White papers are a staple of B2B marketing. We write them to explain complicated topics or products to our customers. We read them to try and glean what our competitors are really doing. Did you even wonder why they are called white papers at all? Since most documents are printed on white paper, the modifier “white” would seem redundant, and too generic to differentiate from other documents. The term was coined by the British Government to distinguish shorter informational documents with … [Read more...]
New Case Study: IBM Smarter Planet
Just added for my chapter on marketing planning, what I think is the best integrated marketing campaign ever created. - T.M. Chapter 4 Case Study – IBM’s Smarter Planet Campaign The vision for IBM’s "Smarter Planet" campaign was laid out in a November 17, 2008, speech by IBM chairman and CEO Sam J. Palmisano. “The world will continue to become smaller, flatter ... and smarter," he said. "We are moving into the age of the globally integrated and intelligent economy, society and planet. … [Read more...]
Want to learn even more about marketing?