This Isn’t Your Father’s Marketing
Until very recently business followed a specific plan of engagement with consumers. Beginning with print, then radio, television then the Internet, communications were a one way street. Over the last 15 or so years, all of the existing channels were used to drive traffic to a brand's website. As web2.0 behavior and technology evolved brand engagement has changed. It is no longer centered around the brand but around the consumer. At this point the consumer is still receiving your brand messages through the traditional PR, TV, print, radio, web channels, but mostly they are interacting with the web and mobile. They ...
Who’s Responsibility Is Social Media?
15 years ago, when web sites began to appear on the horizon of corporate agendas, there was a great deal of confusion as to who should be reponsible for them. At the time, graphic designers weren't technically savvy enough and IT specialists didn't understand design and communications. It's around this time that people like me were entering the communications field. We came into web design when it needed a hybrid of design and programming. Of course, a decade later, there are entire departments and companies built around web design manned by highly specialized experts. Social media is at the same place web ...
Small Businesses Shy Away from Online Marketing
According to research from Webvisible and Nielsen, reported by Marketing Charts, small businesses are not leveraging online marketing as well as the could, and they know it! While 63% of consumers turn to the Internet, and 82% of them use search engines, small businesses spend less than 10% of their budget on marketing online. Of those surveyed, only 44% even had a website. For small businesses that don't think they are being searched out on the Internet, 39% of search engine users voiced frustration over not being able to find local businesses in their searches. This begs the question, why are ...
Characters that Twitter and Blog
As more brands are sinking their teeth into social media, I've begun to see more fictional characters appear as well. There are a few very obvious character blogs, but most of the social network characters I've seen are in Twitter. Disclaimer: I ran the Robinson Crusoe Twitter for NBC and am running the KaBloom brand Twitter. The most prolific and indeed benchmarks have been the Mad Men Twitterers. I'm fortunate enough to talk with their puppet masters daily so I have some behind the scenes info, but I've been following them since they began some time ago. If you'd like to learn ...
What To Do With Contradictory Statistics
Benjamin Disreali once said "There are three kinds of lies: lies, damned lies, and statistics". Very often major initiatives are undertaken that are based solely on statistics. What happens when statistics contradict each other or seem to point you in contradictory directions? I was reading a recent article from MediaPost about the effectiveness of blogs for lead generation and read two interesting facts: A study by HubSpot showed that 3/4 of corporate executives and business owners claim that blogs are "important" and "critical" to generating leads. A Forrester Research study showed that consumers consider corporate blogs to be the least reliable source of ...
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