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How to find your brand’s online voice

You can type, but that doesn’t mean you can write effectively online. If design programs were as easy to learn as Microsoft Word, every Tom, Dick and Harry would think they could design. But anyone with half a brain (especially those blessed with the right half) will tell you that effective writing (and design) is […]

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An excerpt from “And then there’s this”

Something I wish every person that sits behind the steering wheel of a brand would really, REALLY think about. It’s so apparent to us and so disheartening when it’s not apparent to them.

“Think about just this wrinkle: through the Internet, our microcultures all now have watercoolers of their own, and the social pressure within those cultures to rally around common cultural products can be far greater than in the old, offline world. Also: our microcultures, being available online to membership by everyone at all times, can become magnets for huge followings – at which point, arguably, they are not so “micro” anymore.”

Page 55. Bill Wasik wrote the book. Published by Viking.

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You can run, but you can’t hide – muahahaha!

It’s October. The season of tricks, treats and, apparently, ads that stalk.

Retargeting is a concept that’s been getting lots of attention as of late. But until I stumbled across this article in Fast Company, I’m not sure I really understood how exactly it worked. So, in the interest of being the most interesting (c’mon – work with me here) person at your upcoming Halloween party, read this succinct explanation of how retargeting works:

You interact with a company. Maybe it’s a local car dealership and you sign up to get on their e-newsletter. They send you some sort of confirmation email which you open. When you open, cookies are dropped. Later, you decide you want to find the best place to search for that perfect Halloween costume. As you inquire in the search engines, PPC ads continue to appear – “The best costume this Halloween is a new truck from ACME SMITH car dealership.” Congrats. You have a stalker!

But really, is it that bad? Are the ethics of the human race really being compromised? Is Big Brother really in control?

Absolutely not. It’s simply a big step in the direction of more efficient business. After all, when you search in Google, you do prefer results that are the most relevant to you, don’t you? Why would you want anything less with your ads? Personally, I think this is a great improvement to the way that display ads are currently displayed. The advertiser gets much more bang for his or her buck. And the consumer gets products that they’re already keen to.

Apparently, the experts also think retargeting is a good thing. As they’re predicting a surge in display ad marketing over the next five years thanks to this emerging marketing tactic.

Just some food for thought.

 

 

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Selling digital to the boss man

“I just don’t think it’s relevant,” says CEO Phil N. Thablank. Well, if it’s digital marketing you’re talking about Mr. Thablank, you’re wrong. Dead friggin’ wrong. It’s relevant. And millions of web users a day say so. But, that might not be enough to convince the shrewd Mr. Thablank when it comes to best building […]

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Want to be a better digital marketer? Stop marketing so hard

If you come from a traditional marketing background (or no marketing background at all), it may seem logical that the more you push your brand message out in front of your customer, the more business you’ll generate. Makes sense, right? More impressions means more opportunity for a transaction. But there’s one fundamental problem with that model: People don’t want to be marketed to. Keep reading.

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