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Three Lessons This Digital Marketer Learned from the Ad-Side

by · February 2, 2015

Odds are, you’ll be talking about Super Bowl commercials at some point this week. Ironic since the social media set has been trying to convince us that advertising is dead for the past decade. The truth is, good advertising works. If it didn’t, you wouldn’t be talking about that Mophie spot or Budweiser’s dog and pony show from Sunday’s big game telecast.


The One Word Your Marketing Needs To Focus On Now

by · June 2, 2014

When you deliver a relevant message to a relevant audience at a relevant location and a relevant time, you hit the Relevancy Bullseye. This opens the opportunity for your brand to convert at previously unthinkable rates. We’ve preached this at Social Media Explorer for a long time now. For many brands, they’re only just now discovering what we meant.

Thanks to plummeting organic reach numbers on Facebook, brands are starting to leverage paid media there to support organic social content. For those that are dialing in the targeting, making the posts appear only before the most relevant of audiences, conversion rates are stunning.


NASCAR Infographic Shows Potential, Not Effectiveness Of Social

by · December 6, 2013

The folks at LaneTerralever recently put together an interesting infographic about NASCAR drivers and the success metrics around their social presences. The digital, advertising and public relations firm analyzed the NASCAR Sprint Cup Series teams’ websites and scored them in three main areas: Online popularity, social/mobile friendliness and social integration.

The results weren’t incredibly surprising with dominant title collector Jimmie Johnson coming in first. But it wasn’t the rankings that got me thinking when I saw the infographic. You can click on the small version here to see the larger sized-one or scroll down beneath the text to see the full version.


Understanding The Direct vs. Brand Marketing Conflict

by · September 30, 2013

The direct-response marketer is a hard nut to crack. He believes strongly that there is one way to communicate with an audience: Make an offer.

Certainly, he will concede that you have to have customer service, but this is a gnat-like cost of doing business. It’s not real marketing communications to the direct-response marketer because it doesn’t bring with it the important metrics of response rate and conversion rate. If it has those, then it’s real.


Givers, Takers and Fakers

by · April 1, 2013

The social marketing space is an awesome collection of people. I’ve had the good fortune to get to know many of them in the last few years. Generosity of time and spirit is a common thread. Unfortunately, it’s not always the case. I spent three years or so helping other people build their businesses, lending time, travel, ideas, promotions, etc. When I needed help building my business, the true colors showed. Genuine friends emerged. The others were outed, even if they didn’t know it.


Online Subscription Models Are An Assault On Literacy

by · January 7, 2013

If you don’t know the newspaper business is broken by now, I’m sorry about your decade-old coma. No, I’m not one to proclaim print media to be dead. But we are certainly planted squarely in the midst of a massive shift in how news is disseminated, who receives it and how reliable it is.

I fear that more and more newspapers and other online versions of trusted media outlets moving to paid subscription models is ultimately an assault on literacy. As you may know, I serve on the board of directors for the National Center for Family Literacy. This subject is close to my heart. I don’t speak for the NCFL here, only offer my own opinions, but I don’t come to this conclusion lightly.


Does Compelling Art Sell?

by · August 27, 2012

Watching the promotional video for a friend’s new product recently, I found myself really engaged. It was a beautiful piece with vibrant imagery. Whomever produced the video worked hard and the finished product was well worth watching. It was compelling, visually. It was a piece of art.

Great art alone never sold anything

But nothing in the piece told me what the product was, why I might use it or how I can even buy it.

Great art serves a purpose. But great art alone never sold anything. For that, you need great copy.


The Social Technology Behind Empowering Your Fans

by · August 20, 2012

Since the early days of social media marketing, which is to say for the last 10 years or so, the coveted Nirvana for brands has been to recruit, engage and empower its most loyal fans in hopes they’ll advocate on behalf of the product, service or company. Building an army of marketers you don’t have to pay drives word-of-mouth referrals and buzz, which is often cited as 10 or more times more effective than traditional advertising. Having a community of loyal advocates on your side is a powerful marketing weapon.


Increasing Customer Spend With A Little Social Media Help

by · July 6, 2012

Postcardmania reached out to me recently to tell me of a social media case study of their own that generated $120,637 in sales. Case studies with metrics are hard to come by — everyone wants to tell me what they’re about to do. Very few want to tell me what they did. So, I started asking questions.

It turns out that Postcardmania, which is a full-service marketing company, but one that certainly has a direct mail bend, came up with a nice case study on increasing current customer spend. It’s not altogether a social media case study, but what they did is worth noting because social media can at least get an assist here. Here’s what they did: