Archive for the ‘Digital Sales and Marketing’ Category

1. 3 Ingredients to build a successful mobile marketing campaign
By Stacy Lewis for Mobile Marketer Daily

Jumping into mobile but don’t know where to start? You’re not alone, and articles like this are written for them any marketers out there who are interested in adopting this channel but searching for best practices.

Takeaways: Promotion and messaging – which are among the strategies in the article – are age old marketing principles. But the importance of exclusivity is an important differentiator for mobile and social media marketing efforts. Tailoring promotions, offering “VIP” access and helping members of your audience feel like they are “in on” something unique is an important strategy for successful efforts in this space.

2. How to Incorporate Influencers into Content Marketing
By AMANDA MAKSYMIW for The Content Marketing Institute Blog

Content marketing is absolutely critical, but where do influencers fit? Do you even know what influencer marketing is? Amanda Maksymiw breaks it down on the Content Marketing Institute blog.

Takeaways: Influencer marketing isn’t new and you may actually already be doing it – marketers have been engaging with the people and groups that their target audience looks to for information for a very long time. But did you know that content marketing and influencer marketing need to work together? The article is full of takeaways, but this line sums it up: “By engaging in ongoing conversations with key bloggers, reporters and other influencers, they will be more apt to share your content and refer to you as a thought leader in the space.” Their insight, behavior and feedback can also inform your approach to content going forward, so don’t ignore this critical audience as you define your marketing plans for 2010!

1. Break Free of the Digital-Content Trap
By Bob Knorpp for AdAge CMO Strategy

While conventional wisdom dictates that content is king, Bob Knorpp of The BeanCast Marketing Podcast argues that content alone is a dead end for marketers, particularly for digital channels.

Takeaway: Knorpp sums it up well by saying, “The value of Facebook to your customers is not the content you put there. The true value is derived from the experience of connecting with friends.” This is essentially true for any digital channel. Content certainly has its place, but the real value lies in the relationships and engagement patterns formed with your audience over time. Too often marketers focus on click-through rates or impressions, but miss the opportunity to create valuable experiences for their customers. Engagement doesn’t end with “a click, a comment or a share.” Those interactions are only the beginning.

By Angela Brown, Senior Digital Strategist

Just days after launching Google+, the search giant upped the ante with the launch of a social engagement measurement tool in Google Analytics and Webmaster Tools. In Google Analytics, this new feature is available in the Visitor section between Technology and Mobile.

1. Foursquare’s Top Brands: Old Navy, 7 Eleven, Home Depot
By Christopher Heine on ClickZ

This one isn’t so much full of takeaways as it is general news. As Foursquare reached and exceeded the 10 million user mark, ClickZ summarized the top brands leveraging the platform for marketing purposes. During the past 18 months, use of the platform as a marketing channel has exploded among brands ranging from small local businesses to big names like Ikea and Victoria’s Secret.  Tactics range from rewarding “mayors” of store locations (a title which is becoming harder and harder to come by) to offering discounts and free merchandise for check-ins. And the best news for businesses is that it doesn’t cost a dime to use Foursquare as a marketing platform.

1. Growing Device Markets Mean Opportunities for Publishers, Marketers
From eMarketer

When we think about marketing opportunities for new devices, it’s easy to focus on mobile. However, the changing landscape for communications channels extends beyond smartphones to include e-readers, tablets and other devices that present compelling opportunities for marketers to get in front of consumers in new ways. This report from eMarketer discusses the opportunities that exist for publishers and marketers with these tools.