If your business sells to other businesses (aka: B2B), and you’ve found yourself navigating shifting buyer behavior, rapid tech advancements, and tighter budgets — we’re here to tell you that you aren’t alone. But as we approach the halfway point of 2025, it’s worth stepping back for a moment to catch our breaths and reflect […]
What’s Working in B2B Marketing in 2025? 5 Trends Defining B2B Success Read More »
Everyone tosses around the word “brand” — but not everyone seems to agree on what a brand “is.” Here’s what we, at Cowley, consider to be a solid definition of the term brand, followed by a listing of what successful brands have in common. First the definition. While some refer to a brand as being
The most meaningful attributes of a successful brand are… Read More »
All of a sudden, every other news article is about the introduction, usefulness, capabilities, and (either the exciting or foreboding) ramifications of AI — including its potentially transformative impact on communications sectors like advertising. Cowley has, of course, been following these developments and dialogue in the public, tech, ethics, and government spheres. Needless to say,
What’s our take on AI? Read More »
We’re excited to share — and have some of our thoughts included in — this excellent blog on the importance of marketing metrics from our good friends and allies at Drive Research. Take a look and enjoy! Great job and we appreciate the invite to participate, Lark Allen!
Cowley included in “Marketing Metrics” article from Drive Research Read More »
If your organization has a presence on social media sites like LinkedIn and Facebook – but hasn’t leveraged “groups” – you’re missing out on free and potentially meaningful exposure. When advertisers run sponsored ads or boosted posts on social media, they’re afforded a chance to ‘target’ users of those platforms based on broad criteria, such
m-tip 9: Have you utilized the power of social media “groups?” Read More »
In nearly every new project or new client conversation we’ve had with clients over the years, there always comes a moment when clients ask us “How much will this cost?” – a question we are often obliged to answer with a question of our own: “Do you have a budget in mind?” (Most clients understand
How to build your marketing budget Read More »
Breaking into the complex world of social media influencers? Here are some steps to demystify the process! With total investment in influencer marketing set to reach billions in the coming years, it’s no wonder many in the marketing world are looking to dip their toes into this segment of the social media. While this may
m-tip 8: Is it time to tap the power of influencer marketing? Read More »
A company’s sonic logo can strengthen brand recognition and forge an audible connection to your customers. Consider the iconic sounds affiliated with top companies: the tymponic signature that accompanies the Netflix logo animation; the SFX you hear when turning your key in the ignition of your car; or (an old favorite of ours in the
m-tip 7: Consider a sonic signature to forge an audible connection. Read More »
Emotion remains a strong motivator in marketing, regardless of what product or service you’re promoting. Given that emotionally-engaged customers spend up to two times more than customers without an emotional connection to your business, it’s essential to think outside the box for ways to incorporate human feeling into your messaging. (And that’s true whether you’re
If you Google the phrase “What do customers want?” you will quickly find that, depending on who is expounding on the topic and what sort of customer is under the microscope, there are on average anywhere from 3 to 10 things that customers commonly want. One platform says customers are looking for “price, quality,
The Voice of the Customer: How to find it & how to use it Read More »
