marketing

Teaching to the truth: Nowadays, we’re all in sales

By GREGORY ZELLER // It’s a big world getting smaller – one of several critical lessons in the modern marketing classroom. As social media and other online avenues regularly smudge international borders, the way humans market their products and services is being constantly redefined – regardless of what’s being marketed or where. And make no mistake, noted Rajib Sanyal, dean of the Robert B. Willumstad School of Business at Garden City’s Adelphi University, “everyone out…


Apps surpass TV as America’s favorite pastime

By DAN BOWEN // The intersection of connectivity, app functionality and mobility have given rise to a new phenomenon. Call it interactive, call it enhanced or social. Whatever you name it, it’s changed the way we watch TV. Just how big is the impact? Huge. Today, 78 percent of Americans watch traditional TV while using another device. And most of us do it on a regular basis. The practice is especially common among smartphone users,…


Got a minute? They’ll build you a marketing plan

Advertising veterans Ron Greenstone and Chris Nehlen have teamed up on a new agency that plans to eschew long-term branding campaigns and in-it-for-life retainers in favor of fast, affordable, high-impact marketing for small to medium-sized companies. And then they leave you. “We’re trying to engage clients, not marry them,” said Greenstone, who built the Island’s largest agency from one-man shop to $100 million in billings with such clients as Avis, Nikon and IBM, before retiring —…


The great disconnect on trust and credibility

By DAN BOWEN // In the B2B marketing world, nothing is more important than trust and credibility. All the website optimization and responsive design in the world means nothing without these two basic human components. Buyers seek it out in all corners of vendor websites and vendors go to great lengths to convey it. Somewhere in the middle is the undeniable power of content. Content is often labeled the most important asset to impact the…


Eye to eye with Tony the Tiger

By DAN BOWEN // It’s a fact: Kids love cereal. The sweet and satisfying crunch, paired perfectly with a large splash of milk, is enough to get even the laziest of children out of bed in the morning. Parents love cereal, too – the fiber and whole grains offering a fair compromise to the sugar content. And of course, marketers also love cereal – the $10 billion U.S. breakfast cereal market is an easy win for…