June 28, 2012
Project Glass: what you need to know
June 27, 2012
Five Ways to Improve Email Deliverability with Gmail
Unfortunately, there’s also a dark side to this “clutch” marketing tool. In addition to legitimate email marketers, spammers send billions of messages to consumers every day, leading harried recipients with little to do in response but send everyone to “Report Spam” oblivion.
June 23, 2012
The Future is Solomoco: 5 Predictions for Digital Marketing
Reis gave his perspective on what we should expect to see in the next five years. Here it is:
June 22, 2012
5 Digital Trends Shaping the Consumer Experience
In fact, they prefer those experiences over products. So as marketers, what are the trends driving consumers from a socially-based consumption model to one of experience? Here are the top five.
June 18, 2012
How Big Brands Create Social Media Campaigns
But for Fiat, it only took a mere five to six weeks to put together a social media campaign built around its Super Bowl ad. Coca-Cola’s social campaign for Coke Zero, “Make It Possible,” took about six months to create. Meanwhile, Ford‘s “Doug” spokespuppet campaign took about a year from inception to the bitter end.
The Truth About What Works in Digital Marketing
Does digital media deliver a better return on investment than TV?
Patti Wakeling, global director-media insights at Unilever, neatly sidestepped that query put to her by a Coca-Cola exec during a presentation before the Advertising Research Foundation in March.
It is a good question, but here's an even better one: Does it sell soap at all? That head-scratcher is cropping up more often from major and minor players in packaged goods, a category accustomed to measuring marketing success not by conversation, community-building, virtual transactions or sales leads but by precisely how many packages of Dove went from shelves to shopping carts at Piggly Wiggly.
The answer is yes, but it's taken a long time to divine it.
Patti Wakeling, global director-media insights at Unilever, neatly sidestepped that query put to her by a Coca-Cola exec during a presentation before the Advertising Research Foundation in March.
It is a good question, but here's an even better one: Does it sell soap at all? That head-scratcher is cropping up more often from major and minor players in packaged goods, a category accustomed to measuring marketing success not by conversation, community-building, virtual transactions or sales leads but by precisely how many packages of Dove went from shelves to shopping carts at Piggly Wiggly.
The answer is yes, but it's taken a long time to divine it.
June 14, 2012
How Starbucks is turning itself into a tech company
The coffee was brewing as usual, and patrons were as caffeine-crazed as any other day, but something curious was happening behind the scenes at beloved and bemoaned coffee giant Starbucks on March 9, 2012.
On that date, Adam Brotman, formerly senior vice president of Starbucks Digital Ventures, was named to an entirely new executive role, chief digital officer. With the creation of the CDO role, all of Starbuck’s digital projects — web, mobile, social media, digital marketing, Starbucks Card and loyalty, e-commerce, Wi-Fi, Starbucks Digital Network, and emerging in-store technologies — were packaged together and placed under Brotman’s care.
June 13, 2012
"The Power of Like 2" Offers New Insights into How Social Marketing Delivers ROI
For too long, brands’ focus on Fan acquisition as a primary indicator of success has ignored the ways in which social marketing actually works to achieve marketing objectives like reach, brand resonance, and ultimately sales. By understanding the core elements of maximizing reach on Facebook – Fan Reach, Engagement, and Amplification – brands can benchmark their performance against other brands and devise strategies to improve on these dimensions and deliver measurable social marketing ROI.
Why Fans Share and How Brands Can Capitalize On It
June 8, 2012
3 Easy Ways to Grow Earned Media
There’s a catch though: You can’t buy or create earned media directly. Your brand’s Facebook page will have to organically develop earned media — likes, shares and comments — which means you must run marketing campaigns that are optimized for engagement and sharing activity.
Here are three simple ways you can design social media campaigns that influence users to create earned media.
June 7, 2012
How Facebook Killed The Web’s Incognito Days
Today, you’re more incognito going down to the record store to buy that Backstreet Boys album you secretly love than listening to it on Spotify or watching a video on Netflix. You can be sure it leaves a trace somewhere — a trace that can be held against a ‘90s-boy-band lover like you.
June 1, 2012
Why Twitter Is a Better Brand Platform Than Facebook
Now that Twitter is six years old and has 140M+ active users, creating over one billion Tweets every three days, the platform is more important than ever before. Here's what I think today: it's a stronger platform for advertisers than Facebook will ever be.
In fact, I'd put my money on Twitter to be here and be growing long after Facebook fades away. I think Twitter will monetize with brand partnerships like its current brilliant global one with Pepsi, and its partnership with ESPN. These are non-obnoxious, non-obtrusive ways to use advertising and promote content and brands. They will endure long after intrusive advertising on social platforms, including Facebook, have failed.
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