Over the past year the discussions about what content marketing is and isn’t as well as the role of content within marketing and PR functions of a business have been interesting to watch. Read the rest of this entry »
In November of 2013, Instagram debuted its first-ever ad. Featuring a gold watch and the caption “Pampered in Paris”, the photo from Michael Kors marked Instagram’s entrance into the big game. Instagram had held out for a while, maintaining its status as an ad-free zone for years – but that was until Facebook gobbled it up for a billion dollars. Facebook wasn’t going to sit around and let Instagram not make any money for too long.
Instagram is starting slow with advertising. That’s what the company is saying, literally. “We’re starting slow with advertising to make sure we take time to get the experience right for our ad partners and the Instagram community,” says Instagram in response to the question How do I advertise? Considering the history the company has when it comes to ad products and public freakouts, this is probably a wise decision.
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If there’s an argument against using a small advertising agency, I’ve probably used it.
After 15 years leading work for dozens of clients at two of the biggest ad agencies in the world, and participating in close to 100 pitches—I know how to argue against a smaller competitor. Yet for more than a year now, I have become that smaller competitor. I run my own consulting group, and I work with those large agencies as a partner now. Read the rest of this entry »
Retargeting is a hot subject. If you surf the web at all, you probably find yourself stalked by ads. If you venture onto someone’s site, or execute a search, you will be followed for weeks by the ads that want nothing more than to get you to please come back and buy. And if you are a digital marketer, you’re probably doing this, too. But are you doing much simpler things that pay off even better? Read the rest of this entry »
Marketers love to celebrate forgettable things.
Every week I read magazines covering the most popular marketing campaigns of the moment. Reading about creative campaigns is fun. Yet it is easy to underappreciate the brands who take a long term view. The brands that choose to skip the quest for momentary results can be forgotten in our excitement to talk about brands taking advantage of opportune moments like Oreo’s at the Super Bowl or viral videos of people undressing each other like the sexy promo for Showtime’s Masters of Sex show. Read the rest of this entry »
Here’s how to avoid a common advertising mistake, which loses small business owners a fortune.
Who (not how many) are you reaching?
The next time you are thinking of advertising, remember that the numbers come second. Read the rest of this entry »
Long Story Short: Similar to “advertorials,” native advertising is designed to be entertaining enough in its own right to compel visitors to consume, be influenced by, and even share the content, be it videos, images, articles, or music, based only on the targeted and contextual appeal that holds on its own. Read the rest of this entry »
The worst mistake I ever made online was searching for a bow tie.
In a world where credit card numbers and identities are being stolen en masse, that probably seems pretty innocent. Outside of the occasional danger of credit card fraud, online shopping is usually a fairly safe activity. Unless you happen to be shopping for a bow tie.
Let me explain. Several months ago I searched online for a bow tie to get an idea of design and price. Later that day, I went to purchase one in a store because I had waited until an unreasonable last minute and needed one right away. A day later the adverstalking started. Read the rest of this entry »