Tag Archives: marketing

December 12, 2011 · 9:56 am

Uncreative Creative

I was watching some streaming video the other day and of course there was an ad pre-rolling before the thing I wanted to see. Not an issue in my mind – trading 15 or 30 seconds of attention for free, high quality content is just fine with me.

English: RCA Dimensia

Image via Wikipedia

But it did get me thinking. What I was watching was a repurposed TV ad – I’d seen it a few times on air already. Think about that – you wouldn’t open a magazine and see the creative from an outdoor board on the page. You wouldn’t run a radio ad on TV. So what is it about digital?

Continue reading →

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December 5, 2011 · 11:00 am

Let’s Dabble In The Concrete

Let’s start with a quote this week:

In 2012, marketers will need to focus more sharply on hard metrics to gauge digital and social marketing ROI. They will be pushed in this direction by economic and competitive forces, and by rising expectations from internal stakeholders who are more interested in the bottom line than in creative experimentation. Up until now, marketers have been content to dabble in digital and social marketing out of curiosity or peer pressure. But as stakes get higher, these media will have to provide concrete business benefits.

That’s from eMarketer.  I agree wholeheartedly, and here’s why. Continue reading →

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December 1, 2011 · 9:46 am

You Can’t Stop The Conversation

If you were like me, you took some time off last week from many of your regular activities.  Of course, given the way things work these days, engaging with your friends via social media probably wasn’t one of them.  Which raises a question (the answer to which is forthcoming!): how do businesses maintain their social media presence during down time?  After all, as I tell my clients, social media is not a “set it and forget it operation.  It requires constant monitoring and support if you are going to participate with your customers (or fans) – they expect their friends to converse and so must you.

So how do companies do it? Continue reading →

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