Sciencewide

On today’s post iMedia Connection brings to you some very insightful tips on how to freshen up your next ad campaign. Some points included in this article highlight the importance of testing ads before placing them, taking innovative risks, and having a close look at your results and figuring out the return after the campaign, not before.

Click here to read the full article on how to incorporate these tips into your next campaign.

Fresh Ideas for Your Next Campaign written by Jeanniey Mullen originally appeared on iMedia Connection on April 5, 2010.

After you have done a good amount of brand-focused research, and have a handle on who you’re audience is, what is the next step in reinforcing a good branding foundation? Eric Normal writes about this crucial next step in his latest article featured on MarketingProfs.

According to Normal, “the next step is to articulate your ideas, qualities, and capabilities in ways that connect to, and engage, your communities.” This kind of communication is not your run-of-the-mill marketing, but disciplined messaging designed to “engage in productive dialogues, especially across social media communities.”

So how would a marketer mobilize this strategy into their next campaign? Simply follow Normal’s “four principles guide for good message strategies: relevance, simplicity, clarity, and consistency.”

Click here to read the full article on how to incorporate these tips into your marketing initiatives.

Articulate to Resonate: Crafting and Communicating Messages That Matter written by Eric Norman originally appeared on MarketingProfs on March 30, 2010.

Just like with any type of business, being an effective online marketer is about developing solid habits, repeating the things that are producing positive results, and keeping your eyes wide open as you look forward.

What exactly are the habits that define and propel the leaders in the online marketing community?

This week, iMedia Connection offers a comprehensive look at the habits that will enable you to be highly effective and put you on the road to mastering the craft of online marketing. Some habits discussed include the importance of business networking, making sure you’re always on top of new developments and changing landscapes in the marketing world, and keeping a firm grasp on what your objectives are.

Click here to continue reading the full text version of this article…

“The 7 Habits of Highly Effective Online Marketers” written by Sean Cheyney originally appeared on iMedia Connection on March 10, 2010.

“When something is compelling, it evokes interest or attention in a powerful way,” writes David Chapin in a recent post on Forma Life Science Marketing’s blog. “It is persuasive and has the power to induce action or belief.”

All marketers are given the challenge of making the mundane compelling, but for scientific marketers it’s a far more involved task. The scientific industry is deluged with complex, highly specialized subject matter and language. What’s more, the audiences marketers look to tap are technically sophisticated and tend to ask complex questions that require equally complex, detailed answers.

There are several well-known misconceptions about making this type of content compelling, according to Chapin. “One is that if you make something simpler, you will make it more compelling,” he writes. “The other is if you make something less multi-layered, you will automatically make it more compelling.”

Understanding content clearly is important for any marketing campaign, and sometimes simplifying an idea can evoke interest. However, Chapin warns marketers of over-simplifying to the point of banality, and reminds us “compelling does not necessarily mean simple.”

Ultimately, Chapin highlights the importance of the audience: “The audience is a key player in this effort, and if you don’t understand their motivations, their beliefs and their worldview, you will never have a chance to create compelling communications.”

To read the full text version of this article, click here.

“What Makes Something Compelling?” written by David Chapin originally appeared on the Forma Life Science Marketing Blog on March 10, 2010.

Forma Life Science Marketing is a leading marketing firm for life science, biotech and pharma companies. Forma distills and communicates complex messages into compelling communications for sophisticated audiences.

David Chapin has a Bachelor’s degree in Physics from Swarthmore College and a Master’s degree in Design from NC State University. He is the named inventor on more than three-dozen patents in the US and abroad. His work has been recognized by AIGA, and featured in publications such as the Harvard Business Review, ID magazine, Print magazine, Design News magazine and Medical Marketing and Media. David has taught at the Kenan-Flagler Business School at UNC-Chapel Hill and at the College of Design at NC State University.