For most consumers food can optionally be healthy, but it has to be tasty. And many consumers associate “healthy” with medicine or other things that won’t taste good. So maybe you don’t promote the health claims, even when your food is. Continue reading
In Mexico City Uber is using drones to promote its UberPOOL service by showing ads to drivers stuck in rush hour. “Driving by yourself?” the ads ask. Continue reading
According to a HubSpot blog post, “A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.” That’s as good a definition as I’ve seen, so I’ll give them a hat tip for it. Continue reading
Marketing technology produces vast amounts of data for marketers, and it can be supplemented by purchased second and third party data. But for many companies their omni-channel marketing efforts are seriously hampered by siloed data. Continue reading
Kim Kardashian West has over 48 million followers on Twitter, 29 million on Facebook and 84 million on Instagram. Even with some overlap among them, that’s a huge following. And even if a post is only displayed to a few percent of her following, which is typical, it will have millions of impressions. She often posts the same content on all three channels, resulting in hundreds of thousands of likes, shares and comments, extending the reach of her posts even further. A single post from her on all three channels has far more impressions than if it were an ad in most publications. Continue reading
Followerwonk is a tool from Moz — which is worth looking at for its other tools related to SEO and other forms of digital marketing. It provides some advanced capabilities for Twitter that you may find very useful. Continue reading
With Christmas now less than three months off, our mailboxes are increasingly filled with catalogs. (And I’m not going to say that these are “holiday” catalogs; if Christmas didn’t exist we wouldn’t be seeing this surge.)
The number of catalogs is certainly less than it once was. According to the Direct Marketing Association it peaked in 2007 with over 19.6 billion catalogs being mailed. Despite a small uptick in 2013 by last year it was down to 10.6 billion. That’s still a lot of trees. Continue reading
You’ve probably seen some recent websites that use very long scrolling pages that often touch on several topics – it’s as if several pages were combined. These are often referred to as parallax style sites. (Technically a parallax site is one that also simulates a kind of three dimensional look with the plane closest to you moving faster than the plane(s) that are father away. But the term parallax has been also been more generally applied to any site with long, scrolling pages.) Continue reading
In the increasingly competitive world of content marketing it can be tempting to just put the pedal to the metal and produce as much content as possible: hundreds of blog posts, videos, webinars, infographics, emails, newsletters, white papers, social media posts – anything so long as it’s somewhat related to your industry. Continue reading
AT&T (then known as American Telephone and Telegraph) first described the idea of a network effect a century ago. They noted in a report that the more people who were on their network, the more valuable it became. Today network effects are central to growing many Internet companies. (They don’t affect, of course, companies with products and services that are valuable by themselves such as cars, food, clothes, health care, and so on.) Continue reading