Number 1 2012 Marketing Resolution: Communicate Clearly

In 2012 we want to accomplish many goals: - Sell millions in product - Grow our brand awareness exponentially - Achieve the largest marketing ROI for as little cost as possible - Get promoted to, or hired as a CMO (I wouldn't mind that) But before you can do anything above, or anything else, here's what you need to do from the first day of 2012: communicate clearly. It seems simple, doesn't it? In reality, communicating clearly involves a...

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Be Purposeful Or Else You Will Be Ignored

On Tuesday, Facebook announced that it would begin adding "Sponsored Story" ads to users' news feeds in January.  This will not happen in mobile apps yet.  This announcement is another step in Facebook's plan to monetize it's business and make it a viable advertising platform.  If you're an advertiser, this gives you an easier way to get in front of the eyeballs of millions of Facebook users.  If you're Facebook, you just...

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Saying Apple Won The Mobile Flash War Is Misleading

Remember the headlines in November?  Ones like those in this CNET article saying Apple won the mobile Flash war.  Sources at Adobe were quoted as saying that "We will no longer adapt Flash Player for mobile devices to new browser, OS version or device configurations." (source CNET UK).  So Steve Jobs won.  Flash really is unnecessary on mobile devices.  Actually, it is very necessary. Adobe made the right move, enabling...

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It's about the content, not the algorithm

SEO. Search Engine Optimization.  For the past few years, no other term (other than Social Media) has owned the mindshare of marketers and business owners when it comes to the web.  It's almost a foregone assumption: if I build a website, I must perform SEO.  If I own a website, I must perform SEO. The next big assumption is that performing SEO means either hiring an expensive "SEO Company", or getting a "SEO For Dummies" book...

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Another Ad Network = More Fragmentation

On Wednesday Yahoo released it's "Living Ad", interactive video ad format for advertisers.  This new ad format works within an ad network, that is centered around Yahoo's Livestand publication app.  Livestand, along with it's ad network, enters an already saturated ad "market" occupied by the likes of Flipboard, Zite, AOL's Editions, and Pulse.  Yahoo is pushing advertisting packages to buyers, some of which are said to run upwards...

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Where's The Beef?

I was born in 1980.  I remember lots of things from my childhood.  I remember GI Joe, the Transformers, Mask, the Challenger disaster, Christmas at my grandmother's, and a basic, loud phrase coming from an elderly woman on television: "Where's the beef?" In 1984, a spot entitled "Fluffy Bun" appeared featuring actress Clara Peller, asking the question, "Where's the beef" upon receiving a massive hamburger bun containing a paltry piece...

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Blogging Effectively

Sage Lewis at the SageRock Digital Marketing Blog wrote that people don't blog as much as they use other social media because, "I think it’s because they see blogging as a big thing." Translation: Blogging is hard.  Blogging is not "hard".  People don't blog, because they are unsure what to do with it.  They don't know how to use it effectively. Like any use of media, blogging starts with a plan.  Planning helps you set goals,...

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Is the 30 second spot relevant?

No one watches commercials anymore, right?  In the age of the DVR, we zip right past them.  Commercials are old school, they are relics of ages past.  It's all about the web, social media and gorilla marketing via YouTube, right? Is there any point to a 30 second commercial on broadcast television?  Absolutely!  Not only are they relevant, but they are the best way to build brand equity through brand awareness. In order...

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Facebook helps advertisers engage their customers

I'm taking a break from my review of basic marketing fundamentals to discuss something key from the recent Facebook F8 event. On September 23rd, Michael Lazerow published an article on Adage commenting on Facebook's Ad product evolution.  In his post, Michael comments on three key items: Facebook now helps you build better connections Facebook can be used to let your customers tell your product's story Facebook can help you unlock the...

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Is Anyone Aware?

One of the items I mentioned last week was Brand Awareness.  What is Brand Awareness?  It is the measure of a consumer's knowledge of your very existence.  The "aggregate" level is the proportion of consumers that "know" your brand.  Why is this "level" even important?  It's important, because the creation of brand awareness is the PRIMARY goal of advertising, and it influences the behavior of the buyers of your product. ...

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Brand Assessment

Last week I discussed the details of Brand Architecture.  Before I talk about further evaluating a Brand Architecture, I wanted to explore the Brand Assessment.  The data gained from researching and evaluating your brand in an assessment is a key requirement before considering any future change in your Brand Architecture.  If you don't know anything about your brand in the marketplace, you cannot make any intelligent decisions about...

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Brand Architecture

Last time I presented a short definition, and some questions for consideration, regarding performing a Brand Audit.  Now, we're going to start to look at different aspects of a brand audit.  First, we're going to review Brand Architecture. Brand Architecture defines how subordinate brands relate to the parent brand, and to one another.   Structures range on a scale from: House of Brands Endorsed Brands Umbrella Brands The...

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Brand Audit

Have you ever audited your brand?  Audit?  Isn't that for taxes?  Yes it is.  And it can be unpleasant.  However, audits often weed out the things that need to change in your finances.  Brand audits can show you what may need to change in your branding. Any good branding audit should: - Identify branding elements that are out of alignment - Explain why those elements are out of alignment - Suggest how to...

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Traditional...Non-Traditional...

Traditional...Non-Traditional. Traditional...Non-Traditional. Aren't these terms just labels meant to edify the decision a CMO or Director of Marketing has made where to make their media buys or marketing plans?  One goes the "proven" path, another goes down the "modern" road. Last time I checked, we don't hire Chief Traditional Marketing Officers or Director of Non-Traditional Marketing-er's.... (pardon my poor grammar and spelling...

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Are you doing anything NEW??

Jonathan Salem Baskin published an article on AdAge today that raises a fundamental "Selling 101 question": What are you doing that is NEW? It's easy to get stuck in a rut.  Everyone creates commercials.  Banner ads...been there done that.  Facebook page?  That so...last month.  Twitter bomb?  Does anyone care anymore?  Foursquare...you get the idea. Mr. Baskin takes a look at the retail segment during the...

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Message Overload

John Jantsch, founder of Duct Tape Marketing, recently posted on American Express's OPEN Forum an article on marketing confusion.  He asserts that it's impossible to sell to anyone if you over-complicate your message.  It's a back-to-basics commentary on much of today's marketing, and I have to agree. Keep It Simple Stupid (or K.I.S.S.) comes to my mind here.  John is completely right.  It is always best to have a single,...

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Dropping Consumer Confidence Equals More Marketing

Today's news that the Index of Consumer Sentiment dropped to it's third worst level since measuring began in 1952 led many to predictions of doom and gloom.  Granted, an uncertain economy, high unemployment, and an emotionally influenced stock market is bound to make any consumer timid to let go of any of their hard earned dollars.  However, it's during times like these that companies should be spending an greater amount of their dollars...

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"Post Frequenly" ... and OFTEN on Facebook

Recently, Hussein Fazal posted a piece on AdAge, presenting six, logical, fundamental steps to effective marketing through Facebook.  His third point, "Post Frequently", caught my attention.  The reason is a basic practice of effective advertising: frequency. Let's review the basic concept behind frequency: effective frequency (note the word effective) is the number of times a person must be exposed to a message before a response...

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Tag Heuer Drops Tiger Woods

Today, Tag Heuer announced the end of it's relationship with Tiger Woods.  According to Bloomberg News, the watch maker had limited it's use of Tiger Woods in it's advertising since the now infamous November 2009 car accident that led to a series of life changes for the golfer.  Seeing this announcement today reminds me that people are brands too, and they need to be nurtured and protected like any other brand. Remember, branding is...

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