Social Media is a great tactic for marketers. But how great is yet to be determined. There’s a famous quote from John Wannamaker who once said, and I paraphrase, “I know half of my advertising is working, problem is, I’m not sure which half.” If retailer extraordinaire Wannamaker says only half his advertising is working, what might a modern retailer say about social media? Twenty percent? Thirty percent?
The reason social is such a force in marketing today is it’s cheap. Advertising is expensive. PR is expensive. Anyone with and internet connect and fingers can blog, Tweet, post a picture and spit out marketing rhymes on the web.
I knew social and online advertising were in trouble 10 years ago when agency people started saying “Online is also good for branding, not just clicks and transactions.”
When I’m writing a marketing plan for a small company, I go heavy-in with social and search. Done well, done with good consumer intelligence and smart creative, social can build traffic. But traffic blips are not always sustainable. Build on your blips with some traditional advertising, promotion, PR and CRM you have a better chance to build a brand.
May 11, 2018 in Marketing
Have you ever wondered how the men and women who do financial reporting write headlines for daily stock market results? On in today’s NYT read “Tech and Health Care Firms Lean Broad Rally.” Some of it is pretty easy: They look at the big winners and losers and simply declaim. It’s data centric. When less […]
May 10, 2018 in Marketing
Customer-facing research is often undertaken by consultants. Outsiders. Pollsters. Research analysts. But who are the real customer-facing experts? The employees who actually face customers. All those employees. Many marketing organizations go straight to consumers to find out about the customer experience. Certainly, a great place to start. But when talking about presenting a face to […]
May 9, 2018 in Marketing
Nike is parting ways with 11 top executives in the face of an employee survey pointing to sexual harassment in the workplace. Facebook is reorganizing into three divisions to put senior management eyes closer to the work areas that have been a little lax in the security department. It seems that firing and reorganizing are […]
May 2, 2018 in Marketing
I was sitting in a living room a few years ago in Brownsville Brooklyn at the home of the head of a local non-profit. There were volunteers there from all walks: educators, musicians, politicians, activists, neighbors and me. The organization, Bailey’s Café, for which I ultimately wrote a brand brief, did what I called “Good’s […]
April 30, 2018 in Marketing
No, not Amazon Dots. Dots or periods in taglines. You’ve seen them. Three word taglines all separated by dots. Wrangler did it a while back with “Real. Comfortable. Jeans.” Many others have done it. The reason they don’t come to mind easily is because it’s a poor, lazy branding tactic. The What’s The Idea? brand […]
April 24, 2018 in Marketing
There’s a smart business development company by the name of Lead Forensics who recently did a demo for me. I had been through the demo a couple of years ago, but they are persistent marketers and I love persistence. Lead Forensics does a reverse lookup on visitors to one’s website and marries that to a […]
April 23, 2018 in Marketing
In one of Hilary Clinton’s campaign speeches on the topic of “playing the women card’ she uses a meme-able statement “Deal Me In.” She liked it so much she used it repeatedly in her Democratic National Convention speech. In context, it was a wonderful, powerful sentiment. It became a campaign theme and meme. A […]