As the world spins toward 2014, high tech marketing methods are firmly established as the way to reach modern consumers. Or are they? Guess what’s still moving briskly and proudly through the marketing universe. If you said good ol’ fashioned snail mail, you get the prize. Direct mail pieces zooming to assorted destinations still get jaw-dropping response rates. Much better, …

With brand marketing and content ruling the advertising universe, the old-school cold call has plummeted on the popularity charts. But don’t unplug those phones just yet. According to research conducted by DiscoverOrg, high-touch phone contact still packs major muscle. That’s because the garden variety cold call radiates a warm human element that connects like glue with recipients. Always a good …

Once upon a time, Instagram was a popular online hangout for photo-sharing friends. But, as with virtually all other high-traffic destinations, sooner or later marketers will ease their foot through the door. True to form, brand markers have marched boldly through the Instagram doorway. And thanks to a warm reception from audiences worldwide, they’re claiming miles of digital territory as …

A correction is needed right off the bat. The holidays are NOT around the corner. They’re here! At least, they’re center stage for brand marketers. That’s because the first half of November is the crucial period…the time to light up the online world with your holiday marketing campaign. After the mid-month deadline, you’ve got to contend with Black Friday. And …

OK, you’re itching to buy a new mega two-story SUV. Or a pair of bright green, fluorescent toe-tappin’ dance shoes. Or a turbo toothbrush. So you unleash a Google search for info about your chosen brand. Then the amazing happens. A very clickable banner-style ad for the product beams in at the top of your screen, just below a streak …

Now you see it. Now you don’t. Or you might at a later date. It all depends. That’s the story with Facebook’s newest modification of their news feed ads. Here’s how it works: Ads touting products and services unpopular with users now will be hidden from their Facebook news feeds, never to be seen by their disapproving eyes again. Only …

How important is SEO to your business? Consider this – the vast majority of info-hunters restrict their clicks to websites listed on page one of Google, Bing, or Yahoo. Nothing beyond this threshold matters. All of which means, if you’re not front page news, you’re likely a nowhere brand in nowhere land. If you’re brand is lost in this foggy …

We all can breathe a lot easier. The web is safer than it’s ever been for seekers of information. Credit: Google. Recently, the Big G overhauled certain components of its popular search process. Thanks to the modifications, all web searches now are redirected and filtered through Google Secure Socket Layer or SSL. SSL 101 Google SSL encrypts data transmitted during …

Predicting the weather is hard enough. But charting the future of B2B email is a colossal guessing game at best. The task is compounded by all the variables rushing onto the scene – social, mobile, dynamic content. Still, many brand marketers dare to identify the trends destined to shape the future of email. Here’s a batch of some industry-shaping trends …

It was destined to happen sooner or later. Google finally has erected the long-awaited brick wall between website owners and users. The wall, of course, is encrypted searches. Recently implemented, encrypted searches block all keyword data from websites. Thus, owners will never again know which keywords are pulling in visitors. Without this knowledge, tracking visitors on the basis of keywords …

  You say you’re not a scientist wise in the ways of Big Data? No problem. There’s help for those of us who are informationally challenged. And the help goes by the name ‘small data’. That’s right. Just when everyone was getting ready to tackle the colossal challenges of Big Data, along comes this upstart. And it’s a good thing. …

  For brand marketers, it’s easier to find Waldo in a pitch black cave than locate quality leads. They’re out there, alright. But they’re often hidden. And it’s up to brand marketers to drive them out into the open. To that end, here are three lead-generation strategies with proven firepower. Properly implemented, these steps will deliver leads to your doorstep …

Facebook promotions are all the rage in the brand marketing world, and for good reason. Not only do those contests and sweepstakes reel in a swarm of new fans, they help re-establish ties with existing ones. Fans, of course, are far more likely to buy or recommend your product or service than non-believers. So it’s a real good idea to …

Move over videos. There’s a new visual presence making major online noise. Known as infographics, these visual messengers pack whole lot of content into a small, readily-understood space.  Not surprisingly, brand marketers have latched onto infographics, unleashing them far and wide throughout the web. The purpose is twofold – raising brand awareness and getting the message shared.   With heightened …

In a fierce battle to the finish, The Tablets have soundly defeated The Desktops in this year’s CPC finals. The victory represents a milestone in the short history of tablets, which scored a cost-per-click 1.7% higher than the veteran desktops – the first time the smaller devices have muscled their way to the top.    The victory, however, was tempered …

The results are staggering. Businesses will pour $10.46 billion into mobile marketing this year. And that’s just in the United States! The annual infusion of dollars will jump to $20 billion by 2015. But wait, there’s more. Complementing these mind-boggling super stats is another impressive figure – 41. That’s the number of apps packed neatly into the phone of the …

Your brand has just been stung by a left hook. Some disgruntled upstart has jumped into Facebook and pummeled your reputation with negative comments. More follow. And the trickle threatens to become a full-blown storm. You’re not alone. Sooner or later, many brands will take a punch from social media. That’s reality. You just can’t please everyone. However, you can …

Invasion of the Tablets… Prepare Your Website Before It’s Too Late!  Just when you had everything running perfectly with your website, along come smartphones demanding that you make some changes so that your online brand marketing is compatible with these devices. So you dug in, busted out some big bucks, and transformed your website into a smartphone-responsive destination. End of …

Any brand marketer may still be thinking laptop and desktop is missing the boat by a mile. As the popularity of mobile devices continues to soar, consumers increasingly are using iPhones and Androids to access updates and other info about products and services.   Brand marketers who shrug their shoulders and say my good ol’ desktop version will do the …

There’s a whole lotta sharin’ going on out there in web space. Videos, news, articles. The list is endless. So are the channels utilized to carry out all the sharing. But the wave of generosity is not limited to users, fans, and fanatics. Marketers are sharing product and service info with consumers at the same robust pace. Otherwise known as …

Who in a million years could have imagined that the humble pound sign (#) would soar from relative obscurity to online omnipotence. Reborn as the ‘hashtag’, the quartet of intersecting lines has become indispensable artillery on social media sites such as Twitter. The immense value of the now-ubiquitous hashtag is its world-famous ability to make particular topics and conversations a …

How long will a consumer look at a banner ad? Thirty seconds? Ten seconds? Five? Answer: None of the above. The average time a person will fix his or her eyeballs on a banner ad is a staggering — three seconds. That’s it. After that, they’re outta there. Yes, microscopic attention spans are rampant in banner space. But what about …

Brand marketers throughout the world have been scoring major points with consumers recently, thanks to the skyrocketing use of social media channels. Indeed, destinations such as Facebook are showing irrepressible muscle when it comes to winning over fans with products and services. As with other ad channels such as TV, social media gains plenty of yardage by creating irresistibly ‘fun’ …

From the first impression your brand makes to that glorious moment when a purchase is transacted, consumers typically journey down a path of critical advertising touch points. Determining which touch point contributes what to a sale is not exactly a cake walk. Nevertheless, attribution modeling gives brand marketers a pretty accurate idea. Attribution modeling clearly demonstrates that a sale or …

You already know that more and more people are connecting to websites via mobile devices. But were you aware that an overwhelming majority of users would feel less inclined to re-visit a site that lacked mobile friendliness? Given this user predisposition, brand marketers are faced with this crucial choice: Either create a mobile-friendly web presence, or risk driving customers away …

Brand marketers continue to be mystified. Why aren’t their intensive marketing campaigns hitting home with customers? They’ve crafted a spectacular campaign, tweeted ‘round the clock, promoted and pushed. But still, the results aren’t nearly up to expectations. One possible reason for the customer shortfall may lie in where these marketers look for customers. As technologies evolve, consumer gathering spots are …

Whether you want your brand noticed by traditional or digital media, it’s easy to get lost in the Forbidden Forest of competing brands all vying for public attention. Somehow, some way, your business must grab the attention and the affections of the journalists and writers who select content for their respective media channels. Screaming, shouting, jumping up and down, or …

Remember the person voted most likely to succeed? In all probability, this future VIP was overflowing with charisma. The same principle comes into play with brands. Those most likely to succeed usually will be irresistibly charismatic. How does a brand boost its charisma to robust levels? By loading up on these characteristics of charismatic folks. Attitude. No, your brand shouldn’t …

Social media definitely inspires people to be more sociable. Friends, fans, and even fanatics abound in this fast-paced sub-world. But why the strange power over so many people? Look deep within any of the social media channels, and you’ll discover the answer. Facebook, Twitter, and all the rest share an important common thread – they capture the essence of what …

Once upon a time, the tried and true telephone was it as far ways for marketers to converse with consumers. But thanks to world-changers such as Facebook, Twitter, and Instagram, businesses now have an online goldmine for sparking conversations with customers and prospects. As in the physical world, of course, interactions generally don’t materialize without sincere interest from all parties involved. Fortunately, …

Your photos. Somebody else’s name. Facebook has given users the opportunity to make this important connection, prompting resounding approval from legions of fans. Known as ‘photo tagging’, the feature enables users to link another member’s name to a posted pic. Not to be left out in the cold, Instagram has jumped right in and introduced their own form of photo …

It has long been said that content is king. And judging by the latest trends in content marketing, the crown is well-deserved. Indeed, brand marketing entities large and small are rushing to build up their content arsenals in order to meet a rapidly-escalating demand. So what are the latest developments in the content kingdom? Here’s what’s keeping the king on …

Thanks to a whirlwind of mind-boggling innovations, the marketing world is reshaping itself by the minute. No doubt, the landscape of even a few years ago would be strange territory to today’s observer. Most of the credit, of course, goes to the digital advances rocking the globe. But while technology continues remolding the business environment in a big way, one …

Unless you’ve spent the last decade on an interplanetary excursion, you know that going green is all the rage here on planet earth. From installing solar panels to recycling water, people are going all out to preserve the health and natural beauty of our environment. Yes, we’ve come a long way from the early days of the eco-movement, which received …

Users prefer television. Users prefer mobile devices. Actually, both statements are true. A recent study conducted by Yahoo revealed that a hefty 80% of respondents used their mobile devices in tandem with television viewing. Popular opinion holds that one nurtures the other. Indeed, such multitasking points to a creative synergy between web and TV marketers. Nevertheless, a certain risk lurks …

Move over ‘Angry Birds’. Your brand deserves to be the next online video star. And you can make it happen. Let’s face it. Video has an excitement factor that’s hard to beat, offering marketers a sizzling advertising tool for virtually any product or service. But before you plop into your favorite director’s chair and command, ‘lights, camera, action,” it’s a …

  As digital alternatives to old school communications continue to proliferate, you’d think traditional media would be taking a not-so-comfortable backseat to all the newfangled gadgetry. Surprisingly, however, the tried and true mediums are still hanging in there, some even maintaining their regal status. Television is an excellent case in point. Despite its promise of wonders beyond belief, the Web …

Is the barrage of new media changing way too fast to keep pace? Do the latest digital trends leave you scratching your head in frustration? Are customers adapting to new platforms before you have the faintest notion of what’s tickling their fancy? If you’ve answered ‘yes’ to any of these important questions, you’re far from alone. Marketers the world over …

  As search engines such as Google get more sophisticated at delivering relevant results to users, content is becoming more personalized. Consequently, content that builds ample ‘me’ relevancy into its message is bound to score more points with users. Here are three simple guidelines that utilize the personal touch to connect with users.   Relevancy. Content needs to go well …

  Marketers generally look at the almighty CLICK as the end-all, be-all of online advertising. But is the click really king? Well, yes and no. Obviously, banner clicks offer a useful barometer for gauging customer interest. But to know the complete story, marketers must delve deeper and become masters of advertising metrics. Here are three ways to boost the accuracy …

  Crafting an effective online marketing campaign can be a real beast. Fortunately, you can conquer the beast with keywords. These magical words and phrases can lure eyeballs galore and keep them glued to your pages. Can your website handle a traffic surge? Here are four keyword secrets that will clear the path. Know What You’re After. What do you …

    It’s a fact. One third of the American populace is packing a smart phone. This means desktop computers no longer keep us mercilessly shackled to a single, boring location. Thanks to smart phones, we humans are now free to roam wherever we please — while still wielding some pretty fierce data processing power. Websites and Facebook pages aren’t …

  The global battle for the hearts and minds of consumers is growing more heated by the day — especially in the realm of online marketing. Lured by the potential for staggering revenue gains, companies are pushing across the international landscape in a big way. Expanding their internet presence into new global territories are companies such as Baidu (Chinese search …

As the world of marketing evolves, social media will likely gobble up more of your budget. Fortunately, investing in social media doesn’t require spending a king’s ransom for results. In fact, the real emphasis should be on maximizing the value of your efforts and implementing the right technologies for accurately measuring ROI.  How do you choose reliable technologies that match …

    If you own or manage an SMB (small or midsize business), watch out – social media will be gobbling up more of your money. In fact, you’ll probably be tripling your expenditures for national social media advertising during the next five years. For local markets, your spending is destined to be seven times higher. At least, these are …

    Share and share alike, we’ve all heard the phrase. Many of us often practice the principle. Now this noble concept of give and take will play a major role in propelling marketing into a new realm of possibilities. GE has unlocked the doorway with a recent test campaign. To quantify the value of online buzz, the company distributed …

  In a marketing world, currently changing quicker than a race car shifts gears, it’s difficult if not virtually impossible to get a handle on how to connect with customers on a consistent basis. New variables, realities, and information are pouring in by the nanosecond, creating a jungle of confusion. To help marketers through these complexities, here are some timely …

    Nowadays, most marketers are tuned into the growing popularity of mobile apps. Still, the app landscape is shrouded in mystery, leaving the vast majority of advertisers confused and stuck in the mud. As a result, creating effective mobile marketing strategies is becoming a growing challenge.  To get a handle on the ‘mobile madness,’ it helps to understand the …

  So you’re sending out wave after wave of painstakingly-crafted emails, but they’re never reaching their destination. Yes, you’ve been listed on one of the dreaded blacklist sites. Naturally, you plead with the blacklist owner for mercy. But you’re flatly rebuffed with a curt instruction to ‘re-permission’ your list. Then you do the only thing you can – jump up …

  More than a few businesses feel lost in a social media swamp. New trends, arcane concepts, and innovative techniques – the confusion keeps mounting. It’s hard to know what’s what, who’s who, and how well you’re doing. The good news is — there are ways out of the mess. Give one or more of these simple tools a whirl. …

Retailers have an extra reason to raise their glasses in celebration this New Years. According to the stats, 2011 brought you a pretty juicy holiday season. How good was it? Try a 15% jump over last year’s seasonal take. Congratulations! You responded to the tough economic times with all the right moves — special promotions, longer store hours, free shipping, …

  While Coca-Cola has had a subtle, pervasive influence on our culture, it has definitely shaped the way we think of Santa. Prior to the advertising illustrations created by Haddon Sunblom illustrations in the 1930s, the Christmas saint had been variously illustrated wearing blue, yellow, green, or red. After the soft drink ads, Santa would forever more be a huge, …

  It’s time to do a little time traveling. Not too far. Just a quick side trip into ‘012. After all, it’s just around the corner. And the New Year is sure to bring more blistering changes sweeping through the world of digital marketing. All of which means marketers should be ready to react and adapt. Here’s what the future …

Online marketers have a whole new bag of tricks designed to connect with consumers. Unlike content advertising, the connection is based on consumer characteristics and determined by sophisticated algorithms. Known as targeted advertising, the phenomenon is spreading through the net at a blistering speed thanks to the surge in ad tech companies. Does this mean targeted advertising soon will be …

Is it time to reassess the use of the term ‘social’ in social media? Quite possibly, especially when you consider how decisions currently are made. In the contemporary climate, both consumers and business people increasingly rely on information provided by others. The purpose of the information, of course, is to facilitate more effective decision-making. That’s a definite social interaction. Yet …

It all comes down to brand familiarity. And that’s precisely why social media is such a powerful marketing tool. No other online resource does so well at bringing people up close and personal with whatever it is you have to sell. Once you’ve pumped up brand familiarity to an irresistible level, your next move is major – persuade customers to …

    If you write it, they will read. It’s true. Your audience has wide open eyes and ears for your email marketing message. But consumers are a picky lot. So not only does your message have to be loaded with high value info. It has to be in the right format. Or consumers will likely walk away, no questions …

  Once upon a time, online advertisers crafted sizzling campaigns by bidding to run ads in tandem with keyword searches. This was the power of Google Adwords, a resource that put the almighty keyword in the center of the marketing universe. It still holds this position…sort of. You see, Google is about to unveil its nextgen search tool, which bends …

    The Facebook kingdom is overflowing with companies jostling to boost brand awareness. Are you lost in this crowd? Are you ready to carve out your own niche? Here’s how to put your Facebook page in the spotlight with the sheer power of entertainment. 1. Sponsor an Event – Everyone loves music. And Facebook fans are no exception. Feed …

  Sometimes you can have too much of a good thing. Food. Drink. Messaging. That’s right, messaging. It’s not uncommon for even the savviest businesses to overuse email, social media, and texting in their quest for customers. Unfortunately, the info avalanches typically send customers rushing away from the business instead of to it. Enough is enough. Overuse it, and lose …

So, you’ve got Facebook and Twitter fans pouring in from every corner of the known universe. Fantastic! But don’t pat yourself on the back just yet. If your social media campaign is like most, people eventually will be turning away from your message…if they haven’t done so already. ‘Impossible!’ you protest. “I could fill a football stadium ten times over …

  Smart phones are getting smarter. It’s only a matter of time before we all have little beeping, blinking geniuses in our pockets. Understandably, mobile marketers are rushing to exploit the I.Q. surge. Easy access and compelling content translate to soaring sales, right? Well, not quite yet. The formula for mobile success still is a riddle awaiting the correct answer. …

Within a single minute, millions around the world last week learned of Steve Jobs death thanks to the very personal technology he helped bring to fruition.While it is rare for the departure of corporate executive to receive the attention of a pop icon or a religious leader, Steve Jobs was both to so many of us.More than the value of …