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Related: Strategy and Management4 Social Media Goals Every Business Should Measure Are you winging it when it comes to your social activity? The expression “social media ROI” gets tossed around frequently and you know it’s important. But where do you start and how do you relate what to measure online with your overall business goals? Here are four business goals, how social media can impact these goals and most importantly, how you can measure the impact of your social media efforts on these goals. The Single Biggest Mistake You Can Make in Social Media Why are you on Twitter? Why are you blogging? Seriously, why even bother? What is the purpose behind it, and how does it further your goals? If you can’t answer what your social media goals are in under 1 minute, then you’re probably wasting time and money.
If You Love Your Brand, Set It Free Advertisement The practice of branding is undergoing a deep transformation — a change brought about by our kaleidoscopic postmodern culture, the development of communication technology and rapid globalization. In prior decades, brand managers aimed to establish their products and services primarily by way of consistency and repetition. A brand’s voice and message were to be the same, independent of marketing channel.
Innovative Practices in eMarketing New Program Course 1 , 18:30 – 21:30, Feb. 19, 24; Mar. 10, 17, 24, 31; Apr. 7, 28; 2014 When you complete this course you will have the knowledge, skills and practice to understand/know how to do: The course objective is to identify, learn and apply all the marketing tools available on the Internet to formulate an eMarketing Plan for a business, which will either be completely online or a combination of online and offline marketing. Specifically, students will learn the basic eMarketing fundamentals, and they will work individually and in project teams to engage in in-depth exploration and research to find and use the online resources and tools related to the topic of investigation. How to Manipulate People For Fun (and Profit) When you’re building a website, the secret to building a large audience of readers and customers fast is all about “pulling triggers.” Emotional “hot” triggers. And while some people call this manipulation, the truth is that it’s just smart marketing. That said, today I want to share with you a simple, easy-to-replicate formula for pulling the most powerful “hot trigger” of them all.
Here's how 'irrational' customers help your brand Many of our clients include both B2B (business-to-business) and B2C (business-to-consumer) brands, sometimes described as corporate versus FMCG (fast-moving consumer goods). While much is made of the differences between these types of brands, they share a core objective: to create an emotional connection with the customer. We all know great consumer brands that do this well. Maybe there’s a soft drink that you associate with joy, or an apparel brand that jumps to mind at the mere mention of the word “sexy” (Coke and Victoria’s Secret, maybe?). These brands and others have worked hard to associate themselves with single-minded, emotional ideas, and there’s no denying the effectiveness of their approach.
Why Your Brand Should Piss Someone Off The better you are at creating a strong, clear brand position, the more likely you are to find a group of people who really don’t like you. As Bill Cosby once said, “I don’t know the key to success, but the key to failure is trying to please everybody.” Years ago, the And1 website used to feature an extreme example of this point. Addressing the meaning behind its name, the basketball apparel company announced: “If you don’t know what it means, we don’t want you wearing our shoes.” It’s like life: the only way to have everyone like you is to avoid taking a controversial stance on anything. If you are willing to be anything to anybody--to surrender your identity and your individuality--no one will have strong feelings about you either way.
Who influences you? And who do you influence? The rise of "influence." Remember when you looked to TV and newspaper ads to tell you what to buy? Me neither. That's because now many of us are more likely to make an informed opinion about purchases--and many other new discoveries--based on the views of people we connect with online and through social media. Why Branding Is An Artifact Of The Past A short while ago, I wrote an article on this site suggesting that you can’t build a brand simply by setting out to build a brand. And in fact, thinking too much about brands can actually get in the way of the real business of your company. I suggested that you try an experiment: Stop talking about brands for a month, and see what happens. The article got a lot of attention on Twitter, and provoked a lively debate in the post’s comments section.
5 Rules For Marketing In The Age Of Discovery Marketing has entered a new age: Information is no longer programmed into consumers' minds. Since its inception, advertising has been dedicated to the creation of programmed messaging. For nearly 300 years, those who could create the best message and deliver it in a memorable way across as wide an audience as possible won. In less than a decade, the types of content and ways we consume it have completely changed. Marketers have hardly caught up.