Tagged 'marketing'

What a 9-year-old taught me about marketing with digital video

Posted by Kent Lewis on March 24th, 2015 at 9:17 pm

Nearly three years ago, I wrote The Ultimate Guide to Video Marketing on YouTube. I understood relatively early on in the growth curve of digital video and YouTube that both would play a significant role in the future of marketing. A year or more ago, however, a 9 year-old helped me see the true potential of digital video for sales and marketing.
With roots in search engine optimization (SEO), I’ve long extolled the virtues of YouTube, as the world’s second largest search engine. Unfortunately, the full potential of the video social platform didn’t fully come into focus until my son shed light through his interest in skateboarding and bracelet-looming.
Last Spring, I noticed my son’s rubber band bracelet creations were getting increasingly complex. I also noticed his skateboard knowledge and abilities improved drastically in a short period of time. I asked him how he learned these new skills and he replied “YouTube.” Like many other young web surfers, my son was using YouTube as his PRIMARY search engine and educational tool.
I quickly realized that my son was not alone in relying heavily on YouTube videos as a primary if not sole information source. If he was searching YouTube for “how-to” videos on... Read more

What’s on your Radar?

Posted by Winnie Brignac Hart on March 12th, 2015 at 12:20 pm

It’s a big sky out there – do you feel like you’re flying off the radar? Your role as a leader is to set the destination and the route, and keep the flight on course and running smoothly. There is a lot of turbulence – the key is to stay aligned on a strategic path instead of constantly reacting to unexpected detours.
Align Your Brand
You need a plan. A plan that keeps you on course and aligns your purpose, brand and strategy – this is what we call your True North. Finding your True North starts with assessing where you are in eight key areas: Strategic Alignment, Positioning, Distinction, Branding, Authenticity, Lead Generation, Messaging and Marketing.
What’s on your Radar?
Download the True North Radar assessment.

How Customer Education is Vital to Your Marketing Strategy

Posted by Jeannie Walters on February 24th, 2015 at 7:33 am

Marketers have enjoyed a long love affair with lingo and inside speak.
It's easy to throw around terms like PPC in meetings and assume, typically correctly, most in the meeting will understand.
But customers are now seeking guidance on everything from data privacy to the Internet of Things (IoT) and it may be up to marketers to help them understand.
It's easy to fall into the trap of speaking as we speak to one another, instead of really articulating what the customer or prospect needs to understand in order to not only consider a brand's offer, but to eventually gain long-term loyalty.
What does this mean for marketers?
Marketing starts way before it used to, and prospects often discover brands in ways we can't track, such as word-of-mouth referrals or the scary-sounding "dark web." People are seeking information on how to solve issues, understand what's happening next or just what their friend is posting about on social media.
Education about products should be in the greater scheme of a customer's life. This means marketers must understand not only who their customers are but how they travel through the customer journey. Mapping the customer journey is a start, but marketers have to work across functions and... Read more

Farewell Q&A with NY Times Ad Columnist Stuart Elliott (Part 2): What I Saw at the Revolution

Posted by Rick Mathieson on February 17th, 2015 at 10:03 am

Content marketing may get a lot of buzz these days - but it's as old as advertising itself.
In part two of my conversation with longtime New York Times advertising columnist Stuart Elliott, we continue to talk about how social media has paradoxically fueled growth in television viewership - especially for events like the Super Bowl.
But as part of this wide-ranging farewell Q&A with Elliott - who retired in December after nearly 25 years of covering advertising for the Times - we get into sponsorship advertising, as well as so-called content and video marketing.
Surprise: None of this is future-forward at all. Indeed, it's a return to the golden age of advertising. But while it sideswipes the problem of ad-skipping technologies and an ever-expanding universe of digital distractions, it comes with some considerable challenges of its own.
Photo: New York Times
Click Here to Download: Q&A WITH STUART ELLIOTT: WHAT I SAW AT THE REVOLUTION (PT 2) - THE RISE (& RISKS) OF CONTENT MARKETING
(Approx: 5:40)

Farewell Q&A with New York Times Ad Columnist Stuart Elliott (Part 1): What I Saw at the Revolution

Posted by Rick Mathieson on February 5th, 2015 at 1:08 pm

The advertising world released a collective gasp when news hit that Stuart Elliott - the longtime advertising columnist for the New York Times - was accepting a buy-out package and would retire.
After nearly 25 years of covering advertising for the Times, not to mention stints at USA Today and Ad Age before that, Stuart and his column had become must-read for puissant, timely insights on Mad Ave.
And what a quarter century it was. From the early 1990s to today, the ad industry went from analog everything to digital domination; from "Married with Children" to "Modern Family;" and from bigger-is-better, to small is the new black.
"Who could or would have thought in the early ’90s that 20-odd years later the hegemony of television, for decades the most powerful ad medium, would be under siege, or at least, in question" Stuart wrote in his final column December 18.
"Ratings data, the currency of television, is growing problematic because viewership is more difficult to measure when people use mobile devices instead of TV sets; or watch shows online, as streaming video or as video-on-demand. And it is easier than ever for viewers to ignore or avoid traditional commercials; popular streaming services like Netflix are... Read more