According to PR week “Though we often accuse the young of having a short attention span, it turns out this is not confined to that generation. Only a couple of us get past the headline to the main story. That main article, so tricky to access on some phones, might either give real depth to the “shouty” headline or, in fact, undermine it.” The key reason? Who has time to read all the content out there? Continue reading “10 rules of content marketing”
There is a huge gap in marketing talent out there. What is it? The ability to interrupt data and separate the “hype from reality” when it comes to reading marketing articles online. Continue reading “The biggest gap in marketing people”
There is a belief that “brands are media” and that “content is king”. However, do consumers really have the time to read all your content and what if your content leads to them purchasing your competitors’ products?
Continue reading “Are brands really media ? The debate over content marketing”
Marketers have always been taught to go where consumers are but what happens when consumers don’t want you to be part of their online experience? Continue reading “Preventing online ad fatigue”
Here’s another secret that most “social media experts” don’t want you to know; even if you have the best content on the web and consumers share it with one another there is still a strong probability that those same consumers are going to purchase your competitors products”. That’s right! I may turn to you for information and share it within my social media circle, but that information is not going to make me a customer unless you give me a really good reason your product is better than everyone else’s. Continue reading “Why you need a business person writing your content”
McCann Worldgroup EVP Vipin Mayar has contributed to a new book for digital marketers and advertisers, Digital Impact: The Two Secrets to Online Marketing Success and frankly it is the best book on digital marketing I have ever read. Take all the other books written by social media experts and throw them away because this one is a keeper. Here are the authors take on Magnetic Content. To consistently create and deliver Magnetic Content that captures consumers’ attention and engagement, you need a framework, or a set of criteria, to direct your efforts. In your initial steps toward developing the framework, look at other content and subjectively classified them into five broad rankings: Breakthrough, Excellent, Good job, Me too, and Failure.
Pull marketing, we keep hearing about it, but do consumers really have the time to interact with all the content and social media trying to pull them into brands? My theory, based on two years of qual and quant research is that the answer to that is NO. Continue reading “Is pull marketing really viable?”
Digital marketing is too damn important to leave to just one person or one agency. Today you need a person for analytics, paid media, content as well as a director level to oversee all your digital marketing. Continue reading “Time to beef up your digital marketing department”