The Reason People Search for Content is Different than Why they Share it on Social Social Media [UML]
Sometimes contrast is better than comparison because it advances our understanding of marketing and communication channels. Contrast clarifies the motivational differences between search and social. We search for content that is useful. We share content that is interesting or entertaining. This...Read More
Viral Marketing: The Hope, Hype and Helplessness
It’s every marketer’s dream to go viral, but only a handful will ever experience it. While marketers can do things to set the conditions for going viral, things can’t be made to go viral. At best, viral marketing is usually...Read More
Scale Content Marketing: Employees are the Secret
“The biggest challenge is that we are moving from an industry that could create one amazing commercial to reach consumers to an ecosystem with a diversified channel structure,” according to Mike Scafidi, marketing operations with PepsiCo. His commentary was presented...Read More
Dark Social Enlightens Marketing Vanity Metrics
The blog posts weren’t especially compelling, in fact, these were a little heavy with sales messages; case studies that had been re-purposed. However, instead of the classic problem-solution-format, they featured little vignettes showcasing minor customer victories. The posts were...Read More
Marketing as a Bona Fide Profit Center
The party room rivals any I’ve seen in the local area. It comes with four slides, a handful of forts, some bridges, a climbing wall, several swings – and enough space for a whole bunch of kids and one...Read More
Improve Marketing ROI 700% with this One Weird Trick!
There’s one weird trick that can solve all of your marketing problems. It’s a magic bullet that’s so incredibly effective, it’s amazing that more people don’t know about it. Marketing agencies HATE this psychologist! After more than 10 years of...Read More
5 Takeaways from the Book Contagious by Jonah Berger [Book Review]
If a brand commissions a man to jump into a pool during the Olympics while wearing little but a tutu will the story go viral? PR stunts like this are just one example of the case studies examined in Jonah...Read More
Influence Marketing puts Salespeople into Marketing Hats
Tom Webster was shopping for a pair of shoes so he did what people do when they are looking for something: he turned to search. And that’s when it happened. He noticed reviews from blogs were ranking higher than...Read More
Personal Injury Lawyer Schools Marketers on Viral Marketing
Every marketer wants to go “viral” – the enduring mission to be the next Old Spice, the next Dollar Shave Club, or Oreo. Oreo in particular, is especially compelling because it segues to disruptive thinking, lawyers and the notion of...Read More
The Single Most Valuable Attribute of Content Marketing
Years ago I had a mentor that was ruthless about meetings and time. The deal was this: If you want me to mentor you (me), then you commit to a time every week without excuse. Don’t be late. Not even...Read More
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