Broad Reach. Sailing off the wind. Sails wide open - usually a boats fastest point of sail. 
The Broad Reach Chronicles is my story telling platform - off the wind, providing plenty of open space to express...I'll blog about whatever's on my mind ... including a lot about Digital Marketing.
 

 

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How I Came To Be An Inbound Marketing Consultant

May 27, 2013

I admit it - damn it,  I’m an Internet addict. I have been since I first encountered the Web. My name is Maurice Bretzfield.

I first saw the Internet during the late spring or early summer of 1994. It blew my mind and changed the trajectory of my life.

I read an article in the paper about a local philanthropist and how he had donated a computer and Internet connection to the local library and went off to see what this Internet thing that I’d been hearing about was all about. I was about 47 and had a very successful apparel importing and marketing experience by then.

I arrived at the library to find a young man of twelve or thirteen sitting at the library’s computer and drew up a chair next to him. He was typing away and after awhile the librarian came over and saw what he was doing and said “oh, you can’t connect to bulletin board sites here”.  Needless to say it took the kid about 5 minutes to get where he wanted to go.

His 30-minute allocation of time being up I took the seat at the computer and began a journey that has all but consumed my life since. Like an addict, that first “fix” was the start of a love affair.

I wasn’t always an Internet geek. After being discharged from active duty in the U.S. Army I returned home and took a job with a company called United Factors. Sitting behind a desk eight hours a day and pencil pushing not being compatible with my energetic nature (I did learn the essential skill of how to read and analyze a financial statement though) I left that job and became a road salesman for a woman’s apparel company. It was 1969, I was twenty-two.

The company had begun to import goods from South Korea. The first shipments were a disaster; mismatched color lots, buttons falling off  and collecting in the bottom of the box - anything that could make the garment unsellable had been accomplished by these guys. So I was dispatched to Seoul to see if I could quickly educate the suppliers to get the quality right. I never did. But what I did do was find other suppliers who would sell light gauge sweaters to me for 35 or 40 cents apiece. I got into the sweater business. Three years later I was the single largest single of garments from South Korea and was thoroughly schooled in purchasing, production, logistics, and general business management. I did that for nearly twenty years.

During that time I joined the boards of The Center for Early Education, Cedars Sinai Medical Center and The Los Angeles Children’s Museum. I served those boards in various capacities but the most fun I had was as Capital Campaign Co-Chair at the school. We built a modern facility and the school still prospers today. I’m really proud of that one.

Burned out and in need of a change (and I guess a mid-life crisis) I found the Internet and have been engaged in eCommerce, Marketing Strategy and Internet Strategy ever since. I have been using the Internet as a vehicle for added value and guiding companies to find new markets, customers and sources of income ever since.

Sometime ago I expanded my practice to include what is being called “Inbound Marketing” helping organizations discover new and creative ways of looking at their marketing operations and helping them to discover new customers, markets and sources of new leads and customers. I am passionate about this.

I’m also passionate about my partner, her work, my two gorgeous daughters, my grandchildren (they are the best, just ask me!) and blue water sailing. I travel extensively and nothing gives me greater pleasure than learning about other cultures and peoples.

If you are serious about positioning your business for the new marketing realities of the 21st century, contact me.at maurice.bretzfield@gmail.com.

 

What is Inbound Marketing - It's Context, Context and More Context

May 15, 2013

During the talks that I give I'm often asked "what is Inbound Marketing". Well, simply it's a combination of elements woven together into a system, a contextual marketing system, that is data-driven and produces superior ROI (Return on Investment). That's the short and easy answer.

I think that the term "Inbound Marketing" is misleading - and outdated. What we are really talking about here is "contextual marketing", a data-driven marketing system that turns traditional marketing on its hea...


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This Is Huuuuuge

May 11, 2013

I attend a regular TEDx event here in New York City. We meet weekly, watch a TED talk and then discuss it among the group. It's an hour well spent and I invite you to join us at 5:30 on Friday evenings in a great space in Midtown  (contact me if you are interested in joining us).

A couple of years ago we watched a great talk, "The Mathematics of History", given by Google Fellow, Jean Baptiste-Michel. It was a fascinating glimpse into the future of data analysis and sparked a conversation ...


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Inbound Marketing - Content Plus Context

May 9, 2013

I recently heard a joke about Microsoft.

Two men are flying in a balloon above Seattle - but the pilot is lost. Drifting over a building the pilot draws a sign and holds it up. The sign says “WHERE AM I?” in large letters.

People looking out of the buildings windows quickly respond to the pilot by holding up a sign that says

“YOU'RE IN A BALLOON!”

The pilot smiles, waves, takes a look at his map and steers a course to his destination.

After their safe landing the passenger asks the p...


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Video - A Key Component of Your Inbound Marketing Strategy

May 9, 2013

Video is now a key component of any data/content driven Inbound Marketing strategy.

Throughout 2012, video marketing for B2B businesses showed an upward trend in both effectiveness and popularity, and most industry observers expect this to continue into 2013 and beyond.

Here are a few relevant findings: 

Research firm and reviews publisher, Software Advice, recently found in their 2012 B2B Demand Generation Benchmark Survey that video was the second most popular type of content used ac...


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Content, Content, Content

May 9, 2013

You've heard it, "on the Internet, content is king". But it bears repeating, "on the Internet, content is king" - because it is, it really, really is!

But, there is content and then there is effective content.  Your organization must create effective content - content that communicates in a meaningful way. This is content that is carefully crafted based on what you already know that your customer finds compelling and useful, and most important, content that they want from you.

Because cont...


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Define the Purpose of Your Inbound Marketing Effort

May 9, 2013

Define Your Purpose

Defining your purpose is an essential first step in the creation of a successful Inbound Marketing Strategy.

1.     A defined purpose will save you money, because you can create very specific, targeted content with simpler messages. Your content will be shorter and easier to digest, and you won’t need to spend money on creative ways to appeal to “everybody” all at once.

2.     With more crafted and targeted messages, you’re more likely to see a response that ...


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Things To Consider Before Starting to Develop Your Inbound Marketing Plan

May 9, 2013
Inbound Marketing is not a marketing tactic, a channel or a technology - it’s a strategy.

It's not enough to “do” Inbound Marketing. To see great results organizations must commit to the model, optimize it continually, and pursue it relentlessly. The result is a vastly diminished cost of customer acquisition provable by measuring ROI.

The difference is that Inbound Marketing integrates business process and technology to drive higher-value lead generation through data-driven demand cr...


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Inbound-Outbound...Outbound-Inbound. What's the Difference?

May 9, 2013

Inbound-Outbound...Outbound-Inbound - It's All Marketing. What's the Difference?

Outbound Marketing and advertising, including digital outbound, has become highly ineffective and shows meager ROI. Because customers are fast forwarding through TV commercials, ignoring direct postal mail and are ignoring outbound email messages that don't compel them - they are ineffective and provide marketers with unacceptable return on time and cost invested in them.

Inbound Marketing fixes this by repla...


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