as readers flock to the Internet.  Moreover, business-to-business magazines that are well positioned still offer uniquely valuable niche content that helps readers succeed. Their readers still count on them. That’s not so true for our local dailies. I believe that the potential nail in the coffin for local newspapers is the ease with which readers can access national and international content thanks to the Internet.  Conversely, I believe that the potential salvation for local newspapers is to become resoundingly local. Local Newspaper News Monopoly Disa... (more)

Six Secrets to Making Online Video Work for Small Business

Even a micro business can use video effectively to communicate with its customers online. But, as we amateur carpenters know, you can wind up with a mess instead of a masterpiece unless you understand how to use a potentially powerful tool well.   In that spirit we’re happy to can share with you six terrific tips for using video successfully from talented Southwest Florida professional, Kathy Saenz. We recently caught up with Kathy, who is Neighborhood America’s corporate communications manager, for a brief interview on the best ways to communicate with video. Kathy’s unique ba... (more)

Here’s Your Social Media Marketing Tool Cheat Sheet

Thanks to my co-author, Joe Pulizzi, and some helpful contributors for making your search for the right implements a lot easier If you are starting from scratch, it’s almost impossible to figure out what social media and other related online tools will be genuinely useful for marketing your business.  Fortunately, Joe has taken the time to assemble and comment on 42 of the most worthy in his blog. You’ll find that a common thread among many of the 42 is that they involve both inbound and/or outbound communication. In other words, they will help you send a message to your target bu... (more)

Great New Social Media Marketing Tool: PitchEngine

Jump Start Your Online Public Relations for Free They call it public relations for a reason.  Although PR methodology has focused primarily on getting the traditional media to write about your company or your client’s company, the goal has always been to influence ‘the public’, that is those members of the population that you want to impact positively. Thanks to the infinite reach of the Internet, you have the capability to extend that influence dramatically.  But, you need to change your approach and your toolkit as part of a 21st century PR strategy. If your primary public rela... (more)

The Godfather Guide to Direct Marketing

You Must Persuade Me to Act or Your Beautiful Promotional Piece Will Sleep with the Fishes I was perversely inspired to write this because of a recent gorgeous direct mailing I received from local French restaurant. They did a lot of things right. There was some beautiful photography that captured the essence of this charming little bistro. They described how the restaurant and its cuisine were uniquely appealing. They shared some impressive awards and recognitions for their excellence. They included their Web address. And, they even provided a little map that showed me exactly ho... (more)