Brand marketers invest billions creating an emotional connection between their brand and prospective or current customers. In fast food, packaged goods, entertainment, fashion, automotive marketing and many other industries, brand loyalty is the Holy Grail for marketing. For any distributed marketing organization – companies who rely on franchise networks, VARs, dealers, agents, or chain store marketers to take the brand’s corporate messages to the local level – loyalty among every link in the chain between the brand and the buyer is vital. In a conversation overheard while standing in line at the multiplex last weekend, two friends were comparing their Read More
Long, long ago, in a business model that has now been relegated to the history texts, lead generation meant finding the name, address, and phone number of someone who could be added to a mailing list, or identifying a homeowner who would open the door to a salesman. Once you had the name and address, you simply began sending marketing messages to them. Now, according to Wikipedia, lead generation is a marketing term that refers to the creation or generation of prospective consumer interest or inquiry into the products or services of a business. Notice that the definition doesn’t talk Read More
Today is Memorial Day in the U.S., a time to remember those who fought and died so that bloggers, social media users, and ordinary people could “have their say” online and everywhere else. That’s really all there is to say today, except a heartfelt thank you to the heroes of yesterday and today, known and unknown. The moving photo above was taken May 26, 2011 at Arlington National Cemetery during the annual “Flags In” ceremony performed by The Old Guard annually since 1948. An anonymous photographer made it available through a Creative Commons license on Flickr.
There are two kinds of trolls on the Internet — and that’s if you discount the ones in the role-playing and Sci-Fi sites. As a marketer, you’ll want to avoid feeding both breeds. The first species that threatens online marketers is the copyright troll. These are law firms who license the right to sue from copyright owners, and file thousands of copyright infringement lawsuits against bloggers, social media users, and commentors on all kinds of Internet sites who link to or reuse their content without advance written permission. Organizations like the Electronic Frontier Foundation claim that the worst offenders make it easy Read More
Licensed from Cartoonstock.com. It’s Friday the 13th — so we thought a little humor was in order. This cartoon, like all good satire, has a kernel of truth we all need to remember: if we as marketing and sales professionals don’t know what’s being said about our brand in social media, we’ll soon find out that others will create an image for us, perhaps an image we don’t like much.