Tag: marketing

What Advertisers Are Getting Wrong About Programmatic | Adweek

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Specs

Current gig Vp of strategy at TubeMogul

Previous gig Head of technology at Ikon Communications

Age 35

Adweek: Describe your role as vp of strategy

Phil Cowlishaw: It’s a little bit like Navy SEALs. I take a high view of our most important strategic accounts and then deep dive into them to get a deep understanding of exactly what business drivers will make a difference for them and then how TubeMogul, the platform, can deliver this. My job is to lead a team that helps these accounts, to truly align their business models with our software features. At the end of the day, it’s ultimately helping them get the most value out of our platform. It’s really about how they can pull the triggers inside of our platform to shift more product or brand awareness.

What clients have you been working with?

L’Oréal USA, Jose Cuervo, Mondelez, Allstate, Heineken, Quiznos, Hotels.com and Lenovo.

What trends do you see emerging in digital advertising?

There’s an increased interest in this space on the brand side. We’re seeing brands trying to understand exactly what programmatic is and how it could potentially help their business. We’re seeing a significant shift into the programmatic space and a drive and adoption by big brand advertisers and their agencies to try and understand the power of programmatic, especially in online video, and how it can drive business results.

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11 ways to encourage your customers to share your content | Mashable

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While there isn’t any one magic solution to making business content go viral, you should be doing everything you can to create the most shareable content as possible. This includes incentivizing not only your team, but also your customers, to post it on their social networks.

11 entrepreneurs from Young Entrepreneur Council (YEC) explain best strategies for doing so without seeming overbearing.

1. Create great content

If you create great content that resonates with your customers and also provides value to their friends and family members (such as a useful statistic, a fun video, actionable promotion, etc.), they will be much more likely to share it. People will share things that they think their network will enjoy and benefit from.

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Aziz Ansari: 4 Marketing Lessons from Online Dating | Inc.com

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What’s love got to do with marketing?

More than you might have guessed, according to some recent research from comedian Aziz Ansari and NYU sociologist Eric Klinenberg. With the June publication of Modern Romance: An Investigation, the co-authors shared their findings from a serious research project–including extensive interviews and focus groups–asking men and women of all ages, all over the world, about their communications experiences in the realm of romance.

On Thursday, at HubSpot’s INBOUND conference in Boston, Ansari and Klinenberg took the stage to present their findings to a crowd of more than 14,000 attendees. Here are four highlights:

1. Age has a lot to do with preferred modes of communication.

One topic Ansari and Klinenberg explored in their book was a common dating question: If you meet someone at a bar and get their contact info, what’s the best way to follow up? Should you call or should you text?

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How to Market to Gen Z? – The Consumer | THE BETA GENERATION

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The personal computer (and now the smartphone, tablet, smartwatch, you get the picture) have allowed our generation to look at purchasing in a new light. We no longer only see products on TV, we can find and buy the products we love, the best ones at that, without leaving the comfort of our own home. This makes marketing to Gen Z a different game. We can find any product we need, so having advertisements shoved down our throat is unappealing. Buying the product is no longer the satisfaction of the purchase, but rather finding the product to begin with

Picture this: You’re in a clothing store and the size you try on doesn’t fit right. You give the item to a store clerk and ask them for the next size up. The store is all out of that size so she brings you a similar item in your size. You try it on and it fits like a glove.

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Why Local Reviews Are Becoming a Best Online Marketing Strategy for Small Businesses | All Business

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Among the relatively newer tactics to emerge in the online marketing world are ones that work on both an SEO and a social level—all while promising their own, independent benefits.

Local reviews are exactly what they sound like—reviews of your business written and posted by real customers on third-party directory or review sites like Yelp or TripAdvisor. Cultivating these local reviews by giving stellar service and making your presence on these review sites known (as directly soliciting reviews is a violation of most directory sites’ terms of service) holds numerous benefits for your business, and is becoming one of the most successful and most important online marketing strategies today.

So what is it that makes local reviews such an important and useful strategy?

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7 Content Marketing Misconceptions CMOs Are Tired of Hearing | All Business

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Content marketing is enjoying a nice stay of popularity as one of the most useful online marketing strategies of the modern era. It’s been adopted by small and large businesses of all kinds of industries, and marketers continue to scale up — in fact, 70 percent of B2B marketers are producing more content than they were a year ago.

By this point, most people have heard of content marketing, even if they don’t understand it, and as you might imagine, the misconceptions surrounding the strategy are rampant.

CMOs and other marketing experts immersed in the world of content marketing are tired of hearing these widespread misconceptions — and it’s worth your while to know why they aren’t true:

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How to Create an Effective Business Marketing Plan | Business News Daily

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A marketing plan may not be at the top of every new business owner’s to-do list, but it should be. While a business plan helps map the direction for your company, a marketing plan helps your company understand how to get there by detailing important steps on the road to creating customer relationships.

“The single most important thing for a small business to include in its marketing plan is a very clear understanding of its customers and its competitors,” said Robert Thomas, professor of marketing at the McDonough School of Business at Georgetown University.

Though a marketing plan can be formal or informal, at a minimum it describes who your customers are, where they get information, and how you are going to reach them. Thomas said the development of a marketing plan requires four specific tasks:

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Here Are the 12 Best Facebook Marketing Campaigns From the Past Year | Adweek

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The Ice Bucket Challenge was the past year’s best use of Facebook marketing, according to the social network, which just announced its ad award winners. It’s no surprise the viral campaign got so much praise—Mark Zuckerberg even participated.

Zuckerberg was one of the millions of people to douse themselves in ice water to raise awareness for ALS in what became a powerful moment for online marketing. The best part was that it cost the ALS Association no money to generate all that attention—440 million people saw the videos.

The lesson was not lost on Facebook, which is holding it up as an example of how to use the platform for maximum impact.

This year marked the fourth Facebook Awards, which are timed to coincide with the Cannes Lions International Festival of Creativity—starting next week—where the ad world assembles to honor its top creative work.

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5 Things to Know Before Using Wikipedia as a Marketing Tool | All Business

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Wikipedia has been, and will continue to be, one of the best marketing tools for your business. Having a Wikipedia page will not only help lift your brand to the first page of Google, it will also help increase the page rank of your website after it’s linked to your Wikipedia page.

Marketers have been using Wikipedia for years to help clients climb in rank. After all, Google gives quite a bit of authority to Wikipedia; even having a simple link will help with your marketing efforts.

I make my living editing Wikipedia, spending countless hours each day creating and cleaning up entries for various clients. Throughout my time, I have run into the dangers of using Wikipedia as a marketing tool. If not done properly, a page can cause more harm than you can imagine.

Before you jump into editing Wikipedia for yourself or a client, there are a few things that you should familiarize yourself with:

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