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| May 14, 2013 |
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Back to the future: What if the ‘mass media’ era was just an accident of history?
We are used to thinking of a “mass media” market made up of large newspapers and TV networks as the normal state of affairs in media, but what if that was just a historical anomaly?
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| May 13, 2013 |
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A Top LinkedIn Exec On Why Content Marketing Matters More Than Ever
In the past few years, there’s been a real transformation in the way people consume information and communicate. Fueled by the mass adoption of social platforms, this transformation in consumer behavior demands that the ways we market also evolve. This is especially true in business-to-business where brands compete in a content-flooded environment with countless information sources to capture buyers' attention.
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| April 22, 2013 |
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Digital Marketers Got This Wrong About ROI
If you work in digital, you’re probably getting a bit tired of the ROI question by now. We are all tasked with justifying our pitches and projects with proving where the ROI lies directly. We need to show that whatever ad, video or app we run, directly leads to X number of sales online, or X number of conversions. However, we’ve all been making a huge mistake. We (marketers, brands, agencies) have assumed that because you ‘can’ buy online, whatever you run online ‘should’ lead to direct sales. TV never had this problem because you could never get into the TV to buy the product. Billboards, radio ads, cover-wraps, inserts, advertorials all never had this problem for the same reason.
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| April 20, 2013 |
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Which Platforms Deliver True Native Advertising
If you ask 10 marketers for a definition of “native advertising,” you are likely to get 10 different answers. While the concept is as old as advertising itself, what’s old is new again online and it seems everyone is rushing to redefine what it means to be native. As the river of venture capital dollars increasingly flows toward this buzzy new category, marketing platforms of all shapes and sizes are reaching out hoping to claim their seat on the raft. In many ways, the weeding-out process has already begun, and we’re seeing the offerings that facilitate real reader engagement rise to the top. Still, it’s worth looking at what makes them successful, and, ultimately, what it really takes to be native.
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| April 18, 2013 |
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9 Content Marketing Lessons From Tourism Australia
Most of us think about marketing our businesses or our clients’ business, but how do you content market an entire country? That was the question facing Australia back in 2010 when they embarked on their ambitious “There’s nothing like Australia” campaign.
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| April 01, 2013 |
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Branded Content: Is It Better to Own or Sponsor?
The advertiser's dilemma of 2013 - when it comes to content marketing, do they make their own content, or buy it from somebody else? Creativity, control, speed, quality and cost -- all are at stake. Which one to choose? Perhaps they look at the answer like they would an investment.... a "blend" or "marketing mix" of both, analyzing and adjusting what folks respond to along the way in order to get it "just right" in the relationship between that particular company's product/service and their target market demographic.
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| March 30, 2013 |
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Branded Content: Is It Better to Own or Sponsor? | DigitalNext: A Blog on Emerging Media and Technology
The advertiser's dilemma of 2013 - when it comes to content marketing, do they make their own content, or buy it from somebody else? Creativity, control, speed, quality and cost -- all are at stake. Which one to choose? Perhaps they look at the answer like they would an investment.... a "blend" or "marketing mix" of both, analyzing and adjusting what folks respond to along the way in order to get it "just right" in the relationship between that particular company's product/service and their target market demographic.
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| March 28, 2013 |
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Tweeting, pinning and blogging — tourism industry’s new tactics
Colorado Springs really gets it when it comes to understanding the strengths of their various social media sites... Social media is the new press release for the tourism industry. And those tweeting and pinning say emphatically that social media must be part of any marketing plan for tourism. Local officials cannot say for sure whether social media is bringing in new visitors or keeping the existing visitors coming back.
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8 best practices for destination tourism boards on Facebook
With millions of these places competing for “Likes,” shares, and comments, the organizations that are actually talking to followers are reaping the benefits online. These eight practices are mixed and matched to create the best strategies we’ve seen for perking travelers’ interests and having content spread around the web.
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Survey: 71% Of Hashtag Users Are Using Hashtags From Their Mobile Device
According to a recent mobile hashtag survey by RadiumOne, 58 percent of respondents said they use hashtags on a regular basis, and 70 percent of the hashtag users are doing so from their mobile device.
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| March 27, 2013 |
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Customers Don't Want Ads, They Want A Conversation
Already, 80% of online content is consumer generated, and content will increasingly come from a customer’s peers. Today, friends are exposed to one another’s location, mood, music, likes, and more. Marketers need advocates talking about their products as people increasingly receive information about brands from their social connections... ...Impressions provided a simple metric for a mass-marketed world. Success today, however, is not based solely on quantity; quality of the engagement with a message must be factored in as well.
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Media May Be Ready to Compete with Agencies
As more brands ramp up their efforts to become storytellers in their own right, some are choosing to bypass certain agencies in favor of working directly with media owners. This slow shift, I believe, positions the press for a dramatic resurgence, one that could help it grab a significant share of the marketing-services landscape in the years ahead... ...The early manifestations of these efforts fall under the banner of native advertising and paid content distribution. These all emulate older models. Some, like The Atlantic, have adopted a syndication model that resembles advertorials. Others, like BuzzFeed, are choosing to emulate product placements by integrating brands into the storyline. A third group, like Forbes, is creating site sponsorships that allow brands to fund/shape the development of new editorial sections.
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| March 25, 2013 |
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5 Frightening Facts from Forrester and the Good News for Digital Marketers
The takeaway is not only branded content marketing... it's also getting folks to talk honestly and openly about your company and brand FOR YOU... what this says is that when a company talks about itself in social media, it's far less trusted than when an individual consumer talks about an organization or brand they believe in... one of the main reasons we've launched Gay2Day.com
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| March 17, 2013 |
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Using Social Analytics to Measure & Manage Your Twitter Efforts
Social Media measurement and management is important in many ways for companies to stay competitive. What is unbelievable is that over 70% of online businesses that utilize social media don’t bother to measure their ROI. 41% of companies report they do not even have an ROI figure for any of the money they spend on social media marketing, while 26% say they can attribute an ROI figure to a little amount of the money spent on social media. Just 8% can determine ROI for all of their social media spending. Measurement is important for tracking your success over time and helps you draw comparisons. Companies need to identify their goals and metrics first before they can start measuring. Monitoring allows insights into brands overall visibility to pinpoint opportunities for engagement, see impact of campaigns, gain competitor activity, respond and react in real-time to customers and protect your brand from negative publicity. Clearly, both monitoring and measurement should be a significan...
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15 social media tips from Dr. Seuss
The older I get, the more I realize how smart my mother and Dr. Seuss are. Dr. Seuss may have some crazy rhymes and guys drawn in his books, but if you look at the core of his thoughts and words, the man was brilliant. He can even teach us some nice lessons in regards to social media.
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| February 28, 2013 |
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What is Social Media Storytelling?
The combination of social media and storytelling, the term social media storytelling could be the holy grail of buzzwords. Half emerging technology that everyone said would either rule the world or totally fail, half proven method of transferring emotion and knowledge since the dawn of humanity, social media storytelling is a relatively new and an oft-misunderstood term. Nearly every digital agency claims that they’re “storytellers,” and if the client is interested in a social media activation, then they’ve magically become “social media storytellers” as well.
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Twitter Brand VP: We Still Own The #Hashtag With Advertisers
On Twitter, the #hashtag is king. It's the key method followers and brands use to organize around interests, news, memes, and even e-commerce sales.
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| February 25, 2013 |
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Digital Marketing Experts at fishbat Tell the Art Industry to Get Social
The Chicago Sun Times reports that the arts industry is slowly beginning to utilize social media as a way to share their collections and show dates. Social media agency, fishbat, Inc. offers recommendations for arts organizations wondering where to start with social media.
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| February 19, 2013 |
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Tumblr Is Not What You Think
Pop quiz: what is the favorite social networking site of Americans under age 25? If you guessed Facebook you are way behind the eight-ball, because Tumblr now enjoys more regular visits from the youth of America. That figure struck me while reading Garry Tan’s January 2013 survey and I wondered why? So I delved deeper; this article describes what I discovered while exploring the Tumblr network.
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20 ideas for content that people love to share on social media
Social media is a hungry beast. The social networks require constant feeding. They need to be thrown a diet of content that keeps readers and viewers coming back for more. This is one of the biggest challenges if you want to do social at scale. Finding ideas for content then leads to the resource intensive process of creating, publishing and promoting that content. Solving this problem is an integral part of your social media marketing strategy.
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| February 18, 2013 |
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The Biggest Problem Facebook Needs To Address For Brands Right Now
The must succinct explanation of contests and competitions... the do's and don'ts and what's OK and what is not in social media today.
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10 Surefire Ways to Promote Your Event Using Social Media
Many businesses and organizations regularly plan and promote events. Traditionally, you might have mailed invitations, published an ad in your local newspaper or trade magazines, or perhaps even advertised on TV and radio. Particularly if you’re limited in your marketing budget, Social Media represents a tremendously effective and inexpensive way to get the word out about what you’re doing. Whether it’s a conference or fundraiser or just a party, here are ten surefire ways to promote your event using social media, plus some activities to be thinking about during and after your event to help you prepare for the next one.
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Social media shifts rules for PR crises
Sen. Marco Rubio of Florida got a memorable lesson in communications last week, thanks to a bottle of Poland Spring water. So did Carnival Cruise Lines, thanks to a stalled ship and 3,100 angry passengers armed with cell phones. The takeaway: The era of social media has thrown all the old rules of crisis communication out the window - for elected officials and business leaders alike.
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| February 15, 2013 |
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Five Ways Brands Can use Twitter's Vine App
Late last month, Twitter introduced a major upgrade in the form of Vine—a feature that lets users add 6-second videos to their tweets. But like most Twitter products, Vine has some challenges in how it can be monetized. Most online video is easily monetized today with the adding of pre-roll video ads, banner ad overlays, and so on. But how do you add a 15-second pre-roll ad to a 6-second video? What brands need to realize is that the 6-second Vine video IS the ad, and just as the 140-character limit for tweets presents interesting challenges for composing useful content, so does Vines' abbreviated time restrictions.
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| February 04, 2013 |
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3 Ways to Connect With Teens on Social Media, Tips From Sharpie
Are you wondering how to connect with the younger generation on social media? Could your business benefit from connecting to the 80% of online teens using social media? In this article I explore how Sharpie has successfully garnered 89% market share with the aid of social media.
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6 Reasons Starbucks Excels at Social Media Marketing
An introduction to Starbucks is unnecessary. With over 18,000 retail stores in 60 countries, the renowned coffee house is the picture of success. In fact, this prosperous business could likely shun social media and still be quite alright – as long as customers get their caffeine fix. Instead, they’ve taken their rule to the digital realm. Beginning in 1971, Starbucks has transitioned seamlessly into the era of the internet by way of social media domination. With an incredible presence on multiple networks, the brand set a high precedent for other businesses when it comes to content quality and customer engagement.
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