Social media can be a great opportunity for companies, but it is also a potential minefield. Many companies and individuals have found that even a single poorly thought out post or tweet can quickly go viral, causing major damage to their brand.
Continue reading
Well-run presidential campaigns are the Rolls Royce of marketing. Nowhere else will you see more money spent in a shorter period of time on one product. At its best it is true multi-channel marketing involving paid TV advertising, direct mail, social media, print ads, and much more.
Continue reading
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
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
A few years ago I attended one of those multi-city marketing tours that software companies do – this one was by Eloqua, a major marketing automation company. Held in a hotel downtown it was a full-day event with probably 150-200 people attending. Continue reading
The Internet is full of bots, which means that not only may the traffic to your website be inflated but so too your social media following.
Twitteraudit.com is a site that quickly analyzes a sample of an account’s followers to estimate how many are fake. For Trump and Clinton, TwitterAudit estimates that about 40% of their followers are unreal. But fake follower accounts are so prevalent on Twitter that TwitterAudit gives 40% a green thumbs up! Continue reading