A basic fundamental of a paid search (pay-per-click) campaign involves the decision of whether or not to buy branded search terms. If you are Valentino and selling your shoes online, you might not need to purchase the term Valentino because your website will likely show up first in organic rankings anyway.
My friend P.M. likes to remind people that nothing happens until someone makes a sale. True enough. That sets a lot of things in motion for the operations of a company—no matter what was sold.
Every day the marketing world throws important statistics at us. We pay the most attention to that data that deals with consumer trends.
In May, Victoria’s Secret announced that they are not going to produce their catalogs any longer. The retailer printed 300 million copies annually! Environmentalists hated them (I sort of liked them).
The term ‘insight’ has become a common phrase in modern marketing. Generally, we want to know behaviors beyond media habits and shopping habits that influence purchases.
Content Marketing is an effective tool for the majority of marketers today. While the industry has developed ‘thought leadership’ strategies for decades, consumers' digital habits have pushed the practice forward and grown it exponentially- so it needed a new name as well.
Disclaimer #1: There are no implied political messages or opinions in this article. I am using current events to give you some advice on branding. Remember, your mind is like a parachute. It only works when it’s open.
Whoooooaaaaaa… Slow down for a minute, Mr./Ms. Marketer. Take a breath. Open your eyes and ears and see what’s going on. It’s bad. Really, really bad. And marketing can’t fix it.
In 1999 money was pouring into e-commerce sites that didn’t yet exist. The ‘burn rate’ of the investment in programming and marketing was how the market was judging these almost-startups.
Four years ago, my company hired our first social media practitioner. We had used social media for a few recent campaigns and had an inkling that it would become an important tactic that we could use for more clients going forward. Boy were we wrong!
Today, social media isn’t just an important tactic, it’s a necessary one. A must do if you want to communicate with clients and prospects! Yes, social media should be a part of every marketing and communications plan. Every one of them.
But, if you still view social media as posting interesting stuff and commenting on your friend’s activities, it’s time to catch up. Social media has targeting capabilities that no other medium has. So, yes you need to spend money to take advantage of it. You’ve got a paid media budget anyway, so you just need to shift some dollars to social. And, you’ve got a creative production budget too- you just need to repurpose some of those ads through social channels. And, stop producing so many ads and start producing content that your target is looking for.
This version of the VIth Sense can’t be long enough to fully explain the benefits of a good social media effort, so I’ll just point out a few and you’ll have to believe me (or hire me), for the dozens more on the list. Know this: social media as a practice is a legitimate communications channel that has become a marketer’s dream.