Tag Archives: marketing

Attend Content Marketing World to Be Rocked by Mark Hammil And Cheap Trick

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Last year I went to Content Marketing World for the first time. Prior, I had been to several other content/social focused conferences and all are good in their respective niches. But Content Marketing World is really the mother of all things when it comes to content marketing.

Last year, the keynote was delivered by John Cleese which, as you can imagine, was awesome! How do you top John Cleese? It’s not easy but the folks behind CMW have done it. This year the keynote speaker will be Mark Hammil. Yes, that Mark Hammil!

If that’s not enough, Cheap Trick, yes, Cheap Trick will give a concert the evening of the conference’s first day.

So yea, awesome, right? But just like I witnessed last year, this year will also include some amazing speakers who are well versed in the area of content such as Ann Handley, Mitch Joel, Jay Baer, Rand Fiskin, Krintina Halvorson, Scott Stratten, Tim Ash, Susan Borst, Gina Dietrich, Rebecca Lieb, Brian Massey, Lee Odden and so many more.

In all, the conference will have more than 150 sessions presented by the best speakers covering strategy, integration, measurement, and more content marketing ideas you can use as you leave behind the old ways of online advertising and adopt the new.

And while, in full disclosure, I’m writing this in exchange for a press pass to the event, I can personally guarantee you will love it! (Oh God, I sound like George Zimmer from Men’s Warehouse!)

To find out more info and to register, go here.

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Attend Content Marketing World to Be Rocked by Mark Hammil And Cheap Trick

Facebook Overhauls Marketing Partners Program, Dumps Badges, Simplifies Accreditation

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This week, Facebook announced a revamp to its Facebook Marketing Partner Program. The social networking company is officially moving to a new structure that is more intuitive for clients, offers more partners across function, vertical and geography.

This is a big departure from the original marketing program. In 2012, Facebook launched a program with four available badges to help marketers better understand which partner was the best match. Originally, there were 12 designated Straregic Preferred Marketing Developer (‘SPMD’) partners accredited with “Ads and Insights” badges.

The change, which eliminates the badges and simplifies accreditation to 3 levels, is designed to avoid the mistakes other large digital advertising companies have made.

“Facebook’s move is smart,” Gareth Smith, VP Product Solutions at AdParlor, one of the original 12 partners said, “With adding more partners with specific specialties, each partner can provide a much more differentiated and vertically focused offering to ensure companies are not simply competing on price. By avoiding a ‘race to the bottom’ ecosystem, Facebook’s aim with the new program structure is to further cement a thriving, competitive and healthy partner marketplace.”

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Last October, the social networking giant announced these changes were coming. Specifically the Facebook announced a move from multiple badges to one single badge.

According to Facebook the new structure and accreditation approach helps marketers by signifying which partners meet and exceed Facebook partner standards. It also organizes partners based on specific areas of expertise:

1. Ad Technology: Scale and optimize Facebook ad campaigns.
2. Media Buying: Find top Facebook media expertise (U.S. only at launch).
3. Facebook Exchange (FBX): Extend the reach of your exchange buys to include Facebook Exchange via our partner DSPs (demand-side platforms).
4. Community Management: Access advanced technology for managing pages and conversations.
5. Content Marketing: Create, curate and serve up content easily.
6. Small Business Solutions: Find a range of services and/or technology tailored for small and locally based businesses.
7. Audience Onboarding: Bring your internal data and audiences onto Facebook.
8. Audience Data Providers: Access external data and put it to use on Facebook.
9. Measurement: Gain critical data and insights across your campaigns.

Partners will be vetted not only by specialty, but also by vertical and country. According to Facebook, this change will help to reduce the noise marketers have to sift through before choosing the right partner. Facebook is in the process of revamping its online matching tool to make it easier for prospective clients to find potential FB partners.

“No one partner can do it all,” said Mladen Raickovic, General Manager of Adparlor, “Facebook is experience tremendous growth in video, mobile and app distribution. We are aggressively taking advantage of these new trends and applying our software and service expertise into our core specialties: ad technology and media buying. We are excited to earn the rare designation of have having earned two Facebook marketing partner badges, across six key vertical across North and South America, Europe and Asia.”

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Facebook Overhauls Marketing Partners Program, Dumps Badges, Simplifies Accreditation

Agency Mocks Real-Time Marketing With Hilarious ‘Reactvertising’ Video

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From the crazy folks at Toronto-based john st. — the ones who brought us Catvertising and Exfeariential — comes Reactvertising, a whole new kind of real-time marketing.

The video is a hilarious send up of the industry’s obsession with real-time marketing.

“It’s not about being funny or smart. It’s about being fast.”

Originally posted here:
Agency Mocks Real-Time Marketing With Hilarious ‘Reactvertising’ Video

How Omni-Channel Marketing Can Help Brands Better Connect With Customers

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A few weeks ago, a friend of mine received an email from HSBC Bank informing him that as a platinum cardholder, he was entitled to “fabulous wedding offers.” From the banquet, gown and jewelry to photo packages and honeymoon travel, his wedding bases were covered. It might have been nice if he weren’t married with two young kids – details that were stated clearly on his HSBC profile.

This is one of many innocent but avoidable blunders we encounter in the digital age. As marketers try to conquer every ‘touch point’, many risk diluting the personal, human touch of commerce. Despite covering QR codes, email, mobile, social, web, events, webinars, etc. all at once, marketers continue to provide a unichannel experience in a multichannel world.

The problem is that marketers are struggling to evolve from multichannel to omnichannel: marketing in which all channels have awareness of all others. In the omnichannel world, marketers know that my friend is married with kids and doesn’t need wedding promotions. They know how he likes to receive messages and what types of messages he will respond to.

Omnichannel is not about spreading out more, nor is it about “share of voice” or “share of wallet”. Omnichannel is about “share of experience”. It begins by weaving information from disparate channels into a single narrative in order to personalize commerce, overcome the distances of a multichannel world and return a personal touch to commerce. While retailers quickly gravitated to omnichannel, it is not isolated to that sector. Banks, insurers and the healthcare industry, in particular, need to grasp the omnichannel concept or risk losing business to brands that get it.

Know Your People

The importance of trust and familiarity goes back to the ancient beginnings of business when high transactions costs and weak legal structures made relationships the heart of exchange. Little has changed. People want to feel like brands know them. However, when we scale from personal exchanges to multichannel relationships, trust and familiarity can get sacrificed.

The issue is data dumbness. A hair stylist who sees you monthly essentially collects ‘data’ about you and uses it to improve the experience each time. Yet he or she never has to share that data or worry about what you’re doing on other channels. In contrast, large brands see customers moving from platform to platform on a regular basis, often to perform the same task. These customers expect that their behavior in one place will influence the experience in another.

Consider the typical customer experience at a bank. A customer can perform transactions online, in the branch, through ATMs, call centers or through a mobile device. Yet, the data from each experience is not captured, integrated, analyzed and acted upon. The bank has no idea how experiences vary across these channels. Stuck with siloed data and a one dimensional view of customers, marketers tell you about “fabulous wedding offers” when you’re already married.

Instead, brands must build one consistent understanding of the customer that draws from all channels because that is what leads to personal, enjoyable experiences.

Enable Them

After marketers know their customer, the next hurdle is making it easy to act. A surprising number of marketers still create promotions where we have to sign up for an email, then print a coupon and then go to a physical location on certain days, between certain times and by a certain date. Why not let people present the coupon from their smartphone? Why force the customer to join an email list they will instantly unsubscribe from? Overall, why make it hard for people be a customer?

To be everywhere and be successful, omnichannel commerce has to be dead simple. It should take one tap (or click) to act on a discount, upgrade a service plan or request a call from a customer service associate. Customers are people who have limited time, preferred methods of interaction and detectable habits, and it’s within a marketer’s power to understand and enable these preferences on all channels.

Show That You Know Them

If you can weave omnichannel data into a cohesive whole and enable action on all channels, then you can show that you really care about your customers – by delivering value.

To give a real example, when I travel the world for business, I stay with Marriot when I can. They know what types of rooms I like, what requirements I have, which TV programs I tend to watch and they use all this data to make each stay memorable. Having my favorite programs appear on the TV menu isn’t about dollars or deals – it just shows that the Marriot cares about my experience. We, as marketers, can provide this level of service in any industry

Banks, for instance, could track interactions to provide better service and offers. If I withdraw cash in an ATM at several foreign airports, the bank could tell me about their global travel card that has no foreign transaction fees and other travel privileges.

Or consider a customer in the process of making a long-distance call on her smartphone. Just before the call goes through, the service provider sends a text message saying that she can make the call at a cheaper rate using a long-distance calling plan. The customer purchases the new plan with a tap, and it’s a win for both parties. To take it a step further, imagine the same customer visiting the foreign country she had called. On detecting that the customer is in this country, the provider could offer a cheaper roaming package.

In healthcare, I can research a specific illness and hospital online, get an appointment on my mobile, get my queue ticket at the digital kiosk at the hospital, receive my diagnosis report and prescription by email and claim medical insurance for my visit on my mobile again. I get control over a stressful experience.

Omnichannel is an adventure from being everywhere and annoying to being at the right spot, with the right message and the right choices.

Marketers Need Allies

In the cyber age, omnichannel is how we return trust and familiarity to commerce. The point of going from unichannel marketing in a multichannel world, to true omnichannel, is to provide a seamless experience at every stage of the customer journey. From awareness to engagement to conversion to loyalty, get to know your customer and show that you care. On a practical level, this requires that business functions, processes and data no longer remain in silos.

All the examples given require IT, operations, customer service, finance and other departments to participate. An omnichannel world requires an ‘omni-department’ response.

Wherever you represent your brand, collect all the data chatter into one potent narrative, and give something in exchange. By the time information moves from one channel to another, a customer isn’t being taken care of. It’s too late. Listen everywhere, take note if someone’s married and return some personal touch and humanity to multichannel business.

This guest article was written by Redickaa Subramanian, CEO & Chief Strategist, Interakt Digital Group.

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How Omni-Channel Marketing Can Help Brands Better Connect With Customers

Here’s A Marketing Conference For Weirdos, Wiseguys And Cool Kids

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On October 6 at the Union Square W in New York, the Marketers Summit will take place. The conference is inviting “weirdos, wiseguys, cool kids, misfits, movers, shakers, thought leaders and mind readers” to discuss such topics as ending the madness of the unproductive agency/client relationship, building a culture that creates the best balance between process and chaos, how to properly collaborate in the shark tank-like world of advertising and more.

Check out the full itinerary here and register by July 31 to get the early bird rate.

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Here’s A Marketing Conference For Weirdos, Wiseguys And Cool Kids