Tagged 'google'

Why Marketing to Millennials is Bound to Fail

Posted by Laura Schooling on November 9th, 2015 at 11:20 am

Presumably you are interested in marketing to Millennials, so you’ve clicked on this article. I’m sorry to tell you, if you’re reading up on this topic—you’re probably doing it wrong.
While attending a high-profile marketing event recently, I listened—for the umpteenth time—as an executive talked about what Millennials want and need and how his brand plans to give it to them. I was struck by how detached he seemed from the information and how he spoke with such conviction: This is what they want. Period.
I am often asked for best practices on effectively marketing to women, Hispanics, Asians, luxury buyers, and, of course, Millennials. Are there some general truths we can apply to certain demographics? Sure. But I think we get into really dangerous territory when we allow a couple of decimal points to turn a statistical likelihood into fact.
This tendency toward demographic absolutes is something I call “The” marketing (the Millennials, the Hispanics, the women...). Instead, the focus should be on “We” marketing. The messages that resonate most are inclusive and speak to the core psychology of the buyer—not age or race. Scott Keogh, President of Audi of America said it best when he announced that Audi would continue to... Read more

Analysis of Diesel’s #dieselprefall15 fashion social media campaign

Posted by Doug Schumacher on August 12th, 2015 at 9:05 am

Diesel is one of the more innovative fashion brands when it comes to marketing, online or offline. So let’s take a look at their big summer campaign, #dieselprefall15. It’s a clever way to introduce new clothes early in the summer without stealing thunder from your fall lineup.
Reference the Subject Analyzer for #dieselprefall15, below. It’s for activity from June 1 to August 11 of this year. Once summer arrived, this campaign got right to work, launching on June 7th with posts across Facebook, Twitter and Instagram, the three networks we’re analyzing here. Posting hits a peak early, and then subsides slightly, with Facebook getting most of the posting early on. However, the campaign has continued on strong with posts every day but one all summer long. That’s how you rack up 285 posts in less than 3 months.
Note the posting distribution is almost equal across Instagram and Twitter. Of course, where the engagements come from is another story, with Instagram generating the overwhelming majority of engagements, and Facebook picking up most of the rest.
As Instagram seems to be coming a high-volume network more and more, like Twitter, it makes sense that Diesel would utilize its Facebook posts early, and then pair back while... Read more

Mobile Trumps Desktop and TV, People Trump Everything!

Posted by Denise Zimmerman on July 16th, 2015 at 2:38 pm

Mobile now trumps desktop and for the first time, Americans spent more time on average looking at their mobile devices than at a television screen. Over the past several years we have anticipated the rise of mobile.
It's coming this year.
Oops, no next year.
Wait, really, it’s coming.
And here we are.
The industry consensus is that we have now reached the tipping point for mobile. This is the year and it is explosive. The phone has arguably become an extension of us and made multi-screen viewing more commonplace. Nielsen says 84% of consumers use their mobile device as a second, supplementary screen to the TV.
It is not however, all about the device. It’s about people, changes in behavior, shifts in the customer journey and the technological advancements that enable us to reach and engage our customers anywhere, anytime and anyplace. The mobile consumer has moved front and center and must be prioritized in our practice, plans and efforts.
What does this mean for digital media and advertising? Mobile search ad spending will exceed desktop search ad spending for the first time in 2015. Mobile spend is projected to make up 72% of total digital ad spend in the US by 2019, according to... Read more

From Mobile Computing to Localized Marketing, Part II

Posted by Rob Reed on July 13th, 2015 at 12:06 pm

The localization of marketing leaves other forms of marketing in the past
"I skate to where the puck is going, not where it's been."
Gretzky's well-known quote is one of the most abused business clichés, but that's because (a) business people love sports analogies and (b) it so perfectly captures the essence of vision.

Vision is the ability to connect the dots of the past and project into the future with the precision of Gretzky skating to a puck. The vision for MomentFeed in 2010 was for a platform that could handle the marketing paradigm of 2015, a paradigm that would be defined by smartphones and mobile computing.
This was ultimately the vision for a new form of marketing...for localized marketing, as discussed in Part I of this series. In Part II, we'll review the landscape of digital marketing solutions (where the puck has been) and how localized marketing is a fundamentally different animal.
Antiquated Marketing Systems
Before exploring localized marketing more deeply, it's important to understand the current landscape of enterprise marketing solutions. The largest category of the past 10 years is social media management solutions (SMMS). These cover paid, earned, and owned media, and they provide a range of functions from publishing (CMS) and reputation management to customer service and business intelligence. I'll also talk about the local search and SEO spaces, which... Read more

How much do luxury fashion brands post in each social media network?

Posted by Doug Schumacher on June 8th, 2015 at 12:00 pm

If you want to understand how much brands value (and get value from) their various social media properties, one interesting benchmark is how much posting they put into each network. Especially relative to their closest competitors.
Of course there are various factors to consider, like the type of industry and the different content types and styles of different networks. But if brands truly value a given network, it’s most likely they’ll put in a respectable level of posting for their industry.
Let’s take a look at some of the leading brands in the luxury fashion space as an example, below.
Posting Volume for Each Network – Luxury Fashion Brands

The first thing you may have noticed in the above example is the broad range of posting volumes in each of the different networks. It suggests considerably different approaches taken by the different brands. That’s great if you’re wanting to learn from the tactics of competitors, as it should provide a wide range of approaches to each network.
As noted above, there are also significant differences in the networks. It would be surprising to see a brand posting more on YouTube than on Twitter, given the different formats of each. In luxury fashion, we can see Twitter... Read more