Remember Y2K?

mobile_blogIf you are old enough to remember Y2K (if you have to ask you’re not old enough), a significant issue with computers and how they dealt with dates looked like it could cause big problems. What it did was create revenue opportunities for some companies and nothing much really happened. We chose to wait and see.

Google had announced a major algorithm change but did not supply any details other than April 21 was the day and it would affect mobile, somehow. It started to look and feel like another Y2K all over again. No real information, no real understanding but something big was about to happen that would affect us all. And, a lot of companies in our industry were looking to make a quick buck based on this lack of information by fixing all those non mobile friendly sites out there. Continue reading

It’s what’s on the inside that counts

ContentMarketing

Customers are in a state of content shock. We could get into a debate about the semantics of how crucial it is to measure the impact of your content, but all the audience really wants us to do is excel in our creativity, our ability to educate, and/or our ability to entertain.

The true measure of great content is the same as the true measure of great people: It’s what’s on the inside that counts.

So how do we alleviate this content shock and begin to cultivate a loyal audience? Continue reading

Captivate your audience with a story

If you are running a business, you may be thinking of a way to beat out the competition. One emerging trend is visual storytelling, telling a story of who your business is, rather than focusing on current sales or latest promotions.

Herschel Supply Co.Herschel Supply Co. manufactures backpacks, bags, travel goods and accessories. Through their creative use of photos, they show that there is more to this brand then just what they sell.

Visual story telling allows you to create an emotional connection with your customers and stand out as a trusted business.

Getting personal
When thinking about promoting visual content in your marketing strategy, is there a way to go beyond what you would normally discuss on your “Services” and “About” pages on your website? Don’t be shy of letting your audience know about your business. Is there something your company is passionate about? Let people learn about your team. People like dealing with people that they can relate to. By being transparent and showing who your business is and what your brand is about, you will be captivating your audience and generating interest.

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Mud Run – Marketing

I often use analogies when discussing marketing strategies with clients to make sure we are on the same page and understanding of whatever topic is on the table.

Today I decided that I would compare marketing to a race. I use to think of it as a marathon, meaning you’re in it for the long haul. I know it’s definitely not Continue reading

The Future of Digital Marketing

business-strategy-pyramid-shows-teamwork-marketing-and-plan_fJ_uBfDOAccording to the Digital Marketing Institute, Digital Marketing is the use of digital channels to promote or market products and services to consumers and businesses. Wikipedia expands on that definition further, explaining that digital marketing is marketing that makes use of electronic devices such as personal computers, smartphones, cellphones, tablets, TV, and game consoles to engage with stakeholders.

When I delved further into the topic, I came upon a few articles that stated, “Digital Marketers Are Facing a Crisis”, and “Digital Marketers Are Headed For a Wipeout”, explaining that there is a skills gap in the global industry, and that marketers don’t completely understand the technology behind digital marketing nor do they know how to successfully craft and execute a digital strategy or measure ROI.

HUH?

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Google Mobile Search Rankings – Part 2

mobile_blogAlmost a month ago, I talked about the coming changes that Google had announced it would be making to it’s search engine results. Next week, Tuesday to be exact, Google has said they will be changing their search algorithm so that mobile friendly will become a ranking factor for search engine results.  Specifically, they said they will expand their use of mobile friendly as a ranking signal.  Continue reading

Marketing to women

Marketing to womenIn the past, the role of a woman was to stay at home. She would do the cooking, cleaning and taking care of the children. Many women still fulfill these duties today, although times have certainly changed. Women are carrying out multiple roles which include balancing home life and work life. Women are getting married later in their years and are choosing whether or not to have children. It’s much more common for women to have completed their post-secondary education and possibly be earning more money than their male counterparts. The change in roles and the evolution of women is reflected in advertising.
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Exposure isn’t always about big budget!

Budget-cutYes you can spend lots of money to promote your product. Take the launch of the movie Furious 7. We all wish we had a budget like this to promote our products. Flood the market with exciting Ads and cast members on lots of TV talk shows has seemed to be paying off so far for this film starting the opening weekend off within the Top 10 Biggest US Opening Weekends.

Van Halen launches a new album and is going Continue reading

Marketing Budget – The New 4-Letter Word

L'orealFor as long as I can remember and in every industry in which I have worked as a marketer, discussing, planning, and earmarking a budget for marketing activities has been considered taboo at best, and downright blasphemous at worse.

I know it’s a part of marketing to be considered as somewhat intangible by the rest of the company and it’s something to which I have had to become accustomed.

But no different than an electrician watching helplessly as their neighbour nearly burns their house down doing DIY electrical work; I’ve witnessed many a company burn their proverbial house down because marketing was the first area of business to be culled from an overall budget perspective.

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