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I get really disappointed when I hear a professional (especially someone with a marketing function) tell me that they don't understand or care for search, social media and mobile marketing. Let's face it, whether you like it or not, search, social, and mobile marketing are here to stay and can't be ignored for a simple reason that's how Millennials roll!

It seems like just yesterday that I was listening to my Paula Abdul record (and if you're with me, I bet you're humming 'straight up now tell me'), trying my best to keep my bangs as high as possible with cheap hair spray (diligently contributing to the world's ozone layer problem) and killing my brain cells watching music videos on MTV and VH1. Meanwhile, babies were coming into this world left and right. These babies, born between 1980 and 2000, now comprise the largest generation by number, 79 million people, with a purchasing power of over $170 billion per year, according to MarketingProfs. Do I have your attention now, or are you still humming Paula Abdul's greatest hit?

Published in The Marketing Edge
Tuesday, 04 March 2014 17:41

Rethinking your website

Websites are an absolute in any online business marketing strategy. More people than ever are using the internet as part of their everyday lives, and the ability to search, explore and act at the touch of a button has changed both the ways users look for information and the ways users look for information and the ways they make purchasing decisions. Web-savvy customers choose to educate themselves about the best solutions to their challenges. They search for information when they want it and how they want it and without some kind of online presence, they're almost certain not to find it from your business. 

The good news is that in such a fast-paced, customer-centric arena, a well-integrated website can be a huge marketing advantage. Even if your website isn't visitors' first impression of your brand, it's still a central resource tying together all the traffic from your blog, social media, and paid advertising. A successful website engages visitors, educates them and persuades them to become invested customers and it does this by combining key elements of design, content and SEO to create a comprehensive inbound marketing strategy backed by a great user experience.  

Published in The Marketing Edge

Every marketer knows the value of positive press, especially in the digital universe. Customer voices are a robust influence for online consumers (CMS Wire notes that about 80 percent of social media users make buying decisions based on posts from family and friends, or brands they trust). In an increasingly mobile market, brand advocacy is rapidly changing from a public relations bonus to a fundamental marketing tactic.

The surge in mobile technology means consumers are now constantly connected to the digital market, making purchasing decisions with the touch of a button (and with a shorter attention span). The recent push toward paid social media content, too, will undoubtedly create stronger niche markets across a range of platforms. To cut through all that digital noise, personal brand advocacy is becoming a crucial tool; it's real, valuable information consumers want to share with others, and so it's also information others will want to see. So how does a brand become worthy to be talked about and referred to others? Here are few tips to get your wheels turning:

Published in The Marketing Edge
Wednesday, 18 September 2013 21:36

What is the job of a marketer?

I recently had a professional approach me and ask me what a marketer really does. That question caught me off guard. Before I became a professional marketer even as far back as high school the field of marketing had always been crystal clear to me, and I wasn't really sure how to answer. One of the greatest things about growing older, however, is that moments like this make us stop and ponder an idea without the bias of a young ego. Do people 'get' what I do, I wondered? Maybe yes, maybe no.

Marketing is a challenging profession. Not everyone understands or appreciates the work involved, and many people think they can do it on their own as well a professional can (this is the greatest pet peeve of every professional marketer). What really sets a professional marketer apart from an amateur, however, is the depth of research and data they must devour before creating a campaign. Marketers are tasked with the responsibility of researching and analyzing a market (or multiple markets), prior to creating, communicating, delivering and exchanging offers (products or services) that have value to their respective target audiences. In fact, the most important tasks of marketing take place during the research, analysis and strategy phases - way before any advertisement is conceived. 

Published in The Marketing Edge

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