by Justin Grensing, Esq., MBA
On February 14 – Valentine’s Day – Amazon announced a break up with New York City. The company faced intense backlash from community members after it was announced that the much-anticipated HQ2 would be split between New York and Arlington Virginia.
Here are some takeaways from a marketing perspective on the tech giant’s big decision. (more…)
by Justin Grensing, Esq., MBA
The marketing world can be fickle. Marketers and advertisers are lauded as geniuses when their bold or creative plans pan out. But they’re derided as fools or worse when their plans fall flat. Often, it’s just the benefit of hindsight that makes a great idea turn out to be idiotic.
Well, in hindsight, a Valentines-themed gimmick looks like a pretty bad idea. (more…)
Publishers have a lot on their plates these days—from fraud and ad blocking, to Facebook’s recent News Feed changes, to GDPR, increasingly rampant technological innovations and more. On top of the traditional issues related to publishing, publishers also have increasingly been pulled into generating ad revenues through ad tech—a constantly shifting landscape that can certainly be a diversion from creating quality content to meet audience needs.
How are they managing? In some cases, they’re outsourcing this aspect of their ad operations (ad ops) to white-glove consultancy services. (more…)
(excerpted from Best Practices in Influencer Marketing)
While influencer marketing can yield big benefits, there are some potential pitfalls. Primary among them, is that it can be a lot of work, and results are not guaranteed. As Natarelli notes, “The nature of the media landscape today requires constant optimization and tinkering. You have to see audiences as fluid and fickle. Therefore, it is hard to sometimes identify and hold on to success. Clients looking for sure bets and silver bullets will be disappointed.” (more…)
(excerpt from Best Practices in Influencer Marketing)
Defining “influencer marketing” in the online space can be somewhat challenging as perspectives can differ wildly. Here’s a look at how experts in digital marketing are defining this term: (more…)
(excerpted from 21st Century Secrets to Effective PR: Tips and Best Practices for Gaining Media Exposure)
In the “old days,” there was advertising and there was PR. Advertising was paid communication that we created about ourselves. PR was communication that we earned through creating relationships and clever pitches to the media gatekeepers who would then share information about us on our behalf. Social media represents a new communication option that has had, and will continue to have, a marked impact on both advertising and PR. (more…)
There’s a raging — and quite interesting — debate that I continue to see taking place in various online forums about the relationship between PR and marketing. I’ve found it especially interesting because I recently was engaged in the same debate while teaching PR courses at a local university. Surprisingly to me, there is a group that believes quite strongly that PR is not part of marketing: that it is a separate and distinctly different function within an organization.
Frankly, that’s just “crazy talk” to me. (more…)
Most of us in the marketing business are familiar with the concept of – if not necessarily the term – pull marketing. Pull marketing refers to using your business development strategies to attract customers actively seeking out a product or service to your particular offering. For example, a pizza company might work on increasing its page ranking through search engine optimization (SEO) so that it shows up prominently when a hungry potential customer searches for “pizza near me” in their search engine.
But there’s another type of marketing that takes a more aggressive approach. “On the other side of the coin is a push campaign,” writes Rocco Baldassarre – Founder & CEO of Zebra Advertisement 1DollarAd.com – In an article for Entrepreneur. “A push campaign presents products and services to an audience without serving an initial demand.”
Baldassarre writes about push marketing in the context of online marketing and offers four tips for maximizing the outcome of your efforts. (more…)
Many people are somewhat wary of having something sold to them. Even with professional salespeople, and even when we’ve actively sought out the product or service a salesperson is offering, there is a tendency to be skeptical of what they’re telling us. After all, they are trying to get money from us. That’s why anything that can be done to boost the credibility of a salesperson is a big boon. (more…)
Marketers have a wide range of channels available to them in their efforts to reach potential customers. While some are general – i.e., TV commercials, billboards, radio ads – others are much more targeted and focused. Before the days of email, direct-mail marketing, in which a marketer mails marketing materials directly to a specifically identified group of recipients, was a great way to target likely customers, and it still is. But advances in technology mean that we can take this kind of marketing to the next level through email marketing. (more…)
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