So, why are marketers wrong about YouTube? There are 5 reasons that for many brands, YouTube is arguably the most strategic channel on the Web.
Tags: content marketing, content strategy, Digital Marketing, Search, social marketing, Social Media, social media marketing, social media strategy, socialmedia, Video, youtube
Posted in Social Media, Video | 1 Comment »
“What exactly is a buyer insight?”
I was asked this recently. It made me think. It is a term you hear and easy to quickly assume you know. Turns out, there seems to be confusion given the rise in the use of the term “insight”.
A good place to start is with a brief answer to the question itself. Here is my guiding answer:
A buyer insight is a profound, not-so-obvious, revelation as well as understanding of buyers, which leads to new innovations, value creation, marketing & sales capabilities, and business growth.
The basis of this definition is a buyer insight must be profound and it must alter an existing direction into one offering growth.
Do Not Confused Fact With Insight
One of the biggest areas of confusion I have noticed is misinterpreting a fact as an insight. One way of putting it is insight goes well beyond fact. To be profound means an insight is an often unforeseen as well as unarticulated observation, which leads to a new deep understanding. This new deep understanding then reshapes business growth strategies.
Uncovering facts of how buyers do things can result in improving effectiveness. However, improving effectiveness is not a clear direct connection to a profound insight. Mislabeling fact... Read more
Tags: buyer insight, buyer persona, buyer personas, content marketing, content strategy, customer insight, Digital Marketing, marketing, qualitative research, social media strategy, Tony Zambito
Posted in Creative Best Practices, Emerging Platforms, Opinions, Social Media, Targeting, Word of Mouth | No Comments »
One of the more popular reports we publish, this is a great benchmark resource for anyone wanting to know how their ranks on Facebook. Brands appearing in this report include Subway, Taco Bell, McDonald's, Burberry, Chanel, Gucci, Twix, Oreo, Skittles, Estee Lauder, Red Bull, Monster Energy, Crest, Colgate, Oral-B, Hilton, Sheraton, Dole, Capri Sun, Nissan, Honda and Ford.
Tags: content marketing, content strategy, Facebook, facebook page, facebook page strategy, Facebook strategy, Social Media, social media marketing, social media strategy
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Media Planning & Buying, Opinions, Research, Social Media, Web Analytics, Word of Mouth | No Comments »
It’s the beginning of the month and it is again time to report to your clients or your boss on the SEO progress made last month. It is time to justify your SEO strategy, your efforts and yourself. Sound familiar?
With the challenging landscape of SEO comes the challenging landscape of SEO reporting, and I’m not just talking about merging SEO data sources into one excel file and adding a logo to try to make it look professional, presentable and understandable. I’m talking about how to make all the data points and metrics indicate real progress, and more importantly meet your clients’ or boss’ expectations.
Since the way we do SEO has changed, the way we report on it must change too. Effectively setting up the reporting metrics to prove progress may make the difference between meeting the clients’ expectations or not.
SEO reporting should answer these questions for your client:
Are our efforts helping us reach our organic search goals?
What SEO tasks were completed last month in relation to our goals?
What impact did these efforts have on the web presence for organic search?
What new opportunities were identified to optimize for organic search?
Are there any new competitive threats?
So how do you set up your... Read more
Tags: content marketing, content strategy, Digital Marketing, online marketing, Search, search engine optimization, seo, seo metrics, seo reporting, seo services, seo strategy, social media marketing, social media strategy, Web Analytics, web presence optimization
Posted in Search, Social Media, Web Analytics, Websites | 2 Comments »
In 2012, Facebook and Twitter boasted a combined user base of more than 1.5 billion users. With over 25 billion Tweets and 30 billion shared statuses a month on Facebook, social media has transformed how people share information. There is no area of society more affected by the rise of social media than large enterprises. Traditional advertising and public relations methodology has been turned on its head.
Instead of having tight control over public relations, there are now millions of consumers who are very eager to tell their network as well as the world about your product or service. News travels faster than it ever has. Product recalls, faulty drugs, malfunctioning cars and political controversies are able to spread like wild fire.
Social media as it turns out, helps to spread sentiment quicker than a PR department can mobilize. By the time a public mistake or controversial decision has been made, there is no turning back as the Twitter sphere and Facebook statuses will assuredly dominate the conversation. As New Yorkers witnessed this past November with the cancellation of the New York Marathon, social media does have a powerful impact on the decisions of organizations, governments and businesses.
If a brand fails to... Read more