Let's Start With the Basics ... and then on to the future
It is that time of year that fluid power companies are putting together their marketing plans for 2020. During this time every year, I have many meetings and discussions with our Fluid Power World advertisers to devise the very best marketing program possible for their budgets. After many years of advising clients, my approach to marketing plans for my clients has evolved. Many advertisers are now utilizing SEO, Social Media, AI, sales lead management, and more in their plans and in their marketing tech stack. Most, if not all, of my discussions with clients involve all of the above. However, most, if not all, of those discussions start with the basics. And from my perspective, the basics involve increasing brand awareness while generating sales leads. That includes print, web, and e-mail based advertising and Fluid Power World is very strong in all three categories. With all of the marketing tools now available, there is still no substitute fo...