Today we are throwing it back to this summer when Scott McAfferty from WTWH Media visited our offices to talk about how companies are using AI and marketing automation to leverage marketing impact.  

Artificial intelligence is being used within marketing to reach current and prospective customers by creating programs that align with users’ content affinities to drive ROI. AI for marketing is in its early stages and tech tool developers pitch that their tools will have a great deal of impact in how we can find leads, nurture them, and convert them into customers. There is still a lot to learn, though. “While over 80% of marketers have used AI in some way, only 15% are using it effectively. “ (Source) 

While most realize that engineers either make or influence the buying decision, manufacturers still struggle to engage with them. Specifically, they seem to struggle with how much content to provide engineers (spoiler alert: you don’t have enough) and when to turn them over to sales.  

It’s our Halloween blog post, but we’ll keep our ideas here on the Treat side of Trick or Treat.  

The GGC community certainly enjoyed a Marketing Treat to remember when we invited Alan Gaffney, Vice President of Global eBusiness & Digital Marketing at Parker Hannifin Corporation, to speak at our recent Marketing Summer Camp. 

Happy Fall! We can't believe it's the end of October already and 2020 is right around the corner. We are busy preparing for the year ahead and looking back on everything we learned in 2019. 

It’s hard to believe it's already Fall. Today we’re looking back on our second Annual GGC Marketing Summer Camp held at our office in August. It was so nice to welcome clients and friends alike, to catch up and learn a thing or two (and eat lots of tacos and ice cream).

Marketing today can be daunting. We see clients struggle with trying to figure out what works in digital marketing and how to boost their ROI.

Everyone’s trying to draw that straight line from marketing to sales, and we’re working hard with them to connect those dots! In fact, we’ve learned over time that reducing the cost of marketing involves not just making the sales funnel bigger, but also making it work more efficiently.

Companies often struggle with the messaging that drives marketing. Getting the message right is hard, and all the precise execution in the world on the tactics won’t really take hold if the programs are built on a message that misses the mark. Why do companies seem to struggle so much with messaging? Often, it’s like not being able to see the forest for the trees. Companies don’t have the distance or context to see how their message is playing. Or they feel they’ve got a differentiated message, something that’s truly unique, but in truth it’s just another case of “me-messaging,” something too similar to everyone else.  

As summer begins to wind down, we aren't quite ready to say goodbye and are excitedly preparing for our Marketing Summer Camp event. Working in marketing, we sometimes are the company department accused of having too much fun, and that's what we go for here at GGC. It's also what we get having our "Office Pups" around every day. ICYMI, in our last newsletter we introduced you Gertrude and Elliott, who belong to Marketing Manager Sandi Hensel.  

What do AI and summer camp have in common? A good question, which will be answered when you join us at the Goldstein Group Communications’ Summer Marketing Camp on August 21!

To kick off the 2020 Marketing Planning Season, we'll have Scott McAfferty, co-founder and managing partner of WTWH Media, on hand to speak about how artificial intelligence is being used within marketing to reach current and prospective customers by creating programs that align with users’ content affinities to drive ROI though. AI in  marketing is a hot topic these days. You may find it either fascinating, or frightening, depending on how you look at marketing technology overall.

Goldstein Group Communications announces the promotion of Erin Klees to Director of Brand Impact, a newly created leadership position.

In this role, Klees will drive the agency’s brand offerings and lead creative development on clients’ behalf. This extends to all branded touchpoints – both digital and traditional forms – for ways the agency’s clients face their customers and prospects.

“More than ever before, our clients look to us to bring cross-channel unity to their brand and message in ways that deliver meaningful impact to their customers,” said Joel Goldstein, president. “Creating this position helps us continue to make great strides in the quality of our creative product.

“Erin’s past success building local, national and international brands, and developing integrated marketing campaigns, will be instrumental as we move forward. I am looking forward to the impact Erin’s leadership and vision will have on the agency.” 

Klees started at Goldstein in January 2018, bringing an extensive background in user experience and interface design, online content strategy, and brand building. With a 12-year portfolio that showcases impactful and intentional visual solutions, she has led design and strategy efforts behind some of Goldstein’s most successful client website launches and brand visioning work for companies such as BJM Pumps, Vox Mobile and Ericson. Klees has also worked with a range of consumer brands including, Pepsi, Pierre’s Ice Cream, and the Pure Fishing Inc. family of global brands. 

She holds a Bachelor of Science in Graphic Design from The Art Institute of Pittsburgh.