Changing Tides Newsletter

Changing Tides- February 2019

Done right, lead conversion tracking monitors and reports every lead, product purchase and many other user actions, such as signing up for a newsletter or white paper, submitting an information form, responding with a telephone call...

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Changing Tides – January 2019

OK, it's officially past January 1. But if you are looking for some good news in the new year, this might make you smile. The pig is the designated 2019 zodiac animal to be celebrated during the Chinese New Year February 5. That’s...

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Changing Tides – December 2018

Is last minute shopping a thing of the past? If you decided to skip the crowds on Black Friday, you are not alone. In-store retail traffic was down about 1.7% over 2017¹. Although Thanksgiving weekend spending was up about 4.5%². So...

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Changing Tides – November 2018

Are Bitcoin, Cryptocurrency, Blockchain for Real…or just a Scam? The whole idea of decentralizing our financial transactions sounds risky at best, even if it is possible. Money without banks? Most people don’t get it, don’t trust it...

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Changing Tides – October 2018

Digital Goes Yo-Yo with an Analog Touch Over the past 20 years, the digital economy has transformed entire industries. Entertainment, retail, travel, and media sectors have been turned upside down. Digital brands such...

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Changing Tides – September 2018

Where do Outstanding Brands Come From? You know the ones. Those mega brands that create entire industries. Those brands that set the pace for dozens of wanna-be competitors. The ones they write textbooks about like Apple, Starbucks,...

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Changing Tides – August 2018

August 2018 | Enjoy the Festival of Arts for Free There are three art festivals located in Orange County’s center of creativity, the city of Laguna Beach. The sound of live musical performances and clinking glasses fill the air...

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Changing Tides – July 2018

“Never Trust a Stranger” is so Last Century Review marketing shifts the paradigm. Thanks to the world wide web, what used to be common sense, “never trust a stranger” has been totally overturned when it comes to shopping...

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Changing Tides – June 2018

Event Marketing Takes Center Stage While social media and digital marketing get the biggest buzz these days, we have discovered that client programs centered around an event get the best results. Event marketing tops the marketing...

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Changing Tides – May 2018

Big Data or Small Database. Which is right for your company? Big Data is big business and while the term “big data” is relatively new, the act of gathering and storing large amounts of information for eventual analysis is...

Changing Tides – April 2018

If Facebook Loses Face, Will Marketers Still Book It? The Cambridge Analytica breach of confidentiality that surfaced in March is more than a PR challenge for Facebook and Mark Zuckerberg, it has forced marketers to weigh their options...

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Changing Tides – March 2018

What’s Wrong With Digital Advertising? Dissatisfaction is the first step in making progress. I am hoping this message reaches our friends at Google so the progress can begin. Digital advertising has many benefits to both...

Changing Tides – February 2018

What’s in a Title? And Why Does It Matter? Over the past two decades, the ability to reach a B2B target audiences by job title has become a lot more difficult. The steady erosion of B2B print magazine ads since 2000 took with it...

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Changing Tides – January 2018

The Power of Optimism With all that’s going on in the world today, it’s easy to be pessimistic. Thanks to global media, we become instantly aware of every natural disaster, military threat and wrong-doing as it happens....

Changing Tides – December 2017

We Register Cars Every Year, Don’t We? Why Not Guns? Every year, I renew my auto registration. I put a bright colored sticker on my license plate that shows the expiration month. If I use the vehicle and don’t register it,...

Changing Tides – November 2017

He’s Got the Power Even from 3,300 miles away through a computer screen, the devastation to Puerto Rico caused by the 150 mph winds of Hurricane Maria on September 20th, was heart-rending to watch. More so, because my...

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Changing Tides – October 2017

Insurance by any other name is a shell game. Are you covered? With so many devastating natural disasters in Texas, Florida, Louisiana Puerto Rico and Mexico, those people fortunate enough to have insurance are turning to their policies...

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Changing Tides – September 2017

Labor Day Takes on New Meaning My grandfather used to say that without unions, the average worker would not have a voice or any leverage against the big businesses that controlled manufacturing in 1900. But things have changed a lot...

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Changing Tides – August 2017

Fun and Free! Two of the most powerful words in advertising, “Fun” and “Free,” aptly describe this offer from Young Company. Four passports to all three Laguna Beach art festivals are yours for the asking. The...

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Changing Tides – July 2017

We hold these truths to be self-evident Thomas Jefferson said that the purpose in writing the Declaration of Independence was to express a shared understanding of “the American mind.” It has been commented upon by patriots...

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Changing Tides – June 2017

Putting a New Face on Facebook As a founding member of the social media revolution, Facebook has grown to over 1.5 Billion users per month worldwide. I never realized the potential for Facebook in terms of reaching B2B customers until...

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Changing Tides – May 2017

The Impact of Social Media on Advertising (and Vice Versa) There is no question that social media has become a major advertising channel. In 2016, digital advertising, including Social Media and Google Paid Search, produced more...

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Changing Tides – April 2017

All the news that’s fit to print. With the proliferation of electronic media and especially social media, there is an avalanche of content circulating our inboxes that is neither news or useful. 20 years ago, we called it Junk...

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Changing Tides – March 2017

What the Yelp*@#$&! is going on? One of the great things about the internet is the ability for people to openly review products and vendors. While Yelp may be the king of consumer reviews, I am no longer a fan.Last week, I was...

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Changing Tides – February 2017

Google takes a bite out of Apple As of today, Google is the world’s most valuable brand, based on market cap. It bested Apple, who has held this position for some time. With respect to innovation and value, Apple has had many major...

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Changing Tides – January 2017

Steering the course for change When I was a kid, Democrats were liberals. And I was told that being a Democrat meant they wanted change. By the same token, the Republicans were conservatives. And this meant they wanted things to stay...

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Changing Tides – December 2016

Did Trump have the election in his hip pocket? No, but you could say that Donald Trump won the election with a hip-pocket media strategy that the democratic opponents, pundits, pollsters and media giants did not see coming. He simply...

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Changing Tides – November 2016

Will Google’s Monopoly Ever End? With a 65% share of the global Internet search engine market, it is easy to characterize Google as a monopoly. And with Google’s recent elimination of right hand paid ads, they have pushed...

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Changing Tides – October 2016

Pumpkins are different. Although temperatures have not decreased appreciably in SoCal, It is officially Fall and this month we celebrate All Hallows Eve. 89% of Americans may go to the internet to research, shop and purchase everything...

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Changing Tides – September 2016

Back to School isn’t just for kids anymore. For most kids, September means the start of a new school year. New shoes. New friends. For adults, it means the end of summer and a good time to consider going back to school. Online...

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Changing Tides – August 2016

If your ad runs in August will anyone see it? There is no question that August is the most popular summer vacation month in America. Besides a handful of national holidays, the typical American worker gets only a couple of precious...

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Changing Tides – July 2016

Happy 4th of July! The Festival of Arts has opened its doors with an outstanding array of artists and live musical performances. This venue is one of three art festivals located in Orange County’s center of creativity, the city...

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Changing Tides – June 2016

Isn’t it time to level the political playing field in America? By this time next week, the California primary will likely be history. The predictions are calculated for months in advance on a daily basis, so there is little room...

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Changing Tides – May 2016

Viva Cinco de Mayo! A Great American tradition. Cheers! Cinco de Mayo is not Mexico’s Independence Day. Contrary to what some believe, it commemorates the Mexican army’s 1862 victory over France at the Battle of Puebla...

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Changing Tides – April 2016

If you love great marketing like I do, you’ve got to appreciate Tesla’s announcement of the Model 3 and the 100,000 reservations it produced on the first day. Wow! It has been a while since a product announcement has made headlines....

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Changing Tides – March 2016

Google exits right lane and merges left. Google made major news last week when it eliminated the right rail (sidebar) ad slots and moved its CPC paid search results into a single column on the left. While consumers will appreciate the...

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Changing Tides – February 2016

Voice Search changes everything. Again! Just when we thought we had mastered the nuances of search marketing, mobile comes along and takes over as the preferred platform and search goes vocal. The shift to voice recognition search has...

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Changing Tides – January 2016

Be prepared for good times ahead. While the world has experienced some horrific tragedies in 2015, there are five very good reasons to be optimistic as we set our sights on 2016. More rain is predicted – and hopefully not all at once!...

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Changing Tides – December 2015

Grateful for peace over the holidays! It is hard to recall a time when there has been more turmoil in the world than there is today. Everywhere you turn, there is another massacre, plane crash or senseless attack that takes innocent...

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Changing Tides – November 2015

Why Digital Marketing is More Critical to B2B Than Ever A recent study via LinkedIn’s B2B Technology Marketing community showed that many B2B marketers are using new digital marketing tools for lead generation, customer acquisition and...