Group items tagged

I think that it’s human, it’s personal, it’s relevant, it isn’t greedy, and it doesn’t trick people. If the recipient knew what the sender knows, would she still be happy? If the answer to that question is yes, then it’s likely it’s going to build trust.

See, you are absolutely right here. When I think about how much money someone like Gillette spends, the question is: Why doesn’t Gillette just build the most important online magazine for men, one that’s more important and more read than GQ or Esquire? Because in a zero-marginal-cost world, it’s cheaper than ever for them to do that.

I think part of the challenge is that we have to redefine what business we’re in. I think that most big companies come from the business of either knowing how to use TV advertising to build a mass-market product, or knowing how to build factories to build average stuff for average people. I think we have to shift to a different way of thinking.

My new book, What to Do When It’s Your Turn, is all about the fact that what we get paid to do for a living is to expose ourselves to fear. That’s our job. If the people we work for aren’t up to that, then maybe we should go work somewhere else.

There’s sort of a parallel there with the debate over the ethics and merits of native advertising. How do you feel about sponsored content? There are two kinds of native content: There’s content I want to read and content I don’t. If you’re putting content I don’t [want to read] in front of me, it doesn’t really matter how much you got paid for it—I’m probably not happy.

Brands must embrace customer driven publishing techniques to scale their own engagement and utilize intelligence to drive higher call to action responses. There are several examples of content recommendation and discovery platforms. You may have seen them on bottom or right sides of sites, labeled “Sponsored”, “Content Found for You”, or “You Might Also Like”.

Companies like Outbrian, Taboola and Zemanta all provide content fracking techniques over some of the biggest publishing networks. Here is a list of the top platforms, ranked by market share (based on LeadLedger analysis). OutBrain Taboola NRelate Zemanta Disqus Scribol ShareThrough

a lack of measurement data, disinterest among social media celebrities, confusion about the platform, and general indifference towards advertising agencies — are leading more of their clients to abandon it.

Trend Pie's Ricci said. Out of 100,000 "views," he estimated only 1 percent actually saw the ad.

"Instagram is built for finding what you don't follow easily, Snapchat isn't. If Snapchat can figure that out, that will help, because why make content people can't find?"

When Snap went public, he noticed a rush of influencers asking them to include their Snap accounts as available for advertisers. Since then, many have abandoned their accounts to focus on more lucrative platforms

Marketing will no longer be just about acquisition: Loyalty and customer acquisition will still be the top two strategic programs for marketing organizations, but by 2020 they are separated from pioneering new and emerging technologies to engage audiences by only 1.6 percent.

Innovation will focus on small screens and no screens: Mobile devices and networks (59%), personalization technologies (45%), and IoT (39%) are the three technology-specific trends that will have the biggest impact on marketing organizations by 2020.

Raising customer loyalty and better brand perception are the two top benefits (both 53%) marketers aim to realize through a more positive customer experience.

8.Focus on visuals: They all prioritize images and have designers on hand to create infographics. They gave examples, such as Coca-Cola’s Royal Baby announcement, and MasterCard’s Grammy Awards infographics. (image)

might want to think twice, or even thrice, before making the leap. The new tool is intended to help brands, local business, organizations or public figures create a new Fa

Facebook told me that this is a tool meant for businesses, not individuals. The company doesn’t encourage users to convert their profiles to Pages because content doesn’t move over, only connections.

Here is what converting a page actually means, in terms of user content:Only your profile photo transfers, no other profile photos or intricate profile information carries over.Any uploaded photos, wall posts, comments and likes disappear.Facebook messages disappear.Any applications linked to a Facebook account lose that connection.The username you have on your profile may or may not transfer over. In my case, it didn’t, and now http://www.facebook.com/christina.warren serves up a big fat, not found page, rather than my profile. The kicker? The name has been “used” so I can’t claim it again.The resulting account is known as a Business Account and can only be used to create and manage pages, not to engage in personal contact. This means that even if you do create a brand new Facebook profile (more on that later), you have to consistently switch between the two accounts for different tasks.

just 21% said their companies have an incident management plan in place for fraud or privacy breaches, only 33% have a general social media policy (that’s up from 23% two years ago), and only 59% have performed a social media risk assessment. 44% of execs surveyed said their company doesn’t have a policy for securing mobile devices. On the positive side, 72% of executives said their companies hadn’t experienced social media fraud… yet.

66% said they see their organizations using social media more over the next year, and 68% said social media will be critical for corporate efforts in the future. The top applications are brand awareness (38%), recruiting (27%), and customer identification (14%). Just 1% said they thought social media was a waste of time.

on the TV front – we work with connected TV ecosystem companies like Shazam, Cisco, and others that are building Automatic Content Recognition (ACR) into HD and 4K displays. In the increasing model of TV/mobile co-viewing/browsing, a sponsor could deliver a message that is first seen on the TV but is also sync’d to become a Call-To-Action (CTA) on the mobile device of the viewer.  And as the ad will know the location of the user, they could tailor the message to direct the customer to the nearest retail location of the brand advertiser.”

In 2011 we worked with Fox TV and our member company Loopt on the show 'Bob’s Burgers.' They approached us with an LBM idea –they wanted to build a fanbase as the show was just starting.  So, we partnered with the California-based chain Fatburger in 64 locations to rebrand them as Bob’s Burgers.  On one of the episodes, one of the animated characters checked-in on their mobile device.  We’re also worked with Bravo on shows like Real Housewives and Top Chef – to drive viewers to real-world retail locations that the characters on the show frequent.”

Let’s take a big retailer like The GAP – they spend $$$ on great TV ads with great music.   Instead of The GAP saying 'Check in on Foursquare today at the GAP and save 20% on a pair of jeans'  – essentially giving their margin away, wouldn’t it be better if I could say 'Hey, you know that great commercial you saw that got you into the store? Let me give you a free copy of that song as a download right now.'  So we’re seeing a shift from just discounts and coupons and moving toward an exchange of valuable content.  The producers and broadcasters of that content have a huge opportunity to participate in that.”

Regarding the potential for backlash against location-based marketing, Khan is optimistic:  “The way we look at it is, if you can demonstrate real value and relevance to an individual user, they will be willing to share their location data. It’s almost a mathematical equation.  You have to articulate opportunities around the value exchange.   Four years ago, the stats for Foursquare showed that more than 82% of the location data (check-ins) were driven by men.

you can provide the influencer with some pointers. Would you prefer they include keywords in the title of their product review blog to boost your SEO? How many hashtags do you want them to use, and are fans likelier to adopt shorter ones over longer ones? Should they use emojis? (The answer is almost always yes.) Which CTA performs better, “Save 15% off now with my promo code” or “Use my promo code now”?

Speaking of promo codes, what learnings can you apply from sales you’ve run in the past? Does a percentage or dollar off amount drive more conversions? Does what works for sales on your own website work just as well in the context of an influencer promotion?

Perhaps influencers’ fans are more excited about getting a free sample or trial instead of a discount. In this scenario, try testing free sample promotions with some influencers against discount offers with other influencers. Just be sure to choose influencers with similar audiences, industries, and/or locations to keep the other variables as similar as possible.

A/B test the heck out of your influencer landing pages. Try different CTA button placements and colors, test removing the navigation, and see how personalizing the page for the influencer’s audience affects conversions.

Not all your influencer marketing content is published by the influencer. Sometimes, as with the landing pages, you are using the influencers in your own content. A/B test the items under your branded control, too.

if you feature an influencer in an email newsletter, is it best to call that out in the subject line, via the sender name, through a hero image at the top, or some combination of the above? Should you target different subscriber lists for different featured influencers