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Social media campaigns aim to enhance a company's marketing efforts, but sometimes, they don't always go as planned. Effective social media campaigns include posting original content that is timely, relevant and appeals to a target audience. However, what some businesses define as timely and relevant may not be the same as how the target audience identifies with it.
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For some time now, marketers have been talking about the importance of brands being authentic on social media. Social media is evolving. The trend toward disposable content, perhaps, isn't a trend toward the disposable, but a trend toward the authentic and real. Just as in real life, people prefer to interact with others who show vulnerability and authenticity.
It's challenging being a marketer in 2015. You need to balance new platforms, the changing structures of teams and creative freelance resources, and consumers that demand more from your products and services now more than ever before.
At present, there is no one governing body that oversees data usage by marketers and media platforms. There are codes of ethics put out by the Canadian and American Marketing Associations, as well as individual ethical codes drafted by marketing research associations among others, but who is accountable to them?
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A relatively newly-named phenomenon, Fear Of Missing Out (FOMO), has become a powerful communications insight. While the premise of FOMO may be similar to "Keeping up with the Joneses," social network...
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A portmanteau of "pink" and "whitewashing," pinkwashing is sometimes used to describe organizations who tout support for LGBTQ causes to distract from less ethical endeavours, or who do so without backing their messages through appropriate actions or policies. So how can you as an inclusive, diversity-loving organization reach LGBTQ communities in the right way? Here are five tips.
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The story of your business is a starting point that should never be underestimated. It needs to be an engaging tale to get your message across -- one that gets people talking and sharing. People have...
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A recent study found that millennials are attracted to online resources to help them manage their money and answer their banking needs. Banks have been listening to what their younger consumers are after and changing how they can offer their services.
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With a reported record cost of $4.5 million rate for a 30-second spot in the U.S. and up to $200,000 in Canada, many companies don't have the budget to get their brand into the big game. That doesn't mean businesses won't get creative and try to intercept the spotlight during the mecca of the advertising calendar. Companies can attempt a field goal with the following three points to get noticed.
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With the way consumers take in big events like the Super Bowl, real-time marketing should be a consideration for all marketers when it comes to the overall strategy. Traditional advertising undoubtedly plays a role in what consumers will take in, but big events have come to mean eyes on many screens.
It's no longer enough for businesses to simply buy and sell their products and services without considering the world in which they operate. Companies must voluntarily do business in an economically, socially and environmentally responsible manner to be sustainable over the long term.
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Do you really need a million visits to your website each month? Not a chance. Follow these three simple steps to get more leads today.
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Your entire "content portfolio" reflects who you are and hence becomes part of your personal brand. I believe anything that you comment, share, recommend and "like" are also part of your content portfolio.
As the chill sets in the air for the foreseeable future, it's clear that it's that time of year again -- holiday shopping season. With holiday shopping in the rear view, many consumers are likely to have shifted their purchasing attention to finding deals for themselves.
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2014 has seen some exciting developments in the digital marketing space. Here is a look at both the best and the worst of digital marketing in 2014.
Gandhi's passive resistance freed India from British rule in 1947. How Gandhi was able to diplomatically overturn 100+ years of oppression without a war is remarkable. Look a little deeper into Gandhi's story and you'll see three ways that 'Bapu' was a marketing genius.
As a business owner and mom, I always have a million things to do. I know this will never change because I throw myself 100 per cent into being a mom and running a business. By taking this trip, I got the chance to reconnect (albeit briefly) with myself, the person I had unwittingly buried with both personal and professional responsibilities. And it felt great.
Since trust plays a big factor in listening to what we're being told, corporations have the responsibility to provide messages that are both accurate and in the best interests of their audiences. Time and time again, however, we see the power of suggestion being used in a misguided and sometimes even destructive way.
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Brands today have the ability to develop a direct relationship with customers like never before, says Twist Image President Mitch Joel. It's this growing opportunity that can help major brands develop...
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A variety of paid, earned and owned media tactics are employed to boost awareness. But, it's paid promotion that really gets the ball rolling. After the right influencers are on board, and with paid ads running to promote the video, people start (ideally) taking notice.
Giving up the reigns puts someone else in the driver's seat, which is a guaranteed recipe for calamity. Trust me, every pitch you'll make will be challenged... but the longer your maintain control, the more powerful a base (and shield) you build. What's more, you may inadvertently address, even eliminate, someone's genuine concern as your presentation rolls on to its finish.
While trolling parents might be concerned, marketers shouldn't be surprised by the drop in teen Facebook usage. After all, target audience behaviour is never set in stone. It's not the consumer's job to remain loyal, it's the business' job to keep up.
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We are human. We have a hardwired need to connect. And we, as entrepreneurs and businesspeople, want our companies to have that human connection, too. Whether you succeed or not, depends on how you approach it. Nail the brand first, then the social media tactics, and you'll be moving in the right direction. And ahead of most of the pack.
When creating your digital media strategy, be sure that you're looking to make your content count. Get personal; find ways to deliver a personalized experience. We can no longer wait for consumers to come to us -- we must give them what they're looking for before they know to ask or think to seek it elsewhere.
As mentioned in a post a couple months back, I carry a journal with me just about all the time, which I fill with copious thoughts, notes, ideas and random observations. Most of these scribblings mak...
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During the Jewish Holidays last week, the two words I heard most often (other than "Shana Tovah," which means "Happy New Year") were "Nice suit!" I heard it on three separate days, and heard it often...
Truth is, that wasn't normal by any means. As a society, our relationship with homeless people is simple; either you drop a coin or walk by. It's impossible to connect with people as people because we let ourselves get divided only by borders, but also by our occupations, social status, and other arbitrary self-imposed barriers.
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Let's face it: it's always personal. Even when it's not. Even in business. Every business owner is first and foremost a person and the way we view the world is through our unique human perspective. We put a lot of ourselves into our businesses and careers, and therefore, by default it is personal. Enter the personal brand.
This is a great place to start when looking at your overall video strategy and deciding what content to include and what stories to tell. Come up with three key messages for potential customers to absorb, and then work on simplifying them. Get someone to view your businesses from an outsider's perspective, which can add additional insight.
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One of the challenges we face when we start out, is we really don't know what will take off, so we dabble in a range of ideas, and I actually still believe this is a good way to go. But pay attention. Watch closely as to what is the most popular and perhaps, given my new insights, think about who else could benefit from what you are doing.
On September 19, tens of thousands of Canadians lined up outside Apple stores as the much-desired iPhone 6 was released to the public. Despite pre-orders being available, many Canadians would rather pick up their new device in-store, rather than buying online.
We all know someone who thinks they can do anything, even though there are perfectly well-trained, experienced and knowledgeable pros who are ready, willing and able to take on a job. The results can go from the hilarious to the horrifying.