Multi-Channel, Distributed Marketing Software a Natural Fit in Marketing to Hispanics
Two articles on Adweek’s website provided some intriguing statistics about the US Hispanic market and technology adoption. Adweek noted a Nielsen statistic that 72 percent of US Hispanics have a smartphone and watch more online video than 62 percent of white non-Hispanic Americans. They also noted an eMarketer stat that 72 percent of U.S. Hispanic Internet users will use social networking in 2014 vs. 68 percent of the total population in the U.S. The statistics on technology adoption are not tremendously surprising given basic demographics. Hispanics now comprise approximately 17 percent of the US population, as compared to 9 percent Read More
Where’s the ROI in Social Media? (Part Three)
This is the third part of ongoing series. Part One & Part Two are available. Part One of this series introduced the topic. Part Two was about setting the right mindset. Now is the time to evaluate some mathematical equations for measuring social media ROI. Special thanks to Angie Schottmuller of Search Engine Watch for writing a detailed article entitled “Social Media ROI: 14 Formulas to Measure Social Media Benefits”. I’m only taking a look at 3 of the equations she proposes today due to time & space constraints. I recommend reading her full post when you have some time Read More
Evolution of Multi-Channel: Is Facebook Declining in Some Segments?
One of the key features of the multi-channel marketing ecosystem that we discuss regularly is that it is not static. The proliferation of channels means that this is an ecosystem that is always changing. The hot social network of one day may not be the hot network the next day. MySpace learned that lesson all too well. This is why we’re closely following Facebook, the pre-eminent social media site. The numbers of users is staggering, but there are signs that perhaps Facebook isn’t the darling of the social media world anymore. Like Nike, Facebook seems to be seeing some issues Read More
Tragedy Postpones Branding
The tragedy in Boston on Monday was a horrific and saddening event. It also served a lesson in digital marketing. Monday afternoon was a challenge for marketers in the digital space. The ability to schedule social media posts and emails is a wonderful asset to marketers, and is a part of our distributed marketing software. The scheduling of social media posts and emails has become a common practice, and during the vast majority of times, it helps brands drive top of mind awareness and brand engagement. However, during a tragic event when lives are lost due to a coordinated act Read More
Nike Case Study Highlights Themes of Distributed Marketing Management
The New York Times published an article yesterday regarding some struggles that Nike is facing in its ad campaigns. Numerous themes that I have discussed in this space in recent months were apparent while reading this. The article noted that Nike is facing a big challenge in driving brand engagement amongst large segments of their potential overall target market. Much of this is a challenge surrounding the new media environment. From the mid 1980s through the early 2000s, Nike was able to create iconic ads that were memorable and talked about, driving not only brand awareness, but also positive brand Read More
Counting Down to the Life Insurance Conference
The Life Insurance Conference* is right around the corner. We are only 5 days away from the start of the conference, which runs from April 15-17 in New Orleans. This blog has had a number of posts in recent weeks that have been centered around the themes of the conference. For a quick recap, I’ve listed our specific posts below. The Low Interest Rate Dilemma Solving The Low Interest Rate Dilemma No Debate: A Need to Innovate & Differentiate Social media will be touched upon some of the presentations at the show, including “E-Processing: From Application to Issue” and “Social Read More
Where’s the ROI in Social Media? (Part Two)
In February, we posted Part One of this series. Part One was meant to be just an introduction to the topic. Part Two is a more in depth look, emphasizing mindset to measure ROI. One of the thought leading pieces on this topic came from a 2010 article in the MIT Sloan Management Review. Although a number of the examples are rather dated at this point, most of the key themes touched on in the article remain true today, even with the drastic changes in social media in the 2 and a half years since it was released, confirming the Read More
SEC Approval Shows Pervasiveness of Social Media
Earlier this week, the Securities & Exchange Commission (SEC) released a report declaring that companies could use social media channels to communicate newsworthy events. A key caveat in this ruling is that companies have to disclose where they will be breaking key news items. The SEC report highlights the pervasiveness of social media. As an institution, the SEC is not necessarily known to be on the cutting edge of marketing communication tactics. However, the SEC has observed that companies are turning more & more to social media to get messages out there as fast as possible. The key driver in Read More
Is Non Participation in Social Media a Great Danger?
Trade publication “Insurance & Technology” recently featured an article about social media’s dangers. The article cited a quote from a VP at a life insurance company and a consultancy in the insurance industry. There was some alignment in their perspectives. The VP at the life insurance company stated that “the value in terms of selling” for social media hasn’t “warranted a huge investment.” The consultancy discussed the dangers in the social media space, but also mentioned social media monitoring as having value. What the executive in the life insurance company said may hold value in their organization. At the time Read More
Who Will You Find On a Social Network?
If your brand is not maintaining a strong presence on the major social networks at a bare minimum, your brand is missing great opportunities to achieve greater success. The majority of online Americans used social media in 2012, according to the Pew Center’s Internet & American Life Project published last week. 67% of all Internet users are using at least one social media site (including 71% of women), and amongst those 18-29, 83% use. The Pew report measured social media activity on 5 social networks (Facebook, Twitter, Pinterest, Instagram and Tumblr). Certainly there’s some overlap, as there are many people Read More
